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TikTok Provides Insights and Tips to Help Brands Connect with Female Users



TikTok has shared some new insights into how brands can connect with women on the platform, which research shows is still an overlooked element of most brand and marketing efforts, despite rising general awareness of gender equality and social divides.

Indeed, according to survey data from WARC, while women control over two-thirds of the global consumer expenditure, only 9% of them feel that marketing initiatives actively engage with them and their perspectives.

Which is both surprising and unsurprising at the same time, with male dominance still an influential element in many aspects of daily life, whether we realize it or not.

With this in mind, TikTok says that its platform offers significant opportunity to connect with female consumers, specifically.

As per TikTok:

To break through with modern women, brands need to be authentic, approachable, entertaining, inclusive, community-centric, and socially responsible – and TikTok has created a whole new ecosystem that makes all this possible.

A key element of this, TikTok says, is the app’s less-polished approach to content, which facilitates more connection with female users.

Unlike other content platforms that showcase the flawless and the filtered, TikTok is all about being real – not fake. Women on TikTok feel empowered to be creative and to express themselves however they choose. Whether they’re discussing their acne journey or sharing the pain of a miscarriage, women are finding acceptance, inclusivity, and freedom on TikTok.

Reaching women on TikTok

An expansion of this is that it empowers women to advocate for brands and products that they truly care about, which many TikTok users openly do.

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TikTok says that 50% of its female users search for products, and shop on TikTok, while 39% say TikTok videos are among the most likely influences to get them to buy. In addition to this, 53% of female TikTok users are motivated to promote brands that they love via video clips and comments in the app.

That could provide significant opportunity for the right brands, while giving more dedicated focus to your female consumer audience could also be a valuable approach for your TikTok efforts.

In order to enhance your marketing in this respect, TikTok advises that brands should:

  • Join the conversation – A key tip for all prospective TikTok advertisers is to familiarize yourself with the app, and maximize your understanding of what works, and what resonates with the TikTok audience. As TikTok says: “Listen, engage, and get comfortable on the platform”.
  • Own your point of view– Ensure that you’re being true to your brand and approach, and communicate your brand values through your clips, aligning with the more open nature of the app.
  • Partner with TikTok Creators as a core part of your strategy – What works on TikTok won’t be the same as what works on other platforms, and in other marketing approaches, and one of the best ways to ensure you’re aligning with key in-app trends is to partner with creators who already know the platform inside and out.
  • Use sound to capture our audience’s undivided attention – Lastly, TikTok says that creating with a ‘sound-on’ mindset is key to maximizing your potential in the app.
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There are some handy pointers here, and some likely eye-opening stats that could help to get you thinking about how to improve your marketing approach for female audiences.

And given its rising popularity and influence, TikTok could indeed be a key window into this segment. Worth considering in your 2022 planning.

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TikTok’s Working on a New, Opt-In Function to Show You Who Viewed Your Profile



TikTok's Working on a New, Opt-In Function to Show You Who Viewed Your Profile

I’m not entirely sure what value this might bring, but TikTok is reportedly working on bringing back the option to see who viewed your profile in the app over the preceding 30 days, which would provide more transparency over user interest.

As you can see in these screenshots, uncovered by app researcher Kev Adriano (and shared by Matt Navarra), TikTok looks to be testing an opt-in functionality that would enable you to see who’s checking out your TikTok profile, while users would also be able to see when you’ve checked out their profile as well when this feature is switched on.

Which TikTok used to have, as a means to increase connections in the app.

TikTok profile views notification

As you can see here, TikTok used to provide a listing of people who’d checked out your profile, with a view to helping you find others to follow who may have similar, shared interests. TikTok removed the functionality early last year, amid various investigations into its data sharing processes, and with several high-profile cases of TikTok stalkers causing real-world problems for platform stars, it made sense that it might not want to share this information anymore, as it likely only increases anxiety for those who may have concerns.

But I guess, if stalkers wanted to check out your profile they wouldn’t turn the feature on, so maybe, by making it opt-in, that reduces that element? Maybe.

I don’t know, I don’t see a heap of value here, and while I can understand, when an app is starting out, how this sort of awareness might help to increase network connections, I’m not sure that it serves any real value for TikTok, other than providing insight into who’s poking around, and likely increasing concerns about certain people who keep coming back to check out your profile again and again.

