Tag: TikTok

TikTok launches new ad performance measurement tools

TikTok has launched two new ad performance measurement tools:

  • Cross-Channel Partners – which analyzes how ads perform across different online platforms and touchpoints before a purchase is made to understand their overall impact.
  • Lift Partners – this assesses the effectiveness of ads on brand metrics, sales, physical store visits, and viewership for shows or media.

Given that conventional last-click attribution models fail to capture four out of five purchases attributed to TikTok, these new features are designed to offer marketers improved insights into the effectiveness of their campaigns on the social platform.

Why we care. A clearer understanding of the customer journey reveals the returns from your advertising investments, empowering you to make informed decisions about your ad spend moving forward.

Cross-Channel Partners. This feature analyzes the impact of TikTok ads across various marketing touchpoints before a purchase is made. It focuses on two key areas:

  1. Multi-touch attribution: This involves measuring the effectiveness of TikTok advertising across digital touchpoints. It provides marketers with a deeper understanding of the customer’s path to purchase, helping them identify the most effective channels to achieve their goals.
  2. Post-purchase survey (PPS): This survey-based tool integrated with e-commerce stores, helping advertisers understand how customers discover their product/brand and gathers attitudinal metrics (how customers feel about your product). By using the voice of the customer as a source of truth, PPS helps advertisers to gain a more complete view of attribution, contributing to a deeper understanding of advertising impact.
Cross Channel Partners 800x267

Lift Partners. Lift partners gauge the impact of TikTok advertising, focusing on four main areas:

  • Brand lift: This uses an engaging, in-feed polling experience to measure the impact of ads on brand lift metrics like Ad Recall, Awareness, Attitude, and Favorability.
  • Sales lift: Determines how effective advertising is in driving both online and offline sales, especially
Read More ...

How TikTok plans to secure ad dollars for this year’s holiday season

This holiday season could be pretty instructive as to whether TiKTok will continue to be a place for smaller-sized ad budgets, rather than larger ones.

After all, this season is notorious for its bouts of irrational budget spending — a “use it or lose it” scenario when it comes to marketing expenditure.

If TikTok is ever going to capture a larger share of the advertising pie, this is the opportune moment. Marketers tend to be more generous with their budgets during this time of the year than any other, primarily because if they don’t utilize their remaining dollars, they risk having a smaller allocation in the future. 

Yet, up until now, TikTok hasn’t made a huge dent in those advertising budgets. Yes, more money is pouring into the app at a faster rate than many of its competitors, but it’s starting from a smaller base. Advertising on the platform is still predominantly in the experimental phase, and it’s not where the big ad dollars are going. You only need to look at the likes of Uber and Athlete’s Foot to see the focus is still on their organic strategies.

“While TikTok accounts for less than 10% of total spend for our marketing firm, it has more than doubled year over year,” Rob Jewell, chief growth officer at marketing agency Power Digital, which works for clients such as Procter & Gamble, Uniqlo and Casper, previously told Digiday. “We anticipate a similar growth trajectory in 2023 as the channel keeps attracting more advertisers eager to scale their TikTok efforts.”

Fast forward to now and Power Digital’s existing clients are already on a 32% upward trajectory from the same period last year, both in scaling their spend and new brands entering the TikTok advertising space with lower budgets. The agency’s director of TikTok,

Read More ...

TikTok influencer openly brags about defrauding credit card companies for easy cash

A gentleman with a TikTok account titled @greenthumbgotbands has figured out a way to beat the system, and he’s proud to share his trick with the public. While wading in a swimming pool, the Trumplike entrepreneur shows off a fancy wristwatch, flashes a stack of American Express cards, and launches into his technique:

“What if I told you there was a way to buy things like this $100,000 watch, without spending a single dollar of your money using business credit like this, that you never actually had to pay back?” he says, already making it clear that he is the kind of person who doesn’t keep his word. “Now, to the average person, guys, this sounds crazy. But any business owner knows how this works. You know how personal credit works. Let’s say, for example, you get a car or credit card and your personal name, you’re personally held responsible for that.”

