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TikTok Shares New Data on the Value of Collaborating with Creators on Ad Campaigns

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TikTok Shares New Data on the Value of Collaborating with Creators on Ad Campaigns


The key to winning on TikTok is aligning with the platform’s content trends, both from an individual creator and a brand perspective. TikTok video clips have their own feel, their own style, and understanding this is key to gaining big reach and resonance in the app.

For brands, that means research, and spending time in the app – or alternatively, you can also collaborate with established creators and utilize their platform knowledge to help maximize your messaging and appeal.

Which can be a hugely valuable approach, as shown in TikTok’s latest study into campaign effectiveness through collaboration with creators.

Taking a deeper look into how brands are seeing success with their TikTok efforts, the platform examined over 2,800 brand campaigns to glean new insight into how partnerships with creators help to improve results.

You can read TikTok’s full report here, but in this post, we’ll take a look at some of the key notes.

First off, TikTok found that ads created for TikTok in partnership with creators see higher recall, and longer view rates.

As you can see here, repurposed content – i.e. content not created for TikTok specifically – performed the worst in the study, while TikTok-specific campaigns, and campaigns formulated with established creators, saw much stronger response.

Ads created in partnership with TikTok creators also saw longer view rates, with 6-second views increasing by 91% versus non-creator partnerships. That underlines the importance of linking into in-app trends and viewer behaviors – if it looks and feels more native to TikTok, and comes from the creative core of the app, via creators who know and live that approach, it’s more likely to see stronger response from TikTok viewers.

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That’s also reflected in TikTok’s consumer response data, in relation to creator partnership ads.

TikTok creator campaign study

The data also shows that ads made in collaboration with creators see higher engagement rates for most formats.

TikTok creator campaign study

Creator campaigns also drive stronger brand recognition, while showing the product in use also helps to drive engagement. 

“Creator Beauty content is especially effective at promoting brand recognition. Beauty content saw the strongest aided and unaided brand recall from the TikTok-specific branded content when collaborating with creators.”

TikTok creator campaign study

And another worthy note – TikTok’s research also found that beauty ads which show the product in use and utilize comedic elements “drive a significant uplift in watching the ad to the end”.

These are some key notes for your TikTok campaigns, both in terms of the value of collaborating with creators and utilizing different elements in your clips.

Of course, TikTok also benefits from facilitating creator partnerships, with its Creator Marketplace essentially working to provide another revenue stream for creators, which, ideally, will keep them posting to TikTok, as opposed to shifting to other platforms instead.

That means TikTok has an ulterior motive in promoting the value of such partnerships. But the stats don’t lie, and anyone who’s ever used TikTok will know that creating native-looking, platform-aligned clips will drive better results – as the more ad-like a video is in your feed, the easier it is to quickly skip and continue on your way.

Great creative, aligned with platform trends, drives better response, and partnering with creators is a key avenue towards this.

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You can read TikTok’s full ‘Importance of TikTok Creators’ report here.



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TikTok’s Working on a New, Opt-In Function to Show You Who Viewed Your Profile

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TikTok's Working on a New, Opt-In Function to Show You Who Viewed Your Profile


I’m not entirely sure what value this might bring, but TikTok is reportedly working on bringing back the option to see who viewed your profile in the app over the preceding 30 days, which would provide more transparency over user interest.

As you can see in these screenshots, uncovered by app researcher Kev Adriano (and shared by Matt Navarra), TikTok looks to be testing an opt-in functionality that would enable you to see who’s checking out your TikTok profile, while users would also be able to see when you’ve checked out their profile as well when this feature is switched on.

Which TikTok used to have, as a means to increase connections in the app.

TikTok profile views notification

As you can see here, TikTok used to provide a listing of people who’d checked out your profile, with a view to helping you find others to follow who may have similar, shared interests. TikTok removed the functionality early last year, amid various investigations into its data sharing processes, and with several high-profile cases of TikTok stalkers causing real-world problems for platform stars, it made sense that it might not want to share this information anymore, as it likely only increases anxiety for those who may have concerns.

But I guess, if stalkers wanted to check out your profile they wouldn’t turn the feature on, so maybe, by making it opt-in, that reduces that element? Maybe.

I don’t know, I don’t see a heap of value here, and while I can understand, when an app is starting out, how this sort of awareness might help to increase network connections, I’m not sure that it serves any real value for TikTok, other than providing insight into who’s poking around, and likely increasing concerns about certain people who keep coming back to check out your profile again and again.

