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TikTok lägger till nya insikter till sin Creative Center-plattform, inklusive data om nyckeltrender och influencers

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TikTok Adds New Insights to its Creative Center Platform, Including Data on Key Trends and Influencers

Looking to get a better handle on TikTok, and the latest trends and shifts in the app?

This could be a big help – TikTok has added some new insights elements to its evolving Creative Center platform, which provide data on trending songs, hashtags, regional performance stats, key influencers and more.

As you can see in these screenshots, shared by social media expert Matt Navarra, the new insights provide significant research value, enabling marketers to dig deeper into top trends in the app.

For example, tap on the ‘See analytics’ prompt next to any song in this list and you’ll get a chart mapping out the popularity of that track over time, along with demographic insights as to which users are engaging with it, and their related interests.

TikTok Creative Center

(As an aside, you should check out Kate Bush’s other tracks from this period, with a range of unusual stories being told in the lyrics – ‘Cloudbusting’ for example tells the story of a farmer seeking to make rain with a machine of his own invention.)

You can also look up trending hashtags, with the listings displaying popularity by region.

TikTok Creative Center

While you can also get insights into how each trend is performing in different parts of the world, along with top creators aligned with each.

TikTok Creative Center

The ‘Creators’ tab, meanwhile, shows the top influencers in the app by region.

TikTok Creative Center

The advanced insights could be great for guiding your own TikTok content approach, and/or determining key influencers that you may want to work with to help amplify your campaigns. Or maybe, you just want to check in on the latest trends out of general interest, with a heap more info now available for your research needs.

As noted, these are the latest additions to TikTok’s Creative Center research platform, which also includes its handy Ad Library, showing top-performing ads in the app.

TikTok Ad Library

TikTok also launched a new, interactive insights platform förra månaden, which enables you to use a range of filters to discover key data points on your target market/s.

TikTok Insights

In combination, there are now various options to dig into key TikTok trends, and develop a better understanding of what TikTok users are interested in, and engaging with, at any given time.

Definitely worth a look – you can check out TikTok’s Creative Center här.

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with de Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download här, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

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Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report här.

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