RedNote: The Rising Alternative to TikTok

“RedNote’s sudden US popularity might fade, but its rapid adoption is an eye-opener for the industry. TikTok users trying mainstream alternatives report they didn’t laugh or feel entertained—a clear signal for marketers of the need to deliver genuine, engaging experiences where people can laugh, discover, and connect.” – Miranda McWeeney, ListenFirst CEO

TikTik User devotedly.yours promoting the app to her 1.5M followers

RedNote, known as Xiaohongshu in China, is gaining significant attention as a lifestyle platform that merges social networking with e-commerce. Launched in 2013 by Shanghai-based Xingyin Information Technology, the app provides a space for users to share experiences, explore diverse content, and discover new lifestyle trends. Its unique blend of features has drawn comparisons to platforms like Instagram and Pinterest.

Key Features of RedNote

• Diverse Content Sharing: RedNote allows users to post photos, videos, and text about a variety of topics, including beauty, fashion, food, travel, and fitness. This versatility has made it a hub for creative expression and community building.
• Community Engagement: The app fosters connections among users through shared interests, enabling discussions and interactions with content creators. This social aspect has been integral to its growth.
• Social Shopping: One of RedNote’s standout features is its integration of e-commerce. Users can share product reviews and shop directly through the platform, making it particularly appealing to younger demographics who value seamless online shopping experiences.

Recent Surge in Popularity

As of January 2025, RedNote has experienced a dramatic increase in popularity in the United States. This surge is largely attributed to concerns over a potential TikTok ban, prompting users to explore alternative platforms. In response to these developments, RedNote has become the most downloaded free app on the Apple App Store in the U.S.

This migration of users, dubbed “TikTok Refugees,” has prompted RedNote to enhance its English content moderation and translation tools to accommodate a growing international audience. With over half a million new users from the U.S. alone, RedNote is positioning itself as a viable alternative to TikTok.

Key Insights from Social Media Conversations

The popularity of RedNote has been accompanied by a sharp rise in social media mentions. Between January 8 and January 14, 2025, there were 172,000 tweets mentioning “RedNote” or “TikTok Refugee.”

• Tweet Volume: The total tweets reached 172,000, with a significant spike after January 12. This indicates a rapid spread of content, likely triggered by an external event.
• High Retweet Activity: 81% of tweets were retweets, highlighting that the conversation was largely driven by viral resharing rather than original posts.
• Impressions: An estimated 200 million public impressions suggest that the discussion had substantial reach, fueled by the amplification of key content.
• Original Posts: Only 12% of tweets were original, reflecting the dominance of reshared content.
• Verified Accounts: 9,366 verified tweets indicate that influential accounts played a key role in shaping the narrative.
• Audience Profile: The conversation included 2,429 unique profiles, with an average of 6,884 followers per profile, showing engagement from semi-influential and high-profile users.

These metrics highlight the virality and influence of key accounts in driving the RedNote conversation, with a pivotal news article, video, or simply the “TikTok Refugee” campaign likely acting as the catalyst.

Strict Guidelines on LGBTQ Content and Moderation Policies

Despite its popularity, RedNote has faced significant criticism for its strict content guidelines, which many users find overly restrictive. The platform’s moderation policies have been noted to limit discussions and visibility of LGBTQ-related topics, often citing compliance with local regulations. For example, content mentioning LGBTQ+ identities has reportedly been removed, and some users have faced account suspensions for such mentions.

In addition, TikTok refugees have raised concerns about harsh restrictions on the platform. A TikTok user reported being banned from RedNote after posting a selfie that revealed “a tiny bit of cleavage,” while another video addressing “trans plight” was removed. Similarly, a Black user’s selfie was flagged and removed due to her shirt’s tone being similar to her skin color. These incidents highlight the platform’s strict enforcement of its content guidelines, which many argue stifles personal expression and inclusivity.

While these guidelines may align with the app’s origins and cultural context, they have sparked concern among global users who value more open and inclusive online spaces. Addressing these issues will be crucial for RedNote as it seeks to expand its reach in markets with diverse cultural and social norms.

Availability and Accessibility

RedNote is available on both iOS and Android platforms, making it easily accessible to a wide range of users. The app can be downloaded from the Apple App Store and Google Play Store, offering a user-friendly interface that supports seamless navigation.

Considerations and Challenges

Despite its rising popularity, RedNote’s Chinese ownership has sparked conversations about potential regulatory scrutiny, similar to challenges faced by TikTok. As U.S. users flock to the platform, questions around data privacy and compliance with local laws are likely to arise.

