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Marketing Briefing: ‘This is a better way to travel’: Q&A with Airbnb’s global head of marketing on the company’s new capabilities, in-housing

Last week, Airbnb unveiled “probably the largest change we’ve made,” per Airbnb’s global head of marketing Hiroki Asai, with a redesign that allows people to search for categories (i.e. surfing or design, etc.) as well as split their stays across multiple homes. The...

Marketing Briefing: ‘Success is tied to its creators’: As TikTok offers ad rev sharing, it courts creators and recognizes its shift to entertainment platform

As consumer viewing habits are increasingly focused on creators, the revenue plays associated with the trend have taken on considerably more urgency, sophistication and scale. With TikTok’s announcement last week of its new ad product, TikTok Pulse, it’s clear that it...

‘The game requires you to show up in different pockets’: As working with creators is normalized, marketers tweak how they approach doing so

This article is part of a cross-brand Digiday Media series that examines how the creator economy has evolved amid the Covid-19 pandemic. Explore the full series here. Most major brands are working with creators in some fashion these days — talk to any CMO about their...