Jan 2 2025
TikTok Marketing: An In-Depth Guide For Brands via @sejournal, @theshelleywalsh

TikTok is a highly influential social media platform that is invaluable for trends and information sourcing.

It might not have the direct conversion of other platforms, but most brands should consider a TikTok marketing strategy.

As the size of the available audience grows, many businesses are looking at how they can harness the platform.

To build a proper TikTok business presence on the platform, you need to account for the nuances and the predominant demographic and accessible audience on the channel.

In this article, we will be looking at how businesses can get started using TikTok for marketing and how you can take full advantage of this short-video platform for your brand.

Why Use TikTok For Marketing?

TikTok exploded onto the social media scene in the U.S. back in 2018. It had a rapid increase in users and became the fastest-growing social media platform seen so far.

Now, with over 1.6 billion monthly active users, TikTok has become the fourth most popular platform.

TikTok is dominated by Gen Z and Gen Alpha, which use the channel for product research and news sourcing. They also use this social media channel as an alternative to Google.

Figures from 2023 show that a third of U.S. adults use TikTok, and nearly two-thirds of those under 30 use the influential platform.

62% of U.S. adults who use TikTok are looking for product reviews and recommendations.

17% of adults get their news from TikTok, and this has grown fivefold from 2020 – a huge 39% of young adults under 30 get their news regularly from the platform.

The majority of accounts that users follow are from mid-tier influencers and small accounts.

TikTok also experiences incredibly high engagement rates with its content. 46% of users engage with content without distractions or multi-screening.

This means that TikTok is a platform that has influence for product reviews and news, especially with a younger audience. And that partnering with smaller influencers can be a way to access this focused attention.

How TikTok Works

While TikTok shows users a personalized feed, it doesn’t necessarily show them content from the accounts they follow like other platforms do.

Instead, it uses an algorithm to show a “personalized information flow,” meaning people get shown content similar to what they’ve already liked.

So, if businesses can create content that aligns with trends or that’s similar to popular formats, it has the potential to be shown to more users and even go viral.

You can repurpose the short-form content you create for other platforms, like Instagram Reels and YouTube Shorts, to maximize its value. You can also directly link your social media accounts so you can cross-post automatically.

TikTok for Business makes it easy for brands and businesses to advertise on TikTok with analytic tools and TikTok Ads Manager so you can refine how you target users with paid content, too.

There’s also the built-in TikTok ecommerce features through TikTok Shop that allow businesses to list and sell products directly through the app.

Making use of these features means that brands can streamline the customer journey, taking users from discovering a new product to checking out in a few simple steps.

The hashtag #TikTokMadeMeBuyIt highlights how some products can go viral through TikTok content and become must-have items.

How Is TikTok Used In Marketing?

There are a number of ways a business could use TikTok for marketing:

  • Establishing an engaged community online – building a community of loyal customers and brand advocates with a high affinity for your business.
  • Improving brand awareness – getting your business’s name out there online and reaching a wider audience.
  • Showing off products and services – showcasing new products and popular services in an effort to connect them to more potential customers.
  • Highlighting testimonials from other users – pushing positive reviews from customers via a platform to improve brand sentiment and authority.
  • Creating educational content – helping to answer common questions in your industry or about your business so more people understand the value your brand presents.
  • Making entertaining content – the second most common reason for using social media is to fill spare time, making entertaining and light-hearted the perfect answer to this.

TikTok provides an ideal digital space for all of these options.

Although TikTok focuses on short-form video, photo, and story content, there are a variety of ways you can create content to use for TikTok marketing.

The visual-first format suits all sorts of content brands can use to achieve their marketing goals.

6 Types Of TikTok Content That Get Attention

1. Discussion-Based Content

Something that helps to grow both your profile and your content’s reach is engagement.

Encouraging people to actively comment on your content can boost the reach of your post, as TikTok sees it as popular and engaging.

For example, Dr Pepper.

Asking users to respond to a prompt, such as “How do you do this,” “Wrong answers only,” or “Tag someone who does this,” can create interesting and entertaining comment sections where people can express their creativity.

2. Reply-Based Content

If you have users responding to your content through comments, you can even create content that replies to those specific submissions favored by makeup brands.

This can build on previous content you’ve created or offer new content opportunities for you to dive into. Maybe a user has asked for more details or additional footage of something you showed in a previous video.

3. Trend-Based Content

By jumping onto popular trends or current events, you can capture what is currently interesting to users and put your own brand spin on it.

TikTok’s trends are constantly evolving at a rapid pace, meaning that there’s always something new you can potentially get involved with.

For example, Oreo is great at jumping on current events such as the eclipse.

TikTok’s Creative Center has a trend intelligence tool, so you can see what’s trending at that moment in time, including hashtags, songs, and specific videos.

It’s essential that what you create is both true to the trend and feels authentic for your brand. Otherwise, users may feel you’re not creating content for the right reasons (or call it “cringe”).

4. Behind-The-Scenes Content

Giving your audience a glimpse behind the curtain can be a great way to make your content more interesting and authentic, such as in this example.

Social media content allows businesses to give users a more candid look at how their brand operates, showing behind-the-scenes footage, outtakes from video content, and more.

Not only does it humanize your brand, but it also provides entertaining content that people can engage with.

5. Shareable Content

TikTok’s true social element is shareable content. If a user enjoys something enough and sees a relatable element within it, they’ll likely share that content with people who will also get it.

Starbucks taps into this with both students and office workers.

If your business creates content that actively encourages people to share it with others they know, you’ll expand the reach of your posts and get more eyes on your business.

6. How-To Content

Creating quick video guides to using your products and services can be valuable content for your business.

It could also be a guide on how to do something that’s within your industry, rather than just linked to your brand.

Home Depot shows us how to make content about a toilet cistern. Scrub Daddy goes all-in on cleaning the grill.

Users can easily find tutorials produced by the brand itself, meaning that the content is trustworthy.

How To Create A TikTok Marketing Strategy

Create Your TikTok Business Account

The first step is to create your TikTok business account, setting up your profile as a business account and ensuring your brand comes through in your profile picture and bio.

Once you have the app and have signed up, it’s a case of following these simple steps:

  • Tap the Profile icon in the lower right corner.
  • Click on the hamburger menu in the top right of the Profile page.
  • Go to Settings and Privacy.
  • Click Account.
  • Select Switch to Business Account.
  • Choose the category that best fits your business.

Your TikTok profile should ideally align with your other social accounts so that your brand identity is clear and consistent across all platforms.

While the content can vary, your bio information should all be up-to-date and point people to the right places.

Understand The Platform

It’s hard to get to grips with TikTok without first-hand experience of how it all works. Take some time to use the platform as a user, scrolling the For You page, checking out different hashtags, and seeing how other users create content.

It’s also worth diving into how the TikTok algorithm works to get an idea of how content is ranked and pushed to users. This can help guide how you use the platform as a business and content creator, as well as see what kinds of content are clearly being favored by the algorithm.

TikTok’s Business Learning Center is a great starting point for an introduction to the platform, as well as some key lessons on ad formats and other great features for businesses.

Set Our Goals For Using TikTok

Like marketing on any social media platform, you’ll need to decide what your overall goals are so you can measure your success.

That could be building up your TikTok business profile’s following, boosting sales of specific products or services, or clicking your main website to learn more about your brand.

Maybe you want to add paid content to your strategy or increase the budget after seeing positive results. It could be that you want to push more into trending content and need to spend more time researching current TikTok trends.

Define Your Audience For TikTok

Once you have your profile set up and an idea of how TikTok works, think about your audience. While Gen Z is the most common age demographic on the platform, plenty of other age groups are active.

Understanding the age, gender, location, interests, and more surrounding your target audience on TikTok will help you to start thinking about how your content can appeal to these users.

You can go even deeper and start to build customer journey maps, identifying what might motivate a user to buy your product or service, what concerns they might have, and what they might want to know about your business.

Complete A Competitor Audit

As TikTok is becoming so popular, there is plenty of competition with brands already experimenting. So, run a full TikTok competitor audit to help you understand where your brand stands in relation to your competitors.

Look at these other brands to understand how they’re using TikTok and the types of content they’re producing. As your audiences are likely to be similar, you can get an idea of what content is resonating with those users.

However, it’s important to still be unique on TikTok, so make sure you’re not simply copying content you’ve seen completely. TikTok is full of inspiration for new ideas.

