TheSoul Partner Newsletter
summer edition
Pudgy Penguins x TheSoul Launch Lil Pudgys
We’re thrilled to share our latest creative partnership with the iconic Pudgy Penguins, bringing their new animated YouTube series, Lil Pudgys, to life!
This project is the perfect blend of Pudgy Penguins’ beloved universe and TheSoul Publishing’s storytelling and animation expertise. Together, we’ve created a show that’s funny, heartfelt and built to resonate with today’s digital audiences.
What’s Lil Pudgys All About?
Lil Pudgys follows a crew of quirky, lovable penguins as they get into all kinds of hilarious mischief. Each episode taps into real-world absurdities and meme-worthy moments, blending sharp humor with over-the-top reactions. The series is designed to capture hearts on YouTube and beyond, with episodes and short-form content rolling out weekly.
A Partnership That Clicked
From concept to launch, this collaboration has been powered by creative alignment and mutual trust. Pudgy’s deep connection with their fanbase combined with TheSoul production know-how made this a natural fit — and a whole lot of fun to build.
Lil Pudgys is just getting started — and only getting funnier. Get ready for more episodes, new characters, and hilarious moments that’ll have you hitting replay!
Social Media News & Insights
TikTok Updates
5th Annual TikTok World Product Summit
Early in June, TikTok introduced new tools for brands to drive performance across the funnel. Let’s break it down:
TikTok Market Scope & Brand Consideration Ads: From awareness to action, the platform now offers analytics-backed solutions at every stage.
-
Market Scope – TikTok’s new analytics platform, empowering advertisers to understand which content resonates most.
-
Brand Consideration Ads – dedicated mid‑funnel buying solution that helps brands & marketers guide users from interest to intent.
Creativity At Scale: Leverage insights and UGC to craft impactful ads faster via TikTok One.
-
Insight Spotlight – first‑party data highlights emerging trends and audience engagement, helping marketers optimize content strategy.
-
Content Suite: A vetted library of user‑generated videos for use as ads — delivering up to 40× more relevant creative than traditional search.
-
Partner Exchange & Creator Marketplace: Simplified collaboration with agencies and creators; now available in 26 countries.
Search Is Exploding: Tapping into TikTok as a discovery engine can deliver more efficient campaigns.
-
TikTok sees a >40% year‑over‑year increase in searches.
-
New Search Ads Campaign and Search Center tools support keyword suggestions, creatives, and performance tracking — driving case studies showing +66% CTR and –33% CPA.
AI‑Powered Automation & Commerce: Ad tools now deeply intertwine with shop and affiliate ecosystems.
-
Smart+, TikTok Symphony, and GMV Max enhancements deliver automated, personalized, and conversion‑oriented ad experiences.
-
Affiliate Creatives enable automatic use of creator content within TikTok Shop for scaling affiliate-driven conversions.
-
Expanded Catalog Ads integrate with Smart+ to deliver dynamic, product-based ads across user segments.
Advanced Branding & Measurement Tools: Robust tools support cross‑channel attribution and ROI clarity.
-
The introduction of TikTok‑hooked Media Mix Modeling (MMM) through TikTok Marketing partners supports cross‑channel performance measurement.
-
Enhanced TopView placement options and interactive overlays aim to boost initial reach and engagement.
TikTok Launched Tiktok for Artists
TikTok for Artists is a centralized analytics dashboard designed for artists, their teams, and labels. The platform offers detailed metrics including song performance, post-level data, and audience demographics — all supported by easy-to-follow guides and a dedicated support hub.
This gives artists and their teams a powerful tool to gauge audience response, optimize promotion strategies, and strengthen TikTok’s role as a music discovery platform. It also signals TikTok’s commitment to deeper partnership with the music industry.
🇺🇸 TikTok Ban Likely to Be Delayed Again
U.S. government is expected to grant a third extension for the TikTok divestiture deadline — this time pushing it beyond June 19, 2025 — as negotiations continue in tandem with broader U.S.–China trade discussions. This pause offers temporary stability for brands and creators relying on TikTok, but uncertainty remains. It’s a strong signal to prepare agile strategies in case the next extension falls through or talks collapse.
YouTube Updates
YouTube Tops TV Viewing Yet Again
Nielsen’s April 2025 Media Distributor Gauge shows YouTube holding the #1 spot for TV viewing for the third straight month, now commanding 12.4% of total TV time — its highest share yet, outperforming Disney, Paramount, NBC and Netflix.
This underlines YouTube’s dominance in the living room and signals brands and advertisers to rethink strategies around reach, content, and audience targeting.
YouTube Launches “Side‑by‑Side” Ads for Live Streams
A new ad option for livestreams – side-by-side mid‑roll ads – is designed to be less disruptive, delivering a smooth viewer experience, while offering another monetization opportunity for creators in the app.
-
Eligibility: Available for streams using normal latency and the “Let YouTube Decide” mid‑roll setting.
-
CTV-friendly format: Especially effective for living-room viewing, aligning with YouTube’s push into livestreams.
-
Strategic boost: YouTube increasingly prioritizes live content and this ad format supports that strategy.
