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TikTok Publishes New Guide on the Effective Use of Audio for Marketing Campaigns

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TikTok has changed approaches to video content, in various ways, as more and more people spend more time in the app, and locked into the never-ending stream of trending clips.

One of the key shifts in this respect has been the use of sound, and how TikTok users are, more often than not, consuming content with sound on, which, in the past, was not the case.

Most video platforms have advised that you should create videos for ‘sound off environments’, in order to maximize viewership potential, but TikTok actually advises the opposite.

Which also extends to brand use:

TikTok is an entertainment canvas where sound is always on – it sparks joy, creativity, and collaboration for over one billion people. And the integral factor of sound creates an opportunity to not only connect with your community, but to be felt and remembered. In fact, if a brand’s TikTok video features a song that is popular on the platform, 68% of users say they remember the brand better, and 62% say they’re more curious to learn about the brand.”

So not only does TikTok say that you should create with sound in mind, but that it’s actually a critical engagement element – which is the focus of TikTok’s latest guide for brands, which highlights how various campaigns have utilized sound to maximize their promotional resonance.

TikTok’s 12-page ‘The Power of Sound’ overview includes a range of brand case studies, highlighting how each has used audio aspects to boost their messaging.

The guide looks at three different uses of sound:

  • Creator-made anthems – How brands can partner with emerging creators on trending sounds, which are essentially custom built for the TikTok audience
  • ASMR – using satisfying sounds and effects to maximize engagement
  • The New Narrators – Using creators to tell share their stories, essentially utilizing UGC in brand campaigns
TikTok audio guide

The case studies highlight how these different uses of audio can help to enhance campaigns, and why brands should be building with sound in mind as they map out their TikTok approach.

It’s an interesting consideration, and as noted, a significant shift for many, given that ‘sound off’ has long been the best way to maximize viewership and attention. But TikTok is different, and as such, it’s worth taking time to note this change in user behavior, and how that may apply to your content approaches in the app.

The guide also includes some pointers on how to include audio elements in your clips.

TikTok audio guide

It’s worth a look, and with many brands now planning for the holidays, TikTok will no doubt be a key focus.

You can download TikTok’s ‘The Power of Sound’ guide here.

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An Overview of Generative AI [Infographic]

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An Overview of Generative AI [Infographic]

Generative AI is the latest big tech trend, with the latest variations of text and image generators now able to create original content that’s comparable to human outputs, opening up a range of new possibilities.

That’s also freaking a lot of people out, due to concerns that they could be out of the job entirely due to the sudden influx of impressive AI tools. And some, like digital artists, are already feeling the pinch – but it is worth noting that AI systems can only iterate on what’s come before, in order to provide similar content, they can’t come up with entirely original, unique, or even trustworthy material.

‘Trustworthy’ in this context relates to the accuracy of the text data such systems provide, with AI systems known to ‘hallucinate’ answers based on the various data points they can connect to your query. Essentially, you really have to know and understand the topics that you’re focusing on to produce the best results, because you can then view the outputs with a more critical eye, and ensure no mistakes or errors slip through.

In this sense, these tools work best as assistants – and in that context, it’s less about them taking your job, and more about them leveling up your capacity.

To provide more context as to what these systems are, and how they work, the team from Visual Capitalist has put together a basic overview of some of the key generative AI processes that you need to know about as we move into the next stage of the digital era.

Understanding these tools, and their many applications, will soon become a requisite for many roles – and the more you know, the better placed you’ll be.

Time to jump in – check out the full infographic below.

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US state to require parental consent for social media

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Social media in Niger came under a massive disinformation attack in February, an AFP Fact Check investigation has found

Social media. – © AFP Denis Charlet

Utah on Thursday became the first US state to require social media sites to get parental consent for accounts used by under-18s, placing the burden on platforms like Instagram and TikTok to verify the age of their users.

The law, which takes effect March 2024, was brought in response to fears over growing youth addiction to social media, and to security risks such as online bullying, exploitation, and collection of children’s personal data.

But it has prompted warnings from tech firms and civil liberties groups that it could curtail access to online resources for marginalized teens, and have far-reaching implications for free speech.

“We’re no longer willing to let social media companies continue to harm the mental health of our youth,” tweeted Spencer Cox, governor of the western US state, who signed two related bills at a ceremony Thursday.

The bills also require social media firms to grant parents full access to their children’s accounts, and to create a default “curfew” blocking overnight access to children’s accounts. 

They set out fines for social media companies if they target users under 18 with “addictive algorithms,” and make it easier for parents to sue social media companies for financial, physical or emotional harm.

“We hope that this is just the first step in many bills that we’ll see across the nation, and hopefully taken on by the federal government,” said state representative Jordan Teuscher, who co-sponsored the bill.

Michael McKell, a Republican member of Utah’s Senate who also sponsored the bill, said it was a “bipartisan” effort, and praised President Joe Biden’s recent State of the Union address, in which he raised the issue.

Biden last month called on US lawmakers to restrict how social media companies advertise to children and collect their data, as he accused Big Tech of conducting a “for profit” experiment on the nation’s youth.

California has already introduced online safety laws including strict default privacy settings for minors, but the Utah law goes further.

Lawmakers in states such as Ohio and Connecticut are working on similar bills.

Platforms including Instagram and TikTok have introduced more controls for parents, such as messaging limits and time caps.

At Thursday’s ceremony in Utah, McKell pointed to data from the federal Centers for Disease Control and Prevention which he said highlighted the toll social media apps can have on young minds.

“The impact on our daughters — and I have two daughters — it was incredibly troubling,” he said. 

“Thirty percent of our daughters from ninth grade to 12th grade had seriously contemplated suicide. That’s startling.”

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ChatGPT is being used to lure victims into downloading malware

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ChatGPT

Hackers are trying to capitalize on the enormous popularity of ChatGPT to distribute malware, security experts have warned.

A report from cybersecurity researchers CloudSEK has detailed an elaborate scheme that includes stolen Facebook accounts, groups, and pages, malicious Facebook ads, and fake ChatGPT software.

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