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#TRENDING

TikTok is solidifying its position as the hot, new social network by spawning a #1 Billboard Hot 100 song. You may have heard Lil Nas X's "Old Town Road" (or the remix featuring Billy Ray Cyrus), but what you probably don't know is that it became popular as the soundtrack of TikTok's "Yee Haw Challenge," in which people shared clips of themselves transforming into cowboys or cowgirls. The success of "Old Town Road" shows how creators are using TikTok to promote their work and grow their fan bases—and serves as a reminder for brands that the platform should not be ignored.


THE RUNDOWN

  • Pinterest announced that shares will cost between $15 and $17 in its upcoming initial public offering. This values the company at between $8.5 billion and $11 billion, a more moderate price compared to the $12 billion number that was calculated after the its last private round of investment.
  • Following Netflix's forays into interactive content, YouTube is developing programming in the "choose your own adventure" style. Exploring this new storytelling format through interactive shows and live specials could increase viewers and ad sales for the world's largest video hub.
  • Snapchat is opening up its platform further for third-party customization with the launch of new initiatives and tools. Among the big reveals at its first ever Partner Summit were tracking tools for more complex Lens creation and Snap Kit for developer integration.

CONTENT WIN OF THE WEEK
Buffalo Wild Wings March Madness

Buffalo Wild Wings

During March Madness, sports bar chain Buffalo Wild Wings recruited former college basketball stars for its "hijacking" campaign. Using promoted Instagram Stories, the players interrupted users' "regularly scheduled" content to shame them for looking at their phones instead of watching the games.


THE LATEST FROM LIKEABLE

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Although in-house brand agencies can offer greater convenience and efficiency, they also run the risk of lacking expertise and outside perspective. We're breaking down all the pros and cons of taking social media in-house.

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Podcast: Preparing for an Audio-First World

On this week's episode of All the Social Ladies, Likeable CEO Carrie Kerpen chats with Aimee Lapic, Chief Marketing Officer at Pandora, about adapting to an audio-first world and taking a personalized, 1:1 approach to marketing.

Start listening.

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