Midweek Media Breakdown #19
🚀 TikTok Pulse Claims to Supercharge Ad Performance 🚀
TikTok is introducing a new advertising initiative designed to put brands at the centre of trending content, with the goal of supercharging ad performance.
TikTok Pulse works by matching paid-for content with relevant, trending content on the For You page. This strategy, dubbed a contextual advertising solution, allows advertisers to place branded content next to the top content in the For You Feed in the hopes of boosting brand visibility and awareness with their target audience.
TikTok is claiming this strategy will put brands right where everyone is looking. “When brands embrace the creativity of TikTok and engage with relevant communities and creators, they align with the content people love,” says TikTok.
Third-party data shows that this style of ad placement results in a 22% increase in purchase intent among Gen Z users.
Paid-for TikTok Pulse content would appear in the top 4% of content on the app. There are currently 12 categories within TikTok Pulse, including beauty, fashion, cooking and gaming. Creators and publishers with over 100k followers will be eligible for the program.
Of course, this campaign-style carries risks. The main one being that culture is not static. What is trending today might be criticised tomorrow. So, how can brands protect themselves from the unpredictable?
TikTok has said they are taking measures to verify and vet top-performing content, ensuring advertisers can feel secure when advertising via TikTok pulse and maintain brand stability.
They are also making additional post-campaign measurement tools available, including third-party brand suitability and viewability verification, allowing advertisers to understand the impact of their campaigns better.
You can read more about TikTok Pulse here.
🛍️ Meta Introduces Business Partners for Live Shopping 🛍️
The live shopping phenomenon has already taken over Southeast Asia, but how long will it take for the rest of the world to catch up?
It is estimated that live shopping events will bring in over $500Bn in revenue in 2023. After recognising the unprecedented growth of live shopping across Asia, Meta is attempting to make live shopping more accessible for advertisers worldwide by introducing Meta Business Partners for live shopping.
Meta hopes its business partner program will help ‘build powerful, immediate connections through Live Shopping.’ This partnership is designed to streamline the management process and make the experience of running live shopping events as easy as possible for advertisers.
Live shopping works so well because it focuses on bringing the offline shopping experience online. Products are shown live from multiple angles, questions are answered in real-time from customers and sellers also have the option to incorporate more interactive features, including giveaways. The experience is engineered to convert interactions to sales by digitalising your business with a human touch.
In our most recent episode of eCommentary, we spoke to Thomas Barker, the CMO of Eyda, about the success they have experienced with live shopping events. *Shameless promo* If you’re interested in hearing Thomas’ thoughts on live shopping, you can listen to the episode on Spotify, Apple, Google or Youtube! Check it out here → pod.co/ecommentary
We’d love to know what your take on live shopping is. Will you be incorporating live shopping into your marketing strategy?
You can read more about the Meta Business Partner Program here.
♾️ Meta’s ‘Culture Codes’ Reveal Changing User Expectations ♾️
The internet is an ever-changing, unpredictable beast. This means the content that users find the most engaging and enticing is also in a constant state of flux. Of course, this is quite the minefield to navigate for those working in digital marketing.
As celebrity culture has shifted online, social media is no longer a place where users go to connect with their personal social networks. We now use social media to engage with the global online community. While this holds its own unique set of advantages, this shift has also left users hungry for authentic content.
According to Meta, consumers are growing tired of polished advertisements, with 79% of survey participants agreeing they are tired of seeing perfect images in social media advertising.
In response, Meta is making new efforts to align its promotional content with these evolving consumer expectations. They have created a set of six ‘culture codes’, focused on helping advertisers create content that resonates with the modern social media audience.
Meta’s six Culture Codes are as follows:
- Have real people telling real stories, inviting employees or customers to deliver their message
- Use the language of the platform to signal their place in feed, and therefore, in culture
- Harness the power of creators to establish trust and relatability
- Take us behind the scenes to be part of the process
- Use lo-fi editing techniques that feel handmade and human
- Use humour to dissolve boundaries between brand and audience
A vital feature of these steps is authenticity. A clear marker of good content is if the average person can relate to it. By paying mind to these culture codes, Meta says brands will be more likely to create content that resonates with customers.
Thanks again for tuning into another weekly roundup with The Graygency. Check out our blog for more Midweek Media Breakdown posts.
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