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TikTok Shares New Insights into How Users Respond to Promotions in the App

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TikTok Shares New Insights into How Users Respond to Promotions in the App

TikTok has shared the second installment of its ‘’Path-to-Purchase’ Report, which takes a deeper dive into how TikTok clips drive consumer action, and the key elements that improve marketing performance in the app.

The first part of the report, which TikTok published back in February, looked at how TikTok users discover and engage with brands via the app.

This second summary looks at how TikTok users feel about product promotions in their feed, and the products that they buy as a result of TikTok promotions.

According to the data, which was gathered by market research provider Material, 50% of TikTok users report feeling ‘joyful, excited, or happy’ about the products they’ve purchased via the app, while TikTok users are significantly more likely to recommend products that they find in their feed.

Celebrity and creator endorsements play a key role in this, with TikTok also noting that:

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The TikTok audience is 48% more likely to discover new brands or products from celebrities or public figures, 25% more likely to discover them through creators, and 23% more likely to discover them through trending topics or hashtags than on other platforms. They’re also 15% more likely to use TikTok to research new brands or products – and a full 55% of TikTok users do so.”

So celebrity endorsements are a big winner – as they are on every platform – but partnering with creators can also have major discovery potential in the app.

That likely aligns with the more organic approach to promotions within the app, and how TikTok users engage with content. Indeed, TikTok ads expert Savannah Sanchez recently noted that she’s seen far worse performance with TikTok ads that utilize interactive display cards on screen, because those more overt promotional approaches are not as welcome in the app.

TikTok overlay ads

That’s not to say that they won’t work at all, but it’s interesting to note that ads that are more organic, native-looking TikTok clips generally perform better in the app.

Also, worth taking note of the point on hashtags here. On other platforms, hashtags seem to be losing their shine, but TikTok users are still discovering content via tags in the app.

The data also shows that 58% of TikTok users report discovering new brands and products on the platform, while 47% of TikTok users also look to convince others to buy products that they find in the app – with 49% making overt recommendations based on TikTok promotions

The research also shows that over half of TikTok users look for details about where to buy products that they’ve seen on the platform, which is 84% above traditional social apps.

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TikTok Path to Purchase report

So the platform’s influence extends beyond the app itself, which is another note to consider in your TikTok performance tracking.

These are some interesting insights, which underline the evolving value of TikTok as a product discovery and promotion tool, and it may well be worth factoring in these data points when measuring your own TikTok campaigns.

Clearly, there’s significant brand value here, but the best campaigns, at least based on these stats, utilize organic looking content, from established creators, which can fuel big awareness effects, both on and off platform.

You can read TikTok’s full Path to Purchase (Part 2) 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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