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TikTok Highlights the Key Brand Campaign and Product Trends of the Year in the App

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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.

Socialmediatoday.com

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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