Aside from your direct competitors and industry, you can also take inspiration from other content and hashtags that are trending as this is central to how TikToks can go viral.

Look At The Different TikTok Ad Types

As a TikTok business account, you will also have access to TikTok ads. These take different forms on the platform, so it’s a good idea to get to know them.

Running TikTok Paid Ads

With TikTok Ad Manager, creating paid ads for the platform is incredibly easy. Rather than posting content organically, you can set a budget behind a video or photo and have TikTok push it to new users.

This can increase the visibility of your content to new audiences. It’s managed all through the Ad Manager with analytics to track impressions and engagement.

You can also use TikTok Promote to boost your existing content and livestreams, helping your business profile to gain new followers and increase traffic.

Consider Using TikTok Influencers

TikTok influencers are users with engaged audiences and high follower counts compared to the average user.

They can range from micro influencers with hundreds of thousands of followers, up to celebrity influencers on the platform with follower counts in the hundreds of millions.

Working with influencers can be a great way to get your brand in front of new audiences.

As mentioned above, the mid-tier influencers are the accounts that are followed the most. So, working with smaller influencers can be a strong strategy.

Fender has great examples here and here.

When partnering with an influencer, it’s important to choose one that has some overlap with your audience.

There are plenty of tools out there to help match your business profile with suitable influencers, such as HypeAuditor’s free Audit Checker.

Look Into Affiliate Marketing On TikTok

Affiliates are an effective way to get your brand noticed by having multiple users talking about your brand.

While potentially not as authentic as influencers, the discount codes and vouching done by the affiliate can still help convert users into customers.

Create Your TikTok Marketing Calendar

At this point, you should have an idea of who your audience is, what sort of content you’d like to create, which hashtags you want to include, and whether you’d want to experiment using paid ads or partnerships.

You can introduce paid content at any time, but it can also be a great tool to get your profile off the ground.

With the information you have, you can start to map out content creation and posting dates so you can get a full view of your marketing calendar.

By having an organized plan of what needs to be achieved, you can keep up your TikTok content production and post regularly.

As with all social media channels, consistency is key.

Monitor Your Profile’s TikTok Analytics

After you’ve set your strategy in motion, monitor the analytics TikTok provides.

By tracking how your content and profile are performing, you can use this information to start planning how you can refine your TikTok marketing strategy.

This doesn’t mean you need to be reactionary and change everything if the metrics aren’t where you’d like initially. It can take time for new profiles to get going.

What is useful is noting down what content has done well, what content you’ve spotted that could be good for your brand, and where you can make improvements.

These can then be discussed at a review checkpoint when looking at your goals. Then, you can set new goals for your business and continue the process.

6 Examples Of Brands Marketing On TikTok

1. Duolingo

By having an anthropomorphized mascot, Duolingo takes advantage of various trends and audio, using Duo as the star of the video.

Happy Duo and Sad Duo examples.

The online world has also turned Duo into a meme, as the app frequently notifies users about lessons.

This has been parodied into Duo being an intimidating teacher figure, which the brand’s TikTok account then uses to post shareable, user-generated content.

2. Scrub Daddy

Scrub Daddy has a strong brand and a strong following on TikTok, where it posts trend-based content using its product as a substitute for a character.

However, it also has some great examples of educational content around its product and how to use it effectively.

Such as Scrub Hub and how to use them in hot and cold water.

Scrub Daddy has also been quick to jump on trends such as Subtle Foreshadowing.

3. NBA

The NBA has an incredibly successful TikTok profile that features highlights from recent games.

It does a great job at showing the best bits of its product – the matches – to entice more people to watch the full games. Did Anthony Edwards really just do this?

The captions and text that the NBA TikTok account adds to its posts are authentic to the TikTok video format, despite using professionally shot footage.

This makes its content feel more at home on the platform despite not being shot using a phone as the majority of TikTok content is.

4. Crocs

As a cult fashion product, Crocs has quite a following across social media.

The Crocs TikTok account features lots of lo-fi content that feels native to the platform, but it also uses it to feature official collaborations such as Fortnite and Shrek Crocs.

It also leans into timely content and partnerships with influencers like the Rockettes.

5. Chipotle

Mexican chain Chipotle has also grown its TikTok following to a respectable size, too.

One of its favored forms of content is “hack” content, using user-generated content that mixes up popular items from Chipotle’s menu to create new foods.

These usually involve food influencers, such as Logan and Yano, who bring their audience to Chipotle’s profile, which is a great way to grow and reach an established audience.

6. Gucci

Luxury fashion brands are also making full use of TikTok marketing, bringing their business to the platform with their own take on content.

With many celebrities wearing custom articles, as well as others acting as brand ambassadors, Gucci features them heavily within its content.

It can also bring in red-carpet events like the Gladiator II premiere and Olivier Awards to keep its content current and relevant.

It also uses TikTok to showcase behind-the-scenes content from its runway looks, giving more context to the clothes that people have seen, such as deconstructing Sabato De Sarno’s creations.

How TikTok Can Work For Brands

The best way to get started is just to try and experiment to see what works for your brand. Try different formats and see what connects with your audience.

It can take some time to get fully comfortable with the platform, especially if you don’t use it personally, so start by emulating other successful brands and TikToks and then start getting creative with your own ideas.

Depending on the budget available to you, combine organic TikToks with paid content.

Balancing the two with a steady production of high-quality branded content that shows your brand off will help to get traction.

Ultimately, focusing on being authentic, creative, and jumping on trends is the best approach to take for marketing on TikTok.

More Resources:

Featured Image: ARMMY PICCA/Shutterstock

Ecommerce MGMT 0 Comments
Dec 10 2024
TikTok’s Fight for Survival: The Latest Updates and Impacts on Advertisers via @sejournal, @brookeosmundson

TikTok isn’t going down without a fight.

On December 9, 2024, TikTok filed an emergency motion to block a law that could ban the app nationwide by January 2025.

This move is their latest attempt to keep the app accessible to its 170 million U.S. users and prevent chaos for the brands and advertisers who rely on the platform to connect with audiences.

TikTok’s argument? A ban isn’t just extreme—it’s unnecessary.

The company insists it has already taken steps to protect user data and comply with security concerns, pointing out that shutting down operations would harm not just them but also the advertisers, creators, and businesses who’ve made TikTok an essential part of their strategies.

TikTok’s Emergency Motion for Injunction

TikTok filed for an emergency motion for injunction Monday morning, seeking to temporarily block the enforcement of a U.S. law that mandates ByteDance to sell its American operations or face a nationwide ban.

TikTok is asking for this injunction to stay the ban while it appeals the court’s decision to the Supreme Court.

In its motion, TikTok argued that the potential ban would cause irreparable harm not only to the company, but also to its U.S. users, many of whom rely on the platform for business, entertainment, and livelihood.

The company emphasized that advertisers and brands would face significant disruptions, losing access to an audience that has become a cornerstone of modern digital marketing strategies.

TikTok also maintained that the U.S. government’s concerns about national security could be addressed without such extreme measures, asserting that it has made significant efforts to ensure data security and operational transparency.

What Prompted the Emergency Response?

TikTok’s emergency motion comes after a rough few weeks.

On December 6, 2024, a federal appeals court upheld the Protecting Americans from Foreign Adversary Controlled Applications Act. This law demands that ByteDance sell TikTok’s U.S. operations by January 19, 2025—or risk an outright ban.

The reasoning behind the law isn’t new. Lawmakers argue TikTok’s ties to China pose a risk to national security, raising fears that sensitive user data could fall into the wrong hands.

TikTok has repeatedly denied these claims and pointed to efforts like “Project Texas,” which promises to store all U.S. user data on American soil. Still, skepticism remains high.

What makes this latest ruling a game-changer is that it leaves TikTok with little room to maneuver.

The emergency motion aims to delay the ban and give the Supreme Court time to weigh in. But with the clock ticking, the stakes couldn’t be higher.

Background on the Potential TikTok Ban in the United States

The saga of a potential TikTok ban has been unfolding for years. In 2020, the previous presidential administration attempted to ban TikTok over similar national security concerns, but those efforts were blocked by courts.

Since then, lawmakers on both sides of the aisle have introduced measures to address what they see as risks associated with TikTok’s Chinese ownership.

In April 2024, Congress passed the Protecting Americans from Foreign Adversary Controlled Applications Act, which set a 270-day deadline for ByteDance to divest TikTok’s U.S. operations or face a ban.

