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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.

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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.

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.

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

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Google Announces New Search Updates Which Will Put More Emphasis on Content Depth

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Google's Latest Core Search Update is Rolling Out from Today

Google has announced some key updates to its Search algorithms which will look to highlight more valuable results, created for humans, as opposed to web pages that have been designed purely with SERP ranking in mind.

Google’s main target with these new updates is low quality aggregator sites, which aim to match up with common search terms in order to suck in more Search traffic.

Now, Google says that it will put more emphasis on content quality and depth, which could spark a change in broader SEO approach.

As explained by Google:

Next week, we’ll launch the “helpful content update” to tackle content that seems to have been primarily created for ranking well in search engines rather than to help or inform people. This ranking update will help make sure that unoriginal, low quality content doesn’t rank highly in Search, and our testing has found it will especially improve results related to online education, as well as arts and entertainment, shopping and tech-related content.”

The update, as Google says, is aimed at low quality sites that have been constructed purely to game the algorithm, by including specific keyword matches and data notes that align with key Google search trends.

In other words, if you’re creating shallow content based purely on keyword matching, in order to rank in Search, you may soon see a dip in your SERP rankings.

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“For example, if you search for information about a new movie, you might have previously seen articles that aggregated reviews from other sites without adding perspectives beyond what’s available elsewhere. This isn’t very helpful if you’re expecting to read something new. With this update, you’ll see more results with unique, authentic information, so you’re more likely to read something you haven’t seen before.”

As always, Google wants to ensure that users get the most relevant, helpful results, which are generally not provided by aggregator sites or those constructed purely with Search rankings in mind. That could reduce the value of common SEO tactics, like using exact search terms in your headers, and keyword stuffing (which is already bad practice).

The change shouldn’t impact sites that are genuinely creating helpful, in-depth content on a specific topic. Really, the bottom line is that you should be creating content with your audience in mind, with Search being an afterthought in the process.

Though it’s difficult to give specific guidance, as we don’t know what the full impacts will be at this stage. Again, it shouldn’t impact most sites, which are not designed to game Google’s systems, but it may be worth keeping an eye on your Analytics data in the coming months.

Google’s also announced a new update to its review ranking process, designed to surface quality, helpful reviews in Search results.

“Last year, we kicked off a series of updates to show more helpful, in-depth reviews based on first-hand expertise in search results. We’ve continued to refine these systems, and in the coming weeks, we’ll roll out another update to make it even easier to find high-quality, original reviews. We’ll continue this work to make sure you find the most useful information when you’re researching a purchase on the web.”

Similar to the helpful content update, Google’s review focus is designed to highlight more product reviews that share in-depth research, ‘rather than thin content that simply summarizes a bunch of products’.

So if you’re looking to incorporate product reviews and UGC into your website, you’ll want to try to include more in-depth info, as opposed to quick hitter quotes and one-liners.

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Again, the main focus for Google is to keep providing quality, informative results in Search, which answer the questions that searchers have when they come to its apps. The better you can do this, in detail, the better your Search performance should theoretically be.

It’d not always this simple, but these updates underline Google’s focus on providing more in-depth responses and original content, as opposed to summarized, aggregated answers.   

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