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Maybe there’s a value for aspiring influencers, in reaching out to potential collaborators who’ve checked out their stuff, or maybe it works for hook-ups, if that’s what you want to use TikTok for, which is why the opt-in element is important.

But much like the same feature on LinkedIn, mostly, it seems pretty useless. I mean, it’s somewhat interesting to know that somebody from a company that you’d like to work for checked out your profile, but if they did, and they didn’t feel compelled to get in touch, who really cares?

There is a limited value proposition here, in that getting in touch with those who did check out your profile could result in a business relationship, similar to the above note on potential collaborators on TikTok. But I’d be interested to see the actual percentage of successful contacts made is as a result of these insights.

I can’t imagine it’s very high – but maybe, if you give users the choice, and they explicitly opt-in, there is some value there.

Seems like stalker tracking to me, and potential angst and conflict as a result.

There’s no official word from TikTok as to whether this option will ever be released at this stage.

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‘Flurona’ is a great example of how misinformation can circulate



'Flurona' is a great example of how misinformation can circulate

This transmission electron microscope image shows SARS-CoV-2—also known as 2019-nCoV, the virus that causes COVID-19—isolated from a patient in the U.S. Virus particles are shown emerging from the surface of cells cultured in the lab. The spikes on the outer edge of the virus particles give coronaviruses their name, crown-like. Image captured and colorized at NIAID’s Rocky Mountain Laboratories (RML) in Hamilton, Montana.
Source – NIAID, CC SA 2.0.

In early January, Israel confirmed its first case of an individual infected with both the seasonal flu and COVID-19 at the same time, authorities reported. The two infections were found in an unvaccinated pregnant woman who had mild symptoms.

At the rime, the Times of Israel said, “Some reports suggested this marked the first such dual case in the world, but reports of patients with both flu and COVID-19 surfaced in the US as early as spring 2020.”

And it was the Times of Israel that helped the story to go viral by using a catchy, made-up name – “flurona” – and reporting that this is the “first” such case in the country, which some people read as the first case ever.

One news outlet went about amplifying the anecdotal report into “a new nightmare to keep us awake at night.” All the hype over this supposedly new and nightmarish disease did nothing more than fuel the amount of misinformation already bogging down social media platforms.

Scientific American suggests that physicians and scientists just don’t seem to be able to get the right message across to the public about what is real, what is treatable, and what is downright false.

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Yes, you can catch the flu and Covid

Let’s look back a bit to the start of the pandemic. In March 2020, hospitals were being overrun with patients. At that time, COVID testing was still rather sluggish and expensive. So doctors often ordered several tests for patients, trying to identify — or eliminate from suspicion — other possible infections.   

And yes, any number of patients were found to have not only COVID-19 but nearly 5 percent of patients tested had another viral respiratory infection, too. At first, doctors worried more for these patients, whose immune systems were fighting two battles at once. 

“What we found was actually that patients who had Covid plus another infection — they had lower rates of inflammation in their body and were less likely to be admitted to the hospital,” said Dr. Sarah Baron, a physician who helped author a study in the Journal of Antimicrobial Chemotherapy to describe the findings.

While the study was small in the number of patients involved, it may offer an intriguing look at how one virus suppresses the effects of another – something called viral interference.

Researchers have known about viral interference since the 1960s when a group of scientists noticed that a live vaccine against polio and other enteroviruses also seemed to protect against unrelated viral respiratory diseases like influenza.  

For the week ending December 25, 2021, the U.S. Centers for Disease Control and Prevention reported that 6.2 percent of people tested for flu were positive, and 1,825 people were admitted to U.S. hospitals with flu that week.

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So I would suggest to everyone that first – remember there are many reliable news sources on the Internet. Secondly, if a story you read sounds outrageous, take a few minutes to research it. You may just find out how inaccurate it may be.

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12 Helpful SEO Tools for Your Brand in 2022 [Infographic]



12 Helpful SEO Tools for Your Brand in 2022 [Infographic]

Search engine optimization can be a complicated process, but every year, more tools and options are added to help simplify and streamline your efforts, which can provide you with valuable insights and guidance that hasn’t previously been available so easily.

The right tools can transform your strategy, and as such, it’s worth keeping track of the latest tool additions as you look to learn more about what people are searching for, and how you can create content and offers to align with those behaviors.

Which is where this new listing from PageTraffic comes in. The below infographic outlines 12 newer SEO tools that are worth a look in 2022.

More insight is always better, and these apps may just become a key pipeline to better understanding for your business.

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