While TikTok has consistently opposed these measures, citing its efforts to safeguard user data through initiatives like “Project Texas,” lawmakers have remained skeptical.

The recent appeals court decision has brought this issue to a critical juncture. If the ban is implemented, it would mark the most significant regulatory action against a social media platform in U.S. history, affecting millions of users and reshaping the digital advertising ecosystem.

What This Could Mean for Advertisers

Let’s not sugarcoat it: a TikTok ban would be a massive headache for advertisers.

The platform has redefined how brands engage with audiences, especially Gen Z and Millennials. Its short-form video format, trend-driven content, and sky-high engagement rates have made TikTok a favorite for brands big and small.

Here’s what advertisers could face if the ban moves forward:

  • Campaign Chaos: All those carefully planned TikTok campaigns? They’d be paused—or worse, canceled. That’s wasted ad spend and lost momentum.
  • Rebuilding on New Platforms: TikTok’s unique culture isn’t something you can replicate overnight. While platforms like Instagram Reels and YouTube Shorts offer alternatives, they don’t have the same vibe—or the same audience.
  • Budget Reallocations: Brands will have to decide where to funnel their TikTok budgets, which might mean experimenting with platforms they’ve never used before. Spoiler alert: that’s not always a smooth transition.

Smaller businesses and creators could feel the squeeze the most. For many of them, TikTok isn’t just another platform—it’s the platform driving sales and visibility.

Without it, they’ll face the uphill battle of finding new ways to connect with audiences.

The Legal Battle Isn’t Over

As TikTok fights for survival, advertisers and brands are left wondering: what now?

For starters, this is a wake-up call to diversify your digital marketing strategy. TikTok might be your bread and butter today, but no platform is guaranteed.

Whether it’s a ban, algorithm changes, or shifting user trends, having all your eggs in one basket is always risky.

For now, the best move is to stay informed and be ready to pivot. Keep an eye on what the Supreme Court decides in the coming months and start exploring alternative platforms if you haven’t already.

While the future of TikTok in the U.S. hangs in the balance, one thing is clear: adaptability will be the key to weathering whatever comes next.

Ecommerce MGMT 0 Comments
Dec 6 2024
How To Optimize TikTok Ads After You Set Up Your Campaign via @sejournal, @brookeosmundson

TikTok isn’t just a place for dance challenges or trendy lip-sync videos; it’s now one of the most powerful platforms for advertisers.

With its unique mix of authenticity and creativity, TikTok offers marketers a golden opportunity to reach engaged audiences in fresh ways.

But setting up a campaign is only the beginning. Once your ads are live, optimizing them to meet your goals is where the real magic happens.

In this guide, we’ll dive into practical, data-driven steps to improve TikTok ad performance after setup.

Whether your goal is to boost brand awareness or drive conversions, this article will show you how to refine your strategy for maximum impact.

1. Know Your Objectives And KPIs

Before diving into optimization, it’s essential to clarify your campaign’s objectives and identify key performance indicators (KPIs).

Are you aiming for brand awareness, engagement, or conversions?

Each objective requires different tactics and metrics to gauge success.

Review KPIs like impressions, clicks, click-through rates (CTR), and conversions regularly. Tracking these lets you adjust your approach based on how close you are to your goals.

For instance, if your primary goal is brand awareness, focus on engagement rates rather than immediate conversions. Keeping your objectives front and center will help shape every decision as you optimize.

2. Audience Refinement And Targeting Adjustments

TikTok’s wide-reaching audience is one of its strengths, but casting too broad a net can dilute your results.

Once you have initial data from your live ads, it’s time to refine your targeting:

  • Demographic Adjustments: Analyze the demographics of users interacting with your ads. Adjust your target audience to match the profiles that are responding best. For example, if you see a strong engagement from a particular age group or gender, double down there.
  • Interest And Behavior-Based Refinement: TikTok allows for interest-based targeting, which can help you reach specific niches. If you see that users interested in “travel” engage with your content more, consider adjusting your interests or behaviors to focus on that.
  • Custom And Lookalike Audiences: Custom audiences (based on engagement or website traffic) and lookalike audiences (based on your existing customers) are invaluable for re-targeting and prospecting. These segments let you focus your budget on high-intent users who are likely to convert, creating a win-win for efficiency and results.

Additionally, TikTok Ads has the ability to create “AND” audiences, allowing for further refinement based on behavioral performance.

For example, you can create an audience that includes a certain demographic factor, AND portrays a specific interest. This type of targeting narrows down the focus instead of using an “OR” behavior, which targets anyone in either of those categories chosen.

3. Optimize Your Ad Creative

TikTok is all about eye-catching content, so optimizing ad creative is non-negotiable.

Dive into your metrics – CTR, engagement rate, completion rate – and identify trends in what’s working.

  • A/B Testing: Split-testing different video creations can provide insights into what resonates most. Test elements like video length, style, and music choice to see what improves results.
  • Trendy, Authentic Content: TikTok users are drawn to authenticity. Swap polished brand visuals for raw, relatable content that feels natural in users’ feeds. Experiment with user-generated content (UGC) styles to tap into TikTok’s unique vibe.
  • Adjust Visuals Regularly: TikTok trends move fast. Refresh visuals, sounds, and messaging to stay relevant and avoid “ad fatigue,” where users tune out repetitive content.

If possible, try to have five to 10 creatives per ad group running at all times to reduce creative fatigue.

When first starting out, try testing creatives with big differences between the two, not small nuances, to really understand what’s going to capture your audience from the start.

These steps help you create a feedback loop where the data from each test iteration informs the next, sharpening your creative with each optimization cycle.

TikTok has a variety of creative tools in its Business Help Center, including:

  • Video template tool.
  • Smart creative.
  • Creative exchange.
  • Creative best practices.
  • And more.

4. Use Automated Bidding Strategically

TikTok’s automated bidding options, like “Maximum Delivery” and “Bid Cap,” can help streamline budget management. Knowing when to use them effectively, though, is key.

  • Start With Manual, Then Test Automated: Many advertisers find value in starting with manual bidding for tighter control, then testing TikTok’s automated options once they gather performance data.
  • Bid Adjustments Based On Engagement: If an ad shows high engagement but low conversions, consider using manual bid adjustments to focus spend on high-engagement periods or audiences.

Here’s a quick breakdown of the two automated bid strategy options:

Cost Cap Bidding

  • How It Works: Keeps your average cost similar to your bid, regardless of daily/lifetime budget.
  • Advertising Objectives available: App Installs, Conversions, or Lead Generation objectives can be chosen with this strategy.
  • Cost Metrics: Cost per Click (CPC), Cost per Thousand (CPM), Cost per View (CPV), and Optimized Cost per Thousand (oCPM).

Maximum Delivery Bidding

  • How It Works: Maximizes budget usage by driving the most results possible, given a specified budget and a certain time period.
  • Advertising Objectives available: Traffic, Reach, Video Views, App Installs, Conversions, Lead Generation, and Catalog Sales objectives can be chosen with this strategy.
  • Cost Metrics: CPC, CPM, CPV, oCPM.

Automated bidding is particularly beneficial when managing multiple campaigns, but always monitor closely.

TikTok’s bidding algorithm can free up time, but a “set it and forget it” approach rarely leads to optimal results.

5. Ad Placement And Schedule Adjustments

TikTok gives you control over placement and scheduling – two levers you can use to ensure your ads reach the right audience at the right time.

By default, TikTok will set an ad group with Automatic Placements, meaning your ad will be available to be chosen in each available ad placement (depending on your ad type, bid strategy, etc.)

If you’re looking to harness more control at the beginning, you can turn that setting off. The following manual placements can be selected or de-selected:

  • TikTok: Allows for placement on TikTok based on your advertising objective.
  • Global App Bundle: An integrated traffic solution that places ads on other popular apps, like CapCut and Fizzo.
  • Pangle: The ad network of TikTok for business that allows you to reach users across top local publishers on the platform.

Below are a few tips for getting started with ad placement and schedule adjustments.

  • Review Placement Performance: Ads can show up in different TikTok placements. Start by examining how each is performing. If the “For You” feed drives better engagement than other placements, consider focusing your budget there.
  • Dayparting For Maximum Impact: Dayparting – scheduling ads to run at specific times – can improve efficiency. Look at when your target audience is most active and adjust your schedule to maximize impact during those hours.

These adjustments ensure your ads are not just “on” but active in ways that maximize visibility and relevance.

