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TikTok Shares New Insights into How Users are Engaging Around Mother’s Day in the App

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With Mother’s Day just around the corner, TikTok has published some new insights into how its users are engaging around the event, and how marketers can tap into such, in order to boost their Mother’s Day promotions.

TikTok starts off with this somewhat surprising claim:

“Did you know that more than one in four TikTok users is a mother?”

That seems like a lot, particularly given the younger skew of TikTok’s audience. But then again, with more female users than male, and a broader audience spectrum than most would anticipate, the data highlights the platform’s potential from a marketing standpoint, with many influential, older users now reachable through the app.

TikTok Mother's Day data

That in-built audience has provided TikTok with a range of insights into the products that mothers are looking for on the platform, which could help to shape your Mother’s Day promotions.

TikTok Mother's Day data

As you can see here, most TikTok moms want a vacation. 

I mean, don’t we all? A year in and out of lockdown will do that to you. But with travel still off the cards for many, there are various other considerations that TikTok moms are looking to as the day gets closer, which could highlight key opportunities for related brands.

TikTok also says that mothers on the platform are heavy mobile phone users.

“They’re more likely to see your content through a phone screen, and they often discover brands through social media. Marketers should take notice, and reach them with immersive advertising in mobile-first environments for maximum impact.”

TikTok Mother's Day data

TikTok also notes that Mother’s Day activity ramps as the day gets closer, with a big jump on the day itself:

“We looked into activity around relevant hashtags like #mother, #mothersday, #gift, #giftformom and #mom this time last year on TikTok, and here’s what we noticed: Mother’s Day-related content and activity saw a big spike on the day of, compared to the day before. This held true for the volume of content posted, as well as views and engagement on that content.”

TikTok Mother's Day data

These are some valuable pointers for marketers, which could point to both immediate opportunities, in terms of Mother’s Day gift promotions, and ongoing recommendations through TikTok, with mothers also likely to showcase their gifts in video clips posted on the day.

TikTok recommends that marketers look to share special offers leading into the event, and to use TikTok ads as reminders, to ensure that users remember that the day is coming up.

These are some handy notes, and they could highlight new considerations for your Mother’s Day outreach.

You can read TikTok’s full Mother’s Day insights 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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