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TikTok Overtakes Google In Travel Discovery

By Paid Media, Social Media

TikTok now hosts 750 million monthly users worldwide, and around 34% of travelers were influenced by TikTok in 2022, mostly in the early decision-making stage. This represents a 10% increase from 2021.

One of TikTok’s attractive advantages over Google is it doesn’t default to promoting the most common and popular hotspots, which can suffer from overcrowding. 

”With Google Maps, if you’re going to Yosemite National Park, it wants to show you the top ten destinations instantly and we’re like Stop!” Jonahthan Farrington, executive director of Yosemite Mariposa County Tourism Bureau, which aims to use TikTok to promote overlooked areas like Hetch Hetchy in Yosemite National Park. “Our hope is to one, get people interested and two, that they’re going to say ‘Wow, We to need to go over there,’ which is away from the crowded areas.”

Smaller Brands Can Reach Large Audiences

Travel organizations are increasingly investing resources on the platform to reach global audiences.

Even brands with small accounts have an opportunity to go viral and rack up video views thanks to the TikTok algorithm, which rewards creativity, authenticity and uniqueness in travel discovery. In other words, a brand doesn’t need a large number of existing followers to gain exposure to millions.

A Brand Need Not Be on TikTok To Benefit From It

In fact, travel-focused brands who don’t even have an account on TikTok can still reach millions of target audiences through the platform as those brands can partner with influencers behind the scenes to connect with TikTok users in the travel discovery process. 

Digital Advertising Important for Travel Brands

The importance of digital advertising to the travel industry is hard to overstate.

Digital channels accounted for nearly 90% of all travel advertising spend in 2021. Social is the fastest growing subchannel, making up 29% of travel ad spend in 2021 versus 22% in 2019. 

Most of that digital performance spending is going to one of two places: Google or META. There are few other viable alternatives to reach online audiences at scale, making TikTok a powerful alternative and opportunity for the travel industry. 

TikTok has an ability to attract new audiences, go viral without an established account, and to diversify ad spending. If you need assistance adding TikTok to your paid social mix to reach travelers in their early decision-making process, contact us. We’re here to help.  

Social Media Predictions for 2023

By Social Media

As 2022 comes to a close, we are keeping an eye on the emerging trends and tools and tactics that will matter in 2023.

Facebook Leverages AI To Keep People Interested.

As Facebook continues to lose users to TikTok, the platform is using AI to send more content from Pages and people’s content through Feeds.

Mark Zuckerberg explained in a recent interview with The Verge that:

“What’s basically going to happen is that, over the next year or two, we’ll start showing more recommended content in the Feed. And we’ll know that we’re doing a good job because the content in the beginning is going to displace some other content, and either displacing that content is going to lead to negative feedback from people, and lead to people connecting with each other less in all the metrics that we focus on, or it will actually lead to people connecting more and being more satisfied with the product.”

Zuckerberg’s view is that 40% of the content in your main Facebook feed will come from Pages you don’t follow.

For brands, that could also mean expanded opportunity, as Facebook’s algorithms will look to show your best-performing posts to even more people, even those outside of your current audience.

Facebook Is Moving Away From Promoting External Links

Facebook is placing a lower priority on content that promotes external links because they want more people to spend more time on the platform.

While this will cause some frustration for brands seeking to drive views to their websites, we recommend brands focus on content that generates more engagement on Facebook, likes memes and audience questions. This could help marketers that might then boost brand awareness and increase their following.

Continued Push for Avatar integration on Facebook

Despite a lack of user interest and an unimpressed industry, Meta is still trying to get users excited about the metaverse. So, you can expect to see more digital avatars popping up on the app.

Meta Avatar store

Although, we are far from reaching critical mass in the VR-enabled metaverse, there are expanded opportunities in sponsored items for avatars, themed costumes, and some new ways to connect and engage within the digital space.

Expect Meta to start pushing avatars as a key way to connect and engage, from video chats to posts, to status updates, and onto the metaverse itself.

More AI-recommended Instagram Content – and More Reels

Just like Facebook, Instagram is likewise hoping AI content recommendations will maximize user engagement as the platform struggles to keep up with TikTok.

Meanwhile Reels remains Instagram’s its fastest-growing content format, so you can expect to see more random updates, and more Reels, in more places in the app.