6. Retargeting And Sequencing For Engagement

As users engage with your brand on TikTok, retargeting allows you to keep them in the loop without starting from scratch.

  • Engagement-Based Retargeting: Use retargeting to reach users who have interacted with your brand but haven’t converted. Target viewers who’ve engaged with your videos or clicked but haven’t completed an action. This high-intent group is more likely to convert with the right nudge.
  • Sequencing Ads To Tell A Story: Ad sequencing is a powerful way to build a narrative across multiple videos. A sequential approach lets you nurture leads by gradually building brand familiarity and trust, guiding users down the conversion funnel naturally.

Considering 72% of TikTok users agree that a brand is memorable even three weeks after initial ad exposure, remarketing efforts on TikTok are a no-brainer.

These techniques can boost engagement and help guide audiences from mere interest to genuine investment in your brand.

7. Analyze And Optimize Landing Pages

If your landing page or app experience doesn’t align with your TikTok ad, you’ll likely see high bounce rates.

As with any ad, optimize those landing pages for a seamless transition from ad to action.

  • A/B Test Landing Pages: Experiment with different layouts, messaging, and calls to action on your landing pages. TikTok users prefer a smooth, distraction-free experience, so every element on your landing page should support your ad’s call to action.
  • Page Speed Matters: TikTok is a fast-paced platform, and users expect speed. Ensure your landing pages load quickly to reduce drop-off.

In short, your ad and landing page should feel like a cohesive journey that’s frictionless and aligned with your audience’s expectations.

8. Experiment With TikTok’s Advanced Features

As TikTok evolves, so do its advertising options.

Advanced features like Spark Ads, Dynamic Showcase Ads, and Catalog Sales provide unique ways to reach audiences.

  • Spark Ads For Organic Feel: Spark Ads allow brands to partner with influencers or use existing organic posts as ads. This format enhances trust and engagement as it appears less like a traditional ad and more like organic content.
  • Dynamic Showcase Ads And Catalog Sales: For ecommerce brands, these features let you showcase products dynamically, creating a more personalized ad experience. Optimize these ads by using high-quality visuals and up-to-date catalog information.

Taking advantage of these advanced features allows your brand to stay ahead of the curve and engage audiences in innovative ways.

Embrace Optimization With Continuous Testing

The TikTok landscape moves quickly, making continuous testing essential for ad performance. Every ad format, audience adjustment, and creative tweak contributes to your overall learning.

Setting up TikTok ads is just the first step in a larger optimization journey.

To unlock the full potential of TikTok, marketers need to embrace data-driven adjustments, experiment with new formats, and consistently align their content with TikTok’s fast-moving trends.

By refining targeting, leveraging creative testing, and optimizing placements, you can push your campaigns to perform at their best.

Let’s face it: TikTok is one of the most dynamic platforms today. With a bit of experimentation and a lot of flexibility, your ads can thrive here, bringing both visibility and results to your brand.

More resources:

Featured Image: Roman Samborskyi/Shutterstock

Ecommerce MGMT 0 Comments
Sep 9 2024
8 Out Of 10 TikTok Videos By Brands Fail To Capture Attention via @sejournal, @gregjarboe

Despite TikTok’s increasing importance to marketers, the majority of brands are not getting it right, and their videos on the social media platform are under-performing.

According to new research, 84% of the video content released by brands on TikTok fails to generate strong positive emotions, capture attention, or enhance brand recall.

The mini-study conducted by DAIVID, which aids advertisers in assessing and enhancing the impact of their content on a large scale, also found that 24% of TikTok videos were triggering strong negative emotions, potentially damaging to brand reputations.

Their study evaluates the effectiveness of video content being shared on the social platform using a variety of metrics, including the positive and negative emotions elicited by each video, the attention they generated, and the impact the content had on various brand metrics, such as brand recall.

The study’s findings include:

  • Only 16% of the branded TikTok videos scored higher than the average Creative Effectiveness Score (CES) of 5.8 out of 10 – a composite metric created by DAIVID that combines the three main drivers of effectiveness: attention, emotions, and memory.
  • 60% of branded TikTok videos were simply forgettable, with below-average positive emotional responses and below-average brand recall. They also ranked above the global average for causing confusion and boredom.
  • 24% of branded TikTok videos triggered strong, extreme, negative emotions like anxiety, fear, discomfort, disgust, and shame.
  • Overall, branded TikTok content was 9% less likely to generate intense positive emotions than the global average and attracted 2.5% less attention.

In a press release, Ian Forrester, the CEO and founder of DAIVID, said:

“This research reveals that the vast majority of content being released on TikTok simply isn’t up to scratch. Sixty per cent of the creative is simply forgettable, under-indexing for positive emotions and over-indexing for negative emotions such as confusion and boredom. In one ear and out of the other for the viewer.”

He added:

“Yet, even more concerning for brands are the 24% of videos that evoked intense, extreme, negative emotions such as disgust, anxiety and shame. If these emotions are attached to the brand, they’re likely to do the brand damage, negatively impacting future sales potential.

This should be a wake-up call to brands and underlines the importance of analyzing the effectiveness of your social creative beyond just the basic reach, impressions and engagement rate data provided by the platforms to understand the real impact that it’s having.”

What Marketers Can Do To Avoid Negative Reactions

I realize that many marketers working at other big brands will ask, what should I do next?

For starters, read “39 Emotions Digital Marketers Can Use In Advertising.”

You’ll discover the latest research conducted at the University of California, Berkeley; Stanford University; and the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia has uncovered: “Generally, it’s advisable for … brands to leave us with a positive emotion.”

Next, read “TikTok Trends 2024: The Most Important Trends To Watch.” Among other things, you’ll learn that TikTok launched its Creative Center earlier this year.

This can help you find inspiration by giving you insights into what type of content is trending in your country, broken down into hashtags, whether lip-syncing audio, popular creators, or specific video formats.

Finally, read the “10 Most Emotionally Engaging Olympics Ads (For Paris 2024 & For All Time).”

Yes, these video ads were uploaded to YouTube, not TikTok. But Procter & Gamble (P&G) dominates DAIVID’s all-time chart, with five of the top most emotionally engaging Olympics ads – including the top three tear-jerking positions.

So, you’ll want to figure out what they know that you don’t.

Spoiler alert: Brands should focus on creating more TikTok videos that generate intense positive emotions, including hope, admiration, amusement, and trust, as well as making fewer TikTok videos that evoke intense negative emotions, such as anger, disgust, fear, and anxiety.

We shouldn’t need new research to reinforce this important lesson. But, if 84% of TikTok videos by brands are underperforming and 24% generate a strong negative reaction, then I guess it’s time to ask some hard questions.

What SEO Pros Should Do To Seize This Opportunity

Some SEO professionals might mistakenly assume that they should “move along – nothing to see here” because they don’t optimize TikTok videos. But they should reconsider.

TikTok videos have been appearing in Google’s search results for a couple of years. If you need to verify this, then Google “most viewed TikTok videos in 24 hours.”

So, what should you do about this?

If you are a savvy SEO, then you’re already incorporating relevant keywords in your video title, caption, and hashtags, leveraging trending topics, engaging with your audience, and collaborating with other creators to increase visibility.

But if another group within your company or client is cranking out TikTok content without optimizing it first, then reach out and suggest that you get together and maybe suggest a “lunch and learn” session, where training can occur in an informal setting.

If you want to do a little homework to make suggestions on optimizing TikTok content, try reading the following.

For starters, read Video SEO: 10 Steps to Optimizing Videos for Search and Discovery.” It focuses on video SEO best practices for YouTube.

But if you plan to optimize videos for TikTok.com, which gets 2.7 billion visits a month worldwide, then you should also optimize videos for YouTube.com, which gets 73.0 billion visits a month worldwide, according to Semrush.

Next, read The Future of SEO Lies in the “Messy Middle” of the Purchase Journey.”

Among other things, you’ll learn that people look for information about products and brands in a looping process across a huge array of online sources, including search engines, social video platforms, and review websites, in two mental modes: exploration and evaluation.

Finally, check out “Customer Personas Can Transform SEO, PPC, and Content Marketing,” which was published in March 2021.

It says:

“… decision-making is not a rational process, but one driven mainly by how people feel. The rational brain layers on reasons for our choices only after they’re made.” This explains why video should be a critical component of any future SEO strategy.

It’s Time To Pay Attention To Video SEO

Many SEO professionals have been busy preparing for the threat of a “searchquake” that was supposed to be triggered by Search Generative Experiences (SGE), so they may have overlooked the opportunity of video SEO.

