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Snapchat Surveys Users on Their COVID-19 Concerns [Infographic]

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The COVID-19 pandemic is impacting everybody, but the general consensus appears to be that younger people are less concerned, and thus, they’re often being tagged as the ones who are disobeying official instructions to stay inside, and are thereby contributing to greater spread of the virus.

The recent coverage of college students going ahead with their Spring Break plans didn’t help in this respect, with many young attendees seemingly unafraid of the potential impacts. But while the stats on people impacted by COVID-19 do indicate that older people are at much higher risk, it’s also important note that more recent reports have shown that as many as 50% of those who contract the virus show no symptoms of it. That means that many of the young people who aren’t actually getting sick, are still contributing to the pandemic. And even if you’re seemingly immune to the impacts, your actions can still play a role in exacerbating the problem.

So how are young people actually responding to the crisis, and how do they feel about the evolving situation? To provide some insight, Snapchat recently conducted a survey of its users, along with a study of on-platform behaviors over the past week, in order to get actual data on what’s happening among younger audiences.

With an average user age of 13-24, the data is likely indicative, and it shows that younger people are indeed concerned, and are heeding the health warnings – though maybe not as much as they could be (based on visit data).

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You can check out Snapchat’s full report here, or take a look at the key findings below.

Snapchat COVID-19 report

Socialmediatoday.com

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TikTok Launches New ‘Branded Mission’ Creator Monetization and UGC Promotion Process

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TikTok Launches New 'Branded Mission' Creator Monetization and UGC Promotion Process

TikTok’s looking to make it easier for creators to make money from their clips via a new program that it’s calling ‘Branded Mission’, which will enable creators to take part in what’s essentially branded content challenges, with the brand then able to select from the submitted clips for their promotional campaigns.

As explained by TikTok:

“To make it easier for brands to tap into the creative power of TikTok communities and co-create authentic branded content that resonates with users, we’re launching Branded Mission. Branded Mission is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.”

As outlined in the above video, the process will enable brands to post challenges, which creators with over 1k followers will then be able to participate in.

“TikTok creators can decide what Branded Missions they’re inspired by and choose to participate in the Mission. Brands will select their favorite original creative videos and amplify them through promoted ad traffic.”

The chosen creators then get a cash payment, though the payment amounts, at least at this stage, won’t vary based on individual video performance.

Instead, each Mission will list earnings potential, based on how much the brand is willing to pay.

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Allocate more cash and you’ll pique the interest of more users, expanding the potential of tapping into a viral hit.

The option will broaden the creative options for brands, and with organic-styled content performing best on the platform, it could open up major new possibilities for marketers looking for ways to tap into the app.

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It’ll also provide TikTok with another critical revenue-share element. Clearly the app of the moment, if TikTok wants to maximize its opportunities, it needs to ensure that its top creators get paid – because with more lucrative monetization offers available on other platforms, it logically makes sense that big-name stars will follow the cash, and focus on those platforms instead.

But monetizing short-form video is harder than longer content, which is why TikTok is also rolling out 10-minute clips, and emphasizing live-streaming, as a means to drive more money-making opportunities.

Branded Mission is another step in this direction, which will ideally provide a more direct link between creating content in your own style and making money, without having to incorporate merchandise sales or arrange your own affiliate deals.

Interestingly, Meta is trying out similar on Instagram, where product tags were recently expanded to all users.

Instagram product tags

Creators don’t get paid for adding these tags, not yet at least, but you can see how Meta could eventually take a similar approach to provide creators with more revenue opportunities.

For TikTok, the process could make it much easier to bring in cash for your uploads, expanding well beyond the Creator Fund, which top creators have already been highly critical of.

You will, of course, need to create specific, themed videos, as opposed to YouTube, where you upload what you like and switch on ads. But it’s a fairly distanced relationship from the sponsor brands, which reduces management workload, while also providing new content prompts.

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It’s a good idea, and as more and more brands look to tap into the app – especially as it surges towards 1.5 billion users – you can bet that it’ll be a popular option for a range of ad partners.

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TikTok says that Branded Mission is now in beta testing, and is available to brands in more than a dozen markets. The option will be made available in more regions throughout the year.

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