☕️ TikTok's road to becoming a super app

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In today's MarketingShot:

📌 TikTok's road to becoming a super app

🚀 ChatGPT launches conversion ads June 5

📊 X's advertiser base resembles its pre-Musk era

🌐 Every brand's website competes with its AI summary

📱 Instagram adds teleprompter to main app

🎁 + 11 other news you might like

🧰 + 3 trending tools

📌 TikTok's road to becoming a super app LINK

TikTok is steadily transforming from a video-sharing platform into a "super app," adding hotel booking, fintech services, shopping, search, maps, and games so users can handle many digital activities without leaving the app.

This month TikTok launched TikTok GO in the U.S. for booking hotels, attractions, and experiences inside the app, and it applied to Brazil's central bank for licenses to offer prepaid accounts and direct lending.

TikTok Shop sales in the US grew 407% in 2024 and 108% in 2025 to reach $15.82 billion, making up 18.2% of US social commerce last year, a share projected to hit 24.1% by 2027.

🚀 ChatGPT launches conversion ads June 5 LINK

OpenAI will start rolling out conversion-optimized ChatGPT campaigns on June 5, but accounts without at least one active conversion event flowing through the JavaScript Pixel or Conversions API before June 1 won't get early access.

The Pixel stores a privacy-preserving identifier in a first-party cookie and batches events, while the Conversions API sends purchase data from advertiser backends straight to OpenAI, bypassing browsers and the ad blockers in front of them.

The ChatGPT ad pilot crossed $100 million in annualized revenue within six weeks, and partner Criteo reported conversion rates approaching twice those of traditional search in retail categories, based on its own client reporting.

📊 X's advertiser base resembles its pre-Musk era LINK

X's advertiser lineup in 2026 now looks similar to the mix it had before Elon Musk's takeover, with big-spending mainstream brands returning after three years of crypto, gambling and political advertisers filling the gap.

The largest ad categories on X by U.S. spend in 2026 so far are media and entertainment at 24%, shopping at 13%, software at 12%, financial services at 11% and gaming at 8%, each spending at eight figures.

X's top 10 U.S. advertisers in 2026 include Comcast (up 372% year-on-year), Amazon (up 8%), the NFL (up 166%), xAI (up 4,587%), Google (up 175%), SpaceX (up 492%) and American Express (up 469%), per Sensor Tower.

🌐 Every brand's website competes with its AI summary LINK

Brand websites are now in direct competition with AI-generated summaries, as buyers increasingly read descriptions written by ChatGPT, Google AI Mode, and Perplexity instead of clicking through to company pages to form their first impression.

Ahrefs data from February 2026 shows organic click-through rates collapse 58% when an AI Overview appears, 83% of those searches end without any click, and Gartner predicts half of organic search traffic will vanish by 2028.

More than 73% of brands ranking on Google's first page get zero mentions in AI-generated answers, while brands cited in AI Overviews earn 35% more organic clicks and AI referral traffic converts at 23x higher rates than traditional organic.

📱 Instagram adds teleprompter to main app LINK

Instagram has brought its in-stream teleprompter tool from the Edits app into the main Instagram camera, giving creators a built-in way to read scripts while recording video directly within the platform.

Creators can upload a script that scrolls in a rolling text display positioned right below the front-facing camera, with adjustable speed controls to match their pace of delivery during filming.

The teleprompter was first added to Edits in June 2025, and according to Instagram chief Adam Mosseri, the goal is helping creators stay on message without recording many takes.

Other news you might like

• How Gen Z’s Consumer Behavior Collapsed The Marketing FunnelLINK

• Gaming desktop apps take 11% of web bid requests - and fool viewability toolsLINK

• AdSense gets full IP address sharing - and it's off by defaultLINK

• AI tools used by 36% of grocery shoppers, survey findsLINK

• How to use schema markup to optimize for the agentic webLINK

• How Olly is updating its product detail pages for the AI eraLINK

• How to prove marketing impact when attribution goes darkLINK

• The Website Launch Playbook: 8 Steps To Going Live Without Tanking Your BusinessLINK

• Link intent: How to combine great content with strategic outreachLINK

• The four MMP selection mistakes costing app marketers their dataLINK

🧰 Trending tools

SocialEcho 2.0: manages multi-brand social campaigns across Facebook, Instagram, LinkedIn, TikTok, and four other platforms with AI content generation and unified publishing.LINK

Trippple Club: pools ad budgets from non-competing small businesses to unlock Meta's algorithm scale, cutting costs and improving ad delivery efficiency.LINK

claude-skills: a collection of AI-powered skills for Claude that covers every stage of building and running a website.LINK

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