Industry Focus for June 24, 2022
As new social media platforms are introduced, digital marketing strategy changes to meet the audience where they are. And sometimes new social media platforms are so prolific, they have massive effects on the industry and become cultural phenomena.
In case you aren’t following, we’re talking about TikTok. This week, the clock app, as it’s affectionately known, dominated our industry trend conversations as it rolled out new features for advertisers and explained its business strategy.
Keep reading to learn the latest about the social media app.
“TikTok Reveals Platform Strategy at Cannes,” by Brian Frederick in Search Engine Journal
App leadership spoke at the 2022 Cannes Lions International Festival of Creativity, a premier awards show for the advertising industry, where they discussed added shopping functionality, safety, influencers, and how Apple’s latest privacy settings affect social media advertising. The platform plans to grow their advertiser pool into the millions and intends to address quality control and brand safety issues, ensuring that images, sounds, text, and emojis aren’t associated with something problematic.
-Submitted by Tyler Shiney, Account Manager
“TikTok Announces Full Merger of US User Data to US-Based Systems, Amid New Reports of Chinese Access,” by Andrew Hutchinson in Social Media Today
The migration of US user data to cloud servers at Oracle ensures that US information is separate from TikTok’s Chinese parent company, ByteDance. Previously, user data was stored in both the US and Singapore. Of course, plenty of experts are skeptical of the change, with tensions increasing in the tech sector.
-Submitted Brandon Tietz, Senior Digital Copywriter
“TikTok Shares New Insights into How Users Respond to Promotions in the App,” by Andrew Hutchinson in Social Media Today
According to market research, half of TikTok users feel “joyful, excited, or happy” about the products they’ve purchased via the app, and they’re more likely to recommend products they find in their feed. An organic approach to promotions – sans interactive display cards, for example – tend to perform better.
-Submitted by Katie Severino, Social Media Analyst
“Could TikTok Be a Search Engine? For Many Users, It Already Is” by Matt G. Southern in Search Engine Journal
TikTok is testing a new search feature, showing suggested search terms when viewing a video’s comment section. And users have reported treating the platform as a search engine, getting information from content creators. Why? Its visual answers that work for multiple learning styles and clear-cut videos that get to the point, rather than having to actually scroll through search engine results pages.
-Submitted by Nicole Grazier, Associate Copywriter
“A Guide to Social Media Algorithms and How They Work” by Greg Jarboe in Search Engine Journal
With eight social media platforms, it can get overwhelming trying to understand the algorithm for each one. But if you don’t understand them and don’t keep up with their changes, then your social media marketing efforts won’t be as effective as they should be.
-Submitted by Marilee Rodgers, Social Media Manager
If You Ain’t Marketing On TikTok, Where You At?
If your business isn’t using TikTok to engage your audience, you’re missing out. Our social media team can help you develop a plan to create videos using popular sounds so you get in front of your audience, where they can see your product or service in action.
And if TikTok isn’t right for your business, there’s another social media platform that is, with 81 percent of the U.S. population using social media.