“While many Chinese users have welcomed TikTok refugees, there’s growing concern that the app might start tracking foreign IDs to control information exchange,” a Senior Strategist at ListenFirst says. “With Western social media largely banned, this could leave Chinese users abroad fearing the loss of their go-to platform and vital global connections.”

Looking Ahead

RedNote’s innovative features and user-first approach have positioned it as a compelling platform for social networking and e-commerce. Its ability to adapt to international audiences and address emerging concerns will be crucial as it continues to grow in prominence. Whether RedNote can sustain its momentum remains to be seen, but for now, it stands as a promising alternative in the ever-evolving social media landscape.

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The Resurgence of Millennial Nostalgia: Reviving Childhood Icons on Social Media

In the past 90 days, a powerful wave of nostalgia has swept across social media, with millennials leading the charge to revive beloved childhood toys and brands. From viral TikTok trends to new product launches, brands like Polly Pocket, Beanie Babies, and Lisa Frank are finding renewed popularity among their now-grown-up fans. This resurgence underscores the enduring appeal of these nostalgic icons and their innovative ability to connect across generations.

Video promoting the now sold-out QVC Polly Pocket 35th Anniversary edition.

TikTok as a Nostalgia Engine

Social media platforms, particularly TikTok, have become hotbeds for millennial nostalgia. Viral trends featuring unboxings, recreations, and heartfelt stories have thrust toys like Polly Pocket and Beanie Babies back into the limelight. For instance, the Polly Pocket 35th Anniversary Party Time Play Set recently went viral, prompting thousands of users to share childhood memories and creative ways to integrate the toy into modern life. This digital buzz helped the product sell out on QVC, who was offering it at a significant discount,  and further cementing its cultural moment.

Similarly, Beanie Babies has seen a revival, with Ty Inc. launching a new line called “Beanie Bouncers.” However, one of the most heartwarming stories involves “Cookie,” a gingerbread-themed Beanie Belly that became an unexpected sensation. It all started when 18-year-old Devin Silva shared a post on X (formerly Twitter) about their conflicted feelings toward the plush toy. Initially calling Cookie “ugly,” Silva felt compelled to buy the toy anyway and shared a humorous post about it online. The post went viral, amassing over 27 million views within days.

The Tweet that started it all.

The overwhelming response to Cookie’s “redemption arc” sparked a frenzy. Fans described the toy as endearing and relatable, celebrating its perceived imperfections. Artistic renditions, fan edits, and creative posts featuring Cookie’s adventures flooded social media. Ty Inc. acknowledged Silva’s role in Cookie’s newfound fame and expressed gratitude for the creativity and joy shared by fans. Cookie has since sold out multiple times, proving the enduring appeal of Beanie Babies in the digital age. Notably, I was initially turned on to Cookie by our Director of Client Support, Alex Gaylord, who purchased one for his wife for Christmas after she fell in love with them. They sold out quickly, but he secured two before the resellers sucked up all the fun.

Alex’s wife showing off her Cookie bounty.

Iconic Brands Evolve for a New Era

Lisa Frank, synonymous with vibrant and whimsical school supplies of the ’80s and ’90s, also experienced renewed attention. The recent release of the docuseries “Glitter and Greed: The Lisa Frank Story” on Prime Video brought the brand back into the cultural conversation. This four-part series, which explored the company’s colorful history and shocking internal controversies, spurred discussions across platforms like Twitter and Instagram. Mentions of Lisa Frank peaked on December 15, 2024, demonstrating how storytelling can reignite interest in legacy brands. Please note that the official Lisa Frank X account has not Tweeted since 2023 but appears active on other platforms. 

Other nostalgic revivals have taken root as well. The relaunch of Tamagotchis with app integration has drawn attention from those who remember the original 1990s virtual pets. Additionally, Blockbuster’s social media team has embraced its retro roots, blending humor and nostalgia to connect with a younger audience unfamiliar with their iconic yellow-and-blue stores. Even Furbies, once considered quirky and sometimes unsettling, have made a comeback with new colors and a nod to their original designs, sparking viral videos and memes.

Polly Pocket also made headlines in 2024 with the launch of a life-sized Polly Pocket house listed on Airbnb. The immersive experience allowed fans to step into a real-world version of the iconic toy, complete with vibrant pastel decor and miniature-inspired furniture. This creative initiative generated significant buzz on social media, as millennials eagerly booked stays to relive their childhood memories in a tangible way.

Another major player in the nostalgia boom is Pokémon. The franchise has continued to dominate with updates to its classic games, releases like “Pokémon Scarlet and Violet,” and collaborations such as the life-sized Snorlax bean bag chair that went viral on social media. Pokémon’s ability to evolve with its fan base while staying true to its roots exemplifies how brands can maintain relevance and sustain their nostalgic appeal across decades.

