What social media brands told NewFronts

Snap, Meta, TikTok and Twitter used this week’s NewFronts to make announcements about their brand video opportunities.

Posted: May 5, 2022

(Image credit: Vidar Nordli-Mathisen / Unsplash)

Leading social media brands all showed up at IAB NewFronts this week, taking the opportunity to roll out new products and highlight ways they can help brands connect with influencers and promote video content. Here’s what everyone had to share:


Snap announced a new partnership with Cameo, which has a network of celebrities who will create personalized video messages for a fee. Cameo will extend this work under the partnership, giving marketers a way to create customizable video ads on Snap featuring Cameo celebrities.

Brands that have signed up to try the service include Kraft Velveeta, Topo Chico Hard Seltzer and Mattress Firm.

Snap has also introduced a Snap Promote feature that will help content creators increase the views of their posts through paid promotion.


Meta invited Wendy’s and several Instagram influencers to showcase her content and branding opportunities during her presentation.

The company noted that half of the time people spend on Facebook and Instagram is spent watching videos and that 2 billion people watch videos on these platforms which may include in-app ads.

Additionally, the company highlighted the effectiveness of its influencer network in driving sales and engagement.


As the group’s youngest social media platform, TikTok used its NewFronts presentation to unveil a new advertising option for marketers keen to cash in on its popularity.

TikTok Pulse gives brands a way to ensure their ads appear in the top 4% of all videos on the crowded platform. It’s also the first advertising product that will include revenue sharing with creators, who must have at least 100,000 subscribers to qualify for the program.

The program will encourage brands to use influencer marketing as a way to create engaging content on the platform.


Twitter’s appearance at NewFronts was slightly overshadowed by worries about what Elon Musk’s ownership of the platform will mean for advertisers.

The company focused on its planned premium video offering and Amplify Twitterwhich, according to Sarah Personette, Chief Customer Officer, is “one of our fastest growing products over the past year”.

Twitter announced plans to continue working with Condé Nast, Vanity Fair, and the Pitchfork Music Festival on live events, as well as top publishers on content partnerships.

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