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TikTok Launches Creator Marketplace API to Facilitate More Brand Collaboration Opportunities

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TikTok is looking to help facilitate more brand/influencer partnerships by making its Creator Marketplace API available to outside developers, which will enable a range of third-party companies to integrate TikTok’s creator listings into their platforms.

TikTok first launched its Creator Marketplace back in 2019, providing a way for brands to search through registered TikTok creators that they can then pitch with campaign collaboration ideas.

TikTok Creator Marketplace

The platform is a key element in TikTok’s broader monetization push, which is critical to its ongoing growth strategy – because right now, TikTok creators can earn a lot more money on YouTube and Facebook’s platforms instead, via the established ad revenue programs in each respective app.

Short-form content doesn’t provide the same opportunities, without mid and pre-roll promotions directly linked to each clip, so for TikTok, it needs brand partnerships and eCommerce integrations to provide comparable compensation – and if it can’t get this element right, you can bet that, eventually, its top stars will indeed migrate elsewhere, taking their large audiences along with them.

Vine found this out the hard way, and now, through this expansion of its Creator Marketplace API, TikTok will be hoping to generate more exposure for its brand partnership options, providing more revenue potential for platform stars, and a more effective way for brands to tap into key platform behaviors and trends.

As reported by TechCrunch:

“The new Creator Marketplace API allows partnered marketing companies to access TikTok’s first-party data about audience demographics, growth trends, best-performing videos, and real-time campaign reporting (e.g. views, likes, shares, comments, engagement, etc.) for the first time.They can then bring this data back into their own platforms, to augment the insights they’re already providing to their own customer base.”

Initial launch partners include creator database platform Capitv8 and influencer marketing company Influential, each of which is already offering the new insights to their clients and partners.

The additional reach of these established platforms will help bring more awareness to TikTok’s creator connection tools, and with interest in the app’s marketing options set to reach new highs this coming holiday period, it could provide a great opportunity for TikTok to showcase what it can offer in this respect, helping to build its business offerings.

And definitely, given the unique creative approach required for effective TikTok campaigns, using the knowledge and expertise of established influencers can be a more effective way to go, especially for big brands with larger budgets. And maybe, if those campaigns drive results, that could see TikTok becoming an even bigger consideration moving forward, which could be another element that sees it eat into Facebook’s dominant market share, further irritating those at Menlo Park HQ.  

TechCrunch says that TikTok will officially announce and fully launch the Creator Marketplace API next month.

Socialmediatoday.com

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

It seems like Elon Musk’s chaotic management approach at Twitter is having some broader impacts, with more companies reportedly considering lay-offs in the wake of Musk culling 70% of Twitter staff (and keeping the app running), and Meta now apparently also considering charging for blue checkmarks in its apps.

Yes, the Twitter Blue approach to making people pay for verification, which hasn’t proven overly popular on Twitter itself, is now also seemingly in consideration at Meta as well.

According to a new finding by reverse engineering pro Alessandro Paluzzi, there’s a new mention in the codebase of both Facebook and Instagram of a ‘paid blue badge’.

Paluzzi also shared a screenshot of the code with TechCrunch:

That does appear to refer to a subscription service for both apps, which could well give you a blue verification badge as a result.

Mets has neither confirmed nor denied the project, but it does seem, at least on the surface, that it’s considering offering checkmarks as another paid option – which still seems strange, considering the original purpose of verification, which is to signify noteworthy people or profiles in the app.

If people can just buy that, then it’s no longer of any value, right?

Evidently, that’s not the case, and with Twitter already bringing in around $7 million per quarter from Twitter Blue subscriptions, maybe Meta’s looking for a means to supplement its own intake, and make up for lost ad dollars and/or rising costs of its metaverse development.

It seems counter-intuitive, but I guess, if people will pay, and the platforms aren’t concerned about there being confusion as to what the blue ticks actually mean.

I guess, more money is good?

Meta has, in the past, said that it won’t charge a subscription fee to access its apps. But this, of course, would be supplemental – users wouldn’t have to pay, but they could buy a blue checkmark if they wanted, and use the implied value of recognition for their own purposes.

Which seems wrong, but tough times, higher costs – maybe every app needs to start digging deeper.

Meta hasn’t provided any info or confirmation at this stage, but we’ll keep you updated on any progress.



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YouTube Shorts Exceed 50B Daily Views, Meta’s Reels Doubles Plays 02/03/2023

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YouTube Shorts Exceed 50B Daily Views, Meta's Reels Doubles Plays 02/03/2023

YouTube Shorts and Meta’s Reels are both making
headway in the intensely competitive video shorts sector.  

During Alphabet’s Q4 earnings call on Thursday, CEO Sundar Pichai reported that YouTube Shorts has surpassed 50 billion
daily views. That’s up from the 30 billion reported in Q1 2022.

However, it still …



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Podcast Marketing Statistics for Businesses [Infographic]

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Podcast Marketing Statistics for Businesses [Infographic]

Podcasts have become an increasingly popular content format, providing on-demand, topical material covering virtually any subject that you can think of.

Indeed, according to estimates, over 130 million people will listen to podcasts monthly in the US this year, which could also provide significant opportunities for marketers to tap into this captive audience, and reach them with relevant ads and offers.

If you’re considering getting into podcasting or podcast advertising, this will help. The team from Spiralytics have put together a collection of podcast consumption stats and notes, which could help guide your thinking around the format.

Check out the full infographic below.

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