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TikTok Launches ‘Interactive Add-Ons’ to Help Brands Build More Engaging Ads

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TikTok Launches 'Interactive Add-Ons' to Help Brands Build More Engaging Ads


TikTok is adding a range of new ways to encourage engagement with your in-stream ads, with new ‘Interactive Add-Ons’ which, as they sound, incorporate interactive elements into your video promotions.

As you can see in these examples, TikTok’s Interactive Add-Ons provide a range of engagement features that prompt users to take action on your ad, by inviting them into the experience.

As per TikTok:

Interactive Add-ons offer a unique way to entice engaged viewers with popups, stickers, and other visual elements. Viewers who have shared, liked, or commented on a TikTok brand video are 150% more likely to buy a product or service. Catching the eye of active consumers is made easier with these new creative enhancements.”

I mean, that’s probably a slightly misleading stat in this context, as that’s based on current usage trends – i.e. the people who currently engage with TikTok ads, not those that you bait into interacting with these features.

You would think that people who interact with generic TikTok ads are more likely to buy than those that engage because of these new triggers, but even so, it could be a good way to spark response, and boost brand recall, with a range of interesting options to consider in your TikTok marketing approach.

As you can see here, the additions are categorized into ‘Premium’ and ‘Standard’ add-ons, which doesn’t relate to ad spend tiers, but your specific aims.

“Standard add-ons offer a way to reach lower-funnel marketing goals, like driving clicks and conversions. Premium add-ons offer a way to reach upper-funnel goals, like brand awareness and community building. Both offer you a unique chance to capture people’s attention in a format that resonates with them.”

That said, not all of these options are available to all advertisers as yet, with the notes on TikTok’s help page indicating that they’re still in testing and not available for all accounts.

But they will be soon, and that provides a range of new options to consider in your TikTok marketing process, including interesting ad prompts that can help to boost your response rates.

TikTok Interactive Add Ons

The true effectiveness of such will come down to how you use them, and how you can tap into the right triggers to encourage the next steps that you want your potential customers to take.

That’ll take experimentation and testing, but now you have a new range of options to try out, which could open up big opportunities for your efforts.

If nothing else, they certainly look interesting, and there will be some really interesting, creative uses of these options that boost TikTok ad performance.

Definitely worth considering – you can learn more about TikTok’s new Interactive Add-On ads here.



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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Looking to map out your content calendar for the year ahead?

This will help – Twitter has published its annual events calendar, which highlights all of the key dates and celebrations that you need to keep in mind in your planning.

The interactive calendar provides a solid overview of important dates, which could assist in your strategy. You can also filter the list by region, and by event type.

Twitter marketing calendar 2023

You can also download any specific listing, though the download itself is pretty basic – you don’t get, like, a pretty calendar template that you can stick on your wall or anything.

Twitter marketing calendar 2023

Twitter used to publish downloadable calendars, but switched to an online-only display a couple of years back. Which still includes all the same info, but isn’t as cool looking.

Either way, it may help in your process, as you map out your 2023 approach.

In addition to this, Twitter’s also published an overview of some of the major events that it’ll be looking to highlight in the app throughout the year, along with a pitch to advertisers, amid the more recent chaos at the app.

As per Twitter:

We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.”

There’s also this:

Not only is Twitter alive with content and conversation around big moments, but we are also growing. We saw global mDAU acceleration in Q4 to 253.1M, driven by an average sign-up rate of more than 1 million new daily users across Q42.”

That’s the first official usage stat Twitter has shared since Elon Musk took over at the app, and is a significant jump on the 238 million mDAU that Twitter reported in Q2 last year, its last market update before the sale went through.

It’ll be interesting to see if that usage level holds, as Twitter works through its latest changes and updates.

You can check out Twitter’s 2023 marketing calendar here.



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‘Stop the hate’ online, UN chief pleads on Holocaust Day

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A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day – Copyright AFP Michal Cizek

The UN secretary-general warned of social media’s role in spreading violent extremism around the globe as he marked Holocaust Remembrance Day on Friday, urging policy makers to help stop online hate.

Antonio Guterres said parts of the internet were turning into “toxic waste dumps for hate and vicious lies” that were driving “extremism from the margins to the mainstream.”

“Today, I am issuing an urgent appeal to everyone with influence across the information ecosystem,” Guterres said at a commemoration ceremony at the United Nations. “Stop the hate. Set up guardrails. And enforce them.”

He accused social media platforms and advertisers of profiting off the spread of hateful content.

“By using algorithms that amplify hate to keep users glued to their screens, social media platforms are complicit,” added Guterres. “And so are the advertisers subsidizing this business model.”

Guterres drew parallels with the rise of Nazism in 1930s Germany, when people didn’t pay attention or protest.

“Today, we can hear echoes of those same siren songs to hate. From an economic crisis that is breeding discontent to populist demagogues using the crisis to seduce voters to runaway misinformation, paranoid conspiracy theories and unchecked hate speech.”

He lamented the rise of anti-Semitism, which he said also reflects a rise of all kinds of hate.

“And what is true for anti-Semitism is true for other forms of hate. Racism. Anti-Muslim bigotry. Xenophobia. Homophobia. Misogyny”

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Weird of the Week

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Weird of the Week

What happened when six doctors swallowed Lego heads for science, and the results of Santa’s DNA test. Plus, is Dolly Parton really recording an album with Slipknot?

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