But TikTok does present an opportunity for many brands with huge potential if you are one of the brands getting it right.

It’s time for SEO professionals, as well as marketers, to pay attention to video marketing and to do their homework to understand why some brands are generating negative emotions. And to learn how they can be the ones that get the positive reactions.

The data from above was taken from a study conducted by DAIVID, a global creative effectiveness platform.

More resources: 

Featured Image: Pheelings Media/Shutterstock

Ecommerce MGMT 0 Comments
Jun 4 2024
How To Increase Website Traffic After The Google Update: 5 Blogger-Tested Tips via @sejournal, @getStay22

This post was sponsored by Stay22. The opinions expressed in this article are the sponsor’s own.

The latest Google update hit our partners – travel bloggers – hard. Despite the challenges presented by this update, we are amazed by their resilience.

Although we cannot influence Google, we can definitely take charge of the things within our reach.

Here are five travel blogger-tested ways to increase website traffic after the latest Google update.

Get the most out of each visitor. Check out our guide, Ten Tips for Maximizing Revenue for Travel Bloggers.

1. Use Pinterest As An Additional Search Engine

Many people think of Pinterest as a social media platform, but it functions much more as a search engine.

Pinterest’s tools make it a fantastic way to get visitors to your website.

How To Get Started With Pinterest

  1. Create a new business account or link/convert a personal account to gain access to business tools like Pinterest Business Hub and Pinterest Analytics, which allow you to monitor searches and keywords.
  2. Write a catchy bio for your profile. If you have niche keywords you use on your website, include them here.
  3. Claim your website, allowing you to track whenever someone shares your website content on Pinterest. Additionally, it will automatically include your Pinterest profile and a follow button so you can attract more visitors.

How To Use Pinterest Like A Pro

Pinterest is built around pictures, so having great visuals is critical. You want to make yours stand out on the page.

  1. When you travel, snap many pictures and pick the best ones later.
  2. Use design tools like Canva to add text, create interesting layouts, and add branding elements.
  3. Create boards to organize your content into categories, such as by destination or blog post type.
  4. Just like any other search engine, keyword research is necessary on Pinterest. Use business tools like Pinterest Trends, which lets you see keyword search volume and which pins are most popular for them.
  5. Use your selected keywords everywhere possible, including pin titles, pin descriptions, and board descriptions.
Screenshot from Pinterest Trends, June 2024

Before you start pinning, optimize your blog posts to maximize revenue to ensure every visitor counts. See how to do that in our guide Ten Tips for Maximizing Revenue for Travel Bloggers.

2. Keep Visitors Engaged With Email Marketing

Email marketing is important because you own it. Instagram could ban your account, Google can derank you, but your email list is always yours.

Use this strategy to build less volatile, consistent traffic instead of new traffic.

How To Get Started With Email Marketing

  1. Select an email marketing provider. Travel bloggers love MailerLite and MailChimp because they are low-cost and simple.
  2. Start collecting email addresses. Create a mailing list signup form with your website host and insert it at the end of posts to collect your readers’ information.

How To Use Email Marketing Like A Pro

  1. Create a lead magnet that entices readers to share their information in exchange for it. Popular lead magnets in the travel blogging community are travel guides, ebooks, and itineraries.
  2. The goal of email is to get your reader onto your site. Keep your emails short and include impressive pictures and a clear link to your website. Leave them wanting more so that they click through.
  3. Before sending an email directing traffic to one of your pages, ensure the page is set up to maximize revenue. See how in our guide, Ten Tips for Maximizing Revenue for Travel Bloggers.

“While SEO is often touted as the king of traffic, good email marketing is the absolute queen. We regularly see spikes in our web analytics when we email our audience, but those spikes aren’t just temporary. They help our users build habits. We simply wouldn’t have nearly the business we have today without activating our email list.”

Beth Stanos, Wanderful CEO & Founder

    3. Add Your Content To Flipboard To Grab More Website Visits

    Flipboard is an article curation website that lets users flip through articles from different publications, like magazines.

    How To Get Started With Flipboard

    1. Download the Flipboard app on mobile and create an account and profile.
    2. Create Flipboard magazines. These are topic categories that group your content (much like Pinterest boards).
    3. Add your blog posts to them from the magazine page on Flipboard or the Flipit Chrome bookmark.
    Screenshot taken from Flipboard, June 2024

    How To Use Flipboard Like A Pro

    1. Add your fresh blog posts to Flipboard right after publishing.
    2. Add relevant content to your magazines that isn’t your own. Engaging with other bloggers’ content and maintaining new content in your magazines helps your reach.
    3. Include your target keywords in your magazine descriptions, post captions, and profile.

    “Flipboard has become a major traffic source for all 3 of my websites. They have fantastic tools for creators, like storyboards, scheduling, and RSS feeds for magazines, making creating and sharing compelling content easy.”

    Amanda O’Brien, theboutiqueadventurer.com Founder

    4. Get Discovered With Short-Form Videos On Social Media

    Did you know 77% of travelers use social media when planning their trips? Get their eyes on your content with short-form videos on platforms like TikTok, Instagram, and YouTube shorts.

    These platforms have algorithms to serve your content to people who don’t follow you, making them ideal for readers to discover you.

    How To Get Started Making Videos

    1. Create your accounts on YouTube, Instagram, and TikTok.
    2. Download Capcut, a free mobile app for video editing. It’s better than the in-app editing functionality, with pre-installed templates and effects.
    3. Create a Linktree account or an alternative. All three platforms make it difficult for users to leave and visit your site, so a place where users can go for all your links is necessary.
    “PLACES ON EARTH WITH THE BLUEST WATER” by @thetravelshack, June 2024

    How To Make Short Video Content Like A Pro

    1. While traveling, keep video creation in the back of your mind. When you see eye-catching scenery or an interesting environment, be ready to capture it in video. Your video’s “wow” factor differentiates between a mediocre and a fantastic video.
    2. On Instagram, write detailed captions. On YouTube and TikTok, keep captions as brief as possible.
    3. Voice-over, on-screen text, and music are crucial to your engagement rate. You can add these with Capcut or in-app.
    4. Pick your video thumbnails carefully. Make sure they stand out in a grid of other videos.
    5. Finally, keep your short video short. The ideal length for a Reel is seven to eleven seconds, a TikTok 21 to 34 seconds, and a YouTube Short 25 to 35 seconds.

    “TikTok helped us to get our second blog on Mediavine. We shared detailed videos about “how to do something” and always included a call to action, directing viewers to our blog for more information. In recent years, we’ve had videos go viral while encouraging followers to visit the link in our bio. This has resulted in thousands of clicks to our websites.”

    Natasha Alden, theworldpursuit.com Co-Founder

    5. Expose Yourself To New Audiences With Guest Posting

    Having your writing published on another website gives you access to a whole new audience, making it an excellent strategy for attracting new readers.

    How To Start Guest Posting

    1. Find places that accept guest posts. Many publications have open submissions that you can submit to.
    2. If you see a site that has guest posts but no open submissions, find their contact information and send an inquiry email.
    3. Create a pitch by explaining your travel expertise and provide writing samples.

    How To Guest Post Like A Pro

    1. When creating your pitch, understand the site’s needs. What content gaps do they have? Focus your pitch there.
    2. Organic guest posting opportunities arise if you take the time to network. Meeting and developing friendships with travel bloggers is a great way to share audiences. You can network on social media, as well as in-person events like TBEX, TravelCon, and Traverse.
    3. Create a clear link back to your blog and include a catchy description so readers will be enticed to read more of your content.
    4. Strategize by monitoring the traffic of potential sites with tools like SEMRush and pick the best option.
    Screenshot from japan.travel, June 2024

    “Creating content for another publication to share as a standalone article allows you to share new expertise about a certain area. Whether through the article itself or subsequent social shares, a new audience gets exposure to you as a writer.”

    William Tang, goingawesomeplaces.com Founder

    See how William Tang made travel blogging his full-time job with the help of Stay22’s revenue-boosting tools. Read the case study.

    Compensate For Traffic Dips By Maximizing Your Revenue.

    Maximize your conversions with strategic CTA placement and Stay22’s cutting-edge AI-powered affiliate tools! Skyrocket your affiliate sales with these proven tips:

    DOWNLOAD OUR GUIDE: Ten Tips for Maximizing Revenue for Travel Bloggers.