Like Facebook, it’s not clear yet that this will work for IG. But they’re going to push it either way.

We also expect Instagram will revisit its full-screen feed test, maybe with selected users who engage with Reels/Stories more often.

More Brand Engagement with Creators

We expect Instagram to add-in new forms of content creation in 2023, including AR and 3D posts, further integrate NFT art, and other new content forms that can be showcased in the app.

By providing more ways for creators to create directly on Instagram, Meta hopes to guide them to the metaverse. So you can expect to see new creation tools, like GIFs generated from Live Photos on IG, and also, the integration of 3D creation tools from its Spark AR platform directly into Instagram itself.

Spark

AR and More Interactive Ads

Other platforms are already experimenting with this, and as Meta seeks to guide users into the next stage, we expect to see more more 3D models for the metaverse space, including new AR ad formats cwith enhanced scanning tools and ingestion processes to help more brands lean into this next-level shift.

Twitter Will Continue to Experiment to Regain Market Share

Elon Musk has laid out various vague plans as he tries to right the seemingly sinking ship. From subscriptions to today’s news that he will no longer remove misinformation about COVID-19, we could see anything from Twitter transforming to a pay-to-play platform to a return to robust analytics. (Twitter removed a lot of analytics features back in 2020, and never replaced them.

If Musk were to improve Twitter Analytics offering, and presented that as a service, that would likely be something for which many businesses would be willing to pay.

Pinterest Will Continue to Grow and Gain Greater Influence

Pinterest has been on a more steady upward trajectory now.

We expect this trend to continue with greater international expansion. Pinterest is doing well in its key markets, but it still has a lot of growing to do in other regions.

Pinterest Q3 2022

As you can see in these charts, Pinterest’s income from North American users literally towers over what it makes in other regions. Pin ads are still not available in all markets, and while Pinterest is still growing, it needs to work on building its ad opportunities to maximize its potential in this respect.

Improved Search and Discovery on Pinterest

Discovery is the backbone of Pinterest’s operation and we expect to see new improvements in highlighting the most relevant products via improved search tools and processes.

Pinterest continues to make progress on this front, by adding in more personalized discovery tools, and you can expect to see Pinterest continue to refine and improve its processes to help maximize product discovery, in alignment with personal usage habits and preferences.

Also, expect to see Pinterest add in more product comparison options, to help users find the best deals in the app. Pinterest also needs more products, and as such, you can also expect to see the platform continue to improve its catalog ingestion tools, and help more merchants list their items as Buyable Pins.

Live-Stream Shopping

Pinterest is also testing the waters on live-stream shopping, and if that does become a bigger trend, you can expect the platform to make a much bigger push on integrating live shopping into the app.

We expect Live shopping to be more effective on Pinterest than other platforms at the moment simply because of the nature of content and the way users currently engage with products on the app.

LinkedIn Will Leverage Better Data, Video and Audio in 2023

LinkedIn already owns the largest database of professional and career insights ever created, and it’s slowly integrating new ways to use this to help people maximize their opportunities.

We expect this to continue in 2023, with more links to LinkedIn Learning so users can obtain the skills needed to land their dream jobs.

Like all social media platforms, LinkedIn has seen more people consuming more video content in the app, and we expect the platform to add in more video tools, expanding on its existing intro video and video chat features.

In fact, we more people are accustomed to virtual conferences and events now, we imagine LinkedIn will enhance its Event features with more Zoom-like features for in-platform video meetings and live streams.

Similarly, as podcasts continue to become the preferred content type for Millennials and GenZers, we expect to see LinkedIn embrace audio events – perhaps even by creating an in-platform podcast offering like BuzzSprout and others.

Either way, we expect to see audio rooms in groups, audio meet-ups among your connections better highlighted in the app, and more sections highlighting audio events.

TikTok Will Embrace Social Commerce

The current social unrest in China could result in TikTok being banned throughout the country. However, the success of the app around the rest of the world, along with the increasing need for Western brands to monetize their presence on the app, leads us to expect social commerce to grow on TikTok.

To-date, western users haven’t exactly warmed to live-stream shopping, at least not in the way that some Asian regions have, but TikTok is determined to make it work, as a means to both maximize revenue and provide another monetization opportunity for creators.

