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TikTok Is Exploring Stories & Long Videos: Will Marketers Even Care?



TikTok Is Exploring Stories & Long Videos: Will Marketers Even Care?

When TikTok went viral in 2019, pulling in millions of global users nearly overnight, almost every major social media channel quickly pivoted attention to short-form videos.

While Instagram – which notably innovated on Snapchat Stories – launched Instagram Reels, YouTube – known for its longer-form videos – launched YouTube Shorts.

Now, TikTok seems to be taking on its biggest social media rivals yet again by exploring two familiar — but still surprising — features: TikTok Stories and 10-minute video capabilities.

If you love the short-form, in-feed, and non-ephemeral nature of TikTok’s platform, you might be surprised that they’re now launching features that other platforms are famous for – rather than continuing to make their own unique offerings.

You also might wonder, “Will these features make TikTok a more applicable channel for my brand?” Or, “Will TikTok’s Stories and long-form content go unnoticed and eventually be discontinued – just like Twitter Fleets?”

To help marketers try to determine if these features will make a difference in their TikTok or social media strategy, I’ll highlight how they work, why TikTok’s launching them, and if they pose any opportunities for brands.

We’ll discuss TikTok Stories first. But, if you’re just interested in long-form video instead, click here to jump down to that section of this post.

TikTok has expanded its Stories feature pilot after initially testing the feature in a few select countries like Brazil in Q1. While TikTok has not yet published a press release about Stories or pilot results, U.S. users began to see a notification announcing the feature on apps throughout the past month.

Tiktok stories announcement in tiktok app

As many marketers already know, this pilot comes after most major social media platforms including Facebook, Twitter, Instagram, and even LinkedIn have launched or explored their own version of this feature.

What’s the Story with Stories?: A Quick History

At the HubSpot Blog, the evolution of Stories features across social media platforms has taught us one thing: When one platform develops a viral feature, other major platforms will follow suit with an incredibly similar option.

Stories began on Snapchat, the first well-known ephemeral app where users could create a series of videos or pictures on their profile – or a Snapchat Story – that would only show up for 24 hours. Users could also send “Snaps” or a series of disappearing Snaps to other users who could only see them when they opened their message.

Soon after Snapchat attracted millions of users with ephemeral content, Instagram launched Stories as a key part of its platform. Then, soon after that Facebook, LinkedIn, and even Twitter launched Story or Story-like features. While Facebook, LinkedIn, and Instagram still host Stories today, Twitter has disbanded its version – called “Fleets” and Snapchat has steadily lost interest from consumers and brands.

How to Publish a TikTok Story

If you are in the U.S. or another country where the feature is now available, creating a story is very similar to creating standard TikTok content.

1. Open TikTok’s Post tool.

First, you go to your profile and press the turquoise plus (+) on your profile picture, or go to your feed and press the Post button. You can also find a post button in the center of TikTok’s bottom navigation.

TikTok lower navigation with post button in the ceenter

2. Make your content.

Create a video, or upload or take a picture. Then add any background music, text, or effects as you would with any TikTok video.

TikTok video screen

3. Determine if your content is a Story or TikTok.

When you’re done recording or selecting a photo, you’ll see two options: Post to Story and Next. Tapping Post to Story will automatically send it to your Story and For You feeds of other users.

post story option appears on video publish screen of tiktok

One thing worth noting is that if you post a photo to your story, you’ll want to select a piece of music to go with it. Otherwise, TikTok will choose music automatically. In my case, this image was posted to my first test Story with an auto-selected Bruno Mars song.

If you tap “Next,” and don’t post the content to your Story, you’ll be sent to the last page you usually see before posting a permanent TikTok, which allows you to add a description to TikToks while also adding privacy and sharing preferences.

Because Stories are ephemeral, it seems that TikTok doesn’t allow you to add a description, hashtags, or privacy settings when you publish, which is important to keep in mind if your brand requires extra settings on your content.

Viewing a Story

There are three ways to view Stories. All are a bit tricky and sometimes rely on happenstance.

1. Sit back and swipe into new Stories.

Stories from people you follow or accounts you might be interested in will show up in the For You page feed of the TikTok app along with standard TikTok videos. While they might not have a hefty description, you can still follow the account that posted it or “Like” the content like a regular TikTok video. However, some features, like video replies, will be disabled because this content is meant to be ephemeral and will disappear after 24 hours.

2. Find Stories through “For You Page” navigation.

Open up TikTok and go to your For You page (a.k.a. your main feed). As you swipe through, pay attention to the engagement and sharing navigation buttons on the right of each video. When you see a profile picture with a turquoise ring around it, tap it to see the account’s story.

A TikTok navigation bar shows a profile image with a circle around it indicating a story is available to view

3. Find Stories on TikTok Profiles

Go to a profile of a TikToker you enjoy and look at their profile picture. If the ring appears around that profile picture, you can tap it and be sent to their story.

A profile picture has a ring around it indicating that a story's available to view.

Should You Leverage Stories?

The jury is still out on whether Stories will become a hit on TikTok. From a simple swipe through my feed, it was pretty hard to find people who were actively using them already. However, this feature is still very new and could grow in use as more people become aware of it.

Additionally, when accounts do use Stories, it essentially feels like a temporarily published TikTok video. It’s also not clear yet if posting a series of videos to your Story will be as effective as posting permanent TikTok videos with a “Part 2” link in the comments.

For example, the screenshot below shows a TikToker linking a follow-up video in the comment thread of another TikTok video where she demonstrates how to use a STEMPLAYER to isolate the vocals in Adele‘s music.

a tiktok user links a video to a part two of her tiktok content in her comment thrad

Because of the engagement of Stories compared to linking permanent TikTok content together, some TikTok users might be more interested in growing their following and evergreen views with more permanent content.

