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TikTok Shares New Data on the Value of Collaborating with Creators on Ad Campaigns

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TikTok Shares New Data on the Value of Collaborating with Creators on Ad Campaigns

The key to winning on TikTok is aligning with the platform’s content trends, both from an individual creator and a brand perspective. TikTok video clips have their own feel, their own style, and understanding this is key to gaining big reach and resonance in the app.

For brands, that means research, and spending time in the app – or alternatively, you can also collaborate with established creators and utilize their platform knowledge to help maximize your messaging and appeal.

Which can be a hugely valuable approach, as shown in TikTok’s latest study into campaign effectiveness through collaboration with creators.

Taking a deeper look into how brands are seeing success with their TikTok efforts, the platform examined over 2,800 brand campaigns to glean new insight into how partnerships with creators help to improve results.

You can read TikTok’s full report here, but in this post, we’ll take a look at some of the key notes.

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First off, TikTok found that ads created for TikTok in partnership with creators see higher recall, and longer view rates.

As you can see here, repurposed content – i.e. content not created for TikTok specifically – performed the worst in the study, while TikTok-specific campaigns, and campaigns formulated with established creators, saw much stronger response.

Ads created in partnership with TikTok creators also saw longer view rates, with 6-second views increasing by 91% versus non-creator partnerships. That underlines the importance of linking into in-app trends and viewer behaviors – if it looks and feels more native to TikTok, and comes from the creative core of the app, via creators who know and live that approach, it’s more likely to see stronger response from TikTok viewers.

That’s also reflected in TikTok’s consumer response data, in relation to creator partnership ads.

TikTok creator campaign study

The data also shows that ads made in collaboration with creators see higher engagement rates for most formats.

TikTok creator campaign study

Creator campaigns also drive stronger brand recognition, while showing the product in use also helps to drive engagement. 

“Creator Beauty content is especially effective at promoting brand recognition. Beauty content saw the strongest aided and unaided brand recall from the TikTok-specific branded content when collaborating with creators.”

TikTok creator campaign study

And another worthy note – TikTok’s research also found that beauty ads which show the product in use and utilize comedic elements “drive a significant uplift in watching the ad to the end”.

These are some key notes for your TikTok campaigns, both in terms of the value of collaborating with creators and utilizing different elements in your clips.

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Of course, TikTok also benefits from facilitating creator partnerships, with its Creator Marketplace essentially working to provide another revenue stream for creators, which, ideally, will keep them posting to TikTok, as opposed to shifting to other platforms instead.

That means TikTok has an ulterior motive in promoting the value of such partnerships. But the stats don’t lie, and anyone who’s ever used TikTok will know that creating native-looking, platform-aligned clips will drive better results – as the more ad-like a video is in your feed, the easier it is to quickly skip and continue on your way.

Great creative, aligned with platform trends, drives better response, and partnering with creators is a key avenue towards this.

You can read TikTok’s full ‘Importance of TikTok Creators’ report 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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