The Emotional Power of Nostalgia

90-day conversation volume on X for the Beanie Babies, PollyPocket, & Lisa Frank.

The millennial generation, now firmly in adulthood, has shown a unique tendency to revisit the joys of childhood as a form of comfort and connection. In a world increasingly defined by uncertainty, these toys and brands provide a tangible link to simpler times. Beyond mere sentimentality, this nostalgia has driven a consumer trend, with people buying these revived products for themselves or to share with their children. 

“In the digital age, storytelling is everything. Brands with rich histories can use their archives to craft compelling narratives. Whether it’s a ‘throwback’ campaign or ‘then-and-now’ side-by-sides, the content can resonate across generations, proving that sometimes, the best way forward is to look back.” – Miranda McWeeney, ListenFirst CEO

The Economic Impact of Nostalgia

The nostalgia economy has proven to be a significant driver of consumer spending, with estimates suggesting it generates billions annually. According to a 2023 report by Research and Markets, the global retro merchandise market is projected to reach $35 billion by 2030, fueled by demand for vintage-inspired products, collectibles, and experiences. For instance, Pokémon alone has surpassed $100 billion in lifetime revenue, illustrating the lucrative potential of nostalgia-driven franchises. This economic impact extends beyond sales; nostalgia-centric marketing campaigns often see higher engagement and brand loyalty, providing long-term value for companies investing in this trend.

Strategic Timing and Marketing

The resurgence of these brands is no accident. Strategic timing, such as holiday season promotions and anniversary editions, has played a significant role. For instance, Polly Pocket’s anniversary release was perfectly timed to tap into both holiday shopping trends and the nostalgia of its core demographic. Similarly, Ty Inc. leveraged the visual and interactive appeal of their new Beanie Bouncers to create a buzz-worthy launch event.

Bridging Generations

One of the most compelling aspects of this revival is how these brands bridge generations. Millennials are introducing their favorite childhood toys to their children, creating a shared experience combining nostalgia and discovery. Social media amplifies this dynamic, with parents sharing videos of kids playing with updated versions of the toys they once loved.

Looking Ahead

As these brands continue to innovate and engage with their nostalgic fan base, it’s clear that this trend has staying power. The ability to blend emotional resonance with modern marketing techniques ensures that the allure of childhood nostalgia will remain a potent force in the marketplace. Whether through TikTok trends, documentary storytelling, or creative new product lines, the magic of these millennial icons is here to stay.

How Brands Can Tap Into Nostalgia on Social Media

“The power of nostalgia lies in its ability to transform forgotten moments into shared experiences. For brands without tangible product lines, old content—like show clips, vintage commercials, and original cast members —can become the catalyst for viral engagement when reimagined for today’s social platforms.” – Miranda McWeeney, ListenFirst CEO

1. Encourage User-Generated Content: Invite fans to share their stories and memories involving your brand. Use hashtags and challenges to amplify engagement, much like the viral unboxings of Polly Pocket.
2. Reintroduce Classic Products: Launch limited-edition or anniversary versions of beloved products, leveraging the emotional connection of fans. Be sure to highlight these releases with visually engaging content.
3. Collaborate with Influencers: Partner with influencers who resonate with the millennial demographic to create authentic, nostalgia-driven content that sparks conversation and drives awareness.
4. Create Shareable Moments: Design experiences or products that encourage sharing, such as interactive launch events or quirky features like Cookie’s perceived imperfections.
5. Leverage Multimedia Storytelling: Explore opportunities for docuseries, behind-the-scenes content, or mini-documentaries that dive into your brand’s history to connect with audiences on a deeper level.
6. Celebrate Fan Creativity: Highlight artistic tributes, fan edits, and creative uses of your products, as Ty Inc. did with the Cookie phenomenon. This reinforces community bonds and boosts brand loyalty.
7. Incorporate Nostalgia into Branding: Use retro-inspired visuals, packaging, or campaigns to evoke a sense of familiarity while appealing to modern sensibilities.

The resurgence of millennial nostalgia on social media is more than a trend—it’s a testament to the enduring power of childhood memories and their ability to create meaningful connections in today’s digital world. By tapping into this emotional resonance, brands can not only revive their legacies but also forge new relationships with audiences across generations. Whether through innovative product launches, creative storytelling, or fan-driven engagement, the nostalgia boom offers endless opportunities for brands to inspire, connect, and thrive in the modern marketplace.