    DOWNLOAD GUIDE

    Image Credits

    Featured Image: Image by Shutterstock. Used with permission.

    Ecommerce MGMT 0 Comments
    May 8 2024
    TikTok Trends 2024: The Most Important Trends To Watch via @sejournal, @theshelleywalsh

    TikTok trends move so quickly that it’s not easy to keep pace, as memes can appear and disappear within days.

    For anyone working in social media or content marketing, keeping up to date is important to leverage relevant trends and inspire new content.

    From observation, TikTok is becoming the starting point for many trends and memes that then influence other channels.

    So, even if you are not on the video platform, you should still be monitoring what is happening on TikTok to stay informed of general trends and memes that can filter down through other channels and forms of content.

    We’ll be looking at the macro trends we’ve seen swaying TikTok over the start of 2024, as well as some specific examples you can start to use.

    As always, if you’re going to get involved with a trend or meme, your approach needs to feel authentic to both the format and your brand.

    10 TikTok Trends For Spring 2024

    TikTok is great at constantly creating new meme formats. Here are just a few pieces of relatable social content that have been trending recently.

    1. Sad Hamster

    This tragically cute hamster with oversized eyes is accompanied by sad violin music, popularised by Spongebob Squarepants and Mr. Krabs’ “Sad Song on World’s Smallest Violin.”

    These two elements combine to create the ‘Sad Hamster,’ typically posted by TikTokers as a reaction to something overwhelming or difficult.

    @schmetterling471

    This is me if you even care😞 #thisismeifyouevencare #thisisme #real #silly #sad #sillymeme #goofymeme #goofy #sadmeme #hampter #sadhampter #sadhamster #hamster #fyp #foryou

    ♬ sad hamster meme sound – CrazyToastCat

    By projecting ourselves onto the sad hamster, feeling a little bit defeated by challenges in everyday life becomes more understandable because life can be hard when you’re a small rodent.

    @brccspanishfork

    There is always time #HamsterMeme #SadHamsterMeme #Funny #Sweet #Sad #Heartbreaking #Utah #Coffee #Funny

    ♬ пиписька – afexix родной

    If you’ve recently experienced a setback or problem or want to make a humorous observation about customers, the sad hamster could be the right format for your content.

    2. All That Work And What Did It Get Me?

    It is a tough feeling to swallow when you realize that the project you spent time and effort on was ultimately pointless.

    That’s how this trend formed, sharing that profound frustration by lipsyncing to a snippet of “Rose’s Turn” sung by Kurt from Glee as the camera slowly pans around them.

    @meganleighmorrison

    Can i just have 24 hours of clean?! 🫠 #momlife #allthatworkfornothing #momsoftiktok #whatdiditgetme #allthatwork #fyp #fypシ #fypシ゚viral #momsoftiktokclub #sahm #sahmlifebelike #sahmlife

    ♬ BAILEYS SOUND – Me!

    This format is for those who’ve worked hard to perfect something and have had it come to nothing.

    Context is everything with this trend, adding a caption that quickly summarizes the situation.

    @brittjack99

    what a waste #lesbiansoftiktok

    ♬ BAILEYS SOUND – Me!

    Maybe your marketing plan for the month has just been disrupted by something and now needs to change completely.

    Turn that difficult realization into content for others to share in your struggles with.

    3. Gonna Be Okay

    Sometimes, things aren’t as bad as you expected them to be.

    We’ve built up Monday morning in our head as being the worst experience possible, but once it comes around, things are often surprisingly positive.

    That’s exactly the feeling this trend aims to capture with an element of sitcom character behavior, giving a short laugh over how silly they feel.

    @gklsga

    me rn #relatable #viral

    ♬ original sound – Bella ꩜

    This trend can be an excellent format for showing how your organization’s product or service can help customers overcome their challenges. It also highlights that you understand their problems.

    Or, you can parody this trend with ridiculous situations that don’t feel realistic to grab users’ attention and have them talk about your brand.

    TikTtok Is Evolving To Include Reviews And Ecommerce

    A recent survey of TikTok users showed that 65% look to content creators for product reviews and research prior to decision-making.

    With the US launch of TikTok Shop in September 2023, the platform is now also an ecommerce site that can connect directly with users. Half of TikTok users now say they’re open to purchasing items directly from the app, giving brands a large pool of prospective customers.

    When it comes to researching brands online, 51% of Gen Z prefer to use social media over traditional search engines.

    People have been using TikTok to find content and communities for years, but now it’s becoming an alternative search engine that turns up results through its user-generated content.

    TikTok user behaviors have changed in the last six months or so, affecting the types of content creators are producing, such as the rise of “dupe content” advertising alternatives to popular products.

    Here are some of the TikTok trends related to this wider shift, which you can adopt to diversify your TikTok content.

    4. Silent Reviews

    Taking some inspiration from ASMR video techniques, we’ve seen silent product reviews become a staple video format similar to the ‘get ready with me’ trend.

    Demonstrating key product features without commentary, it hones in on creators giving more honest product demonstrations with each item doing the talking.

    @itscassiethorpe

    A silent review of all my designer mini bags #silentreviews #silentreview #designerbags #bagtok #minibags #luxurybags #designerminibags

    ♬ original sound – CA$$IE

    Creators give their verdict mainly through facial expressions and exaggerated gestures, channeling elements of mime similar to Khaby Lame’s content.

    If you’re in the business of selling specific products and want to demonstrate their benefits, this trend could be an authentic fit for your content.

    5. For Beginners

    For anyone looking to get started with a hobby or side hustle, TikTok has a wealth of videos covering almost every topic out there.

    As TikTok is being used as more of a search engine, there’s naturally been an influx of how-to videos and guides to help introduce people to certain niches.

    @colescraftingcorner

    Cricut for Beginners #cricutforbeginners #cricuttutorials #cricutnewbies #cricuttips #cricuthacks #cricut #cricuttok #cricutprojects #cricutcrafters #craftyfriends #craftymoms #crafting #craftysmallbusiness

    ♬ Joyful – ProSounds

    These can be especially helpful as you can demonstrate key features or techniques in easy, bite-size formats without overwhelming a beginner with too much information.

    Your business can demonstrate its expertise and knowledge in a certain area by creating quick, simple guides which will build your brand’s credibility.

    6. Deinfluencing

    Coinciding with the launch of TikTok Shop and users being increasingly targeted to spend money, deinfluencing has surged in popularity again.

    This trend is aimed at helping people avoid unnecessary spending and impulse purchases pushed via the app, such as cheaper dupes of popular products, as well as living more sustainably.

    @casuallykatiee

    what else are you not giving into?? #deinfluencing #deinfluncer #deinfluenceskincare #fyp2024

    ♬ original sound – kaitlynn• wellness & lifestyle

    @naenae.on.that.beat

    Things that are not worth the hype 🤷‍♀️ #deinfluencing #notworththehype #purchaseregret

    ♬ original sound – grayson smith

    Audiences Can Find Their Communities On TikTok

    Niche interest groups and minority identities have found their audiences on TikTok. They don’t feel the need to dilute their content as they’re creating for a specific, engaged demographic.

    You can find many established subgroups within TikTok attaching ‘tiktok’ or the ‘tok’ suffix to create a hashtag – #booktok, #cottagetok, #diytok, etc.

    This has enabled communities to share knowledge, ambitions, relatable experiences, and trusted recommendations.

    If you’re looking to create your own community or exist within a specific niche, there are some trends that can help get you noticed.

    7. Staying Delulu

    Everyone has their own dreams and aspirations they want to achieve. While the world around us is becoming increasingly overwhelming, users are turning to delusional comfort – or staying #delulu – as a way to fight against it.

    This is a way for users to project their personal fantasies and manifest their desires to express their most authentic selves, even if, in reality, they aren’t quite able to make it happen yet.

    @jasminewiljono

    HOW I GASLIGHT MYSELF 101 #deluluforever #delulusolulu #deluluisthesolulu #hotgirlshit #toxic #selflove #highvaluewoman #selfmotivation

    ♬ original sound – J S M N | Jasmine W. 🤍 – J S M N | @jasminewiljono

    The key is seemingly being self-aware that you’re being delusional and can, therefore, harness its power without falling prey to ‘main character syndrome.’

    In fact, Gen Z is using this as a way to make the seemingly impossible possible and reject “cringe” by having unshakeable confidence.

    You can even incorporate this idea into your own content by showing your unrealistically high expectations of your brand or using your brand to showcase a delulu lifestyle.

