SOCIAL
TikTok Highlights the Key Brand Campaign and Product Trends of the Year in the App
As we head into the final days of 2021, TikTok has shared a look back at the growing influence of the platform as a commerce and promotional channel, by highlighting some of the key brand-lead trends of the year, which could provide some guidance as to what might work in your own TikTok marketing approach.
And no doubt many brands will be looking TikTok’s way in 2022. According to estimates from App Annie, TikTok will reach 1.5 billion users next year, which would make it the second-biggest social media platform in the world, trailing only Facebook. And that’s without India, where TikTok is banned, and where Facebook has some 349 million users.
Increasingly, at its current growth trajectory, TikTok is becoming the key app of focus for many users in many markets – which is why this listing of brand hits and hashtags from the year provides valuable marketing insight.
First off, TikTok notes the growth and influence of the platform as a brand and product awareness driver.
“The impact of #TikTokMadeMeBuyIt, the hashtag with 7B+ views, and the movement clearing shelves across the nation, extends far beyond the platform – to bookstores, coffee shops, TV commercials, and everywhere else. When products became beloved by the community, brands continued to show up to amplify these same #TikTokMadeMeBuyIt moments that had the entire community talking and shopping this year.”
TikTok highlights Clinique’s ‘Almost Lipstick’, which saw a big rise on the back of TikTok clips, and Bissell’s ‘Little Green Machine’ carpet cleaning device, which gained huge exposure due to the #CleanTok community.
The #littlegreenmachine hashtag has now lead to more than 69 million cumulative video views, and that exposure has more than doubled sales of the device for the year.
The breadth of trends attached to the #TikTokMadeMeBuyIt movement underlines the rising opportunities, in many sectors, via the app, which likely extends beyond what you might expect. TikTok’s no longer just about dance trends and memes, as its audience grows, so too does the range of content and comversations available, which has lead to major opportunities for many marketers.
Maybe, there’s already an active trend relating to your products.
TikTok also highlights products that were inspired by the platform, including GAP’s brown hoodie, which the company re-added into production after a viral TikTok clip showing the vintage item, and Isle of Paradise’s ‘Self-Tanning Water’.
As explained by TikTok:
“The [Isle of Paradise] trend caught on so quickly, it caused the Self-Tanning Water Refills to sell out at Sephora within 24hrs. Immediately picking up on the trend, Isle of Paradise developed their own branded Pro Glow Spray Tan Kit, launching it within 3 months of the first viral video. It’s the brand’s very first crowdsourced product and a successful one at that, with the Kit already a best-seller at Sephora.”
Smart brands are paying attention to the latest shifts on the platform, and working to align with trends when opportunity rises. And again, with TikTok on track to reach 1.5 billion users next year, it’s worth all businesses establishing a monitoring process, at the least, to keep track of product trends and movements, as a means to inform your own approach – both on TikTok and in your overall marketing process.
TikTok also highlights participatory brand trends, like the #JifRapChallenge, which saw Jif partner with Ludacris to call on users to share a clip of themselves rapping with a spoonful of peanut butter in their mouth.
The challenge utilized TikTok’s Duet feature to promote engagement, while also expanding Jif’s brand messaging. Videos using the hashtag have thus far been viewed more than 7.2 billion times.
There are also brands that have jumped into organic trends, like the NFL partnering with the truly great Emily Zugay for several creative re-branding projects.
Zugay, who’s quickly become world-famous for her design skills, has also worked with McDonald’s, and even Facebook on its Meta re-brand. With the NFL, her branding work for the Detroit Lions even lead to a popular line (get it) of new merchandise.
The expanded reach and resonance of such campaigns further highlights the opportunities of the platform, and while brands can (and do) get it wrong, and miss the trend as a result, those that can get it right can glean major exposure and association benefits.
There’s a heap more insights and highlights in TikTok’s full branded content overview, which you can check out here. And while not all businesses will be able to see the same level of success as these top initiatives, the listing could help provide some guidance for a more effective platform approach.
SOCIAL
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.
SOCIAL
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.
SOCIAL
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.
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