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The Dominance and Evolution of Sports Video Games: A Data-Driven Look

Sports video games have long been a cornerstone of the gaming industry, driving massive revenue, engagement, and social conversation across platforms. As the genre continues to evolve, recent data paints a clear picture of its unmatched impact on gamers, brands, and digital spaces worldwide. From record-breaking revenue numbers to surging social talkability, sports video games are not just a niche—they are a global cultural phenomenon.

Revenue Powerhouses: Sports Games Lead the Charts

According to Circana’s all-time best-selling sports video games list, franchises like NBA 2K and Madden NFL dominate the market. Titles such as NBA 2K21, NBA 2K23, and EA Sports College Football 25 consistently appear among the top sellers. Notably:

• NBA 2K21 stands as the best-selling sports game of all time, showcasing the enduring popularity of basketball games.
• EA Sports College Football 25 marks a triumphant return for college football games, solidifying its position at #2.
• Wii Sports Resort, a cultural phenomenon from Nintendo, remains a unique outlier, proving the lasting impact of motion-controlled sports gaming.

These rankings underscore the financial success and staying power of sports franchises, which often release annual titles that draw millions of players year after year.

Market Growth Trends

The global Sports Games market is expected to grow at a robust CAGR (Compound annual growth rate) of 10.46% (2022-2027), reaching a projected revenue of US$13.8 billion by 2027. Key contributors to this growth include:

• In-App Purchases (IAP): US$2.07 billion (2022).
• Advertising Revenue: US$5.42 billion (2022).
• Paid Game Sales: A smaller but still relevant US$0.03 billion.

With downloads projected to reach 5.17 billion in 2022 alone and an average revenue per download of US$1.45, the market shows no signs of slowing down.

Engagement and Social Talkability: A Modern Playing Field

Revenue alone doesn’t tell the full story. Engagement metrics and social talkability reveal how players interact with these games, sparking conversations, content creation, and community building.

Top Games Driving Engagement

From the ListenFirst data tracking engagements and social talkability (Jan-Dec 2024), sports franchises show impressive performance:

Title/Franchise	Total Engagements	Social Talkability
League of Legends	76.9M	7M
EA Sports FC 24	57.7M	2.4M
NBA 2K Franchise	28.8M	1.7M

While League of Legends isn’t technically a sports video game, we are counting it due to its sprawling esports ecosystem. It leads above the rest even though EA Sports FC 24 and NBA 2K franchises hold their own, demonstrating a consistent interest in sports simulations.

Top Sports Video Game Content of 2024

Recent data highlights the top-performing sports video game content across platforms, showcasing where fans are most active:

Game	Top Platform	Key Metric
EA Sports FC 24	TikTok	Viral User-Generated Content
NBA 2K Franchise	Instagram	Engagement Growth
Madden NFL 24	YouTube	Influencer Content Views
WWE 2K24	Twitter	Trending Discussions
MLB The Show 24	Facebook	Community Engagement

Top 5 Sports Game Content Posts by Engagement in 2024

Additional data from 2024 highlights the top-performing posts by engagements:

Rank	Game	Engagements	Platform
1	EA Sports FC 24	3,420,717	Instagram
2	EA Sports FC 24	3,160,316	Instagram
3	League of Legends	2,813,900	TikTok
4	League of Legends	1,983,949	YouTube
5	EA Sports FC 24	1,737,001	TikTok

The platforms of choice reveal emerging trends: TikTok’s rise as a hub for viral sports game content, Instagram’s role in showcasing highlights, and YouTube’s continued dominance for influencer-driven content.

Platform-Specific Trends

• Instagram: EA Sports FC 24 drives the highest engagements here, with over 39M engagements.
• TikTok: Surging in influence, League of Legends tallies 2.5M mentions, highlighting TikTok’s role in driving viral content.
• YouTube & Twitter: While engagement fluctuates, both platforms remain vital for sports game communities, particularly for trailers, esports events, and influencer content.

The Correlation Between Engagement and Talkability

Interestingly, high-performing titles on the engagement charts also tend to dominate social talkability metrics. For instance:

• EA Sports FC 24 combines 57.7M engagements with significant talkability, proving its role as a cultural conversation driver.
• NBA 2K generates impressive platform-specific numbers but struggles with proportional talkability on TikTok and YouTube compared to competitors.

What Drives the Popularity of Sports Video Games?

1. Annual Releases and Fan Loyalty

Sports games thrive on loyal fan bases and consistent updates. Annual releases like Madden NFL and NBA 2K deliver updated rosters, improved mechanics, and fresh visuals, ensuring players return year after year.

2. Competitive Gameplay and Esports

The rise of esports has amplified the appeal of sports games. Titles like FIFA (now EA Sports FC) and NBA 2K have dedicated esports leagues, attracting both casual players and competitive gamers.

