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TikTok Publishes New Guide to Collaborating with Creators on Ad Campaigns

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Looking to improve your approach to TikTok marketing?

Partnering with established creators can be a great way to level up your efforts, and to help with this, TikTok has published a new, 25-page guide to working with TikTok creators, which includes notes on how to connect with them, the different tools and options at your disposal for campaign creation, and case study examples on how other brands have seen success with their creator partnership efforts.

You can download the full guide here, but in this post, we’ll take a look at some of the highlights.

First off, the guide provides some key insights as to why you should work with TikTok creators, including stats on ad effectiveness and response when aligned with established users.

There are also more specific insights into how creators can help to improve campaign performance, in various ways.

TikTok creator collaboration guide

The guide also includes creative tips and notes to help improve your content approach, improving your understanding of what works, even when working with established creators.

TikTok creator collaboration guide

There’s also a range of notes on TikTok’s existing creator connection tools, including Creator Marketplace, TikTok’s hub for showcasing creative talent.

TikTok creator collaboration guide

Finally, TikTok also shares a range of case study examples and notes, with complete rundowns of how each brand has used creators to improve their campaign performance.

TikTok creator collaboration guide

There are some valuable notes here, and if you’re looking to get into TikTok marketing, it’s worth downloading the guide and having a read through the insights, which could help to refine your creative approach.

And with TikTok now on track to surpass 1.5 billion users in 2022, potentially surpassing Instagram as the second-biggest social media app (I’m not counting YouTube in this), there could well be big opportunities for connection and promotion for your brand.

Thanks for Matt Navarra for sharing the link to the new TikTok guide.  

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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