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TikTok Is Becoming a Bigger Part of Some Advertisers' Budgets


Some like Dunkin and Aerie are spending more on the platform, chasing its young audience.
44% of marketers in a WARC report said they planned to spend more on TikTok in 2021.
But the popular video app is still considered too new and risky for others.
TikTok has skyrocketed in popularity over the past year and some advertisers are diving in.
Eos increased its spending this year on TikTok to 15% of its digital ad budget, up from 6% in 2019, said Souyang Kang, Eos chief marketing officer. Eos made the move after a video tutorial by creator Carly Joy went viral in February caused online orders to spike 25-fold. Eos has also used TikTok to drive in-app sales, and says TikTok is its fastest-growing digital and social commerce channel. ....

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American Eagle's social media, supply chain help amid pandemic


Courtesy of AEO Inc.
American Eagle Outfitters has fared relatively well during the pandemic. 
Aerie has fueled a lot of the success with its comfortable clothes and positive brand message. 
The company has made some key changes to its supply chain, too, and it s evaluating its store fleet.
The past year has been a tough one for the apparel industry, but American Eagle Outfitters Inc. is standing out from the pack. 
As the COVID-19 pandemic has upended the retail industry and sent more shoppers online, American Eagle Outfitters has leaned into its social media savvy and strong brand messaging, accelerated its plans to speed up its supply chain, and reevaluated its store base. ....

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