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The Creative Toolkit For Holiday And Shopping Season

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The Creative Toolkit For Holiday And Shopping Season

Video content has the potential to cut through the noise in the holiday period. But how can advertisers achieve this at scale effectively?

The scale of the shopping opportunity is accelerating in APAC, and consumer expectations are changing at remarkable speed. Shoppers want more from their experiences than mereefficiency. They expect to be entertained, delighted and to receive value in exchange for their attention.

This demand for more meaningful experiences led TikTok to coin the term ‘shoppertainment’, which reflects the need for e-commerce to evolve towards connecting with the emotional needs of audiences.

The size of the shoppertainment market in APAC is expected to reach $1trn by 2025, according to a BCG study. Holiday sales play a big role, and provide massive e-commerce revenues for advertisers that hit the right notes.

However, when striving for success brands should consider taking positive steps to cut through an overcrowded digital advertising market and fragmented buying cycle. For instance, BCG’s research demonstrates that 26% of APAC shoppers want more time to consider their purchase, almost half (46%) complete a purchase on a different day, 85% of consumers switch apps when progressing through a purchasing journey, and more than a third (34%) are skeptical about branded content.

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Higher levels of creativity in video advertising will help to engage shoppers throughout this process. Emphasizing the point at the TikTok Shoppertainment Summit, Anny Havercroft, head of business marketing, South East Asia, at TikTok,said: “We need to consistently refresh our creative assets. We have to keep our creative diverse, and we have to keep our audiences engaged as a result. How do we do that? I want to welcome you to the new era of tech-powered creativity. It’s here today on TikTok…whether you’re ideating, producing, optimizing or evaluating, we’ve got tools for you.”

Introducing “the three Rs” – Recut, Remix, Reimagine

Marketers are rightly concerned about the potential costs and time pressures involved in developing highly creative video campaigns. They may face challenges with volume of video creative, originality, and the scaling required to work with multiple creators and influencers.

TikTok’s tech-powered solution is embodied in a three-stage approach, “Recut, Remix, Reimagine”, which is designed to help brands to address these challenges throughout the creative journey.

Advertisers are able to “Recut” by tailoring their existing creative assets for TikTok, and connecting with creative partners through TikTok’s Creative Exchange based on specific needs. TikTok’s CapCut tool provides an all-in-one video editor available across platforms for advertisers to generate scripts to pair with ready-made footage, or customize a storyboard to an exact need.

At the “Remix” stage, marketers lift their creativity and access fresh ideas through TikTok’s Creative Center, which provides vertical and market specific insights, trends and inspiration. TikTok Creator Marketplace connects advertisers directly with creators, while the virtual Creative Assistant offers collaboration throughout the creative process – generating scripts, insights and ads themselves – supported by best-practices and solutions.

Brands are also encouraged to “Reimagine” through TikTok’s solution that crowdsources authentic content from creators. Meanwhile, interactive add-ons allow for the addition of innovative interactions and effects to make video ads more enjoyable.

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Impact for brands

Advertisers are embracing this approach. Rika Mandashari, co-founder and chief marketing officer at creator platform BintanGo, says that TikTok is easing the challenge for advertisers of dealing with multiple creators, and describes Creator Marketplace as a “gamechanger”.

Speaking at TikTok’s Shoppertainment Summit she said: “If there are about 100 creators it’s back and forth so many times. So, having a streamlined process from the start to the end is really amazing.”

In one example, Mc JEANS, the Thai fashion brand, looked to expand reach through creators, and experimented with different affiliate commission rates on TikTok Creator Marketplace to maximize efficiency. It also optimized ad creatives on TikTok Ads Manager, based on keywords and trends identified from Creative Center.

This example, and many others, show how harnessing the power of TikTok creativity more efficiently can boost impact throughout holiday sales. A cohesive campaign strategy, together with a content playbook focused on a video-first approach to surprise and inform consumers, will deliver strong results.

Through creative use of video, it’s clear that marketing leaders have an immediate and tangible opportunity to capture value and leverage the inspirational and authentic content that emotionally engages customers in this next wave of commerce.

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

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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.

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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

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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.” 

“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.

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“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

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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.

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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.

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