Because right now, creators can’t make as much money on TikTok as they can on YouTube, TikTok’s trying out various solutions on this front, but the platform has had the most success with live-stream commerce, so it’s safe to expect this to become a more prominent feature in 2023.

If you need assistance with your social media strategy in 2023, please contact us today. Our experts are here to help.

YouTube Launches New Ad Features for CTV and Audio

By Paid Media, Social Media No Comments

YouTube announced three new ad options as part of its Advertising Week New York showcase, including ‘Moment Blast’, which enables advertisers to highlight their offers to Connected TV viewers, and new audio ad options to reach viewers listening to YouTube content.

Here is how YouTube explained Moment Blast:

“Moment Blast is designed for brands looking to raise awareness during key moments – like major sporting events, movie releases or product launches. Moment Blast gives advertisers prime positioning on YouTube Select content on connected TVs (CTV) and other devices, plus a Branded Title Card and optional Masthead placement.”

YouTube Select is a showcase of select video content from across YouTube that enables advertisers to reach specific audiences, based on various interests and categories.

With Moment Blast, brands can better amplify their messaging through these channels, which could help to maximize their reach.

YouTube is also expanding its audio ads, including podcast targeting, enabling advertisers to reach engaged audiences in the app. YouTube first launched its audio-only ads back in 2020, as part of its broader push to maximize YouTube Music, and has been expanding its audio offerings ever since. Now that podcasts have become a preferred platform for Millennials and GenZers, with podcasts are being steadily integrated into the platform.

YouTube podcasts

YouTube’s also expanding its product feed options to Discovery ads, providing another way to promote products direct in the app.

YouTube Product Feed

Product feeds, like the example above, allows users to add a listing of products to ads, enabling viewers to easily make a purchase, which could also drive more direct response from your campaigns. As YouTube explains:

“Soon, product feeds will also include local offers, allowing brands to show real-time availability for products in their Google Merchant Center so people can find the most convenient place to buy.”

YouTube is also looking to expand more product display capacity to Shorts:

“Creators will also be able to transform their content into virtual storefronts; this quarter, more creators will have the ability to tag products in their videos and Shorts.”

Shorts has become a much bigger focus as social media platforms continue to compete with TikTok. YouTube is exploring more ways to better facilitate monetization opportunities for Shorts creators, while also enabling brands to tap into this rising element.

If you need assistance leveraging YouTube or any media platform for your brand, please contact us today. We’re here to help.

TikTok Adds Photo Mode for Still Images and Longer Video Captions For Increased Discovery

By Content Marketing, Social Media No Comments

In an unusual turn of events, TikTok has borrowed from Instagram by adding a new ‘Photo Mode’ for still images in the app. The new feature allows users to post carousels of still images that can be scrolled.

TikTok Photo Mode

TikTok explains the new feature:

“Photo Mode allows you to share carousel posts of still images that automatically display one after another. You can add music to soundtrack the images, which viewers can swipe through at their own pace.”

We expect the addition of carousels will spark new trends, like before and after shots of DYI projects, makeovers, lawn and garden improvements, and other views into progressive change will provide another way for brands to reach an audience.

TikTok’s also added some new editing tools to make it easier to refine content before posting and launched longer captions, allowing creators to utilize up to 2,200 characters with each clip.

TikTok editing tools update

This represents a significant increase from the 300 characters previously allowed for video descriptions. This is no surprise given TikTok’s increasing role as a discovery platform.

In fact, Google itself recently noted that almost 40% of young people now use TikTok and Instagram for search, instead of the search engine. Allowing for longer descriptions will help users grow their reach and their “search engine” value within the app via more keywords.

If you need assistance leveraging TikTok or any social media platform, please contact us today. Our award-winning social media team is here to help.

The Digital Marketing Trends Shaping New Customer Experiences

By Brand Engagement, Content Marketing, Insights & News, Social Commerce, Uncategorized No Comments

It can be increasingly challenging to keep up with digital marketing trends as they change so quickly.

To help marketers and digital leaders navigate this new landscape, we’ve identified the key trends to help you improve engagement and drive conversions this year.

1. SOCIAL MEDIA TRENDS

TikTok Will Continue to Grow & Brands Need to Take it Seriously

The rapid rise of TikTok has seen the app reach 1 billion users and counting. The platform has enormous engagement (U.S. users spend up to 850 hours a month on the platform) and enables brands to create hyper-personalized content that truly connects with customers.

