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10 TikTok Marketing Tips & Best Practices

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10 TikTok Marketing Tips & Best Practices

TikTok has exploded onto the marketing scene as a way to reach millions of people through creative video content.

Leading brands are finding all kinds of ways to take advantage of the marketing possibilities available to them.

How can you emulate their successes?

Get familiar with the best practices and attributes that make TikTok content appealing and engaging so you can grow your presence.

Read on for tips and tricks that will help you create a successful TikTok marketing campaign.

1. Take Advantage Of Existing Trends

TikTok’s algorithm prioritizes content based on popularity and the number of views.

Therefore, marketing teams should utilize trending hashtags and memes to create relevant content appealing to their target audience.

Unlike advertising set up on other social media platforms, TikTok requires your team to be engaged to keep up with the latest trends.

Users on this platform will seek out content under trending hashtags that can help introduce your brand to a new audience.

Leveraging existing trends can expand your creativity and tap into content that you already know successfully draws in viewers.

Kraft took advantage of the popular Duet challenge on TikTok and the use of the hashtag #KraftMacMeSkip to engage with their audience, attracting over 6 million views.

2. Find A Balance Between Entertainment And Promotion

While TikTok offers an opportunity to inform and entertain your target audience, there is also the necessity to promote your brand.

If a video appears to be too much of an advertisement, viewers will skip over it.

It is important to inform and entertain first, bringing in an audience to engage with your videos when just starting.

After you have a following, bring in more promotional posts, including tutorials with your product, people interacting with merchandise, or exclusive offers.

By balancing entertainment and advertising, you can foster a connection with potential buyers.

3. Use Partnerships To Boost Brand Awareness

As with any new marketing venture, there is a learning curve when conquering the TikTok realm.

So don’t be afraid to use the expertise of others to help make the most of your advertising strategy.

TikTok has a Creator Marketplace that can help businesses find personalities that are experts at creating meaningful content online.

With people from different backgrounds, a brand can find someone with the expertise they need to help produce relevant videos, entertain audiences, and offer a unique point of view.

Using experienced content creators can help your team take your brand to the next level.

Along with creators, the use of influencers can also help set your products apart by getting real people with a built-in following to advertise your brand.

Influencers can offer authentic content that is relatable to their specific audience.

Creating a partnership with an influencer can help boost brand awareness and visibility.

Influencers can help connect your products with the consumer by demonstrating products, offering promotions, and providing links to merchandise from their posts.

Relying on the experience of others can help launch your brand and give your team valuable content to guide future advertising decisions.

For example, Famous Footwear partnered with fashion blogger Makenna Willhite (@makennachristinexo) to showcase products authentically with a relaxed and relatable setting.

4. Give TikTokers Full-Screen Focus

TikTok users prefer to view content in portrait mode.

Your marketing team should consider a 9:16 video format to ensure the most appealing video for your audience.

This format ensures that you are taking up the entire screen with your message and implementing best practices for displaying your brand on this platform.

It is important to consider this preferred layout when developing content that best showcases your product.

5. Variety Is Key For Product Placement

TikTok’s top-performing ads use a variety of backdrops and settings to keep the viewer engaged with the product.

Instead of a stagnant background, try changing scenery, viewpoints, and camera angles to create a more diverse and appealing advertisement.

Creating various scenes helps draw in the viewer and creates a memorable message.

The visual appeal of your ad can set it apart from other videos and help your product stand out.

6. Connect Through Call To Action Opportunities

Displaying a Call to Action (CTA) within the ad creates a connection with the viewer and gives them a clear next step after watching your video.

TikTok’s Ad Manager offers features for clickable CTAs.

Depending on your brand’s goal, customers can click to shop deals, view offers, learn more, find a location, and more.

Clickable buttons can create more traffic on your website and seamlessly connect your product with the audience.

Furthermore, this creates a more interactive experience for the viewer as they can go beyond the content of a short video to learn more about what your brand has to offer.

Providing a call to action can increase conversions and is a staple of high-performing advertisements.

For example, the Starbucks New Year’s campaign for #GoodVibeMessenger clearly communicated the next course of action for the viewer.

By connecting through this marketing strategy, the brand will be able to send future promotional content to the consumer who engages with this offer.

7. Maximize Impact With Effective Timing

For videos to be effective on TikTok, timing is everything.

Too short, and the message can be vague and unclear; too long, the viewer loses interest and may check out or move on before the essential information is displayed.

According to TikTok metrics, videos that fall between 21 and 34 seconds are ideal for video ads to be effective.

Therefore, maximizing your message for this time frame gives you the best opportunity to create an ad that will connect with your audience and drive conversions.

8. Post Often With Authentic Content

A key to success when marketing in TikTok is making sure you post regularly with original content.

If your goal is to increase brand visibility, it’s crucial to stay relevant.

By posting often, you can also see what is working and what isn’t.

In addition, the platform algorithm can help you adjust your posts based on the impressions that it generates.

When brands are first starting out, posting often can help them try out various content types.

Creating different videos to showcase your brand is part of figuring out what appeals to your target audience.

By posting every day, you can collect feedback on what is effective.

It gives your team insight when creating relevant content.

If you find a design that works, follow that formula for continued marketing success.

9. Have A Sense Of Humor

The best way to engage with TikTok users is to have fun and connect through humor.

Users on this platform are looking to be entertained.

It takes time to figure out your niche and how to create content that highlights your brand.

Creating playful videos and fun can make your product memorable.

Instead of focusing on views, have fun creating content, and the audience will follow.

Do your research by looking at how other marketing campaigns stand out.

People want to see content that is light-hearted and fun.

As you peruse TikTok, what ads stand out to you?

Is there a way to highlight your brand by creating content that resonates with a fun and playful audience?

10. Use Closed Captioning

The use of captions throughout your video can help amplify the message while making the content accessible to more of your audience.

The use of text for CTAs, along with captioning content, can make your ad stand out and more memorable.

It also allows users who are scrolling without sound to access your message, creating an impression and preventing them from skipping the video.

Final Thoughts

When deciding how to advertise on TikTok, consider the trends that are making waves.

Continue to immerse yourself in the culture of TikTok and learn to insert your brand in areas that will lead to more impressions.

Be sure to utilize the metrics offered through TikTok to analyze how your content is being received and be flexible to adapt to changing trends.

Your brand can experience increased visibility and growth through creative marketing and responsive strategies.

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Featured Image: Kaspars Grinvalds/Shutterstock




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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.


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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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