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3 TikTok Trends Brands Must Pay Attention To

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3 TikTok Trends Brands Must Pay Attention To

Opinions expressed by Entrepreneur contributors are their own.

While there are mixed opinions about TikTok, there is no denying that it has earned a place among the top social media channels. Trends on TikTok shift quickly, but agile content creators can make money from their profiles.

Not only was TikTok the most downloaded app in 2022, but also kids spent 62% more time watching TikTok videos than they did YouTube. In addition, it’s noteworthy that Gen Z is the app’s largest demographic, with at least 45 million users in that age range accessing TikTok at least once per month.

At its current growth rate, TikTok has already surpassed Instagram in popularity and will also outstrip Snapchat. This means it’s essential for brands, content creators and marketers to stay on top of TikTok trends to monetize the roughly 95 minutes a day that the average TikTok user spends watching videos.

Here are a few trends to pay attention to:

Related: Looking for New Ecommerce Customers? TikTok Might Be the Best Place to Start.

1. The platform is becoming a sales hub for both brands and influencers

Research from ConvertSocial has found that sales through TikTok’s platform have increased by nearly 400%. One part of this massive surge in sales is because influencers are taking full advantage of advertising and sales opportunities, mainly where affiliate marketing and paid partnerships are concerned.

Additionally, small businesses have also jumped on TikTok as a way to actively establish sales chains that are targeted to younger audiences. These small businesses are creating strong presences, developing their brand identity based on what appeals to these younger users and leveraging that to expand their customer base.

One of the most important factors surrounding this impressive sales growth is that its primary user base has now aged into a bracket where it has considerable spending power. The 10-19 range makes up 32.5% of TikTok’s users, while those aged 20-39 comprise just under 46% of active users. This translates to more purchasing power and a greater interest in products and services with a higher ticket value.

Related: 5 Ways That Gen Z Differs from Millennials That You Must Take Into Account When Promoting Your Business

2. Over half of TikTok’s users are women with substantial purchasing power

In a Statista survey as of January 2023, roughly 54% of the global TikTok user base identifies as female. With over a billion users and 670 million downloads in 2022, this is a huge market that most brands are leaving largely untapped.

Believe it or not, only about 18% of marketers fully utilize TikTok as an advertising channel. However, there is an impressive pool of talented social media influencers on the platform who are willing to collaborate with brands to launch successful marketing campaigns, so marketers need to start taking TikTok more seriously to generate revenue.

When you add that women either control or influence at least 85% of consumer spending and account for about $10 trillion of U.S. financial assets, brands should pay attention to what female TikTok consumers are interested in buying.

3. TikTok monetization has yet to hit the saturation point for influencers

Content creators and influencers are well-versed in using platforms like Instagram and YouTube for affiliate marketing and creating a sales funnel. These monetization methods have been done to death via webinars, blog posts, courses and how-to articles.

However, the same is not true for TikTok, partly because it is still a relatively new phenomenon and partly because influencers’ methods to make money are more complex than those of Instagram or YouTube.

For instance, most creators must either heavily promote their affiliate codes or frequently change a link in their profile to keep up with what they’re selling. On other platforms, there are more opportunities to place a clickable link somewhere, which makes the selling process more manageable.

This dovetails with another trend: brand partnerships. Recent ConvertSocial data shows that TikTok bloggers’ income from brand partnerships has grown by 58% in the past year, which proves that the platform’s influencers are figuring out that utilizing the power of a brand alongside traditional affiliate marketing mechanics is a winning strategy for them.

Related: Taco Bell Just Premiered ‘Mexican Pizza: The Musical’ on Tik Tok, Starring Dolly Parton and Doja Cat

Here’s the forecast for TikTok’s marketing prospects

In 2023, one of the best things a brand can do is take TikTok more seriously regarding its audience’s spending power. Most TikTok users can pay for goods and services they see on the platform, so brands can and should leverage this as a lucrative sales channel.

However, it would also be irresponsible not to mention the concerns about certain regulatory risks that some governments, particularly the United States, have raised because TikTok is a Chinese creation owned by a Chinese company called ByteDance. While this has yet to stop over a billion people worldwide from using the app, it is a good idea for companies to capitalize on TikTok’s popularity with eyes wide open and plenty of protections in place.

Overall, TikTok’s popularity is slated to continue its impressive rise, and the revenue-generating opportunities look pretty positive for the coming year. As the platform releases new advertising tools, influencers gain a stronger grasp of marketing mechanics, and more brands begin entering the space; tremendous opportunities await.

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Red Lobster Speaks Out on ‘Misunderstood’ Bankruptcy Filing

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Red Lobster Speaks Out on 'Misunderstood' Bankruptcy Filing

It may be the end of an era for beloved seafood chain Red Lobster, which officially declared bankruptcy on Monday after months of speculation and dozens of abrupt restaurant closures.

Now, the company is speaking out to loyal customers — and investigating the role that its shrimp supplier may have played in its demise.

Related: Red Lobster Suddenly Shutters Dozens of Locations Without Warning Employees, Begins Auctioning Off Equipment

In a letter posted to social media, Red Lobster thanked customers for their nearly five decades of loyalty and assured the masses that the chain wasn’t going anywhere.

