TikTok may be good at inspiring new meme trends and promoting the latest music. But can it also help automotive marketers sell cars? Are TikTok users open to auto ads, and are they looking for car-related content within the app?
As it turns out, they are, based on the latest insights included in a new, 33-page ‘Auto Playbook 101’ published by the platform.
The guide looks at a range of key engagement trends and case studies – you can download the full guide here, but in this post, we’ll take a look at some of the key elements.
First off, TikTok highlights the popularity of auto content in the app, with 60 billion views of car-related content in the first half of 2021.
The guide also outlines key auto trends, including the types of cars TikTok users are most interested in.
The guide also provides an overview of TikTok’s various ad options, with a focus on auto marketers, which could help to guide your process.
There’s also, as noted, case studies, as well as example campaign overviews to help maximize your usage of TikTok campaigns.
There are some valuable insights here, even for marketers outside the automotive sector, with more general data on TikTok’s overall audience and key trends.
As well as creative tips:
It’s definitely one of the better TikTok guides I’ve seen, and if you’re interested in getting a better understanding of the platform, and how you can align with key usage shifts and engagement trends, it’s worth taking a look.
You can download TikTok’s ‘Auto Playbook 101’ here.
Twitter Moves to Next Stage of Testing for its New ‘Status’ Indicators
Do you struggle to provide adequate context within the 240 characters allowed for tweets?
If so, then you’re in luck, as Twitter’s developing a range of tweet status indicators, which will eventually provide a simple way to add another element to your tweeted message, which could help to better communicate meaning and intent.
Or not. As shared by app researcher Jane Manchun Wong, this is the current listing of Twitter status options in testing:
Pretty unique combination of possible status alerts here – a mix of trending sayings and popular activities. Users won’t be able to create their own status, you’d have to use one of these presets – which is a little restrictive, but it could be handy? Maybe.
Twitter’s been testing out its Status indicators for a while, with the original list of status options, which Wong also tweeted back in July, including a few that have been culled as part of this expansion.
As you can see, when you add a Status, it will be displayed above your tweet, and below your username, adding immediate context to your message.
Status indicators would also be searchable, with users able to tap on a status indicator, which will take you through to a listing of all the tweets that have applied the same activity.
Really, Twitter’s actually been testing Status markers out since 2018, when it previewed this format for the option.
The idea, at that stage, seemed to be to help people list events that they were attending, which users often do already by adding the event hashtag to their username. A status indicator would make this easier, while also helping people connect around said event – but since then, Twitter’s revised its approach to the markers, making them more of a topical sorting option to help users find relevant activity and engagement opportunities.
Which, I guess, they could facilitate.
Maybe, by tapping on ‘Picture of the Day’ that could become another engagement and discovery element, or by tapping ‘Hot Take’ you could find more tweets to interact with, and add your own opinion.
It could be a handy way to sort tweets by topic, which could be beneficial. Maybe, though I’m not sure that it’s going to have much of an impact on overall tweet engagement.
Twitter’s been working to add in more content sorting and discovery tools over the past couple of years, including Communities, Circles for private chats, and topics in the Audio tab. Twitter also added and the capacity to follow Topic streams back in 2019, which it had hoped would give users more ways into Twitter discussions, and to find interactions more relevant to their interests.
For more regular users, those probably aren’t particularly useful – but for new users coming in, they could be important, as Twitter isn’t overly intuitive for people when first starting out. This has been an issue for the platform since forever, and these types of additional discovery measures could help to address this.
If Twitter can integrate them in an effective, engaging way.
The problem on this front is that Twitter’s topics algorithms are still fairly basic, with the tweets shown to users within topic streams often being off-topic, even offensive, because they’re being displayed based on basic keyword mentions and total engagement with each tweet, not on relevance.
Which is why the Spaces/Audio tab isn’t attuned to your interests, based on usage, why the ‘Who to Follow’ display is never locked into users you might be interested in. It’s all too basic, and in this sense, Twitter has fallen behind other platforms on algorithmic sorting and alignment.
Which is why it’s now seeking more manual intervention, by letting users add status markers to categorize discussion.
Which seems like a backwards step, given that other platforms are becoming increasingly good at showing you more content based on your interests, without you needing to do anything other than use each app.
But maybe, it’ll become a thing, and provide another way for Twitter to boost engagement.
There’s no official release plan in place for Twitter’s status updates as yet, but they’re likely coming very soon.
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