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TikTok Launches Creator Marketplace API to Facilitate More Brand Collaboration Opportunities

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TikTok is looking to help facilitate more brand/influencer partnerships by making its Creator Marketplace API available to outside developers, which will enable a range of third-party companies to integrate TikTok’s creator listings into their platforms.

TikTok first launched its Creator Marketplace back in 2019, providing a way for brands to search through registered TikTok creators that they can then pitch with campaign collaboration ideas.

TikTok Creator Marketplace

The platform is a key element in TikTok’s broader monetization push, which is critical to its ongoing growth strategy – because right now, TikTok creators can earn a lot more money on YouTube and Facebook’s platforms instead, via the established ad revenue programs in each respective app.

Short-form content doesn’t provide the same opportunities, without mid and pre-roll promotions directly linked to each clip, so for TikTok, it needs brand partnerships and eCommerce integrations to provide comparable compensation – and if it can’t get this element right, you can bet that, eventually, its top stars will indeed migrate elsewhere, taking their large audiences along with them.

Vine found this out the hard way, and now, through this expansion of its Creator Marketplace API, TikTok will be hoping to generate more exposure for its brand partnership options, providing more revenue potential for platform stars, and a more effective way for brands to tap into key platform behaviors and trends.

Som rapporterats av TechCrunch:

“The new Creator Marketplace API allows partnered marketing companies to access TikTok’s first-party data about audience demographics, growth trends, best-performing videos, and real-time campaign reporting (e.g. views, likes, shares, comments, engagement, etc.) for the first time.They can then bring this data back into their own platforms, to augment the insights they’re already providing to their own customer base.”

Initial launch partners include creator database platform Capitv8 and influencer marketing company Influential, each of which is already offering the new insights to their clients and partners.

The additional reach of these established platforms will help bring more awareness to TikTok’s creator connection tools, and with interest in the app’s marketing options set to reach new highs this coming holiday period, it could provide a great opportunity for TikTok to showcase what it can offer in this respect, helping to build its business offerings.

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And definitely, given the unique creative approach required for effective TikTok campaigns, using the knowledge and expertise of established influencers can be a more effective way to go, especially for big brands with larger budgets. And maybe, if those campaigns drive results, that could see TikTok becoming an even bigger consideration moving forward, which could be another element that sees it eat into Facebook’s dominant market share, further irritating those at Menlo Park HQ.  

TechCrunch says that TikTok will officially announce and fully launch the Creator Marketplace API next month.

Socialmediatoday.com

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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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