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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:

"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.

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 här.



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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

A fed-up accountant has spoken of his “disappointment” after his Facebook page was taken down AGAIN. Last July, we told how Suleiman Krayem feared …

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Twitter Tests New Quick Boost Option for Tweets

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Twitter Tests New Quick Boost Option for Tweets

Here’s the difficult thing with Twitter no longer having a comms department – now, there’s nowhere to go to confirm info about the app’s latest updates and features, and where each is available, etc.

Case in point – this week, Twitter appears to have launched a new in-stream boost option for tweets, which provides a quick and easy way to promote your tweet without having to launch a full ad campaign.

As you can see in these screenshots, posted by Jonah Manzano (and shared by Matt Navarra), the new boost option would be available direct from a tweet. You’d simply tap through, select a budget, and you would be able to boost your tweet then and there.

Which seems to be new, but also seems familiar.

It’s sort of like Twitter’s Quick Promote option, but an even more streamlined version, with new visuals and a new UI for boosting a tweet direct from the details screen.

Tweet boost

So it does seem like a new addition – but again, with no one at Twitter to ask, it’s hard to confirm detail about the option.

But from what we can tell, this is a new Twitter ad process, which could provide another way to set an objective, a budget, and basic targeting parameters to reach a broader audience in the app.

Which could be good, depending on performance, and there may well be some tweets that you just want to quickly boost and push out to more people, without launching a full campaign.

It could also be a good way for Twitter to bring in a few more ad dollars, and it could be worth experimenting with to see what result you get, based on the simplified launch process.

If it’s available to you. We’d ask Twitter where this is being made available, but we can’t. So maybe you’ll see it in the app, maybe not.

Thus is the enigma of Twitter 2.0.



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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills. Reuters File Photo

New York: US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills after it advised the social media company on its acquisition by Elon Musk last year.

“As of December 23, 2022, Twitter remains in default of its obligations to Innisfree under the agreement in an amount of not less than $1,902,788.03,” the lawsuit said.

Twitter and a lawyer for Innisfree did not respond to queries.

Elon Musk in October closed the $44 billion deal announced in April that year and took over microblogging platform Twitter.

In January 2023, Britain’s Crown Estate, an independent commercial business that manages the property portfolio belonging to the monarchy, said that it had begun court proceedings against Twitter over alleged unpaid rent on its London headquarters.

Advertising spending on Twitter Inc dropped by 71% in December, data from an advertising research firm showed, as top advertisers slashed their spending on the social-media platform after Musk’s takeover.

The banks that had provided $13 billion in financing last year for the Tesla chief executive’s acquisition of Twitter abandoned plans to sell the debt to investors because of uncertainty around the social media company’s fortunes and losses, according to media reports.

Recently, Twitter made its first interest payment on a loan that banks provided to help finance Musk’s purchase of the social media company last year.

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