As explained by YouTube:
“The ad will run alongside the livestream within the video player.
The audio of the stream will be muted while the audio from the ad plays, then the video player will expand back, and the audio of the stream will be restored when the ad break has ended or the ad has been skipped.”
What This Means:
-
For Creators: Livestreaming becomes more lucrative — go live with greater confidence in revenue potential.
-
For Advertisers: Gain access to new, less intrusive live ad inventory with engaged audiences.
-
For Brands: Consider opportunities — such as sponsored live events or real-time commerce — with minimal disruption to user experience.
To see how these ads will look, check out “This Week at Youtube” episode.
YouTube “Plays Offense” Against Netflix with Cultural Sponsorships
With over $70 billion paid to more than 3 million creators across 20 billion video uploads in the past year, YouTube is actively seeking to capitalize on significant events and cultural moments by offering advertising opportunities to brands, creating TV-like shows, and leveraging the platform's reach in these moments.
-
Strategic Sponsorships: Brands like State Farm have sponsored creator content (e.g., Kevin Hart’s “Caddie & the Kid”) around events for enhanced exposure.
-
TV‑Quality Appeal: With more YouTube viewing happening on TVs than ever, the platform is courting big advertisers with premium, cinematic live‑event content.
-
Creator‑First Model: Instead of paying upfront for shows, YouTube bundles ads with creators’ own content — aiming to scale sponsorships without funding the content directly.
-
Bridging Gaps: This format offers advertisers a way into YouTube’s vast audience with lower budgets and boosts creators’ visibility — potentially unlocking new ad revenue streams.
In brand discussions, the message is clear: ditch traditional TV thinking. YouTube combines creator trust, TV‑level reach, and premium live events to reshape how advertisers connect with audiences.
Meta Updates
Meta Publishes Gen Z Report
Meta's new report reveals how Gen Z (18–24) uses Instagram and Facebook and indicates that brands should lean into relatable, educational video content, leverage AI-driven personalization, and optimize for repeated visibility to deeply engage this audience.
-
67% share videos and memes as a way to connect — “love language” style bonding via social content.
-
81% use short-form video for self-development — finding skills, advice, inspiration.
-
78% discover new brands through video, and 73% feel personalized content heightens relevance.
-
Gen Z are constantly in “consideration” mode, naturally incorporating shopping behaviors into their social media habits.
01.
Connection evolved
Connection is evolving – sharing content is just as important as traditional communication
Embrace human connection in creative and liquidity in apps & placements to meet Gen Z where they are
02.
Culture curated
Culture is becoming more personal and more carefully curated
Leverage creative diversity and craft creator partnerships to win in this interest-based environment
03.
Commerce expanded
Commerce is expanding – welcomed across the entirety of Gen-Z’s social media behavior
Lead with SFV for product launches and build for aggregate attention across multiple touchpoints
Facebook Is Bringing Ads to Notifications
Meta started rolling out a test of ads displayed directly in users’ Facebook notifications — clearly labeled “sponsored” and targeted based on past engagement with ads and content..
For brands, this opens up a prime opportunity to push highly visible messages right alongside everyday app alerts. Though this placement might rub some users the wrong way, it promises standout attention and a chance to re-engage audiences who’ve grown accustomed to crowded feeds.
Instagram Pays up $20K for “Referrals”
Instagram has quietly launched an invite-only, six-week “Referrals” pilot in the U.S., rewarding creators with up to $20,000 for directing new users to the app via shared links on platforms like TikTok, YouTube, Discord, and Substack.
This incentive joins Meta’s expanding toolkit — alongside Breakthrough Bonuses and exclusive Reels content contracts worth up to $300K — to entice and retain creators amidst intense competition with TikTok and YouTube.
By financially motivating creators to promote Instagram externally, Meta is doubling down on creator-first growth strategies. More creators means richer, diverse content opportunities, deeper engagement, and better chances for branded collaborations — all essential as the platform navigates antitrust scrutiny and evolving social media dynamics.
Instagram Introduces Recap & Celebrations
Instagram launched two new features aimed at strengthening creator growth and audience interaction:
Recap: A personalized summary tool that lets creators highlight their top-performing posts, meaningful moments, and growth milestones — encouraging reflection and sharing of standout content.
Celebrations: A feature designed to spotlight community achievements — like follower milestones or loyal engagement—by enabling shout-outs that deepen connection and brand trust.
These features help creators and brands track progress and celebrate wins — all while strengthening community ties. It’s part of Instagram’s broader push to support creator growth, following last year updates like Broadcast Channel insights and the in-app Best Practices hub.
Other social media news
TikTok now allows creators to add customizable Link Stickers in Stories—letting them drive traffic directly from the platform
YouTube has launched new tools for creator-brand collaborations, reinforcing its role in influencer marketing
Meta introduced a standalone AI app with personalized voice and text interactions, and a social “Discover” feed
LinkedIn’s Guide to B2B Creator Influence highlights creator content influence on purchasing decisions
Digital Detox Summer: How to Stay Relevant
Pinterest just dropped its Summer Trend Report, and the message is loud and clear: we’re heading into a Digital Detox Summer. Gen Z’s searches for “digital detox ideas” are up 72%, while “digital detox vision boards” are up a whopping 273%.
