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3 Tips for Brands Looking to Utilize TikTok for Marketing

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In November 2019, data from app analytics provider Sensor Tower showed that short-form video app TikTok had surpassed 1.5 billion downloads.

TikTok downloads in 2019

According to the data, TikTok was the third most-downloaded app of the year, beating out both Facebook and Instagram (in fourth and fifth places, respectively).

Typically, the significant rise of a new social media app opens the floor for online debate – should users create a personal or professional account with the platform or skip it?

TikTok’s current audience is dominated by younger users, and depending on a brand’s target market, this may either turn businesses on or off in creating accounts. However, most major social media apps were initially written off as passing fads, and are now embraced and utilized on a daily basis by large organizations.

It could be worth getting in on the ground floor, before it gets too crowded.

“Being early to the [TikTok] game has a lot of benefits,” Nikola Medvedec, Marketing Manager at mobile marketing agency Udonis, says. “It helps businesses stand out from the competition and expand their reach.”

Are you thinking about ways in which you can reach a larger audience and building more creative video content? If you are, then it could be the perfect time to jump onto the TikTok bandwagon.

If you are looking in that direction, here are some simple tips on how to grow your TikTok following from day one.

1. Be yourself, and have fun with the platform’s trends

The first thing you’ll notice about TikTok is that it’s a little like being back in high school, or college, all over again.

The space is full of highly creative content, and as noted, younger users generating this content. They’re true to the image they have cultivated for themselves, and love to hop on the trends, but they also don’t take the platform too seriously.

TikTok is all about having fun, and any organization that approaches the app with inauthentic video messaging or content will struggle to build a loyal following.

Victoria Thompson, a social media manager at Haystack Digital, advises that brands should “be true to yourself” in order to fit into the TikTok scene.

“It’s better to make a lighthearted video that shows off your business and what you have to offer than trying to create the next viral meme,” Thompson says.

Thompson says businesses should research other, similar brands on the platform to come up with a marketing plan and social strategy – however, they should also be mindful not to stray too far from their brand’s core messaging.

Your TikTok videos should be unique, engaging for fans, and contribute to your broader branding goals.

2. Punch up your videos

Can you get away with reposting old video content that your company has previously uploaded on other platforms like YouTube? Probably – but it’s ultimately in your best interest not to do so.

Medvedec, who regularly sets up TikTok ad campaigns and optimizes and monitors their performance, says that TikTok videos need to go above and beyond to be interesting and engage audiences.

Essentially, you’ll need to “punch up” every TikTok video before it goes live. Here are a few tips to creating stand-out video content.

  • TikTok videos may extend up to a minute in length, but ideally it’s best to create videos that are 15 seconds long
  • Get straight to the point – time is of the essence
  • Be as humorous, candid, and informal as possible. Medvedec notes that these types of videos tend to perform best
  • Add music for even more engagement and brand visibility
  • Use relevant hashtags for increased exposure – You can find trending hashtags through TikTok’s Discover page
TikTok trends

3. Start a trial run of TikTok now to better understand the app

Alex Zaccaria, the Co-Founder of Linktree, says that while TikTok is seeing a significant surge in downloads, most brands are still testing the platform out.

Now may be the ideal time to conduct a TikTok trial run for your business. Zaccaria says that brands can use the app to explore, experiment with video content styles, and better understand its basic functions, while users work to define the channel’s best practices.

“Now is the time for businesses to get in early, test, and learn from approaches before kickstarting broad campaigns,” Zaccaria says.

Additionally, Zaccaria advises brands not to overextend their efforts on social media. TikTok may provide access to another audience, but if that audience is not your target market, you may want to refocus your efforts onto different video platforms like YouTube. Even Instagram can be a big winner for targeting younger audiences.

“It’s so important for small businesses to be on the right social media platforms that reach their target audiences,” Zaccaria says. “Social media is one of the best native advertising channels small business leaders can use to find their audiences. Those who create the most authentic content – regardless of platform – typically reap the most rewards.”

It’s still too early to tell whether TikTok will have real staying power, and will challenge the existing social media giants, but the early signs suggest that it has the potential to catch on, and become a larger consideration for social media marketing. And now may be the time to start testing. Those who jump on early can get an advantage, both in terms of developing platform understanding and utilizing key features.

It won’t be for everyone, but it may be worth a look. 

Socialmediatoday.com

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Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long

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Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long

So, this is a thing…

Twitter has rolled out longer tweets to Twitter Blue subscribers in the US, with paying users now able to post tweets up to 4,000 characters in length.

If anyone needed or wanted that.

Longer tweets will be displayed in the main feed at standard length, with a ‘Show more…’ indicator pointing users to the remainder of the content.

Honestly, it’s sadly ironic that not even Twitter could come up with a good use of the extra characters in its example, but yes, Twitter Blue users – all 300,000 of them – will now be able to post super long rants about whatever they choose in the app.

As explained by Twitter:

“[Twitter Blue users] can also compose longer Tweets in a Quote Tweet or reply. Standard functionality like posting media, creating polls, and using hashtags still apply. Everyone will be able to read longer Tweets, but only Blue subscribers can create them.

I don’t know if anyone requested this, but Twitter 2.0 chief Elon Musk seems convinced that by enabling users to post long-form content, that will eventually open up new avenues to monetization, and will see more top voices posting more stuff to the app.

I mean, the recent Twitter Files are probably the best example – Elon’s hand-picked team of journalists have been trawling through Twitter’s archives to uncover accusations of corruption and Government meddling, all ended up posting their findings in ridiculously long tweet threads in the app.

