Observed Signal · Dec 9, 2025 · Product Launch · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
TikTok Launches Shared Collections and Shared Feed
TikTok is expanding its social features with Shared Collections, enabling two accounts that follow each other to co-create and organize saved videos in a single collection. Collections can remain private or be made public and are available worldwide to users aged 16 and older. The company also debuts Shared Feed, a daily, jointly curated selection of roughly 15 videos delivered through Direct Messages to two people, with recommendations based on both accounts’ likes, comments, and watch history. The new features aim to deepen collaborative discovery and sharing, drawing comparisons to Instagram’s Blend Feed. In addition, TikTok is introducing animated Holiday Greeting Cards in chats. The rollout is described as global and gradual, with parental controls via Family Pairing and ongoing adherence to Community Guidelines. The changes reinforce TikTok’s emphasis on social use and contextual content alongside entertainment.
Major platform feature release (TikTok) expanding social/discovery features.
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Key Takeaways & Evidence Grounding
- TikTok launches Shared Collections allowing mutual followers to co-create and organize saved videos.
- Shared Collections can be private or public worldwide for users 16+.
- New Shared Feed delivers a daily, curated ~15-video selection for two users via Direct Messages.
- Feed recommendations are based on both accounts’ likes, comments, and watch history.
- Animated Holiday Greeting Cards are added to chats; global rollout begins this month.
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OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
Lo-fi UGC-style content outperforms polished ads
The article discusses the growing effectiveness of lo-fi and UGC-style content over polished brand advertisements in social feeds. Citing data from TikTok, System1, Meta, and Kantar, it reports that creator-led content achieves 70% higher click-through rates and 159% higher engagement than non-creator ads at the same CPM, and that viewers skip influencer content after 17.8 seconds compared to 7.9 seconds for traditional branded content. Meta partnership ads reportedly deliver 19% lower CPAs and 13% higher click-through rates. The article emphasizes that while lo-fi content feels authentic, it still requires deliberate strategy, including clear brand cues within the first two seconds. It advises brands to combine lo-fi production, genuine UGC/creator content, and a remix layer of existing footage to maintain creative freshness and performance on platforms like TikTok and Instagram Reels.
Amazon Dominates German E-Commerce with 63% Market Share
A new study by IFH Köln and General Evidence reveals Amazon's continued dominance in German e-commerce, with €69.1 billion in sales in 2025, a 63% market share. Its customer base grew to 55.9 million, and 97% of German online shoppers use Amazon, with 59% holding Prime memberships. However, competition is rising as Asian platforms like Temu and Shein collectively add €1 billion in revenue, while Otto and Zalando add €1.4 billion. The Bundeskartellamt fined Amazon €59 million for anti-competitive practices, which it is appealing. The study highlights growth potential in food and FMCG, where only 4.9% of sales are online, but Amazon already holds 46.1% of the online FMCG market. Amazon's influence extends beyond its own sales, affecting 41% of examined turnover via marketplace and services.
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