Aside from lower usage, one thing that could also hold TikTok Stories back is the features barriers to discoverability on the platform. However, while it might not be as easy to find Stories right now because it is still in the pilot phase, this could change if the app fully embraces them with a Stories page or search features as Instagram has.

At this point, Stories shouldn’t be the reason your brand decides to go on TikTok. You’ll ultimately want to look at its entire assortment of features, audience, and consumer behavior to determine if your brand is a good fit.

However, if you already have a TikTok following and have time for light experimentation, posting a light-lift, on-brand test story likely won’t hurt your following. It’s possible that unconfirmed TikTok algorithms might even give you a boost.  

Multiple high-performing TikTokers I follow say they expect to see TikTok Stories get a discoverability lift in various TikTok feeds as the algorithm might favor or push content that leverages new features. While TikTok hasn’t spoken about this at length or publicly, here’s some example of advice from a user with over 350,000 followers.

If you do experiment with TikTok Stories, here are a few things to keep in mind:

  • Cater your Stories to TikTok’s audience and platform: Stories should be fast-paced, value-packed, or interesting in another way to the TikTok audience.
  • Stories will need promotion: It can be incredibly easy to miss Stories because there is not a designated location for them on the app. Users primarily know a Story is available when a profile image is outlined on the right navigation of a TikTok video. If you have a story you want people to see, consider making a TikTok that goes over the topic and encourages people to watch that story.
  • Determine if views or followers are most important: One way many accounts gain followers is when users click the plus sign on the profile icon that appears in video navigation. But, when you publish a story or launch a live event, tapping the profile picture just leads to this content. This is important to keep in mind if you want to gain followers quickly.

Long-Form Video on TikTok

In 2022, TikTok enabled all users the ability to add videos that were up to 10-minutes long. The company began exploring long-video features in the summer of 2021 by allowing just a select group of users to use them first. In its initial announcement of the long-video pilot, TikTok explained that the move aimed to give creators more tools and flexibility.

“Creative expression brings people together. It’s how we connect with our communities. It’s how we entertain, educate, inform, and inspire each other. This is also why we’ve focused on providing our community with a range of tools to help unleash their creativity – longer videos are now one more tool people can use to captivate the community with their creative expression,” read the statement.

Since then, the feature eventually rolled out to all users – who can now create videos that are up to 10 minutes long. And, to many of us, this continued rollout is still a bit surprising.

When TikTok began to go viral as a host for 1-minute videos, it seemed like an answer to Vine, a once viral and notably discontinued short-form video app. Even as viewership grow, TikTok still kept videos short by only eventually allowing a max of three-minute videos. Not only has TikTok strayed away from long-form in the past, but the platform’s virality led many brands and social media channels to recognize how consumers were shifting to short-form video consumption.

While a post from TikTok explains that videos over one minute long have driven more than 5 billion global views, the platform still seems driven by short-form content, aside from occasional live streams that appear in the For You feed.

Why is engagement so important? While TikTok might give an unconfirmed initial boost to creators who use its new features, the company has shared that its algorithm is partially driven by engagement. Content with lower engagement will be deprioritized in its feed. Thus, if someone posts a video that feels too slow to start, boring, or too long, they could swipe to the next video in the feed before it ends, avoid liking or commenting on it, and might not follow the account holder. As a result, the content could be deprioritized.

While this shouldn’t necessarily discourage you, it shows that you should still be strategic about what you’re posting on TikTok’s fast-paced platform and how long it really needs to be to grab attention and engagement.

Should You Post Long TikToks?

While slightly longer TikTok videos or even TikTok Live could be a great way to engage your TikTok while also potentially getting an algorithmic boost from the app, keep in mind that much of TikTok’s audience tends to prefer things short and sweet.

If you do want to test out a longer video, you can simply go to create a TikTok and film or upload content that’s up to 10-minutes long.

Ultimately, you’ll receive solid engagement and memorability on fast-paced apps like TikTok if your videos quickly and concisely pull viewers into the action and give them all the key information they need. If you do go beyond three minutes, your content will need to be incredibly interesting. Otherwise, the second a user loses interest, they’ll move on to the next video with just a quick swipe of their finger.

TikTok Pivots: Desperation or Competitive Maturity?

When TikTok first went viral, it was the go-to app for short-form videos. But now, as it matures at the top of app store and website charts, it’s starting to become a go-to platform for all things video.

And, while TikTok expanding to Stories and long-form videos might seem like a surprising play, the brand isn’t necessarily wrong to test these popular social media features.

Ultimately, once virality has been reached, platforms need to expand to have sustainable growth. Why? Because older competitors will likely copy or innovate on the unique features of smaller or newer platforms.

In 2019 and 2020, TikTok was in that situation. Although the app was viral and getting huge attention from brands, competitors like Facebook, Instagram, YouTube, and Twitter quickly began testing short-form video features. Yet, TikTok’s successfully kept growing and competing with these channels because of its continuous pivots, pilots, and evolutions. Essentially, TikTok is doing exactly what its competitors have done to capitalize on its features.

While TikTok was once that cool, edgy app that some had ever seen anything like before, it’s maturing into a channel that millions of people use daily. Sometimes, remaining relevant as you grow means you must release and test both never-before-seen and competitive features.

Is TikTok Right For You?

While some brands aren’t the best fit for TikTok and others still need to learn more about the platform to leverage it, this platform isn’t going away any time soon and it’s constantly growing and changing. Even if long-form content and Stories don’t become a hit on the app, the platform might still be relevant for your brand one day and is worth keeping on your radar.

It’s ultimately up to you to decide whether these features will intrigue your TikTok audience or if TikTok is even right for you. For more help on that front, download the free resource below.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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