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TikTok Announces New Ad Tools and Performance Insights at Second ‘TikTok World’ Event

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TikTok Announces New Ad Tools and Performance Insights at Second ‘TikTok World’ Event

Today, TikTok has held its second annual TikTok World event, where it shared a range of ad tips, insights, and previews of new promotional features that will open up new opportunities for marketers in the app.

And given its meteoric growth, many businesses are looking to tap into TikTok to maximize their reach and presence – which they’ll have more opportunities to do with these new and coming ad features.

Here’s a look at all the major announcements from the event:

First off, TikTok’s launching a new ‘Showtimes’ ad unit for movies, which will enable users to select showtimes, and buy tickets at their local cinema, all in-stream.

Which is a fairly simple, logical integration, which will help cinemas target younger audiences, who are increasingly likely to be heading to the movies. But the broader strategy for TikTok is also about encouraging purchase behavior in the app, and getting users more used to spending directly in-stream.

That could then help it expand that behavior to more shopping actions, and with TikTok also building product fulfilment centers in the US, as part of its larger eCommerce push, the more discovery and purchase activity it can encourage in the app, the better.

So while there will be immediate benefit for cinema chains and movie studios, there’s also a secondary push from TikTok to establish new norms around purchase behaviors in the app, which TikTok desperately wants to encourage in order to maximize its revenue potential and creator monetization options.

TikTok’s also announced a new ad objective called ‘Focused View’, which will see advertisers charged based on attention and engagement.

As explained by TikTok:

Focused View is the next generation of our current Video View campaign objective on TikTok Ads Manager. With Focused View, brands only pay when users have voluntarily watched an ad for at least 6 seconds or when they interacted with the ad within the first 6 seconds (whichever comes first). This means that ads are shown to users who are truly paying attention and voluntarily engaging with the brand.

I mean, that’s pretty similar to how YouTube charges for ads (only once a viewer has watched for 5 seconds), so in terms of industry norms, it’s not revolutionary. But it could be a valuable consideration on TikTok, where swiping by is a habitual practice, and most ads likely do get passed over very quickly.

TikTok’s also added some new elements to its Lead Gen ads offering, including increased customization for Lead Gen forms, and a carousel display to highlight specific messaging.

TikTok World updates

TikTok’s also added a new ‘logic setting’, which will enable advertisers to deliver variable questions in their forms, based on a users’ previous responses.

TikTok also announced some updates to its Creator Marketplace platform, which now facilitates connection to over 800,000 qualified creators around the world. 

TikTok Creator Marketplace

To further evolve its Creator Marketplace platform, TikTok says that it’s improved its search capabilities, including the integration of more data points from previous brand/creator partnerships to help in your selection process. It’ll also now enable brands to post details of upcoming campaigns, to which creators will then be able to proactively apply to partner up on promotions.

It’s also adding ‘Creator Marketplace Match, a new recommendation functionality that will be able to automatically generate lists of potential creative partners based on a brand’s brief – ‘in under 10 seconds’.

That could make it easier to find the right influencers for your campaigns – and with 71% of the TikTok community noting that a creator’s authenticity is what motivates them to buy from a brand, it’s worth considering the potential of such in your process.

You can check out Creator Marketplace here

And if you are looking to find the right creative partners, and tools, TikTok’s also published a new, 35-page playbook for its various creative solutions and options:

TikTok World updates

The guide includes tips and notes on how to find the right creative partners and tools for your process, and even includes a quiz to help guide you on your way:

TikTok World updates

It could be another way to help optimize your TikTok marketing approach – you can access the Creative Solutions Finder guide here.

TikTok’s also shared a range of research reports and audience insights, including these data and trend notes:

  • 73% of TikTok viewers say they feel a deeper connection to the brands they interact with on TikTok
  • Brands are remembered 40% more on TikTok than on other platforms
  • TikTok is now the fastest-growing channel for discovery with 15% of product discoveries across media channels, emails, and word of mouth

In combination, there’s a heap of data insights and tips to consider, which could help in your TikTok marketing process.

And given TikTok is the app of the moment, where many people are spending hours a day, it may well be worth giving it some thought, and considering how you might be able to use these tools in your holiday marketing push.