3. Realism and Immersion

Advancements in graphics and gameplay physics have elevated sports games to near-realistic experiences. From lifelike animations to strategic depth, these games offer a faithful replication of real-world sports.

4. Social Media and User-Generated Content

Platforms like TikTok, YouTube, and Instagram allow players to share highlights, tutorials, and funny moments. Social talkability fuels the growth of sports games, turning memorable in-game moments into viral content.

Looking Ahead: Opportunities and Challenges

Opportunities

• Emerging Platforms: TikTok’s explosive growth in engagement and talkability offers new opportunities for sports game publishers to connect with younger audiences.
• Mobile Gaming: With downloads projected to hit 5.17 billion, mobile sports games present a massive growth area, particularly in emerging markets.
• Esports Expansion: Building more accessible and engaging esports ecosystems can drive further engagement and revenue.

Challenges

• Market Saturation: Annual releases must continue innovating to avoid franchise fatigue.
• Rising Development Costs: Delivering hyper-realistic experiences demands significant investment in technology and talent.
• Balancing Monetization: While in-app purchases and ads drive revenue, publishers must balance profitability with player satisfaction.

Conclusion: The Future is Bright for Sports Video Games

Sports video games have proven their dominance in both revenue and engagement, with franchises like NBA 2K, Madden NFL, and EA Sports FC leading the charge. Coupled with rising social talkability on platforms like TikTok and Instagram, the genre’s growth shows no signs of slowing down.

As technology advances and new platforms emerge, sports games will continue to redefine the gaming experience, blending realism, competition, and community into one seamless package. Whether you’re a casual player or an esports champion, the world of sports gaming offers something for everyone—and its best days are still ahead.

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Defying Gravity: How Wicked Mastered Social Media Marketing

The film adaptation of Wicked has captivated audiences far beyond the silver screen. Through an innovative and meticulously crafted social media campaign, Universal Pictures created more than just a movie premiere—it launched a cultural phenomenon. The campaign saw Universal partnering with over 400 brands, including Starbucks, Lego, H&M, and Beis, surpassing Mattel’s Barbie, which featured 100+ collaborations. Universal’s marketing chief, Michael Moses, summed up the approach as aiming to be “just short of obnoxious,” reflecting the need to adapt to the death of “monoculture.” As Moses explained, “We live in an environment where monoculture doesn’t happen as it used to. So, you have to be everywhere. If you’re chronically online, you probably saw everything. But there are so many people who aren’t, and we needed to be wherever they were in their consumer journeys.” Combining strategic partnerships, engaging storytelling, and data-driven insights, Wicked set a new benchmark for how films can leverage social media to connect with audiences. We dug into the campaign, explored what brands can learn from it, and spoke with Miranda McWeeney, CEO of ListenFirst, to get her thoughts on the magic it created.

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Building Anticipation Across Platforms

To generate excitement, Universal Pictures activated a multi-platform strategy spanning Instagram, TikTok, Twitter, and YouTube. Each channel delivered unique content tailored to fan engagement:

• Countdowns and Q&As: Interactive posts on Instagram and TikTok encouraged fans to feel part of the journey to the premiere.
• Teasers and Trailers: YouTube and Twitter hosted exclusive previews and behind-the-scenes clips, fueling intrigue.
• Unified Visual Identity: Across all platforms, the campaign featured Wicked’s signature green-and-pink aesthetic and iconic music, making its content instantly recognizable.

This approach not only broadened the campaign’s reach but also deepened audience engagement, fostering excitement months before the release.

By the Numbers: The campaign attracted over 1 million new followers (+970%) in six months, boosting the total social audience to 1.63 million.

“Universal’s ability to tailor content to each platform while maintaining a cohesive brand identity highlights a fundamental truth: audiences engage differently across channels. Brands that invest in platform-specific strategies see higher engagement and better ROI.” – Miranda McWeeney

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Short-Form Video: Capturing Hearts in Seconds

Short-form video was central to Wicked’s social media strategy, with platforms like TikTok, Instagram Reels, and YouTube Shorts delivering bite-sized glimpses into the film’s world. From character moments to sneak peeks of musical performances, these videos captivated fans and kept them coming back for more.

• Video Highlights:
  • “You can’t bring her down 💚🧹”: 15 million views and 2.8 million engagements.
  • “Becoming Elphaba 💚”: 12.7 million views, offering fans a behind-the-scenes look at the iconic transformation.

“Short-form video isn’t just about attention-grabbing content—it’s about creating an emotional connection in seconds. Wicked’s strategy of blending character moments and behind-the-scenes glimpses demonstrates how to captivate audiences and keep them coming back for more.” – Miranda McWeeney

Overall Impact: The campaign amassed an extraordinary 227 million public video views (+999%), demonstrating the immense power of visually engaging short-form content.

