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TikTok Looks to Facilitate Branded AR Campaigns with New Program

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TikTok Looks to Facilitate Branded AR Campaigns with New Program

TikTok’s looking to help brands create more immersive, engaging campaigns, by adding a new element to its Effects House AR creation tool which will facilitate brand/creator collaborations, offering businesses a new way to connect with the TikTok audience.  

@effecthouse

We were so excited to sit down with @ls.studio.file and learn more about her amazing @daftpunk helmet effects. Listen to her story about getting to work with the band and how she brought this effect to life.

♬ original sound – Effect House

As you can see in this example, the new collaboration option will give businesses a way to tap into AR effects, which can drive significant engagement benefits in the app.

As explained by TikTok:

Branded Effects are custom effects sponsored by brands. They can be highly customized with branded elements and include features like calls-to-action and custom audience targeting to fit a brand’s specific campaign needs. To kick off Branded Effects in Effect House, brands can begin working with top effect creators who are already creating enormously popular effects on TikTok’s effect creation platform, Effect House.

Effects House, which TikTok opened up to all creators last April, enables users to build their own, custom AR effects – much like Snapchat’s ‘Lens Studio’ or Meta’s ‘Spark AR’ platform. Utilizing a range of templates and tools to simplify the process, the platform provides a means to construct new experiences in the app.

And now, TikTok’s looking to give these creators a way to monetize their work, which will help it better ingratiate itself with the AR creator community, while also facilitating new options for branded content in the app.

AR is set to become a bigger consideration, with the eventual arrival of AR glasses that will overlay digital effects onto your real world view. But even now, AR effects are becoming increasingly popular. 72% of Snapchat users engage with AR elements every day, while many of these activations end up going viral, as users share effects that contort and transform how you look on screen.

As such, it makes sense for TikTok to tap into this, and provide creators with another means to generate income from the app.

I mean, it might not be the best time to go all-in on stacking your income on TikTok, given the ban talks, but it could provide new opportunities for AR creators in the space.

And for brands, that could also be a way to make a big splash in the app. It won’t necessarily come cheap, but it could be a valuable consideration for the right collaboration and campaign.

TikTok says that brands can talk to their TikTok account representative to book a Branded Effect campaign, while AR creators can fill out this interest form to register for the new program.

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Solar Flares Or Sabotage? Internet Theories On Today’s Massive Cell Phone Outage

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Solar Flares Or Sabotage? Internet Theories On Today's Massive Cell Phone Outage

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Massive cell phone outages across America are being reported today by customers of AT&T, Cricket Wireless, Verizon, T-Mobile, Consumer Cellular, Boost Mobile, US Cellular, and Straight Talk Wireless, according to data from Downdetector, an online platform that monitors connectivity. That story and more news you need to read today, inside.

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Meta Expands Access to Instagram’s Creator Marketplace

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Meta Expands Access to Instagram’s Creator Marketplace

Meta has announced that it’s finally expanding access to its Creator Marketplace tool, which will give more businesses the capacity to search for creators to work with on their Instagram campaigns.

Meta first launched its Creator Marketplace back in 2022, enabling U.S.-based brands to search and connect with relevant platform influencers based on a range of qualifiers, including focus topics, follower counts, location, etc.

And now, businesses in the following regions will also be able to access the tool:

  • Canada
  • Australia
  • New Zealand
  • United Kingdom
  • Japan
  • India
  • Brazil

In addition to this, Meta also says that Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

Which is interesting, considering Meta’s tenuous history with the CCP’s “Great Firewall”, but the deal here relates to Chinese businesses operating in regions outside of their homeland, which is somewhat separate to Meta’s internal dealings.

In addition to expanding access, Meta’s also rolling new machine learning-based recommendations within Creator Marketplace, which will use Instagram data to help brands more easily discover creators who are the best fit for their campaigns.

