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How brands can enter TikTok with brand channels



With the developing reputation of TikTok, many manufacturers are scrambling to construct a TikTok advertising and marketing strategy.

The two-year-old-app is simple: it allows customers to make short, looping motion pictures with musical overlays and special effects – and it’s booming. With over 500 million MAU (monthly energetic users), TikTok has a particularly engaged user-base.

But is the app clearly constructed for manufacturers?

TikTok has recently released a marketing procedure and hyperlinking text function for businesses, although influencers and emblem mentions inside the form of ‘challenges’ had been everyday at the platform due to the fact it’s formation.
Currently, manufacturers are unknowingly on TikTok (inside the shape of present user-generated content) and use organically force logo awareness. Others are more intentional with their presence on TikTok with ads which are orientated around producing website visitors.

The backside line: savvy manufacturers are starting to apply it to reach more youthful audiences and display a special aspect of themselves via funny films, challenges, video games and other techniques that are specific to the platform. At the core, brands on TikTok want to be authentic, approachable, and willing to check boundaries to benefit the respect of this new audience.

By 2021 it’s now not going to be a query of whether or not your emblem has a TikTok channel, however how a hit it is. The nice brands are beginning to figure that out now, and rapidly developing a following.

To get you at the course to a a success TikTok logo channel, right here are 3 keys to hold in mind:

Content standards:
TikTok is not Instagram or YouTube, and it demands a completely distinct set of creative “best practices.” This includes vertical video – rectangular or widescreen pictures are automatically discredited for no longer understanding the culture – and content material that is 15 seconds or less. This is likewise the platform for unpolished content material (leave those fantastic 4K motion pictures for IG, videos that perform the first-class on TikTok are shot on iPhones). And don’t overlook that adding a soundtrack – using applicable music (trending sounds and songs, for example) will raise viewership and engagement.

While you could dabble with a few posts, brands which can be critical about TikTok are posting new content material daily. Yes, this is a high bar, but the good information is this content material is much greater lightweight than what you’re used to generating for YouTube or Instagram. Frequency is essential due to the character of TikTok’s set of rules. It’s much more extreme than other platforms’. Most posts don’t get a number of traction, but the occasional submit will blow up. TikTok influencers recognise this; they submit upwards of five times a day. Even with the great content, you have got to hold spinning the wheel.

Participate in Trends:
Every week, new developments blaze through TikTok – music, skits, jokes, dances. Joining these developments is an easy manner to boost up the fulfillment of your logo channel. The value here is twofold. First, TikTok’s algorithm boosts the exposure of motion pictures taking part in what’s trending, giving you a boost in viewership. And second, your emblem advantages from the “cool” aspect of the trend. Launching a TikTok presence might be intimidating for an emblem, it simply takes time and practice.

Tiktok tips and practices for businessHow Can Brands & Marketers Make the Most of TikTok?
Using TikTok for marketing is sincerely much less difficult than you’ll think.There are currently three key options for brands looking to utilize TikTok for promotion:

Create your manufacturers‘ personal channel and upload movies applicable to your commercial enterprise
Utilize influencers to open your content material to a far broader (but well-targeted) audience
Pay to put it up for sale utilising TikTok’s new campaign options (though, personally, I’d propose maintaining off on this until the market is a chunk extra installed)


Snap making changes to direct response advertising business



Snap making changes to direct response advertising business

The company posted a net loss of $288.5 million, or 18 cents a share, including $34 million in charges from its workforce restructuring. That compared to a profit of $23 million, or one cent, a year earlier.

Snap ended the fourth quarter with 375 million daily users, a 17% increase. In the first three months of the year, the company estimates 382 million to 384 million people will use its platform daily.

Snap has become a bellwether for other digital advertising companies. Last year, it was the first to raise concerns about the slowdown in marketer spending online and to fire a significant number of employees—20% of its workforce—to cut costs in the face of falling revenue.

The company has spent the last two quarters refocusing the organization, cutting projects that don’t contribute to user and revenue growth.

In the first quarter, Snap expects the environment to “remain challenging as we expect the headwinds we have faced over the past year to persist.”

Investors will get additional information about the state of the digital ad market when Meta and Alphabet report earnings later this week.

—Bloomberg News

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions



Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

After reinstating thousands of previously suspended accounts, as part of new chief Elon Musk’s ‘amnesty’ initiative, Twitter has now outlined how it will be enforcing its rules from now on, which includes less restrictive measures for some violations.

As explained by Twitter:

“We have been proactively reinstating previously suspended accounts […] We did not reinstate accounts that engaged in illegal activity, threats of harm or violence, large-scale spam and platform manipulation, or when there was no recent appeal to have the account reinstated. Going forward, we will take less severe actions, such as limiting the reach of policy-violating Tweets or asking you to remove Tweets before you can continue using your account.”

This is in line with Musk’s previously stated ‘freedom of speech, not freedom of reach’ approach, which will see Twitter leaning more towards leaving content active in the app, but reducing its impact algorithmically, if it breaks any rules.

Which means a lot of tweets that would have previously been deemed violative will now remain in the app, and while Musk notes that no ads will be displayed against such content, that could be difficult to enforce, given the way the tweet timeline functions.

But it does align with Musk’s free speech approach, and reduces the onus on Twitter, to some degree, in moderating speech. It will still need to assess each instance, case-by-case, but users themselves will be less aware of penalties – though Musk has also flagged adding more notifications and explainers to outline any reach penalties as well.

“Account suspension will be reserved for severe or ongoing, repeat violations of our policies. Severe violations include but are not limited to: engaging in illegal content or activity, inciting or threatening violence or harm, privacy violations, platform manipulation or spam, and engaging in targeted harassment of our users.

Which still means that a lot of content that these users had been suspended for previously would still result in suspension now, and it leaves a lot up to Twitter management in allocating severity of impact in certain actions.

How do you definitively measure threats of violence or harm, for example? Former President Donald Trump was sanctioned under this policy, but many, including Musk, were critical of Twitter’s decision to do so, given that Trump is an elected representative.

In other nations, too, Twitter has been pressured to remove tweets under these policies, and it’ll be interesting to see how Twitter 2.0 handles such, given its stated more lax approach to moderation, despite its rules remaining largely the same.

Already, questions have been raised on this front – Twitter recently removed links to a BBC documentary that’s critical of the Indian Government, at the request of India’s PM. Twitter hasn’t offered any official explanation for the action, but with Musk also working with the Indian Government to secure partnerships for his other business, Tesla, questions have been raised as to how he will manage both impacts concurrently.

In essence, Twitter’s approach has changed when it chooses to do so, but the rules, as such, will effectively be governed by Musk himself. And as we’ve already seen, he will make drastic rules changes based on personal agendas and experience.

Twitter says that, starting February 1st, any previously suspended users will be able to appeal their suspension, and be evaluated under its new criteria for reinstatement.

It’s also targeting February for a launch of its new account penalties notifications.

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4 new social media features you need to know about this week



New social media features to know this week

Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.


Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.


After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.



First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.


In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.


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