Snapchat vs TikTok

Women athletes embrace creator playbook for income and growth

Women athletes are increasingly adopting creator strategies to supplement income and build their personal brands, driven by the growth of women's sports yet persistent pay gaps. Companies like Togethxr, co-founded by athletes, offer programs such as the Snap the Gap cohort with Snapchat, providing production resources and mentorship. Participants, including soccer player Michelle Alozie and gymnast Kyrstina Johnson, saw significant follower growth on Snapchat. This creator approach not only supports athletes during their careers but also prepares them for life after sports. The trend is supported by rising viewership and revenue in women's sports, with leagues like the PWHL and NWSL reporting increased YouTube engagement. Athletes also leverage social media to secure non-sport brand partnerships, as exemplified by Sarah Nurse's beauty content.

• Togethxr's Snap the Gap cohort with Snapchat helped seven women athletes grow their Snapchat audiences; Michelle Alozie grew 61% to 204,000 followers.
• Elite women's sports are projected to reach $3 billion in revenue in 2026, a 25% increase year-over-year (Deloitte).
• The PWHL reported a 77% year-over-year increase in YouTube viewership, and the NWSL reported 42%.

EU Plans Social Media Ban for Under-13s

The European Commission, led by Ursula von der Leyen, is proposing regulations to ban children under 13 from major social media platforms like TikTok, Instagram, and Snapchat, with stricter age verification. The plan, to be formally presented soon, includes a gradual approach: 13-15 year olds would have supervised 'mini-accounts' limited to one hour daily, with full accounts allowed from age 15. Platforms must implement safer designs, such as preventing endless scrolling or autoplay videos, and face mandates on child safety certifications, default private accounts for minors, and restrictions on live streaming. German officials support the initiative, but experts highlight challenges in implementation and enforcement, including potential circumvention, impacts on fundamental rights, and competitive disadvantages for new platforms. The proposal requires approval from the European Parliament and member states, a process that may take months or years.

• EU Commission proposes banning children under 13 from social media platforms like TikTok, Instagram, and Snapchat.
• 13-15 year olds would have supervised 'mini-accounts' limited to one hour daily; full accounts only from age 15.
• Proposal includes requirements for safer design features, such as preventing endless scrolling and auto-play videos, plus bans on addictive designs.

Snapchat launches Commerce Power Pack with dynamic product ads

Snap Inc. has introduced the Commerce Power Pack, a suite of four new commerce tools for advertisers, ahead of the Black Friday and Christmas shopping season. The tools include Dynamic Product Ads in Sponsored Snaps, Value Optimization, Third Party Web Optimization, and Omnichannel Optimization. Dynamic Product Ads use AI-driven recommendations to showcase catalog products in chat. Value Optimization targets higher-value purchases, currently in beta. Third Party Web Optimization allows campaigns to optimize against external measurement partners like Google Analytics and Northbeam, showing significant performance gains in tests. Omnichannel Optimization, in alpha, enables simultaneous optimization of web and app conversions. Early results from Northbeam customers show a 20% reduction in customer acquisition costs on Snapchat.

• Snap launched four commerce tools: Dynamic Product Ads in Sponsored Snaps, Value Optimization, Third Party Web Optimization, and Omnichannel Optimization.
• Dynamic Product Ads are available globally, while Value Optimization is in beta and Omnichannel Optimization is in alpha.
• In internal tests, Dynamic Product Ads optimized for 'Pixel Purchase' improved 7-day CPA by 22%.

TikTok Celebrates MILEY’s New Album Bass Persuades With Exclusive In-App Experience

Miley is turning up the volume on TikTok with Bass Persuades and bringing fans along for the ride. Fans can complete in-app missions to unlock exclusive rewards, shop album merch via TikTok Shop, and more.

Crocs Becomes Top TikTok Shop Seller via Audacious Social Strategy

Crocs has become one of TikTok Shop's top sellers through an early adopter strategy and a focus on engaging Gen Z and Gen Alpha. The platform named Crocs its Seller of the Year in May, and the brand generated an estimated $52.4 million in sales in the 12 months to April, making it the top footwear seller. Crocs chief brand officer Terence Reilly discussed this approach at ADWEEK's Brandweek event, emphasizing a test-and-learn mindset, a nimble team, and content that includes live commerce experiences like 'Croctober', a 31-day livestream marathon which tripled followers and generated 550 million impressions. The brand also demonstrated live selling on stage at Brandweek, selling 200 items in a 12-minute segment. Reilly advised against bureaucracy, advocating for permission to fail and scale.

• TikTok Shop named Crocs Seller of the Year in May.
• Crocs generated an estimated $52.4 million in sales on TikTok Shop in the 12 months to April, becoming the top footwear seller.
• Crocs' 'Croctober' livestream marathon tripled followers and generated 550 million impressions.

EU Plans Social Media Ban for Under-13s

The European Commission, led by Ursula von der Leyen, is proposing regulations to ban children under 13 from major social media platforms like TikTok, Instagram, and Snapchat, with stricter age verification. The plan, to be formally presented soon, includes a gradual approach: 13-15 year olds would have supervised 'mini-accounts' limited to one hour daily, with full accounts allowed from age 15. Platforms must implement safer designs, such as preventing endless scrolling or autoplay videos, and face mandates on child safety certifications, default private accounts for minors, and restrictions on live streaming. German officials support the initiative, but experts highlight challenges in implementation and enforcement, including potential circumvention, impacts on fundamental rights, and competitive disadvantages for new platforms. The proposal requires approval from the European Parliament and member states, a process that may take months or years.

• EU Commission proposes banning children under 13 from social media platforms like TikTok, Instagram, and Snapchat.
• 13-15 year olds would have supervised 'mini-accounts' limited to one hour daily; full accounts only from age 15.
• Proposal includes requirements for safer design features, such as preventing endless scrolling and auto-play videos, plus bans on addictive designs.