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Maybe there’s a value for aspiring influencers, in reaching out to potential collaborators who’ve checked out their stuff, or maybe it works for hook-ups, if that’s what you want to use TikTok for, which is why the opt-in element is important.

But much like the same feature on LinkedIn, mostly, it seems pretty useless. I mean, it’s somewhat interesting to know that somebody from a company that you’d like to work for checked out your profile, but if they did, and they didn’t feel compelled to get in touch, who really cares?

There is a limited value proposition here, in that getting in touch with those who did check out your profile could result in a business relationship, similar to the above note on potential collaborators on TikTok. But I’d be interested to see the actual percentage of successful contacts made is as a result of these insights.

I can’t imagine it’s very high – but maybe, if you give users the choice, and they explicitly opt-in, there is some value there.

Seems like stalker tracking to me, and potential angst and conflict as a result.

There’s no official word from TikTok as to whether this option will ever be released at this stage.





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‘Flurona’ is a great example of how misinformation can circulate

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'Flurona' is a great example of how misinformation can circulate


This transmission electron microscope image shows SARS-CoV-2—also known as 2019-nCoV, the virus that causes COVID-19—isolated from a patient in the U.S. Virus particles are shown emerging from the surface of cells cultured in the lab. The spikes on the outer edge of the virus particles give coronaviruses their name, crown-like. Image captured and colorized at NIAID’s Rocky Mountain Laboratories (RML) in Hamilton, Montana.
Source – NIAID, CC SA 2.0.

In early January, Israel confirmed its first case of an individual infected with both the seasonal flu and COVID-19 at the same time, authorities reported. The two infections were found in an unvaccinated pregnant woman who had mild symptoms.

At the rime, the Times of Israel said, “Some reports suggested this marked the first such dual case in the world, but reports of patients with both flu and COVID-19 surfaced in the US as early as spring 2020.”

And it was the Times of Israel that helped the story to go viral by using a catchy, made-up name – “flurona” – and reporting that this is the “first” such case in the country, which some people read as the first case ever.

One news outlet went about amplifying the anecdotal report into “a new nightmare to keep us awake at night.” All the hype over this supposedly new and nightmarish disease did nothing more than fuel the amount of misinformation already bogging down social media platforms.

Scientific American suggests that physicians and scientists just don’t seem to be able to get the right message across to the public about what is real, what is treatable, and what is downright false.

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Yes, you can catch the flu and Covid

Let’s look back a bit to the start of the pandemic. In March 2020, hospitals were being overrun with patients. At that time, COVID testing was still rather sluggish and expensive. So doctors often ordered several tests for patients, trying to identify — or eliminate from suspicion — other possible infections.   

And yes, any number of patients were found to have not only COVID-19 but nearly 5 percent of patients tested had another viral respiratory infection, too. At first, doctors worried more for these patients, whose immune systems were fighting two battles at once. 

“What we found was actually that patients who had Covid plus another infection — they had lower rates of inflammation in their body and were less likely to be admitted to the hospital,” said Dr. Sarah Baron, a physician who helped author a study in the Journal of Antimicrobial Chemotherapy to describe the findings.

While the study was small in the number of patients involved, it may offer an intriguing look at how one virus suppresses the effects of another – something called viral interference.

Researchers have known about viral interference since the 1960s when a group of scientists noticed that a live vaccine against polio and other enteroviruses also seemed to protect against unrelated viral respiratory diseases like influenza.  

For the week ending December 25, 2021, the U.S. Centers for Disease Control and Prevention reported that 6.2 percent of people tested for flu were positive, and 1,825 people were admitted to U.S. hospitals with flu that week.

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So I would suggest to everyone that first – remember there are many reliable news sources on the Internet. Secondly, if a story you read sounds outrageous, take a few minutes to research it. You may just find out how inaccurate it may be.



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12 Helpful SEO Tools for Your Brand in 2022 [Infographic]

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12 Helpful SEO Tools for Your Brand in 2022 [Infographic]


Search engine optimization can be a complicated process, but every year, more tools and options are added to help simplify and streamline your efforts, which can provide you with valuable insights and guidance that hasn’t previously been available so easily.

The right tools can transform your strategy, and as such, it’s worth keeping track of the latest tool additions as you look to learn more about what people are searching for, and how you can create content and offers to align with those behaviors.

Which is where this new listing from PageTraffic comes in. The below infographic outlines 12 newer SEO tools that are worth a look in 2022.

More insight is always better, and these apps may just become a key pipeline to better understanding for your business.



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See also  Snapchat Surveys Users on Their COVID-19 Concerns [Infographic]
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