Instagram Creator Marketplace

As you can see in this example, the new recommendations will highlight accounts that have strong engagement rates in your niche, have mentioned your brand in the past, or have produced good results for similar businesses.

That could make it easier to find the right fit, or at the least, to give you more options to consider in your process.

Branded Content collaborations can be highly effective on IG, by using the established expertise and experience of creators who have already built a following in the app, and know what works, to boost your promotions.

By working with the right creators, with connection to your target audience, you can secure valuable endorsement within key communities, which can help to germinate your branding in the right communities.

Brands can check out Instagram’s creator marketplace in Meta Business Suite, with access coming to these new regions shortly.



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X Faces Restrictions in India and Pakistan Amid Government Orders for Content Removals

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New Report Finds That X May Be Inflating its Ad Performance Results

X is facing new challenges in both India and neighboring Pakistan, with the Indian Government calling on X to censor specified accounts to counter unrest, and Pakistani officials seemingly blocking access to X altogether, amid accusations of vote rigging in its recent election.

Firstly, in India. As confirmed by X, the Indian Government has issued a new order for X to ban users that it has identified as prompting civil disobedience.

As per X:

“The Indian government has issued executive orders requiring X to act on specific accounts and posts, subject to potential penalties including significant fines and imprisonment. In compliance with the orders, we will withhold these accounts and posts in India alone; however, we disagree with these actions and maintain that freedom of expression should extend to these posts.”

X says that even though it is moving to fulfill these orders, it will also continue to challenge the Indian Government’s bans through whatever legal means it has available.

It’s not the first time that the Indian Government has demanded specific censorship from the platform, with both X and previous Twitter management being called upon to remove certain comments and users who’ve gone against official rulings.

Last year, X was forced to remove a BBC documentary that was critical of Indian Prime Minister Narendra Modi after it was banned in the nation, which many used as an example to highlight X’s inability to uphold its own free speech approach.  

Twitter, meanwhile, was served with a non-compliance notice in 2021 for refusing to action similar account takedown demands from the Indian Government. In that instance, which directly related to civil unrest, India threatened to shut down Twitter entirely in response, while it also suggested that the company’s Indian staff could face up to seven years jail time for failing to comply.

As such, Twitter was effectively forced to action India’s requests, in order to protect its staff (note: The Indian Government has denied that any such threats occurred).

Both incidents serve as reminders of how authoritarian regimes will look to control mass communication platforms, like Twitter and X, in order to manage messaging, and combat noncompliance.

Pakistan, too, has a long history of seeking to control social platforms, though more notably due to “inappropriate content”, as opposed to what users are saying. Pakistan, which is a Muslim country, has banned various apps, at different times, in response to concerns about content, though in this latest instance, it does seem to be taking a leaf out of India’s book in using bans to quell civil unrest.

X will now have to find a way to maintain an adequate balance between adhering to such requests, while upholding its own “free speech” ethos, though X owner Elon Musk has been clear from the start that his free speech push will not go beyond the bounds of local laws in each region.

So while Twitter has challenged India’s requests in the past, and X has vowed to seek further legal clarification around the same, it will be aligning with the Indian government’s requests, and removing users and content in line with their requirements.

Does that mean that X isn’t willing to stand its ground on its much lauded open speech approach?

No, not when the alternative is to see X banned entirely, which would eliminate all speech for the impacted individuals, and reduce all protests against government action.

And no matter what your opinion of X may be, it is still a highly influential platform, in many ways, which is why officials are still looking to control the discussion in the app.

Though the bigger for question for Elon specifically is how such actions could impact his other businesses.

Tesla is still working to get into the emerging Indian market, which could become a huge sales opportunity for the company. Tesla’s been working with the Indian Government to enact new concessions on import duties, in order to bring its vehicles to market, and it’d be interesting to know whether Indian officials have used such as a lever to pressure action at X.

Based on what we know, it does seem like X would have little choice either way, but it’s another consideration in this instance, which could cause some uncomfortable internal discussions around the same.



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