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TikTok Rolls Out Quick ‘Promote’ Ad Option to All Business Accounts

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After testing it out with selected profiles over the past few months, TikTok is now rolling out its Boost-like ‘Promote’ option to all business users.

As per TikTok:

Starting this month, Promote is available to help businesses reach more people and grow their community with their TikTok videos. With Promote, you can turn any organic TikTok video into an ad, directly within the app. You can start reaching new audiences, build a following, and drive traffic to your business website.

The option, as noted, is similar to Facebook’s Boost button, which enables you to amplify your posts by quickly putting together an ad campaign.

When the option is available on your profile, you’ll be able to launch a quick promotion by:

1. Selecting the video that you want to promote – You can choose any of your own TikTok videos to promote. We suggest starting with one of your best-performing organic videos to reach more people with your most popular content.

2. Setting up your promotion – Choose a goal for your campaign (more views, website visits, or follows), set a budget and length of time to run the promotion, and select the audience you want to reach with your video.

3. Watch your numbers grow – After your promotion is approved, you can check in to see how your video is performing and how many new people are learning about your business! 

You’ll be able to access TikTok’s Promote option via the fire icon on each video, through TikTok’s Creator Tools menu, or via Business Suite.

TikTok Promote options

The Promote process enables you to choose from three objectives:

  • More video views  This helps get more people to watch your video
  • More website visits  This guides more people to your website.
  • More followers  This helps you gain more followers.

If you choose More website visits, you’ll then be asked to enter your website URL and choose an action button for your website (e.g. ‘Learn More, ‘Shop Now, or ‘Sign Up).

In terms of targeting, you can either choose ‘Automatic’, meaning TikTok will display your promoted clip to people that it determines will likely be interested, or ‘Custom’, through which you can define the targeting specifics (gender, age, interests) for yourself.

It’s also worth noting that Promote is only available for public clips that don’t use copyright-protected music. So if you were looking to jump on a trend related to a popular track, you won’t be able to amplify that clip.

Promoted clips will appear in targeted user For You feeds with a ‘Promoted’ label, signifying them as part of paid outreach.

So how effective is it? Well, no one knows for sure as yet, but many brands have been seeing good results with TikTok campaigns in general, and it could be a good option for quickly amplifying your top-performing clips. In the past, some marketing advisers have recommended against using Facebook’s Boost option because the targeting tools are more limited, and if you’re going to run a campaign, you should utilize all of the available options with a proper ad campaign.

But maybe TikTok’s Promote tools will be different, and produce different results – and TikTok’s algorithm is particularly good at showing people more of what they want to see. Maybe that will also make its automatic ad targeting option more effective in this respect – but really, at this stage, it comes down to experimentation and seeing what results you might get from the options.

It’s another consideration for your approach, and with the holiday season fast approaching, it may be worth a test.

You can learn more about TikTok Promote here.

Socialmediatoday.com

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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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