    8. Thrift-flipping

    Thrift shopping isn’t a new concept, but on TikTok, it has evolved into a niche of its own to allow self-expression and connect with others.

    @elisi.baggett

    obv i started some of these before deciding i wanted to do a vid lol #thriftflip #thrift #sewing #sewingtiktok #alterations #fyp #outfit #outfitideas #outfitinspo #petethecat #clothes

    ♬ yummy x righteous – LOLA ⭑

    By taking something that’s thrifted and altering or styling it a certain way, creators are showing how others can create certain aesthetics more sustainably.

    Every aesthetic exists almost all at once on social media now – grandpacore, mob wife aesthetic, tomato-girl summer, old money aesthetic to name a few from the last few years.

    People can try out different aesthetics and find what fits, with thrift-flipping providing a way to do it outside of fast fashion.

    9. Of Course

    This trend has become a staple format for Spring on TikTok, with two people taking turns riffing on a topic, saying, “We’re [identity/group here], of course we…”

    @moeshadeguia

    I’m filipina, of course I’m posting this video #filipina #pinoy #pinoycomedy #pinoytiktok #ofcourse #fyp

    ♬ original sound – Moesha

    Using the prompt, people have pointed out the assumptions people make about their group and played up elements of stereotypes for comic effect.

    TikTokers have then taken this format and played with it further, breaking the fourth wall with a ‘failed attempt’ in which their co-star didn’t get the brief and said something ‘wrong’.

    @lauramarano

    😭😭😭 got this idea from @Tori Dear and @Caitlin !!!

    ♬ original sound – lauramarano

    These work as in-jokes for the specific groups being discussed and as funny caricatures for those who exist outside of them.

    You can use this trend to put your own spin on your organization’s industry, playing up stereotypes or parodying your own office culture similar to Rob Mayhew or Emirates.

    @emirates

    Of course, they’re the iconic EmirATEs cabin crew. 💁‍♀️ #Emirates #CabinCrew #TravelTok #OfcourseTrend

    ♬ original sound – Emirates

    Tiktok’s ‘Sludge Content’ Is Polarizing Audiences

    While the myth that the average human attention is now shorter than that of a goldfish has been debunked, some studies have shown results that people do feel their attention is shorter than before because of social media.

    Some content creators started to splice in clips from video games and other media using the Duet features to help hold their audiences’ attention and maximize engagement – dubbed ‘sludge content.’

    While users are content to engage with this brain-saturating content, there’s also been a movement against this to create more immersive, human content.

    10. Immersive Visual Content

    In a sea of content pandering to overstimulating your attention, others are creating videos that act as a calm oasis.

    Lo-fi aesthetic videos have gained popularity over the years, with Lo-fi Girl being the poster person for this particular trend.

    @lofigirl

    my sleep schedule isn’t scheduling 🎨 @thelaurd via @Lofi Studio #lofigirl #studying #memes #sleep #allnighter

    ♬ original sound – Tea Baggins

    Creating a visually calming video focused on a single scene with minimal movement and simple, melodic music has audiences taking a breather.

    @julianmajin92

    Infancia, bonita infancia 💚 . . . . . . #lofi #cartoonnetwork #herb #aesthetic #coraje #nightsky

    ♬ Chamber of Reflection Cover – Julian Majin

    Brands have jumped on board with similar content, releasing longer-form videos to engage with on other platforms but promoted through TikTok to give audiences a small break.

    If your brand can lean into this visual style or create an authentic parody, it can get people to engage with your brand passively.

    How Trends Evolve On TikTok

    Trends aren’t a new thing in the world, especially in fashion. People have wanted to be on trend for years, with magazines, movies, and TV shows all setting the trends and reflecting the organic ones that formed.

    TikTok and social media have accelerated the trending process, breaking down the 20-year trend cycles we used to see into rapid trend sprints that can overlap.

    Trends are now incubated by the collective attention of social media users who determine what gets engagement and what doesn’t.

    This becomes amplified by the sheer number of people engaging with content. Because of the huge audience interacting on TikTok daily, people can validate their experiences almost instantly.

    And, if someone has coined a term for it, it can spread like wildfire. Think “girl dinner,” “microcheating,” “polywork,” and more.

    Once it becomes part of the collective consciousness of TikTok with its own hashtag, people can Duet or Stitch videos and create their own content using templates to evolve a trend further.

    How To Find Trending Ideas In The Tiktok Creative Center

    TikTok launched its Creative Center this year, giving creators another tool to help find inspiration for posts.

    You can browse what’s trending in your country, broken down into hashtags, songs, creators, and videos.

    Each category can give you insights into what type of content is trending, whether that’s lip-syncing audio, popular creators, or specific video formats.

    There’s also the Creative Assistant, which provides a suite of AI-assisted tools to help streamline the creative process.

    You can ask the Creative Assistant for insights on what’s trending right now, along with related videos, so you can see what other creators are making for that niche.

    It also writes ad scripts, but these won’t be tailored to your business’s tone of voice or unique selling points.

    They can act as a starting point if you’re very stuck, but without a detailed prompt, it might not produce content you can easily use.

    How TikTok Trends Can Be A Source Of Inspiration For Content Ideas

    When looking for ideas to fill your content calendar with, TikTok gives you a good indicator of what Gen Z is currently resonating with.

    By getting an idea of the platform’s popular trends, you can find a way to leverage them for your own brand in an authentic way.

    You need to make sure that the trend’s video style is a good fit for your brand. If it feels forced, your content could draw negative attention due to the inauthentic sentiment behind it.

    What’s important is that in order to integrate your content organically into a trend, you need to be agile and reactive.

    Leaving it too late to get involved with a trend might make your audience feel that you’re too corporate and leave them cringing at your content instead.

    More resources:  

    Featured Image: CandyRetriever/Shutterstock

    Ecommerce MGMT 0 Comments
    Mar 18 2024
    TikTok’s New Creator Rewards Program Prioritizes Search Value via @sejournal, @MattGSouthern

    TikTok has launched its new Creator Rewards Program and introduced a Search Insights tool.

    The program, which was previously in beta, rewards creators based on four key metrics:

    • Originality
    • Play duration
    • Search value
    • Audience engagement

    The new Creator Search Insights tool provides data on trending search topics, helping you to create content that meets TikTok’s requirements for “search value.”

    Here are the details about the new monetization program and keyword research tool.

    Emphasis On Search Value

    One of the most notable aspects of the Creator Rewards Program is its emphasis on search value.

    In an announcement, TikTok defines search value as:

    “Search value is a metric assigned to content based on popular search terms. Content that aligns with in-demand search topics increases its value for searchers.”

    To help people create more content with search value, TikTok launched the Creator Search Insights tool, which identifies trending search topics on the platform.

    Creator Search Insights Tool

    The Creator Search Insights tool, available in select regions, allows you to explore topics that are frequently searched for on TikTok.

    By typing “Creator Search Insights” in the search bar, you can access a wealth of information to inspire your content creation process.

    The tool surfaces popular search topics sorted by category or personalized based on your content niche. Additionally, you can filter for content gap topics, which are popular terms with limited video content available on the platform.

    TikTok stated in its announcement:

    “With these insights, creators can source inspiration for their content, tailor their creative strategies to meet audience interests and create content that people want to see more of. Our hope is that Creator Search Insights empowers creators to make content that’s relevant to searchers and positioned to perform well on TikTok.”

    Additional Program Metrics & Eligibility

    The Creator Rewards Program also prioritizes originality, encouraging creators to showcase their unique perspectives and creative processes in a way that resonates with their audience.

    Additionally, the program considers play duration, which accounts for watch time and finish rate, and audience engagement, including likes, comments, and shares.

    To be eligible for the program, creators must be at least 18 years old, have a minimum of 10,000 followers, and have generated at least 100,000 views in the past 30 days. Their accounts must also be in good standing and located in a region where the program is available.

    Enhanced Dashboard & Creator Academy

    Alongside the Creator Rewards Program launch and the Creator Search Insights tool, TikTok has introduced an enhanced dashboard that provides creators with detailed analytics, insights, and customization options to help them analyze their content performance and estimated rewards.

    The dashboard also includes direct access to the Creator Academy, a comprehensive education hub offering resources, courses, and insights to support creators at all levels.

    TikTok has also improved its Monetization module within the in-app Creator tools. It provides a centralized hub for creators to access all monetization-related operations, including revenue analysis and personalized recommendations.