It would make more sense to post them on a more long-form focused format, but Musk obviously wants all the attention on Twitter – and in instances like this, maybe having longer tweets could be valuable.

But I don’t know.

It also seems short-sighted to only provide this functionality to Twitter Blue users. As noted, only a small fraction of Twitter’s 250 milllion total user base is paying for a blue tick, and while Twitter is now expanding the offering into new markets, it’s hard to see it catching on in any real way.

That means that a lot of the most popular creators won’t even be able to use the option, which seems counterintuitive. But then again, Elon will probably look to add in a new monetization element, which you have to pay up to qualify for, which is probably his broader view for limiting access at this stage.

Who knows – maybe it ends up being amazing, and maybe it makes it way easier to post what would have been multi-tweet threads in a more engaging, interesting way in the app.

It’s different, for sure, very different from Twitter’s usual offering.



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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

Ad data and analytics provider DoubleVerify (DV) is building the right side of a cup base with a buy point of 32.53. The growth stock is today’s selection for IBD 50 Stocks to Watch.




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DoubleVerify has a strong Composite Rating of 94 and a Relative Strength Rating of 89. Its stellar EPS Rating of 96 is even better.

Company sales grew 35% to $112.3 million in the third quarter while earnings per share of 6 cents grew 20% from the previous year.

On Jan. 10, analysts at Barclays upgraded the stock to overweight from equal weight with a price target of 29. Shares gapped up over 6% on the news, and the move helped the stock start its recovery from the January low.

Growth Stock Surges After Finding Fraud Scheme

DoubleVerify helps advertising companies that target users on video, mobile, and social media platforms. The company also has an analytics side that provides data on consumer engagement.

The digital media analytics platform ensures that ads reach their target customers in a safe way. This means that ads reach actual people with the right context. The software also has tools to adapt ads to different devices.

Its technology also seeks to address ad fraud. On Thursday, the company discovered “BeatSting,” the first large-scale ad-impression fraud scheme that targeted audio ads.

DV Fraud Lab first identified the fraud scheme in 2019, which is largely responsible for advertisers losing $20 million in several scams, according to reports. DoubleVerify was credited for unveiling the fraud. Shares last Thursday surged nearly 4% in strong volume.

Deals With Twitter, LinkedIn, Meta, Facebook

The company has partnered with leading social media and mobile platforms like LinkedIn and TikTok to improve ad impact and experience. DoubleVerify has a long-standing relationship with Facebook parent Meta Platforms (META). The social media platform faced a massive boycott in 2020 when several companies removed their ads due to concerns over their brand safety.

In June of last year, DoubleVerify brought features that will allow marketers to see where their ads appear in a user’s timeline. The feature uses artificial-intelligence tools to understand the context in which ads appear. The feature also enhanced brand safety  and attracted Twitter and other social media platforms to try it out. Nonetheless, marketers did not buy in entirely, according to reports, as Twitter’s ad revenue continued to struggle.

The growth stock ranks second in the specialty enterprise software group. The stock went public in April 2021. The New York-based company has locations in the U.S., U.K., Europe, Asia, Australia and South America.

Mutual funds own 39% of shares outstanding. That may not seem like much, but more funds have been picking up the growth stock over the past eight quarters, according to MarketSmith. The stock has an Accumulation/Distribution Rating of B-.

Exchange traded funds hold shares of DoubleVerify as well. The Invesco S&P Small Cap Information Technology ETF (PSCT) and the SPDR FactSet Innovative Technology ETF (XITK) own DV.

Please follow VRamakrishnan on Twitter @IBD_VRamakrishnan for more news on growth stocks.

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

YouTube has added a new time targeting element to its Masthead Ads, which will enable brands to display their promotions in key times leading up to key events.

As explained by YouTube:

In a time of multiple screens and countless ways to stay entertained, it can be challenging to get your audience’s attention. But even with so much content available at any time, people are drawn to moments they can experience together: a new movie release, a big game, a product launch, a holiday. And these are key opportunities to connect with a brand. Marketers, you know this well: you center advertising campaigns around the tentpole moments most likely to inspire your audience, shift perceptions or influence a purchase decision.”

YouTube’s Cost-Per-Hour Masthead enables brands to own the most prominent placement in the app during the hour(s) leading up to, during or after priority moments.

For example:

“[During the recent World Cup], McDonald’s Brazil turned to the YouTube Cost-Per-Hour Masthead. Their strategy was savvy: reach anyone in Brazil who was watching YouTube an hour before the Brazil vs. Cameroon match and remind them to pick up McDonald’s before the game started. This perfectly timed execution delivered tens of millions of impressions at the very moment fans were preparing for the match.

It could be a good way to hook into key moments, and build momentum for your campaigns, while also establishing association with key events and subjects.

“Just a few weeks ago, Xiaomi, the leading smartphone manufacturer in India, prepared to launch their highly anticipated Redmi Note 12 series via YouTube livestream. To drive viewership, Xiaomi ran the Cost-Per-Hour Masthead during the event. Not only did this activation drive scaled awareness, it led to over 90,000 concurrent livestream views. The Redmi Note 12 went on to generate a record number of first-week sales, making it one of their most successful launches to date.

It’s an expansive, but potentially significant targeting option, which could hold appeal for big brands looking to make a big splash around major events and releases.

You can learn more about YouTube’s Cost-Per-Hour Masthead process here.

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