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New Study Outlines Key Considerations for TikTok Promotions and Ad Campaigns

Published

3 years ago

November 13, 2020

new study outlines key considerations for tiktok promotions and ad campaigns

With TikTok looking set to remain available in the US, and reach more than a billion users in 2021, based on analyst projections, it’s also likely to become an increasingly relevant marketing consideration for more and more brands over time.

That means that if you’ve been avoiding it till now, you may soon need to reconsider where it might fit into your promotional plan. It’ll never be for everyone, but if TikTok does indeed become the next billion-user platform, it will be difficult to deny as a potential option for your outreach.

And if you are considering TikTok within your 2021 planning, this new analysis report may help. To help businesses tap into the platform, and understand what works best in order to maximize their results, VidMob recently conducted an analysis of over 1,400 TikTok video ads, from 34 US brand accounts, that ran on the platform between January and September 2020.

These ads saw a combined 5.4 billion impressions, so they clearly resonated with the TikTok audience. Based on this, VidMob has provided 12 key tips on how to maximize your TikTok campaigns.

You can via VidMob’s original presentation of its findings here, but here’s a quick overview of VidMob’s key tips:

1. Highlight exaggerated expressions

VidMob says that Opening a spot with powerful emotions, such as surprise, led to a 1.7x higher 6-second view rate, compared to more neutral facial expressions.

2. Increase text speed

VidMob says that displaying 5-10 words per second led to higher view rates, compared to when the text was presented more slowly.

3. Choose music-only audio

Music is important on TikTok, and VidMob says that music-only audio on ads led to a 51% lift in 6-second view rate, by comparison to voiceover plus music or voiceover-only.

4. Use original tracks

It may be a little more work, but VidMob’s analysis shows that TikTok ads featuring custom audio led to a 52% lift in 6-second View Rate, compared to when the content featured a registered track.

5. Limit the close-ups

The data also showed that having the subject’s face fill less than 20% of the frame led to a 31% lift in CTR, compared to when their face took up more than 20% of the frame.

6. Break the direct gaze

Having people stare at the camera might also freak TikTok users out – the research also showed a 1.7x increase in CTR when talent looked directly into the camera for less than half of the full duration of the clip, compared to over half of the duration.

7. Keep the audio simple

In line with the previous note on music, the data also shows that when TikTok videos include either music-only or voiceover-only audio tracks, the CTR is 1.6x greater than when both music and a voice are used in conjunction.

8. Harness the power of voice effects

Interestingly, adding voice effects led to a 1.7x increase in CTR than when someone’s natural voice was used.

“Not only did voice effects increase engagement, they also created a more native feel for TikTok users who love using the filter effects.”

9. Expand emotional range

More emotion is better – the research showed a 3.3x greater conversion rate when the on-screen talent showed 4 or more emotions in the creative, versus when they showed 3 or fewer.

10. Open with your call to action

As with all video content, including your CTA early works best – VidMob found that featuring a CTA in the opening frame led to a 44% lift in conversion rate compared to when it was displayed later.

11. Mix the audio

Interestingly, VidMob’s data showed that including both music and narration led to a 2x greater conversion rate than when the audio featured only one of these elements.

“[This differs] from the Brand Awareness and Consideration strategies mentioned earlier.”

It’s important to note which of these approaches works best for your goal/s, and to experiment with each for best results.

12. Increase voiceover speed

VidMod also found that when creative featured audio with 4 or more words per second, there was a 19% lift in Conversion Rate, in comparison to when talk tracks featured 2-3 words per second.

These are some interesting considerations, and while the mixed results on audio cues point to some significant variances, the key motes on how to frame your shots, and how to highlight your CTA, could help to improve your TikTok efforts, and maximize your campaigns.

There’s more insight in VidMob’s full webinar recording on the study, which you can view here.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

1 month ago

March 18, 2024

Max

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

Published

2 months ago

February 26, 2024

Entireweb News Bot

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

Published

2 months ago

February 26, 2024

Entireweb News Bot

Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.