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TikTok Shares Marketing Tips and Advice in New Video Overview

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TikTok Shares Marketing Tips and Advice in New Video Overview

Looking to integrate TikTok into your holiday campaigns?

This could help – TikTok has published a new video overview which looks at key brand and marketing tactics on the platform, and in particular, how brands can partner with creators to help maximize their messaging.

The video, entitled ‘Do You Speak TikTok?’, is hosted by train enthusiast and TikTok star Francis Bourgeois, who looks at what people come to TikTok for, what they’re seeking from brands in the app, and how businesses can use these key trends to maximize their TikTok marketing efforts.

Bourgeois says that TikTok has provided him with a means to explore and share his passions, in his own way, which has since led to him working on brand campaigns for Gucci, Spotify, ASOS and more.

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Based on this experience, Bourgeois offers four key tips for brands working with creators:

  • Let them express what makes them them’ – As has been reiterated by various influencers and brands that have run influencer campaigns, you need to choose your creative partners based on brand match and suitability – but then let the creators give their creative take on the content, without too many restrictions or directions. If you want stale brand messaging, you don’t need creators – it’s their nous and audience understanding that they bring to the table.
  • ‘Collaborate, but never dictate’ – As above, being too prescriptive doesn’t enable you to maximize the value of creator content, and will likely limit the results of your subsequent campaigns.
  • ‘Tap into their own style and strength of content’ – Bit of a theme here, huh? I wonder what bad experiences Bourgeois has had to come to these conclusions.
  • ‘TikTok users come to be entertained’ – Wrapping up the above points (which are really just one big point), Bourgeois says that TikTok users are not on the app to make connections as such, or follow brand pages for the latest updates. TikTok is an entertainment platform, and as such, you need to be providing entertaining content that leans into that demand.

Bourgeois then further explores some of the key trends in TikTok usage, including music, and how brands should look to utilize sound in their clips.

On this, the video also includes an interview with musician Lady Leshurr, who discusses how TikTok has helped her grow her fan base, while also facilitating her own commercial partnerships.

Lady Leshurr says that ‘uniqueness’ is the key selling point of the platform, with creative, interesting takes helping to drive better performance on the platform.

The final section of the video includes an interview with creator Dannero, who discusses the importance of visual effects and action in TikTok clips.

There are some interesting notes here – maybe nothing ground-breaking, as you’re probably well aware of most of the trends and notes highlighted. But it could help to get you thinking about your TikTok marketing approach, and what elements you should look to include in your videos, or how you should go about partnering with creators.

You can check out the ‘Do You Speak TikTok?’ video here or via the embed above.

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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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