“Bankruptcy is a word that is often misunderstood. Filing for bankruptcy does not mean we are going out of business,” Red Lobster wrote. “In fact, it means just the opposite. It is a legal process that allows us to make changes to our business and our cost structure so that Red Lobster can continue as a stronger company going forward.”

Red Lobster noted that companies including Delta Airlines and Hertz “emerged stronger” after filing for Chapter 11 (Delta in September 2005, Hertz in May 2020) and found ways to bounce back.

“Birthdays, graduations, anniversaries, and yes, weddings. We’ve been here for them all,” the chain penned. “Red Lobster is determined to be there for these moments for generations to come.”

Red Lobster’s downfall was a slow burn, primarily blamed on an $11 million loss in November 2023 due to the chain rollout of an “Endless Shrimp” promotion. The deal offered customers all the shrimp they could eat for $20, and it proved to be a bit too popular.

Last week, it was reported that stores had begun shuttering without warning around the country, with dozens auctioning off all of their furniture and equipment online and some employees claiming they were given no notice ahead of time.

In a filing on Sunday, Red Lobster CEO Jonathan Tibus called out former CEO Paul Kenny and Red Lobster’s seafood supplier and owner, Thai Union, regarding decisions made surrounding the “Endless Shrimp” promotion and that Red Lobster is “currently investigating the circumstances” around the decision to make the promotion permanent instead of limited-time.

Related: Endless Shrimp Deal Is Too Popular, Red Lobster Loses $11M

“I understand that Thai Union exercised an outsized influence on the Company’s shrimp purchasing,” Tibus wrote. “[Red Lobster is] exploring the impact of the control Thai Union exerted, in concert with Mr. Kenny and other Thai Union-affiliated entities and individuals, and whether actions taken in light of these parties’ varying interests were appropriate and consistent with applicable duties and obligations to Red Lobster.”

Thai Union completed its purchase of Red Lobster in 2020.



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UMass Dartmouth Commencement Speaker Gives Grads $1000 Each

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UMass Dartmouth Commencement Speaker Gives Grads $1000 Each

The best commencement speeches are often motivational and thought-provoking, leaving new graduates optimistic as they head into the “real world.”

But for the Class of 2024 at the University of Massachusetts Dartmouth, new grads walked away with more than just a wealth of knowledge — they left their ceremony with an extra $1,000 in their pockets.

Related: ‘There Is More To Life Than Work’: Bill Gates Delivers Emotional Message To Graduates About Learning To Take A Break

Last week, the founder and CEO of Granite Telecommunications, Robert Hale Jr., spoke to grads at the University of Massachusetts Dartmouth about their futures and shared a story about a time when his business suffered a $1 billion loss in just one day to explain the importance of perseverance through failure.

“It’s okay to fail,” Hale told graduates. “Life will give you challenges and if you take those challenges you’ll fail from time to time — don’t worry about it … don’t fear failure, understand that it’s just part of the process, and if you use that fear of failure to motivate yourself, you’ll be better for it.”

Then, as he wrapped up, he shocked the audience by announcing he was giving each graduate graduate $1,000 — but there was a catch.

“These trying times have heightened the need for sharing, caring, and giving,” Hale told students. “Our community needs you and your generosity more than ever.”

The students were given two envelopes with $500 each — one was intended for the students to keep for themselves while the other was for them to give to someone else in need.

Related: Sheryl Sandberg’s Advice to Grads: Banish Self-Doubt, Dream Bigger and Lean In, Always

“As the degree conferral was about to begin, Hale came forward and let the graduates know he had one more bit of advice for them. He told the eager crowd that for him and his wife Karen, ‘the greatest joys we’ve had in our life have been the gift of giving,'” UMass Dartmouth said in a release. “Hale let the Class of 2024 know that the two large duffle bags being brought up on stage by security were packed with envelopes full of cash.”

There were roughly 1,200 students in UMass Dartmouth’s 2024 graduating class.

Hale’s current net worth is an estimated $5.4 billion.



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Stay Prepared on the Road with This $80 Tire Inflator

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Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

Business travel is inherently risky because driving poses certain innate hazards. If you’re a business leader sending yourself, team members, or employees out on the road, the least you can do is equip them with the tools they need to operate as safely as possible and get out of a jam if they happen to run into one.

A great tool that’s designed to help fix flat tires, this HOTO Air Pump Pro Portable Air Compressor and Tire Inflator, is on sale for just $79.99 (reg. $119). Promised to be 85% faster than competitors, this four-preset air pump is made to be able to fill a tire in at most five minutes.

Running on a 12V pump motor, this fast-working pump features a powerful battery life that can charge as many as 15 under-inflated tires within a single charge. When you’re filling up, the pump also prevents you from overdoing things with its worry-free automatic stop that ceases operations when the proper inflation is met.

This fantastic tire pump can serve as a great safety tool for business travelers. It can also promote exercise and recreation when used to pump up sports balls and bike tires.

The versatility and quality of this small, compact device have added up to make it a hit amongst users and critics alike. It’s even earned a coveted nomination from MoMa Design.

Don’t forget that for a limited time only, this HOTO Air Pump Pro Portable Air Compressor and Tire Inflator is on sale for just $79.99 (reg. $119).

StackSocial prices subject to change.

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