Morning 🙋🏻‍♂️

Angela Bassett did the thing, and Ariana DeBose deleted her Twitter account. 

Ariana DeBose opened the BAFTAs this weekend with an original number that took the internet by storm—and led to the Oscar winner deleting her Twitter account. 

We found the performance very entertaining and from a marketing standpoint very smart. It really brought the BAFTAs to the TikTok spotlight and drew the much-needed attention of Generation Z. Even if the audience didn't necessarily enjoy it, the viewers really did (and that's what really matters). TikTok is full of "Angela Bassett did the thing" videos. What did you think? 

Despite many efforts, Meta’s never been able to effectively monetize messaging platforms like Messenger, Instagram DMs, or WhatsApp… until now, maybe? 

Meta is testing a new option that encourages IG Business users to highlight relevant products in chats, but the nature of those chats is still unknown.

Because click-to-messaging ads are one of Meta's fastest-growing ad products, it stands to reason that they would try to include brands in discussions. This could be an opportunity to get in front of consumers directly and focus on hyper-specific creative to generate higher quality leads. It feels a little early to predict how successful this feature will be, but keep an eye on it.

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Bailey Harris, 25, posted her second ever video to TikTok and it attracted over 100,000 views in its first day. The video tells her first person narrative story about being laid off by a tech company she worked at as a recruiter for 18 months. “I was never really worried about layoffs,” she said in the video, which she recorded from a car. “I just didn’t see this coming,” she added.

So many people in tech have been laid off and since turned to TikTok that it is now becoming a sort of microgenre. Layoff vlogs can be a source of validation and community, or a self-esteem boost, for young workers who have recently lost their jobs. In these videos, some creators vent about their former employers or expose perceived wrongdoings. Others have a more practical objective in mind: using the platform to find their next gig.

The silver lining is that tech recruiters have said TikTok could be helpful for networking and job hunting. Dozens of companies, including Target, Chipotle and Sweetgreen, have used the app for hiring.

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