Global News and Digital Insights
for the Consumer Goods Industry

April 8, 2022

TikTok leads other social media handles when it comes to engagement

The marketing budget for the majority of the companies accounts for a share attributed to the TikTok ads business. Companies have become confident in spending more on the platform as an ad agency, Mekanism’s budget for social media marketing accounts for 10% to 20%. Brands spend a handsome amount on TikTok either on takeovers, brand effects, or hashtag challenges. The reason why TikTok has achieved a unicorn status is that the app drives nine times more engagement than Facebook, plus, TikTok advertisers’ reach is 21 times more than on Instagram and Facebook. Additionally, the engagement rate per follower on TikTok is 8% as compared to 0.09% on Facebook and 1.6% on Instagram. In short, TikTok is an all-rounder, leading in e-commerce, searches, and app downloads, achieving performance advertising. Read more from Digiday

ARC Advisory Group report: Top ten digital transformative companies

Multiple industries use the technologies of artificial intelligence and data to solve issues like supply chain disruptions, climate change, and labour shortages. However, some industrial retailers have taken the digital transformation to the next level by applying these technologies to create exceptional solutions. The ARC Advisory Group has presented its report in which 25 companies are listed for their strategic use of AI and data in various business aspects. Companies that have secured the top ten positions include Tesla, Intel, BMW Group, Johnson and Johnson, 3M, Eli Lilly, Deere and Company, Procter & Gamble, Volkswagen, and Nestlé respectively. Read more from Automationworld

Selling reinvented: Commissioned-based salespersons joined social media handles to sell products directly

Retail industry sales workers are stepping out of their brand’s stores and selling products via social media platforms. Cesar Callejas, the full-time salesperson of Tiffany created his Instagram account, PleaseReturnToCesar, and sold over $150,000 worth of jewellery pieces through DMS and phone calls without even meeting his clients. Currently, there are plenty of Tiffany’s workers on different social media sites like, Facebook and Instagram, selling stunning jewellery and making commissions. The reason many commission-based sales workers are appearing on social media sites is that more startups are providing tech software, helping these salespersons sell directly. One such software is Salesfloor, which helps workers establish a virtual storefront on their retailer websites. Brands like Saks Fifth Avenue and Lord & Taylor use Salesfloor. Read more from Modernretail

USDA organic labels are not enough for consumers: They demand MORE claims

The Organic Trade Association shared the survey report carried out by Edelman Data, which revealed that claims like hormone-free, cruelty-free, and all-natural are more effectively influencing the purchasing patterns of consumers as compared to the USDA organic label. When 2,500 consumers were asked about organic food and their purchasing behaviour, they unfolded that they are significantly concerned about the ethical issues involved in the organic certification process. These issues range from the use of chemicals in farming to the rights of farmers and animals. Having said that, they disclosed that they do not prioritise buying products with organic labelling, rather they look forward to other sustainability indicators. Read more from Fooddive

Coca-Cola’s new TV commercial aims to sell sustainability instead of soda

Retailers usually use TV commercials to promote their products however this time the beverage industry giant has used the same traditional marketing tactic to promote sustainability. Coca-Cola has featured the famous scientist, Bill Nye, made of recycled plastic in its three-minute animated vignette to take its viewers into the world of recycling. The idea behind this creative initiative is to educate people about the easy recycling process of soda bottles, according to the company’s North American sustainability leader, Christine Yeager. Back in time, Procter & Gamble also used advertisements to advise people to use Tide detergent in cold water to help the environment. Read more from Variety

TikTok leads other social media handles when it comes to engagement

The marketing budget for the majority of the companies accounts for a share attributed to the TikTok ads business. Companies have become confident in spending more on the platform as an ad agency, Mekanism’s budget for social media marketing accounts for 10% to 20%. Brands spend a handsome amount on TikTok either on takeovers, brand effects, or hashtag challenges. The reason why TikTok has achieved a unicorn status is that the app drives nine times more engagement than Facebook, plus, TikTok advertisers’ reach is 21 times more than on Instagram and Facebook. Additionally, the engagement rate per follower on TikTok is 8% as compared to 0.09% on Facebook and 1.6% on Instagram. In short, TikTok is an all-rounder, leading in e-commerce, searches, and app downloads, achieving performance advertising. Read more from Digiday

ARC Advisory Group report: Top ten digital transformative companies

Multiple industries use the technologies of artificial intelligence and data to solve issues like supply chain disruptions, climate change, and labour shortages. However, some industrial retailers have taken the digital transformation to the next level by applying these technologies to create exceptional solutions. The ARC Advisory Group has presented its report in which 25 companies are listed for their strategic use of AI and data in various business aspects. Companies that have secured the top ten positions include Tesla, Intel, BMW Group, Johnson and Johnson, 3M, Eli Lilly, Deere and Company, Procter & Gamble, Volkswagen, and Nestlé respectively. Read more from Automationworld

Selling reinvented: Commissioned-based salespersons joined social media handles to sell products directly

Retail industry sales workers are stepping out of their brand’s stores and selling products via social media platforms. Cesar Callejas, the full-time salesperson of Tiffany created his Instagram account, PleaseReturnToCesar, and sold over $150,000 worth of jewellery pieces through DMS and phone calls without even meeting his clients. Currently, there are plenty of Tiffany’s workers on different social media sites like, Facebook and Instagram, selling stunning jewellery and making commissions. The reason many commission-based sales workers are appearing on social media sites is that more startups are providing tech software, helping these salespersons sell directly. One such software is Salesfloor, which helps workers establish a virtual storefront on their retailer websites. Brands like Saks Fifth Avenue and Lord & Taylor use Salesfloor. Read more from Modernretail

USDA organic labels are not enough for consumers: They demand MORE claims

The Organic Trade Association shared the survey report carried out by Edelman Data, which revealed that claims like hormone-free, cruelty-free, and all-natural are more effectively influencing the purchasing patterns of consumers as compared to the USDA organic label. When 2,500 consumers were asked about organic food and their purchasing behaviour, they unfolded that they are significantly concerned about the ethical issues involved in the organic certification process. These issues range from the use of chemicals in farming to the rights of farmers and animals. Having said that, they disclosed that they do not prioritise buying products with organic labelling, rather they look forward to other sustainability indicators. Read more from Fooddive

Coca-Cola’s new TV commercial aims to sell sustainability instead of soda

Retailers usually use TV commercials to promote their products however this time the beverage industry giant has used the same traditional marketing tactic to promote sustainability. Coca-Cola has featured the famous scientist, Bill Nye, made of recycled plastic in its three-minute animated vignette to take its viewers into the world of recycling. The idea behind this creative initiative is to educate people about the easy recycling process of soda bottles, according to the company’s North American sustainability leader, Christine Yeager. Back in time, Procter & Gamble also used advertisements to advise people to use Tide detergent in cold water to help the environment. Read more from Variety