    In Summary

    The Creator Rewards Program and Search Insights tool are the latest examples of how TikTok enables creators to make money on its platform.

    As the platform continues to evolve and prioritize search, marketers who adapt their strategies accordingly may find new opportunities to earn revenue.

    FAQ

    How do the new TikTok Creator Rewards Program and Search Insights tool influence content strategy?

    Marketers focusing on TikTok must adjust their content strategies in light of the platform’s recent updates. The Creator Rewards Program incentivizes content that aligns with specific criteria, emphasizing:

    • Originality – Offering a fresh and unique perspective in the content.
    • Play duration – Creating content that encourages viewers to watch until the end.
    • Search value – Crafting content that corresponds with in-demand search terms and topics.
    • Audience engagement – Generating content that fosters likes, comments, and shares.

    Content creators and marketers should leverage the Creator Search Insights tool to capitalize on these metrics. By focusing on trending searches and identifying content gaps, they can tailor their content to meet user interests and improve its potential for visibility and monetization on the platform.

    To be eligible for TikTok’s Creator Rewards Program, what criteria must creators meet?

    For creators to take advantage of TikTok’s monetization opportunities through the Creator Rewards Program, they must meet the following eligibility criteria:

    • Age – Must be at least 18 years old.
    • Followers – Must have a minimum of 10,000 followers.
    • View count – Must have garnered at least 100,000 views in the past 30 days.
    • Account standing – Must have an account in good standing and based in a region where the program is available.

    These prerequisites ensure that active, influential, and engaged creators are rewarded, incentivizing high-quality and engaging content creation on TikTok.

    What resources does TikTok provide to creators to help them succeed on the platform beyond the Creator Rewards Program?

    TikTok offers resources to support creators in honing their craft and optimizing their content. These resources include:

    • An enhanced dashboard that delivers in-depth analytics, insights, and customization options, thus enabling creators to analyze content performance and projected rewards.
    • Direct access to the Creator Academy presents an extensive array of educational material, courses, and insights aimed at aiding creators of varying experience levels.
    • Improvements to the in-app Monetization module, featuring a centralized hub where creators can manage all monetization aspects, including revenue analysis and tailored recommendations.

    These tools empower creators with the knowledge and data to create compelling content and maximize their earning potential on TikTok.

    Featured Image: newsroom.tiktok.com, March 2024. 

    Ecommerce MGMT 0 Comments
    Jan 15 2024
    TikTok Gains Traction As A Search Engine Among Gen Z [STUDY] via @sejournal, @MattGSouthern

    TikTok is increasingly being used as a search engine by consumers looking for information, recipes, music, and more, according to a new study by Adobe.

    The research involved surveys of over 800 consumers and 250 business owners to understand how TikTok is reshaping search behavior and marketing strategies.

    The Rise Of TikTok As A Search Engine

    Research shows that 40% of consumers now use TikTok to search for things they need or are interested in learning about.

    This trend is prevalent among younger people, with 64% of Gen Z (those born after 1996) and 49% of millennials (born between 1981-1996) turning to TikTok as a search tool.

    The platform is being used to look up all kinds of topics – from cooking recipes, which Gen Z searches for 29% more than millennials do, to music, DIY ideas, fashion, and more.

    Nearly 10% of Gen Z users now prefer using TikTok over established search engines like Google when looking for information.

    ChatGPT is also gaining popularity as a search tool, with over 10% of people using it to query for information like personal finance advice.

    Why TikTok Captures User Interest

    TikTok has become popular as a search engine because it delivers content in a unique, personalized way – through short, informative videos that tell little stories.

    A big part of TikTok’s appeal is how it tailors content to each user’s interests. About 40% of Gen Z users like how TikTok shows them videos aligned to their personal preferences. Even 26% of baby boomers are drawn to TikTok’s story-style content.

    Most TikTok users favor video tutorials above other formats – 62% say they’re their top choice. Reviews and personal anecdotes are also appreciated, with 39% and 38% naming them as favorites, respectively.

    TikTok’s focus on real people sharing their experiences is part of why many see it as a trustworthy source of knowledge and expertise.

    Business Owners Pivot To TikTok

    TikTok is gaining traction among business owners as a platform to reach customers searching for products and services.

    Over half of surveyed business owners now use TikTok to promote their companies, posting about 9 times per month on average. Collaborating with TikTok influencers for sales and promotions is also a popular tactic, with 25% of small business owners pursuing influencer marketing.

    On average, businesses devote 15% of their total marketing budget to creating TikTok content.

    They focus mainly on creative tangential content (43%), product reviews (36%), and instructional videos (35%). Looking ahead, over half of businesses (53%) intend to increase their investment in TikTok marketing, despite ongoing challenges around driving engagement and regularly creating compelling content.

    Looking Ahead

    As TikTok reshapes consumer search behavior, content creation strategies may evolve along with it.

    Though TikTok requires ongoing experimentation, it presents opportunities to connect with younger audiences and become an authoritative source.

    Stay nimble, as the TikTok landscape will keep changing. Most importantly, put the user experience first, delivering value through entertaining and informative videos.

    Featured Image: sentretvector/Shutterstock

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    Oct 27 2023
    HubSpot & TikTok Announce CRM Partnership For B2B Lead Generation via @sejournal, @kristileilani

    In a move that could redefine B2B lead generation, HubSpot and TikTok announced a unique integration to streamline B2B lead generation.

    This partnership helps businesses capture TikTok leads into HubSpot’s CRM (customer relationship management) platform.

    Rising Customer Acquisition Costs Amid New Opportunities

    This partnership is timely, given that small and medium-sized businesses (SMBs) face escalating customer acquisition costs.

    HubSpot’s research indicates that 53% of SMBs in the United States experienced rising customer acquisition costs from 2021 to 2022, with over a third witnessing an increase of 20% or more.

    TikTok, a platform where over half of its U.S. users discover new brands, hopes to solve this problem uniquely.

    HubSpot-TikTok Integration Automates B2B Lead Capture Process

    The new HubSpot CRM integration offers automated lead capture from TikTok, turning a highly engaged audience into potential high-value customers.

    Karen Ng, SVP of Product at HubSpot, emphasized the transformative power of combining TikTok’s discoverability with HubSpot’s robust customer platform.

    “With this integration, we’re pairing the discoverability of TikTok with the power of HubSpot’s customer platform to help more businesses turn tuned-in audiences into high-value customers.”

    How The Integration Works

    HubSpot’s Smart CRM, the backbone of this integration, ensures a unified customer experience across teams and offers actionable insights through intelligent workflows and analytics.

    Users can link their TikTok for Business account with HubSpot, streamlining the initial setup.

    Once connected, advertisers can create lead-generation ads on TikTok that automatically sync leads into HubSpot’s Smart CRM in real time.

    This centralizes all prospects, making it easier for businesses to manage their sales funnel.

    From there, businesses can engage with new leads using HubSpot’s Marketing Hub and determine which campaigns generated the best results with AI-powered analytics.

    While the HubSpot CRM integration with TikTok is only available in the U.S. and Canada, it’s slated for expansion to other countries in the coming months.

    We have reached out to HubSpot for additional comments about the cost of the new integration and which countries will be next to try it.

    TikTok Offers $200 Ad Credit To First 500 Adopters

    For a limited time, the first 500 advertisers who integrate HubSpot CRM with TikTok will receive $200 in TikTok ad credits, making it a cost-effective way to tap into a fresh audience.

    Effectiveness Of TikTok Lead Generation Ads

    A recent TikTok Marketing Science Global Shopping Ad Products Study in 2022, conducted by Material, shed light on the effectiveness of TikTok’s lead generation ads.

    57% of TikTok users said they would likely purchase from a business after viewing an ad, underlining the platform’s potency in driving consumer action.

    Additionally, 69% of users felt these lead-generation ads effectively capture their attention, a key metric in the saturated digital advertising space.

    Perhaps most intriguingly, half of the surveyed users stated that these ads don’t even feel like traditional advertisements, suggesting that TikTok has succeeded in seamlessly blending promotional content into the user experience.

    Enhancing Lead Generation With Social Integration

    This partnership holds significant implications for B2B marketers grappling with rising customer acquisition costs.

    It marks the convergence of a highly engaged audience on TikTok and HubSpot’s robust CRM capabilities, offering a new avenue for lead generation that aligns with community-based customer acquisition trends.

    Featured image: XanderSt/Shutterstock

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