Brands are creatively engaging with the Halloween season through a variety of humorous and spooky campaigns. From Huggies' horror-themed audio ads to McDonald's Halloween Boo Buckets, companies are embracing the festive spirit with playful promotions and unique collaborations, showcasing their products in a fun, seasonal context.

The article discusses TikTok's significant push to increase its gross merchandise value (GMV) through enhanced shop advertisements and strategies aimed at attracting big brands. However, it also highlights the challenges faced due to pushback from these brands regarding the platform's advertising practices and effectiveness. The ongoing shift in social media commerce dynamics is underscored as brands reevaluate their approaches to advertising on TikTok.

Snapchat has introduced sponsored AI lenses that allow brands to create interactive and engaging experiences for users. This new feature aims to enhance advertising capabilities on the platform, enabling brands to leverage augmented reality to connect with their audience in innovative ways.