We’re seeing a major shift toward slower, screen-free living — think book retreats and urban gardening. It’s nostalgia meets burnout, and yes, it might just be a subtle rejection of always-on creator culture.
Eventbrite backs it up: 73% of Gen Z say they’re feeling digitally drained. Enter “Granny Core” — a rising trend built around baking, quilting, and cozy, hands-on self-care.
Ready to launch your own campaign?
Our team can guide you every step of the way to craft a successful nostalgia marketing campaign that would resonate across generations. Click below to request a consultation and start your campaign today!
What brands should do?
Double Down on Content that Works
Hint: it’s not quantity. It’s quality, real connections, and trust. Brand content that feels genuine and authentic still performs well, while unfiltered UGC builds credibility and trust (+85% for Gen Z peer content).
Lean on Comfort Creators
Comfort creator isn’t a new term and is especially relevant now as people look for consistency, familiar faces, series with structure, or predictable formats that deliver the same reliable value.
Weave Wellness into Brand Storytelling
Promote digital-wellness POV. Acknowledge screen burnout and share tips for balance. Brands that address screen stress and offer analog solutions resonate emotionally; studies show this adds uplift and credibility.
Cut the Noise
Use platform-specific formats with purpose, not just frequency. Humor and relatability are winning — not volume. According to HubSpot, 64% of marketers aren’t posting daily anymore. That should tell you something.
💫
This summer, people are craving balance, authenticity, and feel-good experiences — both online and offline. Guide your audience to meaningful connection — less scrolling, more soul.
Toonzey: Global Destination for Kids' Content
Toonzey is TheSoul Publishing’s fast-growing kids' content hub — a vibrant, safe, and global destination for Made-for-Kids (MFK) brands. We’re building a world where fun, education, and creativity come together — and where great IPs shine.
About Toonzey
Ready to launch your own campaign?
Our team can guide you every step of the way to craft a successful nostalgia marketing campaign that would resonate across generations. Click below to request a consultation and start your campaign today!
Some of our top IPs
Baby Zoo
Sing, dance, and laugh with Cat, Hedgehog, Koala, and Rhino on a joyful musical adventure. Join us for songs, playtime, and endless fun!
-
10M+ YouTube subscribers
-
close to 9B views
-
Nursery Rhymes for Preschoolers
Slick Slime Sam
Meet Slick Slime Sam — a talking pink slime who’s full of jokes and clever DIY tricks. From fun life hacks to crafty projects, he’s your gooey little helper!
-
80M+ subscribers
-
DIY & crafting
.jpg)
LearnToon - Learn and Play
LearnToon blends learning and fun with colors, numbers, and ABCs that come alive! Join the adventure where play sparks curiosity and every moment helps you grow.
-
10M+ subscribers
-
13B views in 1 year
-
DIY for School Age
.jpg)
Toddler Zoo
Join Kitty, Koala, and Rhino on fun, musical adventures where learning meets play. From bubble baths to singalongs, every episode is a new discovery!
-
2M+ subscribers
-
Beloved preschool animation
Let’s Collaborate
Content Licensing
We’re expanding our Toonzey hub channels with standout kids’ content. License your IP and gain global reach while we handle operations and scale.
Co-Productions & Brand Integrations
From organic product placements to custom co-productions — we welcome bold ideas and fresh narratives.
Sharpen Your Social Media Strategy with TheSoul
Whether you're building a new audience or looking to maximize performance on existing channels, our consulting services help you move forward with clarity. We offer practical, tailored guidance that connects content, platform trends, and brand goals.
What We Offer
1
Platform-First, Proven Expertise
We align platform best practices with your goals, digging into your data to uncover opportunities, bottlenecks, and content gaps.
2
Actionable, Tailored Strategy
No fluff or generic playbooks — just data-driven audits and clear, actionable steps that your brand can act on immediately.
Ready to launch your own campaign?
Our team can guide you every step of the way to craft a successful nostalgia marketing campaign that would resonate across generations. Click below to request a consultation and start your campaign today!
With experience scaling social channels from zero to millions, we know how to navigate social media algorithms with precision and know what it takes to grow sustainably — not just virally. Clients love how instantly useful our recommendations are:
🚀
If you're preparing to launch a new IP, refresh your social accounts, or test new formats, we’re here to help you build a plan that works — and stick to it.
“We are really impressed with the results and the way the final report looks. It’s super informative, detailed and, most importantly, we are clear on the next steps.”
Summer 2025 Social Media Calendar
June
International Picnic Day
18
First Day of Summer
21
International Yoga Day
21
National Selfie Day
21
World Music Day
21
World Social Media Day
30
July
International Joke Day
1
Independence Day (United States)
4
World Chocolate Day
7
Give Something Away Day
15
World Emoji Day
17
World Listening Day
18
International Day of Friendship
30
August
World Wide Web Day
1
Respect for Parents Day
1
International Cat Day
8
International Youth Day
12
International Left-handers Day
13
World Photography Day
19
World Humanitarian Day
19
