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Reddit Launches New Holiday Guide to Assist in Campaign Planning

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With Christmas now less than 150 days away, Reddit has today launched a new Holiday Hub mini-site, which provides a range of insights into key platform usage trends, in order to help marketers understand the latest shifts and build more effective holiday campaigns.

As explained by Reddit:

Holiday purchases start with Reddit research. People come to Reddit looking for advice on gifts to buy, traditions to start, recipes to cook, and more. They turn to trusted communities at every stage of the way – from discovery to consideration and action.”

It may not feel as obvious a consumer research channel as some other platforms, but Reddit’s highly engaged communities are where many people now turn for trusted advice and insight, and through the platform’s evolving ad tools, it may well be worth considering within your planning.

Reddit’s holiday guide provides further insight into this element, including the growing influence that the platform has in the path to purchase. 

Reddit Holiday Guide

These results come from a recent study of Reddit users, which also found that 64% of Redditors say that the app helps them evaluate which products and brands are best for their holiday gift purchases.

Again, it may not be the first platform that springs to mind for promotions, but Reddit communities are highly trusted, and play a crucial role in the interactive process of its 52 million daily active users.

The guide also looks at key usage trends and notes around the holidays:

Reddit Holiday Guide

As well as how to plan out your campaigns in line with key shifts:

Reddit Holiday Guide

Reddit’s also provided a range of case studies and tips, as well as an overview of key pointers for your marketing approach.

Reddit Holiday Guide

It won’t be for every brand – not every business needs to get active in each potentially relevant subreddit and start learning how to use memes for more effective ad resonance in user feeds. But there are opportunities there, and at the least, it is likely worth researching related activity in the app, and considering whether that might be a good option to help boost your messaging, and connect with these audiences.

There’s a heap more info on Reddits Holiday Hub site, which you can check out here.

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TikTok Launches New ‘Order Center’ eCommerce Tracking Hub with Selected Users

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TikTok Updates Ad Policies to Limit Unwanted Exposure Among Younger Users in Europe

Get ready for TikTok to make a bigger push on in-app shopping, with some users now seeing a new ‘Order Center’ panel in the app, which tracks any products that you’ve purchased, looked at, or even, potentially, may be interested in, in the app.

As you can see in this example, posted by social media expert Matt Navarra, the new ‘Order Center’ is now appearing for some users alongside their ‘Edit Profile’ option in the app.

Tap on it and you’ll be taken through to a dedicated eCommerce display, where you can track all aspects of your TikTok shopping experience, including payment details, items you’ve tagged, recommendations, order status, etc.

TikTok Order Center

It’s the latest in TikTok’s shift towards eCommerce, which has already been a winner in the Chinese version of the app. Indeed, the majority of the revenue generated by Douyin, the Chinese variation of TikTok, now comes from in-stream eCommerce integrations, which has also facilitated new pathways for creator monetization, via brand partnership integrations that enable more organic type promotions in the app.

Douyin Stores

As such, TikTok is very keen to push the same in TikTok as well – though recent signs have suggested that western audiences are not taking to social commerce with the same enthusiasm as those in the Chinese market.

Just last week, Facebook announced that it’s shutting down its experiments with live shopping in the app, as of October this year. Meta, of course, has other financial pressures to contend with, and it’s been working to streamline its operations, with a focus on its larger metaverse push instead.

But even so, the fact that Meta’s willing to stop experimenting with live commerce entirely would suggest that it hasn’t been seeing good response to its initial experiments, which may not bode well for TikTok’s plans (note: Meta will continue to push ahead with its live shopping experiments on Instagram).

But TikTok needs eCommerce to work, especially from a revenue share perspective.

Many TikTok creators have already expressed their frustration at the inconsistent and low payment amounts available via TikTok’s Creator Fund, and without in-stream ads to directly monetize content, it needs alternative angles to provide revenue-generation tools – or it risks losing its top stars to YouTube instead.

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And while TikTok is the app of the moment, it could still see a fall from grace if that does happen, and the app’s big stars shift exclusively to YouTube, which has also been seeing strong growth in the adoption of Shorts, its TikTok clone functionality.

Which is why TikTok continues to plow ahead with eCommerce additions like this – despite general lack of enthusiasm for such in most western markets, which has even seen TikTok itself scale back its live shopping ambitions in Europe due to low adoption and internal conflicts.

But for TikTok, this has to happen, and for parent company ByteDance, which is also dealing with the impacts of the current economic downturn, it has to happen now.

As such, you can expect to see a lot more eCommerce options bleeding into your TikTok feed as we head into the holiday push. Whether you want them or not.



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