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Strategic Brand Partnerships: Expanding the Universe

Wicked’s marketing went beyond traditional promotions by embedding itself into fans’ everyday lives through strategic partnerships:

• R.E.M. Beauty: Ariana Grande’s cosmetics line launched a Wicked-themed collection, inspiring viral unboxing videos and tutorials.
• Spotify: Fans enjoyed curated playlists, blending nostalgia with anticipation for the movie’s soundtrack.
• Starbucks: Limited-edition Wicked-inspired drinks turned coffee shops into photo opportunities shared widely on social media.

These partnerships not only amplified the film’s reach but also created organic user-generated content that further spread Wicked’s magic.

What Worked: By aligning with culturally relevant brands, Wicked seamlessly integrated into lifestyle moments, keeping the film top-of-mind for its audience.

“Partnerships like those between Wicked and culturally relevant brands don’t just amplify reach—they embed the story into everyday life. This strategy creates moments of discovery for audiences, making the campaign feel personal and omnipresent.” – Miranda McWeeney

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Cohesive Branding: A Magical Identity

One of the campaign’s greatest strengths was its consistent visual and thematic identity. From social media posts to merchandise packaging, Wicked maintained a cohesive aesthetic featuring its green-and-pink palette, whimsical bubbles, and beloved characters.

Key Metrics:

• Engagements: 42.3 million (+529%) across platforms.
• Top Post: “You can’t bring her down 💚🧹” with 2.8 million engagements and 115,700 shares, underscoring the power of visually stunning and emotionally resonant content.

Lesson for Brands: A strong, recognizable identity not only builds trust but also deepens emotional connections with your audience.

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Top-Performing Social Media Posts

The campaign’s top five posts highlight key elements of its success:

1. “You can’t bring her down 💚🧹”: Empowering tagline paired with iconic visuals; 15 million views, 2.8 million engagements.
2. “The magical event of the year arrives November 22!”: Nostalgic messaging drove 1.8 million engagements and 14.6 million views.
3. “What is this feeling so sudden and new?”: Leveraged beloved music to engage fans emotionally; 12.1 million views.
4. “We know about popular. 🎵”: Humor and charm inspired 1.4 million engagements and 16.7 million views.
5. “Becoming Elphaba 💚”: Behind-the-scenes content showcasing the transformation process captivated fans; 12.7 million views.

Key Insights: These posts combined nostalgia, empowerment, and creativity to spark widespread engagement and shares.

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Viral Moments: Amplifying Reach Organically

A pivotal moment in the campaign occurred during a press tour interview when journalist Tracey E. Gilchrist told stars Cynthia Erivo and Ariana Grande that fans were “holding space” for the empowering lyrics of “Defying Gravity.” The emotional and somewhat perplexed reactions from the stars led to a viral meme, with social media users humorously applying the phrase to various contexts.

This organic viral moment extended the campaign’s reach, engaging audiences beyond traditional marketing channels and showcasing the power of authentic, unscripted interactions.

Lesson for Brands: Embrace and leverage unexpected viral moments to humanize your brand and connect with audiences on a deeper level.

“Brands often overlook the power of organic moments, but these unscripted interactions can humanize a campaign and extend its reach exponentially. Wicked’s success here is a reminder to stay agile and lean into the unexpected.” – Miranda McWeeney

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Data-Driven Success

The campaign’s impressive metrics within 6 months of the premiere underscore the effectiveness of its strategy:

• Follower Growth: Over 1 million new followers across platforms (+970%).
• Engagements: 42.3 million total interactions (+529%).
• Public Impressions: 30.9 million impressions on Twitter alone (+230%).
• Public Video Views: 227 million total views (+999%).

Despite a slight dip in response rate (45.18%, -29%), these numbers highlight the campaign’s ability to drive buzz and build community on an unprecedented scale.

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Key Takeaways for Brands

The Wicked campaign provides a roadmap for creating impactful social media strategies:

1. Be Multi-Platform Savvy: Tailor content to different platforms while maintaining a cohesive identity.
2. Leverage Short-Form Video: Capture attention quickly with visually dynamic and emotionally resonant content.
3. Collaborate Strategically: Partner with brands to expand your audience and create cultural relevance.
4. Stay Consistent: A cohesive visual and thematic identity builds trust and recognition.
5. Embrace Viral Moments: Leverage unexpected viral content to humanize your brand and extend reach.
6. Track and Optimize: Use data to refine your approach and measure success in real time.

