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New Study Outlines Key Considerations for TikTok Promotions and Ad Campaigns

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With TikTok looking set to remain available in the US, and reach more than a billion users in 2021, based on analyst projections, it’s also likely to become an increasingly relevant marketing consideration for more and more brands over time.

That means that if you’ve been avoiding it till now, you may soon need to reconsider where it might fit into your promotional plan. It’ll never be for everyone, but if TikTok does indeed become the next billion-user platform, it will be difficult to deny as a potential option for your outreach.

And if you are considering TikTok within your 2021 planning, this new analysis report may help. To help businesses tap into the platform, and understand what works best in order to maximize their results, VidMob recently conducted an analysis of over 1,400 TikTok video ads, from 34 US brand accounts, that ran on the platform between January and September 2020. 

These ads saw a combined 5.4 billion impressions, so they clearly resonated with the TikTok audience. Based on this, VidMob has provided 12 key tips on how to maximize your TikTok campaigns.

You can via VidMob’s original presentation of its findings här, but here’s a quick overview of VidMob’s key tips:

1. Highlight exaggerated expressions 

VidMob says that Opening a spot with powerful emotions, such as surprise, led to a 1.7x higher 6-second view rate, compared to more neutral facial expressions.

VidMob TikTok tips

2. Increase text speed

VidMob says that displaying 5-10 words per second led to higher view rates, compared to when the text was presented more slowly. 

3. Choose music-only audio

Music is important on TikTok, and VidMob says that music-only audio on ads led to a 51% lift in 6-second view rate, by comparison to voiceover plus music or voiceover-only. 

4. Use original tracks

It may be a little more work, but VidMob’s analysis shows that TikTok ads featuring custom audio led to a 52% lift in 6-second View Rate, compared to when the content featured a registered track.

5. Limit the close-ups

The data also showed that having the subject’s face fill less than 20% of the frame led to a 31% lift in CTR, compared to when their face took up more than 20% of the frame.

6. Break the direct gaze

Having people stare at the camera might also freak TikTok users out – the research also showed a 1.7x increase in CTR when talent looked directly into the camera for less than half of the full duration of the clip, compared to over half of the duration. 

7. Keep the audio simple

In line with the previous note on music, the data also shows that when TikTok videos include either music-only or voiceover-only audio tracks, the CTR is 1.6x greater than when both music and a voice are used in conjunction.

VidMob TikTok analysis

8. Harness the power of voice effects

Interestingly, adding voice effects led to a 1.7x increase in CTR than when someone’s natural voice was used.

“Not only did voice effects increase engagement, they also created a more native feel for TikTok users who love using the filter effects.” 

9. Expand emotional range

More emotion is better – the research showed a 3.3x greater conversion rate when the on-screen talent showed 4 or more emotions in the creative, versus when they showed 3 or fewer. 

10. Open with your call to action 

As with all video content, including your CTA early works best – VidMob found that featuring a CTA in the opening frame led to a 44% lift in conversion rate compared to when it was displayed later.

VidMob TikTok tips

11. Mix the audio

Interestingly, VidMob’s data showed that including both music and narration led to a 2x greater conversion rate than when the audio featured only one of these elements.

“[This differs] from the Brand Awareness and Consideration strategies mentioned earlier.”

It’s important to note which of these approaches works best for your goal/s, and to experiment with each for best results.

12. Increase voiceover speed

VidMod also found that when creative featured audio with 4 or more words per second, there was a 19% lift in Conversion Rate, in comparison to when talk tracks featured 2-3 words per second. 

These are some interesting considerations, and while the mixed results on audio cues point to some significant variances, the key motes on how to frame your shots, and how to highlight your CTA, could help to improve your TikTok efforts, and maximize your campaigns.

There’s more insight in VidMob’s full webinar recording on the study, which you can view här.

Socialmediatoday.com

SOCIAL

Parler meddelar att det har avslutat sitt förvärvsavtal med Kanye West

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Kanye West is Buying Conservative Social Media Platform Parler to Voice His Unfiltered Opinions

Kanye West will not follow in Elon Musk’s footsteps and buy his own social media platform, with Parler confirming today that it has ended negotiations with West on a possible sale of the app.

The reasoning behind the decision is not clear, but West has continued to share his controversial opinions in various media opportunities of late, which has resulted in him losing a range of sponsor and partnership deals, and has decimated his net worth.

Axios has rapporterad that West’s financial situation, as a result of these impacts, has played at least some role in the dissolution of the Parler deal.

West originally announced his intention to acquire Parler back in October, saying at the time that he needed to buy his own platform in order to share his unfiltered opinions with the world.

"People had talked about it and mentioned this idea for years, but enough was enough.”

In the weeks leading up to that announcement, West had been suspended from both Instagram and Twitter efter deliberately pushing his limits on both by sharing offensive, anti-Semitic remarks. That then led West to Parler, and with Elon Musk moving to take over at Twitter, West saw an opportunity to also play a part in what he saw as a broader shift towards allowing more free and open speech.

But now, West is moving on – though he will continue with his 2024 Presidential run, apparently.

West has also seemingly pinned his hopes on Musk for a future reformation of social media moderation rules.

At least, I think that’s what this means.

The announcement leaves Parler in a less than certain predicament, as it continues its efforts to develop a more sustainable business model in order to maintain operation as a free speech platform.

In the wake of the Capitol Riots, Parler was almost killed off entirely when both Apple and Google removed the app from their respective stores due its lax moderation policies, which they said had allowed too many posts that encouraged violence and crime. Amazon then also refused to host Parler on its web-hosting service due to repeated violations of its rules.

Parler was eventually able to save itself by rolling out additional moderation rules, in alignment with the requirements of each platform, which subsequently caused a level of angst among its core user base. Parler has since been found to be censoring certain posts, and removing certain users, which has prompted further criticism of the app, and with Elon taking over at Twitter, and promising a more open approach to what can be shared via tweet, it seems like Parler’s days could indeed be numbered, especially if Musk is able to implement a significant change in Twitter’s approach.

Which will also be challenging. Just as Parler had to change its moderation approach in line with app store policies, Twitter will also have to maintain its processes on the same, which could impede Musk’s push to enable more free and open speech in the app.

Elon’s looking to challenge this, but again, there will always be a level of moderation required, which will likely always exceed what free speech advocates would prefer, given evolving rules in Europe and other regions.

And for Kanye, it seems like his ambitions for owning his own social platform are now shelved, at least for the time being.



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