What makes TikTok’s top brands pop

X files federal antitrust lawsuit charging GARM with coordinating a platform boycott [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis AUGUST 7, 2024 X is suing an ad industry coalition and its members, including CVS, Mars, and Unilever (learn more about that further down in this newsletter). Pop quiz: What percentage of US social network ad spend will go to X this year? A) Less than 1% B) 1% C) 5% D) 10% [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [What makes TikTok’s top brands so successful?]( Successful creator campaigns on TikTok rely on partnering with creators who align well with the brand and consistently show love for its products. In 2024, US influencer marketing spend on TikTok is projected to reach $1.403 billion, per EMARKETER’s forecast. Brands that take a genuine approach to collaborating with creators ensure credibility, are more likely to connect with followers, and inspire purchases. Here are five brands that have seen success on TikTok, according to CreatorIQ’s “The Power of Authenticity: 100 Brands Winning Big with TikTok Creators,” and what marketers can learn from their creator strategies. [Keep reading]( IN THE NEWS [X files federal antitrust lawsuit charging GARM with coordinating a platform boycott]( The suit alleges that Global Alliance for Responsible Media (which X rejoined just last month) and its affiliates orchestrated an advertising boycott of X after Elon Musk acquired the platform in 2022. This legal action comes in response to a significant decline in X's advertising revenues, which have fallen from $4.5 billion in 2021 to $1.91 billion this year, per our forecast. Our view: The outcome of this case could set important precedents for the relationship between social media companies and the advertising industry—and underscores X's ongoing struggle to achieve financial stability and regain advertiser trust following Musk's acquisition. [ X files federal antitrust lawsuit charging GARM with coordinating a platform boycott]( [Keep reading]( ANALYSIS [5 key stats on consumer spending]( Just because consumers are concerned with cost doesn’t mean they aren’t spending. Today’s path to purchase is less linear, influenced by deal-seeking, social media, and payment options. Here are five key stats on how consumer buying behavior is shifting. [Keep reading]( THINGS TO KNOW 🧑‍💻 [Struggling AI startups look for a bailout from Big Tech]( 🗑️ [Where Facebook’s AI slop comes from]( 🎙️ [Amazon Music’s new AI feature lets you browse podcast episodes by topic]( 🍎 [‘You are a helpful mail assistant,’ and other Apple Intelligence instructions]( 📺 [Study: Walmart among most effective TV advertisers]( PODCAST [Behind the Numbers: How back-to-school is different and the role influencers play in back-to-school marketing]( On today’s episode, we discuss noteworthy data points from this year’s back-to-school season, creators’ role in this shopping period, and what back-to-school tells us about this year’s upcoming holidays. Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts.[Follow us on Instagram.]( [Listen in]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](