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Final Thoughts

The Wicked social media campaign redefined what movie marketing can achieve, blending creativity, strategy, and data to create an immersive, unforgettable experience for fans. By embracing multi-platform engagement, leveraging short-form video, partnering with culturally relevant brands, and capitalizing on organic viral moments, Universal Pictures didn’t just promote a film—it built a movement.

The campaign’s success lies in its ability to make fans feel like active participants in the story. From nostalgic nods to the original musical to behind-the-scenes insights and interactive content, Wicked turned its audience into co-creators of its magic. And with staggering metrics like 227 million video views, 42.3 million engagements, and 30.9 million impressions, it’s clear the campaign resonated far and wide.

For brands, Wicked offers invaluable lessons: focus on emotional storytelling, maintain a cohesive brand identity, and embrace the unexpected. Whether you’re launching a product, building a campaign, or promoting an event, these strategies provide a roadmap for connecting with audiences and creating moments that truly resonate.

The Wicked campaign didn’t just defy gravity—it set a new standard for capturing and inspiring audiences in the digital age.

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Redefining Fan Engagement: How Social Media is Transforming Sports Marketing

Social media has redefined the way we experience sports. For fans, it’s not just about scores and highlights anymore—it’s about connection. They want more than a recap; they want behind-the-scenes moments, real-time updates, and a personal look at their favorite teams and players.

This shift in expectations has put social media at the heart of sports marketing. Platforms like TikTok, Instagram, and X (formerly Twitter) have become the go-to channels for fan engagement. But succeeding in this space requires more than just showing up—it demands strategy, storytelling, and insights. That’s where ListenFirst’s Social Indexes for Sports comes in, offering the tools teams and leagues need to understand their fans and outpace the competition.

The Rise of the Modern Sports Fan

It wasn’t so long ago that being a sports fan meant reading game recaps in the paper or catching highlights on TV. Now, fans are part of the action as it unfolds. They’re following live commentary on X, watching behind-the-scenes moments on Instagram Stories, and connecting with athletes on TikTok.

This evolution has created a new kind of fan experience—one centered on real-time access and personal connection. Athletes, in particular, have become central to this dynamic. Players like Lionel Messi, Marcus Rashford, and Steph Curry have built massive social followings that often eclipse their teams. Messi’s transfer to Inter Miami CF alone brought the MLS nearly 12 million new followers in a single month.

For teams, this trend is a game-changer. It’s no longer just about brand loyalty to the team; it’s about building relationships through the personalities and stories of individual players.

Social Media: Where the Game is Played

Each social platform brings something unique to the table, and knowing how to leverage them is key to reaching today’s fans:

• Instagram: Perfect for showcasing player personalities and team culture through Reels, Stories, and high-quality visuals.
• TikTok: A playground for creativity, trends, and fan challenges, TikTok’s algorithm makes it ideal for reaching younger audiences.
• X (formerly Twitter): The hub for real-time updates and fan conversations, especially during live events.

When used strategically, these platforms don’t just drive engagement—they build loyalty. For example, NBA fans are most active on Sundays, with engagement peaking in the early hours between 12-3 AM PT. Knowing these patterns allows teams to connect when it matters most.

Winning with Insights: ListenFirst’s Social Indexes for Sports

With fan expectations rising, teams can’t rely on guesswork. ListenFirst’s Social Indexes for Sports gives teams access to industry-wide data that takes the mystery out of social media strategy. Here’s how it’s helping redefine the game:

• Fan Engagement Analysis: Find out what content resonates with fans, from game-day highlights to player stories.
• Brand Rankings: Compare your team’s social presence to others across the league and globally. 
• Content Insights: Discover the types of posts driving the most engagement, like the Kansas City Chiefs’ 141% increase in engagement per post this year.
• Competitor Deep Dives: Learn what’s working for rival teams, leagues, and even emerging disruptors like Formula 1.
• Reputation Management: Stay ahead of trending conversations and protect your narrative, like the Oakland A’s did when announcing their move to Vegas.

These insights give teams a complete picture of the social landscape, ensuring they’re not just keeping up—they’re setting the pace.

Beyond the Competition: Why a Broader View Matters

Focusing solely on direct competitors can leave teams blind to industry trends. Emerging leagues like Formula 1 prove that a sport can rapidly capture global attention by embracing innovative engagement strategies. ListenFirst’s Social Indexes allows teams to look beyond their immediate rivals and spot these disruptors early.

The platform covers over 500 teams, leagues, and organizations, from top U.S. leagues like the NFL and NBA to international staples like La Liga and emerging sports like motorsports and combat sports. This breadth of coverage gives teams a competitive edge, whether they’re refining their own strategies or identifying potential opportunities.