In terms of the platform’s revenue, TikTok was the top-earning non-game app in 2021 with more than $110 million spent by users. This just shows the earning potential of the app for marketers looking to drive sales amongst young consumers. 

The Next Big Digital Marketing Trends in 2022

Influencers have also played a role in TikTok’s rise with many earning huge amounts through sponsorship deals. Battisby believes that brands are now taking notice of influencer marketing on the platform.

In the platform’s early days, it seemed to be a place for kids and teens and the influencer who want to reach them. But, today, we are seeing influencers like Gordon Ramsey and financial influencers like @johnefinance and @breakyourbudget who help GenZers learn about planning for their financial futures.

Social Commerce Will Become Seamless

During the pandemic, social commerce took off and is expected to reach $1.2 trillion globally by 2025 according to an Accenture study – a growth that’s three times faster than traditional ecommerce, aided by hashtags like #TikTokMadeMeBuyIt.

2022 is set to see the experience of social shopping evolve as platforms work behind the scenes to enable customer payments without leaving social media apps, creating a seamless customer experience. Gen Z and Millennials are predicted to be the biggest spenders as they will account for 62 percent of global social ecommerce revenue by 2025.

The Next Big Digital Marketing Trends in 2022

The key to driving engagement is for brands to create compelling shop windows on Instagram. It’s no longer enough to rely on one great image, companies need to have multiple images per product and add keyword-rich descriptions. Video is also crucial as the popularity of the format  – as witnessed by TikTok’s growth and Instagram’s recent transition – is exploding across all audiences. 

YouTube Advertising Will Explode

YouTube is going to explode in terms of investment from advertising in 2022. As more people move away from linear TV, fragmentation with subscriptions, and streaming services all means that more advertising spend is going to move to YouTube.

Last year YouTube’s global revenue (through its parent company Alphabet) grew to nearly $29 billion, up almost 46 percent from 2020. This level of revenue puts the social media platform on par with Netflix and is a result of the rise in more traditional TV advertisers on the channel, direct response ads, and brand advertising.

The Next Big Digital Marketing Trends in 2022

2. DIGITAL MARKETING JOB TRENDS IN 2022

Marketers Need to Upskill in Digital

As brands clamor to engage, promote, and convert successfully online, the need for digital talent across industries is intense.

A recent whitepaper, ‘Perpetual Evolution’, from The Economist Group, revealed that securing talent with the right skill set is the number one challenge that the digital marketing industry faces, while the lack of training to upskill marketers ranks seventh.

The Next Big Digital Marketing Trends in 2022

This demand is great news for marketers but poses a challenge for many in the industry who lack digital know-how or experience in digital marketing. So what digital marketing skills will be in demand in 2022? Social media skills remain in high demand, along with SEO and SEM.

The Next Big Digital Marketing Trends in 2022

The Digital Gig Economy is on the Rise

Over the past decade, many workers are pursuing a more flexible ‘gig’ lifestyle for their professional lives. The emergence and rise of online services and apps such as Airbnb and Deliveroo have offered new ways of working for people rather than a 9 to 5 traditional job.

In fact, according to a recent Mastercard study, half of the U.S. population will do gig work by 2028.

This gig economy opens up the door for marketers with in-demand skills. We are seeing more creative or digital marketing professionals choosing the digital nomad route as this enables them to dictate their own working hours and have flexibility.

3. DIGITAL TECHNOLOGY TRENDS IN 2022

The Metaverse Will Become a Marketer’s Playground

While it has existed and evolved for years, the metaverse saw a boost in interest after Facebook changed its parent company’s name to Meta in October 2021.

This move, according to Facebook’s CEO, Mark Zuckerberg is because “the metaverse is the next frontier in connecting people, just like social networking was when we got started. Over time, I hope we are seen as a metaverse company, and I want to anchor our work and our identity on what we’re building towards.”

So what is the metaverse? Basically, it’s virtual worlds in 3D that people can connect through Augmented Reality (AR) and Virtual Reality (VR). Imagine having an avatar that looks exactly like yourself with you exact measurements shopping in a virtual store. You would be able to try on clothes and see what they look like on your body from the comfort of your own sofa.

While we are still a few years away from reaching critical mass with the metaverse, brands are beginning to embrace it now to build on their customer experiences.

