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TikTok Launches New Support Resources as Part of Sexual Assault Awareness Month

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TikTok has announced a new set of support resources as part of Sexual Assault Awareness Month, which is an important initiative for the app, given its reach to younger, more socially active audiences.

TikTok Sexual Assault Awareness Month

As you can see in these images, TikTok has partnered with RAINN (Rape, Abuse & Incest National Network) in developing a new collection of educational content, which will be highlighted throughout the month on the Discover page in the app.

As explained by TikTok:

“Sexual Assault Awareness Month is a time to recognize the important conversations happening on our platform about sexual violence, recovery, and advocacy. We’ve been working with experts to improve our understanding of sexual assault and trauma and how to foster a safe and supportive space for survivors. Now, we’re rolling out new resources we developed with guidance from experts. Our goal is to make access to support readily available to anyone in need and educate the broader community on this important issue.”

The new guides provide advice and information on sexual assault, and links to the National Sexual Assault Hotline for those needing more help.

In addition to this, TikTok’s also looking to add more assistance tools in the coming months, in order to help users better understand, and address concerns and issues.

As noted, given the younger skew of TikTok’s audience, this is an important initiative, while the app has also come under scrutiny over its depiction of young girls, in particular, and the content it showcases within its recommendations.

Back in October, TikTok was temporarily banned in Pakistan over ‘immoral and indecent’ content, while the app has also been banned in other regions due to pornographic and inappropriate’ video clips. TikTok is working to improve its systems in this respect, and has made advances based on variable local rules, but given this focus, it is important for the app to provide related support, where possible, and to look to educate and inform its user community.

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Given TikTok’s reach, this could also play an important role in normalizing such behavior, and educating young people more broadly. If TikTok can provide the tools and resources required to help users better understand their support options, and the definitions around such, that could have a significant impact.

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As such, this is an important new initiative from TikTok, not just for this month, but moving forward.

Socialmediatoday.com

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TikTok Launches New ‘Branded Mission’ Creator Monetization and UGC Promotion Process

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TikTok Launches New 'Branded Mission' Creator Monetization and UGC Promotion Process

TikTok’s looking to make it easier for creators to make money from their clips via a new program that it’s calling ‘Branded Mission’, which will enable creators to take part in what’s essentially branded content challenges, with the brand then able to select from the submitted clips for their promotional campaigns.

As explained by TikTok:

“To make it easier for brands to tap into the creative power of TikTok communities and co-create authentic branded content that resonates with users, we’re launching Branded Mission. Branded Mission is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.”

As outlined in the above video, the process will enable brands to post challenges, which creators with over 1k followers will then be able to participate in.

“TikTok creators can decide what Branded Missions they’re inspired by and choose to participate in the Mission. Brands will select their favorite original creative videos and amplify them through promoted ad traffic.”

The chosen creators then get a cash payment, though the payment amounts, at least at this stage, won’t vary based on individual video performance.

Instead, each Mission will list earnings potential, based on how much the brand is willing to pay.

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Allocate more cash and you’ll pique the interest of more users, expanding the potential of tapping into a viral hit.

The option will broaden the creative options for brands, and with organic-styled content performing best on the platform, it could open up major new possibilities for marketers looking for ways to tap into the app.

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It’ll also provide TikTok with another critical revenue-share element. Clearly the app of the moment, if TikTok wants to maximize its opportunities, it needs to ensure that its top creators get paid – because with more lucrative monetization offers available on other platforms, it logically makes sense that big-name stars will follow the cash, and focus on those platforms instead.

But monetizing short-form video is harder than longer content, which is why TikTok is also rolling out 10-minute clips, and emphasizing live-streaming, as a means to drive more money-making opportunities.

Branded Mission is another step in this direction, which will ideally provide a more direct link between creating content in your own style and making money, without having to incorporate merchandise sales or arrange your own affiliate deals.

Interestingly, Meta is trying out similar on Instagram, where product tags were recently expanded to all users.

Instagram product tags

Creators don’t get paid for adding these tags, not yet at least, but you can see how Meta could eventually take a similar approach to provide creators with more revenue opportunities.

For TikTok, the process could make it much easier to bring in cash for your uploads, expanding well beyond the Creator Fund, which top creators have already been highly critical of.

You will, of course, need to create specific, themed videos, as opposed to YouTube, where you upload what you like and switch on ads. But it’s a fairly distanced relationship from the sponsor brands, which reduces management workload, while also providing new content prompts.

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It’s a good idea, and as more and more brands look to tap into the app – especially as it surges towards 1.5 billion users – you can bet that it’ll be a popular option for a range of ad partners.

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TikTok says that Branded Mission is now in beta testing, and is available to brands in more than a dozen markets. The option will be made available in more regions throughout the year.

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