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Är TikTok för kortvarigt att spåra?

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Is TikTok Too Ephemeral to Track?

With over 1 billion users — and 105 million in North America alone — Tiktok is a centerpiece of cross-generational conversations, pop culture references, and daily use. 

From a top-level view, it’s no wonder our dopamine-driven brains have registered accounts in droves. But if our primal drivers were the only explanation, TikTok wouldn’t have risen to the ranks. From 2018 to 2020, TikTok’s user base has grown by 800%. Its “it factor” shown in a 2021 Nielson study – a unique ability to inspire belonging, community, and authenticity –  is surpassing existing tech conglomerates who frankly are looking to replicate its design. 

Yet these unique, core characteristics that inspire rare possibilities to share information – i.e. quick videos, shareable music, catchy hooks, and clever audio overlays – have underpinned a new problem for brands, public figures, celebrities, and influencers gaining traction: How, and by which metrics and comparatives, do you track success when the content itself is quite ephemeral?

The rise of social listening technology

Tracking social success outside of in-platform metrics isn’t a new problem, so many tech companies outside of the platforms have already tried to solve it. In part, they have. 

Developments in social listening technology have helped users understand how their profile or brand first into the digital landscape – the algorithms read captions, analyze user behavior, track performance metrics, and even summarize user sentiment based all tied up in a nice bow that you can actually benefit from.

Then audio content came along. 

 “Audio presents a fundamentally different set of challenges for moderation than text-based communication. It’s more ephemeral and it is harder to research and action,” said Discord’s chief legal officer, Clint Smith, referring to the channel’s moderation struggle around their newest Stage Channels audio feature.

Annons

The whole tech stack of audio-based social channels – TikTok, Instagram’s Reels, Clubhouse, Discord’s Stage Channels – have just started to research tracking solutions internally, but the tools for audio content moderation are lagging far behind social listening tools for text-based conversations. A few external companies are developing speech analysis API, but at the moment, there is no streamlined approach to audio conversations online.

The problems with audio moderation

Because of this, social platforms, their users, and their tech integrations don’t have much of a tracking system at all, particularly when it comes to managing problematic commentary or harassment. In these instances, platforms will often resort to blocking users over anything, which creates its own set of accessibility issues.

For example according to Reuters, “Twitter keeps Spaces audio for 30 days or longer if there is an incident, Clubhouse says it deletes its recording if a live session ends without an immediate user report, and Discord does not record at all.” 

Managing and tracking any text or image-based commentary, let alone problematic commentary online, isn’t an easy job for humans to start with. There’s a job title for this: Community Manager. But addressing problematic mentions, crisis moments, or something like adverse health events in ephemeral audio conversations? The job market is wide open.

Further, even if platforms create more monitoring parameters internally tomorrow, users and brands would still be left to their own devices to monitor their own content. 

So for people, influencers, and brands wanting to moderate content and social listen on audio platforms, the problem is three-fold:  

  • Audio content is, by nature, more ephemeral than written content. You may be able to transcribe something, but you’ll still lack extra cues, like the visual signals of video or accompanying text comments.
  • Few tech companies offer APIs to social listen to audio on new social apps such as TikTok or Discord. For the ones that do, they are still in the beta phase.  
  • Even if brands wanted to track audio manually, most companies lack the human power, resources, and time to do so.  

Not all bad

These overall symptoms of audio content are likely to increase in impact as platforms like TikTok grow and evolve. 

But it would behoove users to remember audio content’s benefits as we grapple with ephemerality and nuance – audio itself reigns superior in its ability to connect to an audience. Podcasts started just two decades ago, and now billions of people around the globe engage daily. In the U.S. alone, Insider Intelligence projects listenership to surmount to 144 billion by 2025. 

Whether you’re more convinced by TikTok and other audio-based channels’ inevitable challenges or its research-backed potential, there’s a reason so many are engaging, and from this view, the bandwagon doesn’t look so bad.

Annons

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SOCIAL

Snapchat lanserar ny lokaliserad linskampanj för "House of the Dragon"

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Snapchat Launches New Localized Lens Promotion for ‘House of the Dragon’

Yes, I know that you were burned by the final season of Game of Thrones, in which your favorite character did something so inexplicable that it ruined all seven seasons or preceding development, to the point where you can hardly bear to look at a map of Westeros ever again

But Game of Thrones is about to make a comeback, albeit in different form, with the prequel ‘House of the Dragon’ set to premiere on HBO this weekend.

And past traumas aside, it could be good (George RR Martin says that it’s much more aligned with his original vision), and either way, we do get to see those amazing dragons on TV once again.

Which is the focus of the latest campaign on Snapchat, which enables Snap users to transform themselves into dragons via various AR activations within the app’s Lens tools.

Which looks kind of cool – but even more interesting, from a social media marketing standpoint, is this element of the latest HBO/Snap campaign:

"Snap and HBO Max have also coordinated with members of Snap’s Lens Network from around the world to build custom Landmarker AR experiences in their local markets. This is the first partnership to pair a brand with a diverse group of Lens Creators at a global scale.”

House of the Dragon Snap Lens

In what could be a new consideration for large-scale launches, or even for smaller brands looking to collaborate with a range of creators in different regions, Snap has facilitated a new, global partnership, with various Lens makers, to enable new forms of localized engagement with these Lens activations. 

“In order to execute the campaign, HBO Max provided the Lens Creators with AR assets for each dragon to build the new Landmarker Lenses. Each Lens Creator personally selected the location for their individual Landmarker Lens, bringing a powerful local element to this global campaign.”

Annons

The Lenses will be available at the following locations once the show begins:

  • Los Angeles – Venice Beach Grand Canals, built by Francis Chen
  • Rio De Janeiro – Princess Isabel Statue, built by Vitulo & Co
  • London – Tower Bridge, built by Clara Bacou
  • Chennai – Sankagiri Fort, built by RBKavin Studio
  • Mumbai – CST Station (IE Chhatrapati Shivaji Maharaj Terminus), built by Mohnish Raut and Persica Picardo
  • Prague – Charles Bridge, built by Inna Horobchuk

What’s more, the activations will evolve throughout the season, with new dragons that appear in the show also becoming available in these displays.

It’s an interesting expansion on the usual Lens campaign approach, with the more localized approach potentially helping to improve engagement, and get even more Snap users engaged in the show.

Which, as noted, could be a hard sell – but then again, if the show is actually good, that could help to wash away at least some of the bad taste left in fans’ mouths after the terrible Game of Thrones season finale.

And from a digital marketing perspective, it could highlight a new way to work with Snap’s growing network of creators to build more inclusive, regionally relevant, engaging experiences.

More than 250,000 Lens Creators have already built over 2.5 million Lenses through Snap’s ‘Lens Studio’ AR creation tool. That’s a lot of potential for broader integrations via Snap campaigns.

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