According to eMarketer research, there will be 65 million people that use VR and 110 million using AR every month in 2023. That’s a lot of potential young customers to have in one space.

The Next Big Digital Marketing Trends in 2022

Artificial Intelligence Will Hinder & Help Data Privacy

Privacy issues continue to plague brands as more customers demand transparency and control over their own data and we are seeing increasing concerns as AI continues to evolve the customer experience.

According to a Gartner study, 40% of privacy compliance technology will use AI by 2023 while global spending on privacy is expected to reach $8 billion by 2022.

However, companies can use AI in their data privacy initiatives to classify sensitive data and use it to search data to identify individuals that have asked to be forgotten (a specification covered under privacy regulations like GDPR).

The bottom line is the digital marketing space is changing rapidly and brands need to ensure they are testing new tactics and technologies while building the right presence across these new channels. If you need assistance taking a future-forward look at your brand’s digital presence and engagement, contact us today. Our experts are here to help.


Social Commerce on TikTok vs. Instagram and Facebook

By Social Commerce One Comment

Brands and marketers are all looking to profit off TikTok and the current trending hashtag: #TikTokMadeMeBuyIt.

While TikTok doesn’t boast the large consumer base that Facebook and Instagram possess, it is a very strong driver of purchase intent. The platform’s strength lies within its algorithm that serves users a very personalized “For You” feed and therefore, people who shop on TikTok browse and buy goods more frequently than shoppers on other social platforms, due to that customized experience.

Many TikTok-inspired purchases actually take place off-platform, including eCommerce sites or even other social platforms. This is because TikTok allows businesses to direct people to other pages/sites using the links within their profiles.

TikTok’s younger demographic contributes to the high levels of off-platform buying as they are more likely to keep up with current trends but may have less purchasing power than the older generations.

According to eMarketer, people who shop on TikTok browse and buy goods more frequently than shoppers on other social platforms. More than one-fifth of TikTok shoppers worldwide said they bought goods on TikTok “all of the time,” ahead of all other platforms measured.

TikTok’s share of the total US social commerce market is expected to remain relatively small. US consumers will spend $45.74 billion on social commerce purchases this year, including purchases made via in-app checkout and those made by clicking through to a retailer’s site. Facebook and Instagram continue to account for the majority of those purchases, and the majority of social buyers.

However, eMarketer’s forecast does not account for the in-store or other off-platform buying that is common with #TikTokMadeMeBuyIt purchases.

The platform is constantly releasing new features to drive in-app purchases including mini storefronts, product links, and the ability to integrate product catalogs to assist in more social commerce spending. We’ve talked about how to make social commerce work for you previously and if you need assistance including TikTok into your social commerce strategy, contact us today. We’re here to help.

TikTok Confirms 10-Minute Video Uploads Are Coming

By Social Media, Video, Web Analytics No Comments

Short-form video success is touted throughout most platforms as a best practice, especially for TikTok. In their next phase, however, the platform will allow 10-minute video uploads that could change how users engage with content and with each other, giving brands better analytics.

TikTok is known as the “king” of short-form video. However, shorter videos mean less monetization and analytics potential, a problem which ultimately brought about the demise of the once-popular Vine because you can’t insert pre or mid-roll ads into short content.

To avoid a similar fate, TikTok has been gradually expanding its video lengths. (Originally, TikTok’s time limit per clip was 15 seconds, then, they extended it to 60 seconds, then 3 minutes.)

TikTok users will soon be able to upload longer clips, which could impact how people consume content in the app. In some ways, this is seen as a risky bet for TikTok, which built its user base on the back of short, pithy memes and responses. The platform does, of course, have longer live-stream videos, which are displayed in the main feed. However, according to WIRED, nearly 50% of TikTok users said videos longer than a minute were stressful and a third of users watched videos online at double speed.

Meanwhile, Facebook expanded its Reels feature to all users to compete with TikTok, which has been steadily gaining market share. Facebook has also added “Reels drafts” and a new video clipping option designed to allow content creators to publish live or long-form videos to test different formats.

Like YouTube, Facebook is presenting its short-form option as a complementary channel to help creators build a strong following while maximizing their monetization potential through longer content.

Acronym will monitor these changes and will let you know if there is an impact on user behavior and interest, which could lead to a much broader set of content and advertising options.