Athletes as the Face of the Brand

Athletes are more than players—they’re influencers with immense reach. Collaborating with them to create authentic content can amplify a team’s message and build stronger fan connections. A player’s Instagram post about a community event or a TikTok showcasing their daily routine often resonates more with fans than traditional team updates.

For teams, this collaboration is an opportunity to show the human side of the sport. By embracing the personalities of their players, they’re not just growing their audience—they’re deepening their impact.

The Future of Fan Engagement

Social media isn’t just a tool for engagement—it’s the future of sports marketing. Fans want more than highlights; they want to feel like they’re part of the story. Meeting these expectations means combining authentic storytelling with data-driven strategy.

With tools like ListenFirst’s Social Indexes for Sports, teams and leagues have everything they need to stay ahead. From uncovering trends to measuring ROI, these tools ensure that every social post, campaign, and partnership delivers maximum impact.

It’s About More Than the Game

The way fans connect with sports has changed, and teams must evolve with it. It’s no longer just about winning games—it’s about building relationships through stories, personalities, and shared experiences. By using tools like ListenFirst’s Social Indexes, sports marketers can meet the moment and create fan engagement strategies that truly resonate.

The future belongs to those who go beyond the surface, embracing both innovation and the timeless power of connection. Ready to take your strategy to the next level?

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TikTok Trends to Watch: Insights for Social Media Professionals

For social media professionals, staying on top of TikTok trends is crucial for creating content that resonates with the platform’s dynamic audience. TikTok isn’t just about entertaining videos—it’s a space where creativity thrives, and brands can connect with users in authentic and engaging ways. To help you tap into TikTok’s fast-moving trends, here’s a roundup of the latest viral sounds and how you can adapt them for your brand.

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Trending TikTok Content

(Trending as of November 18, 2024) “I Like My SOOT-CASE” Trend
Example: Users lip-sync to a viral soundbite of young Barron Trump saying “I like my soot-case,” pairing it with humorous captions or comments.
Pro Tip: Use this trend to highlight quirky aspects of your products or add humor to relatable situations your audience might enjoy.

(Trending as of November 15, 2024) Home Goods Comedy Trend
Example: Videos mocking the quirky and unexpected items found at Home Goods, using a skit format where one person requests an oddly specific item, and another reveals it’s actually available.
Pro Tip: Highlight unique or humorous elements of your product offerings, or create a playful skit related to your brand.

(Trending as of November 11, 2024) Voice Name Guessing Challenge
Example: Participants try to guess the names of friends or colleagues based solely on hearing their voices, often with humorous or surprising results.
Pro Tip: Adapt this trend to feature your team or customers, giving followers a fun peek behind the scenes.

(Trending as of November 10, 2024) “And with that the _____ season” Trend
Example: A gallery post featuring one photo for each year since 2021, edited into a Capcut Template sound. Often used to reflect personal growth or seasonal moments.
Pro Tip: Showcase your brand’s milestones or seasonal campaigns, connecting with your audience on a nostalgic or reflective level.

(Trending as of November 7, 2024) Flipped Camera Oops Trend
Example: Videos using a viral sound where a bold statement appears in the text overlay, only for the camera to flip and reveal an ironic or comedic twist.
Pro Tip: Playfully debunk common myths about your brand or poke fun at lighthearted industry stereotypes.

(Trending as of November 5, 2024) La La La Dance Trend
Example: Creators perform a dynamic dance to a trending song, often featuring dramatic camera angles and transitions with multiple participants.
Pro Tip: Get your team involved or partner with influencers to create entertaining content that spotlights your brand in a fun, engaging way.

(Trending as of November 1, 2024) Holiday Excitement Trend
Example: Festive videos capturing the joy of transitioning into the holiday season after Halloween, showcasing decorations, seasonal treats, and cheerful vibes.
Pro Tip: Highlight your holiday-themed products or services and share your team’s festive spirit to connect with the seasonal excitement.

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Why These TikTok Trends Matter for Social Media Professionals

TikTok trends move fast, but they offer a unique opportunity to connect with an engaged audience through creative, relatable content. By participating in these trends, you can boost your brand’s visibility, foster authentic connections, and demonstrate that your brand is in tune with the platform’s culture.

The secret to success lies in tailoring these trends to your brand voice and objectives. Use them to showcase your products, engage with your audience in a playful way, or amplify your brand’s personality. Remember, TikTok thrives on authenticity, so make your content feel natural and fun.

These trending ideas are the perfect starting point to experiment and stand out. The more you embrace TikTok’s creative potential, the more you’ll resonate with its vibrant community of users. Now’s the time to dive in and make an impact!

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