SOCIAL
TikTok Shares Marketing Tips and Advice in New Video Overview

Looking to integrate TikTok into your holiday campaigns?
This could help – TikTok has published a new video overview which looks at key brand and marketing tactics on the platform, and in particular, how brands can partner with creators to help maximize their messaging.
The video, entitled ‘Do You Speak TikTok?’, is hosted by train enthusiast and TikTok star Francis Bourgeois, who looks at what people come to TikTok for, what they’re seeking from brands in the app, and how businesses can use these key trends to maximize their TikTok marketing efforts.
Bourgeois says that TikTok has provided him with a means to explore and share his passions, in his own way, which has since led to him working on brand campaigns for Gucci, Spotify, ASOS and more.
Based on this experience, Bourgeois offers four key tips for brands working with creators:
- ‘Let them express what makes them them’ – As has been reiterated by various influencers and brands that have run influencer campaigns, you need to choose your creative partners based on brand match and suitability – but then let the creators give their creative take on the content, without too many restrictions or directions. If you want stale brand messaging, you don’t need creators – it’s their nous and audience understanding that they bring to the table.
- ‘Collaborate, but never dictate’ – As above, being too prescriptive doesn’t enable you to maximize the value of creator content, and will likely limit the results of your subsequent campaigns.
- ‘Tap into their own style and strength of content’ – Bit of a theme here, huh? I wonder what bad experiences Bourgeois has had to come to these conclusions.
- ‘TikTok users come to be entertained’ – Wrapping up the above points (which are really just one big point), Bourgeois says that TikTok users are not on the app to make connections as such, or follow brand pages for the latest updates. TikTok is an entertainment platform, and as such, you need to be providing entertaining content that leans into that demand.
Bourgeois then further explores some of the key trends in TikTok usage, including music, and how brands should look to utilize sound in their clips.
On this, the video also includes an interview with musician Lady Leshurr, who discusses how TikTok has helped her grow her fan base, while also facilitating her own commercial partnerships.
Lady Leshurr says that ‘uniqueness’ is the key selling point of the platform, with creative, interesting takes helping to drive better performance on the platform.
The final section of the video includes an interview with creator Dannero, who discusses the importance of visual effects and action in TikTok clips.
There are some interesting notes here – maybe nothing ground-breaking, as you’re probably well aware of most of the trends and notes highlighted. But it could help to get you thinking about your TikTok marketing approach, and what elements you should look to include in your videos, or how you should go about partnering with creators.
You can check out the ‘Do You Speak TikTok?’ video here or via the embed above.
SOCIAL
Musk regrets controversial post but won’t bow to advertiser ‘blackmail’

Elon Musk’s comments at the New York Times’ Dealbook conference drew a shocked silence – Copyright GETTY IMAGES NORTH AMERICA/AFP Slaven Vlasic
Elon Musk apologized Wednesday for endorsing a social media post widely seen as anti-Semitic, but accused advertisers who are turning away from his social media platform X of “blackmail” and said anyone who does so can “go fuck yourself.”
The remark before corporate executives at the New York Times’ Dealbook conference drew a shocked silence.
Earlier, Musk had apologized for what he called “literally the worst and dumbest post that I’ve ever done.”
In a comment on X, formerly Twitter, Musk on November 15 called a post “the actual truth” that said Jewish communities advocated a “dialectical hatred against whites,” which was criticized as echoing longtime conspiracy theory among White supremacists.
The statement prompted a flood of departures from X of major advertisers, including Apple, Disney, Comcast and IBM who criticized Musk for anti-semitism.
“I’m sorry for that tweet or post,” Musk said Wednesday. “It was foolish of me.”
He told interviewer Andrew Ross Sorkin that his post had been misinterpreted and that he had sought to clarify the remark in subsequent posts to the thread.
But Musk also said he wouldn’t be beholden to pressure from advertisers.
“If somebody’s gonna try to blackmail me with advertising, blackmail me with money?” Musk said. “Go fuck yourself.”
But the billionaire acknowledged that there were business implications to the advertiser actions.
“If the company fails… it will fail because of an advertiser boycott” Musk said. “And that will be what will bankrupt the company.”
Musk, who met with Israeli Prime Minister Benjamin Netanyahu during a visit to Israel earlier this week, insisted in the interview that he holds no discrimination against Jews, calling himself “philo-Semitic,” or an admirer of Judaism.
During the interview, Musk wore a necklace given to him by a parent of an Israeli hostage taken in the Hamas attack on October 7. The necklace reads, “Bring Them Home.”
Musk told Sorkin that the Israel trip had been planned earlier and was not an “apology tour” related to the controversial tweet.
SOCIAL
TikTok Encourages Creators To Make Longer Videos, With Focus On Ad Revenue 11/30/2023

A new report by The Information shows the company’s recent efforts to convince
creators to put out longer videos in order to provide more room for ad placements.
According to the …
SOCIAL
X Adds Option To Embed Videos in Isolation From Posts

Next time you go to embed an X post, you may notice a new step:
Now, X will enable you to choose whether you want to embed the video element in isolation, or the whole post, as normal.
And if you do choose to embed just the video (or GIF), it’ll look like this:
Which could be a helpful way to present X-originated video on third-party websites, and add context to, say, your blog post, without the clutter of the full X framing.
But it could also reduce brand exposure for X, which is likely why Twitter didn’t enable this before, though it did once provide an “embedded video widget” which essentially served the same purpose.

Twitter gradually seemed to phase that out as the platform evolved, and there’s no specific reason that I can find as to why it removed it as an option. But either way, now, it’s back, so you have more options for using X-originated content, and putting more focus on video elements specifically.
Though I don’t know why they didn’t also take the opportunity to remove the ‘Tweet’ reference. Since the re-brand to X, the platform seems to have gone to little effort to weed out all the tweet and bird terminology, but then again, with 80% fewer staff, that’s probably understandable as well.
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