If you’d like assistance leveraging TikTok, Meta, YouTube or any social media platform to drive better engagement and conversions, please let us know. We’re here to help.

New Year, Same You With Better Efficiency In Your Media

By Paid Media, Social Media, Uncategorized No Comments

With January being dubbed the Q5, is this a good time to increase budgets/scale in social media?

We think so and here’s why and how to get the most ROI possible:

  • LinkedIn is seeing a slight increase of ~8% for bids because most eCommerce products are not actively promoted on the platform, and there wasn’t much holiday competition in bids. This doesn’t mean it’s not a good time to launch, if January is an historically great month for your brand.
  • Facebook, Instagram, Snapchat, and Pinterest are currently optimized for more spend and more efficient ROAS, due to lack of holiday competition. So, now is a good time to take advantage of these efficiencies and increase your share of voice. The average CPMS are 15% more efficient on Snapchat and the opportunity for growth and efficient ad spend is seen throughout these channels.
  • With iOS changes, CPMs higher YoY, increasingly dwindling audience sizes/modeled data on platform, and less concern for supply shortages, now is a great time to start the year strong with spend increases and focus on driving demand in the coming months.
  • Make sure your copy and messaging is seasonally relevant and speaks to the New Year period of January. This type of resolution messaging is effective for health/fitness and education brands.
  • You should consider optimizing the remarketing campaigns, from the prospecting you fueled in Q4, especially if your brand isn’t focused solely on gifting opportunities.
  • We recommend you work holistically with all social media channels to integrate the strategies and learnings from the previous year.
  • You should use this time to do some housework to ensure your shops/feeds, integration and tracking are up to date to begin the new year with the right attribution.
  • Mobile ad spends increased 23% in 2021 and are on track to hit $350B this year. You should continue to create campaigns/ad formats as the behaviors/mobile usage adopted at the height of the pandemic are here to stay.

  • Consider adding emerging platforms like TikTok to your social media strategy, as it is currently seeing more visits than even Google, and has the potential to increase audience size/performance. That said, more users still convert on Facebook and Instagram so you should continue to create content/creative based on each platform’s capabilities/KPIS.
  • Invest in video with lower bids as the ad is less expensive in January than it was in Q4 and is more likely to convert with shoppable videos/images. Video content also create better engagement/audience tests which are instrumental with the iOS changes in market.

Overall, you should continue to engage in ad format/audience and creative/mobile-first practices. But, keep in mind if you spend now, the efficiencies you start today could grow your funnel for the campaigns to come.

If you’d like to explore the best ways to manage your spend and scale in social media, contact us today. We’re here to help.

POV by Gellena Lukats, Director, Paid Social.

Instagram To Become More Like TikTok

By Brand Engagement, Social Media No Comments

Instagram started testing a new video feature to compete with TikTok and YouTube, which will take place over the next six months with a focus on creators, video, shopping & messaging.

This new feature will be different from Reels, which launched in August 2020, with the aim to compete with creators and users of TikTok, including algorithm-recommended videos from accounts that people do not currently follow.

This emphasis on video comes as TikTok continues to dominate the social media space. Among the top five non-game apps in May, TikTok was ranked No. 1 by downloads and was the only app not owned by Facebook, to make the list. It is estimated that TikTok was installed 80 million times in May, compared with 53 million for Facebook’s main app.

Facebook’s goal with this testing seems to be to transform Instagram from a photo-sharing app to more of a social video app TikTok. Adam Mosseri, the head of Instagram, announced the plan to show full-screen, recommended videos in user feeds.

“We’re no longer a photo-sharing app or a square photo-sharing app,” Mosseri said. “Let’s be honest, there’s some really serious competition right now. TikTok is huge. YouTube is even bigger, and there’s lots of other upstarts as well.”

Why this is important:

Users will start to see Instagram’s changes in their feed including recommended videos and accounts. Since this is a new feature that will be slow to roll out, there will be many updates along the way. As Mosseri acknowledges:

“We’re also going to be experimenting with how do we embrace video more broadly — full screen, immersive, entertaining, mobile-first video. You’ll see us do a number of things, or experiment with a number of things in this space over the coming months.”

That said, this new feature is perfect for brands that already have a social media presence on Instagram, allowing them to post more TikTok-like videos. If this is an opportunity your brand would like to pursue, contact us about testing.