That’s the way credit works. If you buy something, you are expected to either pay for it upfront or use someone else’s money with the promise to pay it back.

“So if you were to go get a credit card in your personal name, and you were to go max the card out, you’re going to be held liable. And if you don’t make that payment back, the bank could come and sue you.”

No argument there.

“What makes this different about business credit, is with business credit, you are not personally held responsible for that line of credit.”

I’m not a CPA but I don’t think this holds true when your goal is to defraud the card issuer.

“So let’s say, for example, how I got this watch, I was able to open a business that I didn’t really give a shit about.”

Ding ding ding —

Read More ...

5 Ways Hilton’s TikTok Ad Changed the Social Marketing Game

ICYMI: In February, Hilton Hotels & Resorts released a 10-minute TikTok video—yes, you read that correctly—that took viewers on a sprawling journey, spanning dozens of locations and multiple genres, featuring appearances from more than half a dozen beloved TikTok creators.

Not only did the spot earn some 4 million views within its first two days online, but that pace actually accelerated, with the video averaging over 2.2 million views a day in its first two weeks.

Engagement was also sky high, with about 500,000 likes and nearly 30,000 comments in the same timeframe. And most importantly, enthusiasm for the spot has been absolutely unparalleled. To put it simply, the crowd went wild.

How exactly did the 104-year-old chain of brick-and-mortars that started out in the era of newspaper advertising leapfrog the competition, demand 10 minutes of unbroken attention from some of the most distractible viewers on Earth, and quite possibly cement itself as Gen Z’s favorite place to stay for years to come?

The reasons are simple, clear and reproducible—but brands and agencies who think they can replicate the success of this spot without putting in the same amount of legwork will be sorely mistaken. Only those who invest the time and energy to understand and engage with their audience on a deeper level the way Hilton did will be able to replicate their spectacular results.

Platform fluency 

Instead of opting for a faster and cheaper multi-platform approach—making a generic vertical video and publishing it everywhere—Hilton chose to create a video that was custom-made for the specific social channel where they wanted to make inroads.

From start to finish, Hilton’s spot demonstrates a deep understanding of TikTok trends and culture by making expert use of the unique features that made the app popular in the first place—things like stitches, duets

Read More ...

TikTok offers brands performance marketing tips in new advertiser hub | Advertising

TikTok has launched a new ‘TikTok World Hub’ to help brands optimise their full advertising potential on the platform by better connecting with audiences and increasing reach.

The hub outlines best practices for using TikTok’s suite of advertising tools, encouraging brands to embrace the creativity and authenticity it affords.

Outlined within the hub are four main areas of focus – creative, commerce, performance and branding. Each area contains video and written content featuring product leaders and product roadmaps aimed at teaching brands how to drive the most value from and optimise their advertising.

Sofia Hernandez, Global Head of Business Marketing at TikTok, said: “TikTok is entertainment that drives impact and brands continue to find unmatched opportunities on our platform. Marketers have shifted from asking ‘why’ they should be on TikTok to wanting to know ‘how’ they can dive in.

“This is why we built the TikTok World Hub to empower marketers with the tools they need to drive full funnel business results all while building meaningful connections with the incredibly diverse TikTok community. We’re excited to showcase how we continue to build our products and solutions to meet the growing demand of our advertising partners as we strive to be the most secure platform for our community and marketers.”

TikTok fundamentals

Alongside the World Hub, TikTok has released the TikTok Fundamentals, an actionable framework for getting the most out of advertising campaigns on the platform.

It offers practical tips for marketers to follow, viewed by the company as the keys to unlocking results.

These fundamentals are:

  • Fuel: supplying TikTok with the input it requires to deliver the best output for a campaign
  • Build: create a baseline by starting simple and then build upon your campaigns
  • Automate: Use TikTok’s automation tools to maximise efficiency and ensure campaigns work smarter and harder
Read More ...