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TikTok Publishes New Guide on the Effective Use of Audio for Marketing Campaigns

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TikTok has changed approaches to video content, in various ways, as more and more people spend more time in the app, and locked into the never-ending stream of trending clips.

One of the key shifts in this respect has been the use of sound, and how TikTok users are, more often than not, consuming content with sound on, which, in the past, was not the case.

Most video platforms have advised that you should create videos for ‘sound off environments’, in order to maximize viewership potential, but TikTok actually advises the opposite.

Which also extends to brand use:

TikTok is an entertainment canvas where sound is always on – it sparks joy, creativity, and collaboration for over one billion people. And the integral factor of sound creates an opportunity to not only connect with your community, but to be felt and remembered. In fact, if a brand’s TikTok video features a song that is popular on the platform, 68% of users say they remember the brand better, and 62% say they’re more curious to learn about the brand.”

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So not only does TikTok say that you should create with sound in mind, but that it’s actually a critical engagement element – which is the focus of TikTok’s latest guide for brands, which highlights how various campaigns have utilized sound to maximize their promotional resonance.

TikTok’s 12-page ‘The Power of Sound’ overview includes a range of brand case studies, highlighting how each has used audio aspects to boost their messaging.

The guide looks at three different uses of sound:

  • Creator-made anthems – How brands can partner with emerging creators on trending sounds, which are essentially custom built for the TikTok audience
  • ASMR – using satisfying sounds and effects to maximize engagement
  • The New Narrators – Using creators to tell share their stories, essentially utilizing UGC in brand campaigns
TikTok audio guide

The case studies highlight how these different uses of audio can help to enhance campaigns, and why brands should be building with sound in mind as they map out their TikTok approach.

It’s an interesting consideration, and as noted, a significant shift for many, given that ‘sound off’ has long been the best way to maximize viewership and attention. But TikTok is different, and as such, it’s worth taking time to note this change in user behavior, and how that may apply to your content approaches in the app.

The guide also includes some pointers on how to include audio elements in your clips.

TikTok audio guide

It’s worth a look, and with many brands now planning for the holidays, TikTok will no doubt be a key focus.

You can download TikTok’s ‘The Power of Sound’ guide here.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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