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TikTok Shares New Insights into How Users are Engaging Around Mother’s Day in the App



With Mother’s Day just around the corner, TikTok has published some new insights into how its users are engaging around the event, and how marketers can tap into such, in order to boost their Mother’s Day promotions.

TikTok starts off with this somewhat surprising claim:

“Did you know that more than one in four TikTok users is a mother?”

That seems like a lot, particularly given the younger skew of TikTok’s audience. But then again, with more female users than male, and a broader audience spectrum than most would anticipate, the data highlights the platform’s potential from a marketing standpoint, with many influential, older users now reachable through the app.

TikTok Mother's Day data

That in-built audience has provided TikTok with a range of insights into the products that mothers are looking for on the platform, which could help to shape your Mother’s Day promotions.

TikTok Mother's Day data

As you can see here, most TikTok moms want a vacation. 

I mean, don’t we all? A year in and out of lockdown will do that to you. But with travel still off the cards for many, there are various other considerations that TikTok moms are looking to as the day gets closer, which could highlight key opportunities for related brands.

TikTok also says that mothers on the platform are heavy mobile phone users.

“They’re more likely to see your content through a phone screen, and they often discover brands through social media. Marketers should take notice, and reach them with immersive advertising in mobile-first environments for maximum impact.”

TikTok Mother's Day data

TikTok also notes that Mother’s Day activity ramps as the day gets closer, with a big jump on the day itself:

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“We looked into activity around relevant hashtags like #mother, #mothersday, #gift, #giftformom and #mom this time last year on TikTok, and here’s what we noticed: Mother’s Day-related content and activity saw a big spike on the day of, compared to the day before. This held true for the volume of content posted, as well as views and engagement on that content.”

TikTok Mother's Day data

These are some valuable pointers for marketers, which could point to both immediate opportunities, in terms of Mother’s Day gift promotions, and ongoing recommendations through TikTok, with mothers also likely to showcase their gifts in video clips posted on the day.

TikTok recommends that marketers look to share special offers leading into the event, and to use TikTok ads as reminders, to ensure that users remember that the day is coming up.

These are some handy notes, and they could highlight new considerations for your Mother’s Day outreach.

You can read TikTok’s full Mother’s Day insights here.



Jack Dorsey Exits Twitter Board, Clearing the Way for the Elon Musk Era at the App



Elon Musk Launches Hostile Takeover Bid for Twitter

While there’s no new news on the Elon Musk takeover saga, we do have another reminder that Twitter’s leadership team is never going to be the same, regardless of what comes next, with co-founder and former CEO Jack Dorsey today leaving the Twitter board, effective immediately.

Dorsey’s full exit removes another big chunk of experience from the company – over the past two weeks, Twitter has lost:

  • Consumer product leader Kayvon Beykpour, who’d worked at Twitter for four years
  • Head of revenue product Bruce Falck (5 years)
  • Ilya Brown, a VP of product management (6 years)
  • Katrina Lane, VP of Twitter Service (1 year)
  • Max Schmeiser, head of data science (2 years)

That said, Dorsey’s move, isn’t a surprise.

Back in November, when Dorsey announced that he was standing down as Twitter CEO, he also noted that he would stay on Twitter’s board till around ‘May-ish’ to help incoming CEO Parag Agrawal and incoming Twitter Board chair Bret Taylor with their respective transitions.

Of course, back then, Dorsey couldn’t have predicted the chaos on the horizon, but despite the distractions of an imminent takeover, Dorsey has decided to stick with his original plan, and step away from the platform that he helped build.

That clears the path for a new era under Elon Musk, who has vowed to make significant changes to the way that Twitter operates – though of late, Musk seems to be more distracted by stats on population decline and political conspiracies than he does in completing the Twitter deal.

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On May 13th, Musk said that his Twitter takeover offer was effectively ‘on hold’ pending more data from Twitter on its fake profile count, which it pegs at 5% of active users. Many users have since shared partial evidence that, in their opinion, proves that this number is not correct, while Twitter itself has maintained that there’s no such thing as ‘on hold’ in the takeover process, and that it’s preparing for the deal to close sometime soon.

Musk says that he won’t pay full price for something that’s not what he believed he was purchasing.


But then again, Musk also waived doing detailed due diligence on Twitter’s business, in order to reach an agreement faster, which means that he may be tied to the purchase anyway, regardless of what Twitter or anyone else may find here.

For his part, Dorsey has been a strong advocate for Musk, and his interest in Twitter, and has noted several times that he believes Musk is the best option to ‘save’ the company.

Now Dorsey is getting out of the way to let that happen, which will mean that none of Twitter’s four founders remain in any position to advise or guide the platform in any direct capacity from now on.

That could be a good thing. Twitter, of course, is a far cry from what it was in the beginning, and maybe now it needs to detach from its founding concepts to reach its next stage.

But again, that’s a lot of experience heading out the door, with current CEO Agrawal also on the chopping block, according to Musk’s statements.

How that impacts Twitter’s future direction is hard to say. Again, Musk has already flagged significant changes, but without experienced voices advising him on what’s happened in the past, he could be doomed to repeat previous mistakes, impeding the company’s progress even more.

Or maybe it makes things easier, without the constraints of past limitations holding things up. I would lean towards the former, but clearly, Musk has his own ideas about how he’s going to transform the app, once he does, eventually, take control.


Which seems like more of a ‘when’ than ‘if’, but maybe Musk has some other trick up his sleeve to either reduce his offer price or get out of the Twitter deal entirely.

Either way, massive changes are coming to the app, which could alter the way that it’s used entirely.

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