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TikTok Shares Case Study on How to Implement a Branded Hashtag Campaign

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Are you looking to add TikTok into your digital marketing mix? Wondering how you can tap into the key trends of the platform to maximize your messaging?

This week, TikTok has published a new case study which provides a basic overview of how to run one of the most successful promotional options on the platform – a branded hashtag challenge.

Branded hashtag challenges are just as they sound – brands create a specific hashtag linked to a video challenge, which they can then use to expand their messaging by facilitating an interactive, engaging video response campaign. That’s not necessarily easy – you can’t just come up with any idea and expect TikTok users to follow along. But if you can come up with an interesting, engaging idea, which enables users to provide their own creative takes, it can definitely have significant reach and brand awareness benefits.

The case study looks at ZALORA, a fashion eCommerce platform in Asia. ZALORA sought to use TikTok to promote its upcoming fashion festival in Singapore, so it worked with TikTok on a branded hashtag challenge to engage the TikTok community.

Set to the tune of the campaign’s custom Branded Music, ZALORA’s #ZStyleNow Challenge invited participants to flash a “Z” hand signal, which would trigger the guise of an instant outfit change. Plus, it was an opportunity for users to show off their wardrobe and inner fashionista to their world, which gelled perfectly with TikTok’s group of young audiences who use TikTok as their de facto platform for self-expression.”

Again, that’s not necessarily simple – you need an engaging idea, and ideally music, to get more people involved. And as you can see in this example, ZALORA also used a financial incentive to prompt further engagement, with a giveaway of up to $200 in ZALORA products per winner.

Zalora TikTok campaign

So while the concept is relatively straightforward, it does still require solid creative, and an added incentive will also help to further boost your promotion.

In addition to this, ZALORA also ran a Brand Takeover ad, along with in-app banner ads.

“Ad creatives were thoroughly A/B tested and optimized using multiple variations, and consequently boosted the exposure of ZALORA’s Branded Hashtag Challenge, driving both new visitors to ZALORA’s website and ultimately new app installs.”

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So it was a comprehensive campaign, beyond the basics – but the end result was that ZALORA’s Challenge videos were viewed nearly a million times, with 62,000 TikTok users engaging with the hashtag and posting videos for the challenge. 

The numbers show that TikTok can indeed be a good platform for maximizing reach, particularly with younger users. And with recent reports suggesting that TikTok viewing is now on par with YouTube among some audience subsets, it could be worth consideration.

But paid tactics aside, the real trick lies in identifying what will resonate with TikTok users, and what they’re likely to respond to with their own videos, expanding your messaging. The best way to get a handle on this is to use the app, and take into account what’s trending on the ‘Discover’ page, and how that might relate to your own messaging.

It’s the engagement and creativity that you can inspire in others that will ultimately dictate reach, with paid promotion adding an extra boost to your efforts.

You can read the full ZALORA TikTok case study here

Socialmediatoday.com

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YouTube Tests Improved Comment Removal Notifications, Updated Video Performance and Hashtag Insights

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YouTube Expands its 'Pre-Publish Checks' Tool to the Mobile App

YouTube’s looking to provide more context on content removals and violations, while it’s also experimenting with a new form of analytics on average video performance benchmarks, along with improved hashtag discovery, which could impact your planning and process.

First off, on policy violations – YouTube’s looking to provide more context on comment removals via an updated system that will link users through to the exact policy that they’ve violated when a comment is removed.

As explained by YouTube’s Conor Kavanagh:

“Many users have told us that they would like to know if and when their comment has been removed for violating one of our Community Guidelines. Additionally, we want to protect creators from a single user’s ability to negatively impact the community via comments, either on a single channel or multiple channels.”

The new comment removal notification aims to address this, by providing more context as to when a comment has been removed for violating the platform’s Community Guidelines.

In expansion of this, YouTube will also put some users into timeout if they keep breaking the rules. Literally:

If someone leaves multiple abusive comments, they may receive a temporary timeout which will block the ability to comment for up to 24 hours.”

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YouTube says that this will hopefully reduce the amount of abusive comments across the platform, while also adding more transparency to the process, in order to help people understand how they’ve broken the rules, which could also help to guide future behavior.

On a similar note, YouTube’s also expanding its test of timestamps in Community Guidelines policy violation notifications for publishers, which provide more specific details on when a violation has occurred in video clips.

Initially only available for violations of its ‘Harmful and Dangerous’ policy, YouTube’s now expanding these notifiers to violations related to ‘Child Safety’, ‘Suicide and Self-Harm’, and ‘Violent or Graphic’.

If you’re in the experiment, you’ll see these timestamps in YouTube Studio as well as over email if we believe a violation has occurred. We hope these timestamps are useful in understanding why your video violated our policies and we hope to expand to more policies over time.”

On another front, YouTube’s also testing a new analytics card in YouTube Studio which will show creators the typical amount of views they get on different formats, including VODs, Shorts, and live streams.

YouTube average video performance

As you can see in this example, the new data card will provide insight into the average amount of views you see in each format, based on your the last 10 uploads in each, which could provide more comparative context on performance.

Finally, YouTube’s also launched a test that aims to showcase more relevant hashtags on video clips.

“We’re launching an experiment to elevate the hashtags on a video’s watch page that we’ve found viewers are interested in, instead of just the first few added to the video’s description. Hashtags are still chosen by creators themselves – nothing is changing there – the goal of the experiment is simply to drive more engagement with hashtags while connecting viewers with content they will likely enjoy.”

So YouTube will be looking to highlight more relevant hashtags in video clips, as a means to better connect users to more video clips on the same topic.

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Which could put more emphasis on hashtag use – so it could be time to upgrade your hashtag research approach in line with the latest trending topics.

All of these updates are fairly minor, but they could impact your YouTube approach, and it’s worth considering the potential impacts in your process.

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