Hope your 2022 campaigns are off to a strong start! ?
In this month’s newsletter I am covering:
- New ad data released from TikTok
- Instagram’s newest update
- How brands are hopping on the NFT trend
? Spoilers: authentic content from actual customers is the best way to engage your audience.
TikTok’s latest creator report proves creators boost ad performance.
- Ads featuring creators saw 91% higher two-second view rates vs. non-creator ads
- Those very same creator ads saw 83% higher engagement rates.
- 62% of users claim TikTok-specific content is the best way for brands to make connections with them
- The best TikTok ads don’t feel like ads at all. The platform has said it themselves and we’ll repeat it, too: “Don’t make ads, make TikToks.”
- Top-performing content on TikTok is exclusive to the platform. You can’t recycle your IG Reels or Stories and expect the same engagement.
- Creators often understand TikTok better than brands do! Give them creative freedom.
That last point is crucial. The report also noted that humorous and product-in-action style ads on TikTok were 24% more likely to be watched to the end. Again, creators know what they’re doing and what their viewers want to see — trust them!
To learn more about TikTok’s new data and what it means, check out this blog post.
(Source & Photo credit: TikTok)
TikTok creator Christina (@christinaamarinee) earned over 21 million views with her video showing off the “real” way to use a Dyson AirWrap.
Getting 4.3 million likes in under a month shows just how powerful creator content can be, and supports the stat that 83% of viral videos are from non-verified accounts on TikTok.
Oh, and everyone in Christina’s comments was dying to get their hands on an AirWrap.
TikTok was freaking out about the wand even before Christina’s video blew up. The #dysonairwrap tag currently has over 1.4 billion views and the actual product is sold out everywhere.
The craziest part of all of this buzz? Dyson doesn’t even have a TikTok account!
When TikTok finds a product they love, they’re not afraid to let the world know.
You can watch the video here.
Why I ❤️ this:
- Christina’s video is a shining example of what we want to see in a viral video — a small creator sharing unpolished content that shows a product some serious love.
- This challenge and product are still being posted about over a month later, and some videos date as far back as 2020. Given how quickly content moves on TikTok, the product’s longevity on the app is impressive.
- Her video is authentic, humorous and makes you want to watch until the end (sound familiar ??) to see the payoff.
Click here to get all the details.
(Photo credit: Thingtesting)
Chances are you’ve heard about NFTs (non-fungible tokens). But if you don’t totally understand them, you’re not alone.
NFTs are digital assets that you buy to own — graphics, art, memes, you name it. This explanation is probably the best way to describe NFTs in a nutshell:
“Imagine if the Mona Lisa was digital and then auctioned on the Internet where anyone could buy a small slice, and everyone who bought a piece was now part of a big group chat.”
Here are some highlights from Thingtesting’s recent article on DTC brands with NFT fever:
- Creative and cutting-edge marketing is a big deal to the current wave of DTC brands. NFT owners represent a niche market but also a group that wants brands to notice them.
- DTC brands are currently experimenting with NFTs as digital “keys,” providing exclusive access to events, product launches and branded communities.
But NFTs do offer brands a unique opportunity to connect with customers and flex their creative muscles. For example, DTC soda brand Perfy mocked up a line of one-of-a-kind cans featuring their customers’ NFTs to be shared on social media. The results?
- Over 700 people applied to be part of the promotion
- The campaign caught the attention of venture capitalists and retailers alike
- The brand received social impressions and reach in the tens of millions
What is the verdict of NFTs for marketing?
- Although I am not sold that NFTs have found the right use case for brands (or really anything), I believe that if there is value to be found, it will be found not in the artwork attached but in experiences that the brand allows the NFT to unlock. If it is truly able to build community and reward brand advocates, then it could be something interesting for marketers in the future.
Here’s a quick snapshot of what you’ll learn ??
- The secrets that your current analytics software is hiding from you
- Why traditional attribution models don’t work anymore
- Ways to calculate accurate marketing attribution in the dark funnel
Check out these resources and blog posts from Statusphere and around the web that you might have missed:
I’ll be back next month with more tips to enhance your digital marketing strategy!