We’re into our third refreshed Scoop and would love to hear how we’re doing.

You know what’s catching our eye lately (besides the fact that AI is now writing blog posts that go viral 🤯)? We continue to see Facebook struggle as a social network leader, as it juggles managing millions of eyeballs seeing mountains of health misinformation with trying to help drive systemic changes, per its announcement to help support Black-owned businesses, Black creators and nonprofits serving the Black community. And for the most imitated platform of late, TikTok, we continue to see companies vying to buy it. What an exciting time to be in digital marketing!

Can Social Media Really Help Treat Mental Health?

The uptick of mental health conversations among Gen Zers has created an untraditional space for experts to provide support. With 90% of Snapchat users between 13 and 34 years old, Headspace is attempting to reach this previously untapped doomscrolling audience with the addition of Headspace Minis. Users can participate in group meditations and send encouraging messages to positively boost friends in need. Despite the positivity and increased employer partnerships, experts are worried that users are relying too heavily on the app’s offerings in lieu of other support for serious mental health conditions. Some experts see this as a “both-and” problem – ensuring specialized access for those in need and meeting demand.


…And with Mental Health Apps Comes Privacy Concerns

The increased demand for and use of mental health apps yield questions around user privacy and the utilization of health data. Talkspace, an app offering programs tailored specifically to managing COVID-19 stress and anxiety, has been flagged for its conflict between the core values of professional therapy, including strict confidentiality and patient welfare, and its startup mentality/practices. Private user-therapist conversations are being mined for research and analyses to improve the app and advance new customer targeting. Many users may be unaware that legislation around privacy for these types of apps has not yet caught up to privacy rules in hospitals, so until privacy laws are passed, consumers are left to educate themselves on how their data is collected and make their own decisions about using these tools.


B2B Ad Spend Is Growing – Where Is It Being Spent?

Since we reported in our last scoop on a 56% year-over-year uptick in medical and pharma ad spend, specifics of what’s driving the accelerated growth are continuing to emerge. While telemedicine and PPE have proven to be solid drivers, exclusive eMarketer research indicates B2B marketers are also making big contributions, citing a 22.6% year-over-year increase in B2B digital ad spend and specifically calling out the healthcare industry as a leading category. Where are the dollars going? Marketers say budget allocated for in-person events and traditional B2B tactics are flowing into search, LinkedIn, publisher partnerships and podcasts.


Let’s Get Political: Video Advertising Across the Political Aisles

Advertising for primary elections and the upcoming general election has provided a lifesaver for some media companies. Forecasters expect between $7 billion and $15 billion in additional spending this fall and, given the TV production challenges, we expect an increase in advertising competition and costs in September. We also expect to see an increased investment in Connected TV platforms to target hard-to-reach voters. Political campaigns are faced with similar limitations as healthcare companies. Both rely heavily on TV ads and face additional limitations around targeting and content due to the nature of the content, requiring consistent innovation versus that of “mainstream” brands.


Gen Z Is Positive that Social Media Can Be a Good Influencer

Market research has often shown that younger consumers prefer to purchase products from brands that align with their values. A recent study revealed social media works the same way. 75% percent of Gen Zers reported TikTok helped them learn more about social justice, politics and activism, with 94% saying they believe TikTok has generated meaningful action for various social movements. Several brands have recently used TikTok for social movement-inspired campaigns that have been positively received, including Chipotle’s Pride Month campaign. TikTok’s ability to hold interest and spread information among younger audiences is unparalleled, and this study shows the power the app can have to affect users’ actions, when taken with the right tone and focused on their concerns.


15-Second Multi-Clip Videos and Dance Trends Replicated: TikTok Should Feel Flattered!

They say imitation is the sincerest form of flattery, a concept taken to heart in the social media industry (hello, Instagram Stories/Snapchat, Zoom/Facebook Room and Pinterest/Facebook Hobbi). TikTok is the latest to be replicated, with the launch of Instagram’s Reels and now Snapchat using TikTok influencers for dance challenges featuring AR Lenses. Copycats are nothing new, and it remains to be seen which platform users will ultimately take hold of, based on which has the best user experience and which fosters the deepest, most loyal influencer relationships.



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W2O’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.

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