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TikTok Launches Marketing Partner Program for Advertisers

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TikTok has launched a new Marketing Partner Program, which is the platform’s latest element in its push to expand its advertising potential, and maximize opportunity for brands. 

As per TikTok:

We’re building new opportunities for marketers to be creative storytellers and meaningfully engage with the TikTok community [and] we’re thrilled to collaborate with some of the most strategic and trusted leaders in the advertising industry and continue giving marketers access to more tools to successfully create, measure and optimize ad campaigns on TikTok.” 

The new Marketing Partner Program provides a range of approved ad and creative services that can assist brands in better achieving their marketing goals on the app. As of yesterday’s announcement, TikTok already has 20 certified partners ranging in social media marketing expertise. Those partners are divided into 4 categories:

  • Campaign Management
  • Creative Development
  • Branded Effects
  • Measurement.

Along with this program, TikTok has recently released new creator features and advertising support for brands.

Earlier this week, TikTok announced a new opportunity for TikTok creators to sell their merchandise directly to their fans within the app, while TikTok also recently launched its $200 million Creator Fund to pay its top creators on the platform.

It’s clear that strengthening relationships with TikTok creators and brands is a top priority right now. It was just this past June that TikTok for Business launched. TikTok is doing everything in its power to maximize the app’s revenue and advertising potential as negotiations over the app’s future continue.

“For brands, TikTok opens an entirely new window of opportunity to create content that speaks to people, to invite the community to join in the conversation, and to Make TikToks. If you’re a marketer in search of resources or a partner interested in building with TikTok, learn more about how to get involved here.”

Brands, big or small, with an interest in advertising on TikTok should check out how these new partners can help them launch their first TikTok campaign. 

Socialmediatoday.com

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Twitter Moves to Next Stage of Testing for its New ‘Status’ Indicators

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Twitter Moves to Next Stage of Testing for its New ‘Status’ Indicators

Do you struggle to provide adequate context within the 240 characters allowed for tweets?

If so, then you’re in luck, as Twitter’s developing a range of tweet status indicators, which will eventually provide a simple way to add another element to your tweeted message, which could help to better communicate meaning and intent.

Or not. As shared by app researcher Jane Manchun Wong, this is the current listing of Twitter status options in testing:

Pretty unique combination of possible status alerts here – a mix of trending sayings and popular activities. Users won’t be able to create their own status, you’d have to use one of these presets – which is a little restrictive, but it could be handy? Maybe.

Twitter’s been testing out its Status indicators for a while, with the original list of status options, which Wong also tweeted back in July, including a few that have been culled as part of this expansion.

Twitter Status

As you can see, when you add a Status, it will be displayed above your tweet, and below your username, adding immediate context to your message.

Status indicators would also be searchable, with users able to tap on a status indicator, which will take you through to a listing of all the tweets that have applied the same activity.

Twitter Status

Really, Twitter’s actually been testing Status markers out since 2018, when it previewed this format for the option.

Twitter Status indicator

The idea, at that stage, seemed to be to help people list events that they were attending, which users often do already by adding the event hashtag to their username. A status indicator would make this easier, while also helping people connect around said event – but since then, Twitter’s revised its approach to the markers, making them more of a topical sorting option to help users find relevant activity and engagement opportunities.

Which, I guess, they could facilitate.

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Maybe, by tapping on ‘Picture of the Day’ that could become another engagement and discovery element, or by tapping ‘Hot Take’ you could find more tweets to interact with, and add your own opinion.

It could be a handy way to sort tweets by topic, which could be beneficial. Maybe, though I’m not sure that it’s going to have much of an impact on overall tweet engagement.

Twitter’s been working to add in more content sorting and discovery tools over the past couple of years, including Communities, Circles for private chats, and topics in the Audio tab. Twitter also added and the capacity to follow Topic streams back in 2019, which it had hoped would give users more ways into Twitter discussions, and to find interactions more relevant to their interests.

For more regular users, those probably aren’t particularly useful – but for new users coming in, they could be important, as Twitter isn’t overly intuitive for people when first starting out. This has been an issue for the platform since forever, and these types of additional discovery measures could help to address this. 

If Twitter can integrate them in an effective, engaging way.

The problem on this front is that Twitter’s topics algorithms are still fairly basic, with the tweets shown to users within topic streams often being off-topic, even offensive, because they’re being displayed based on basic keyword mentions and total engagement with each tweet, not on relevance.

Which is why the Spaces/Audio tab isn’t attuned to your interests, based on usage, why the ‘Who to Follow’ display is never locked into users you might be interested in. It’s all too basic, and in this sense, Twitter has fallen behind other platforms on algorithmic sorting and alignment.

Which is why it’s now seeking more manual intervention, by letting users add status markers to categorize discussion.

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Which seems like a backwards step, given that other platforms are becoming increasingly good at showing you more content based on your interests, without you needing to do anything other than use each app.

But maybe, it’ll become a thing, and provide another way for Twitter to boost engagement.

There’s no official release plan in place for Twitter’s status updates as yet, but they’re likely coming very soon.   



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