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Florida lawmakers push to ban social media for children under 16

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Vietnam plans to ask all social media users on platforms such as Facebook and YouTube to verify their identities

Social media. — © AFP/File Olivier DOULIERY

Florida moved Thursday towards enacting what would be one of the strictest bans on children’s use of social media in the United States after the state Senate passed a bill to keep those under 16 off such platforms.

The controversial bill seeks to protect children’s mental health against the “addictive features” of such platforms, amid fears over online dangers including from sexual predators, cyber bullying and teen suicide.

The legislation, which was approved 23-14, will now go back to the state House. It has already passed there, with the House speaker championing the legislation, but changes made in the Senate need to be approved in the lower chamber.

Florida Governor Ron DeSantis has expressed concerns over whether banning social media for children under the age of 16 violates parents’ rights – Copyright AFP Philip FONG

It would then have to be signed by Republican Governor Ron DeSantis, who has expressed skepticism about the legislation. Similar efforts by other states have previously been blocked by courts.

“We’re talking about businesses that are using addictive features to engage in mass manipulation of our children to cause them harm,” the bill’s sponsor, Republican Erin Grall, told the Florida Senate on Thursday.

But DeSantis, who has previously said he is sympathetic to fears over the impact of social media on children, voiced concerns about parental rights.

“A parent has the right to opt in,” he told a press conference Thursday.

The governor has argued many times that parents should have more control over decisions affecting their children, particularly in education.

Under DeSantis Florida has passed laws to curtail teaching about sex education and gender identity in schools and to eradicate diversity programs in state-funded universities.

Scores of books have been removed from the state’s school library shelves in recent months, deemed inappropriate for children by conservative parents and school boards.

Some critics say such a law targeting social media use would violate the First Amendment of the US Constitution, which guarantees freedom of speech.

Last year a federal judge blocked an Arkansas initiative that sought to require parental consent to open a social media account.

Most social media networks already have a minimum age of 13 to open an account, though they do little to ensure compliance with the provision.

If the regulation is approved, the platforms will have to block children under the age of 16 from creating accounts and close those already opened.

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Solar Flares Or Sabotage? Internet Theories On Today’s Massive Cell Phone Outage

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Solar Flares Or Sabotage? Internet Theories On Today's Massive Cell Phone Outage

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Massive cell phone outages across America are being reported today by customers of AT&T, Cricket Wireless, Verizon, T-Mobile, Consumer Cellular, Boost Mobile, US Cellular, and Straight Talk Wireless, according to data from Downdetector, an online platform that monitors connectivity. That story and more news you need to read today, inside.

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Meta Expands Access to Instagram’s Creator Marketplace

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Meta Expands Access to Instagram’s Creator Marketplace

Meta has announced that it’s finally expanding access to its Creator Marketplace tool, which will give more businesses the capacity to search for creators to work with on their Instagram campaigns.

Meta first launched its Creator Marketplace back in 2022, enabling U.S.-based brands to search and connect with relevant platform influencers based on a range of qualifiers, including focus topics, follower counts, location, etc.

And now, businesses in the following regions will also be able to access the tool:

  • Canada
  • Australia
  • New Zealand
  • United Kingdom
  • Japan
  • India
  • Brazil

In addition to this, Meta also says that Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

Which is interesting, considering Meta’s tenuous history with the CCP’s “Great Firewall”, but the deal here relates to Chinese businesses operating in regions outside of their homeland, which is somewhat separate to Meta’s internal dealings.

In addition to expanding access, Meta’s also rolling new machine learning-based recommendations within Creator Marketplace, which will use Instagram data to help brands more easily discover creators who are the best fit for their campaigns.

Instagram Creator Marketplace

As you can see in this example, the new recommendations will highlight accounts that have strong engagement rates in your niche, have mentioned your brand in the past, or have produced good results for similar businesses.

That could make it easier to find the right fit, or at the least, to give you more options to consider in your process.

Branded Content collaborations can be highly effective on IG, by using the established expertise and experience of creators who have already built a following in the app, and know what works, to boost your promotions.

By working with the right creators, with connection to your target audience, you can secure valuable endorsement within key communities, which can help to germinate your branding in the right communities.

Brands can check out Instagram’s creator marketplace in Meta Business Suite, with access coming to these new regions shortly.



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