The Weekly (27/09 – 01/10)

In the week when TikTok reached a new milestone of one billion monthly active users, here’s everything else you need to know…

  • More than 25% of time spent on Pinterest is spent shopping—higher than on any social media platform. (Pinterest)
  • More than 200 million Instagrammers visit at least one business profile a day (Social Pilot)
  • Tweets that include images or videos are 394% more likely to be retweeted (Buffer)

Tiktok Creator Marketplace Updates

This week, TikTok held its first-ever ‘TikTok World’ business showcase event, where it announced a host of new innovative tools and solutions designed to help brands and creators make the most the most of the platform.

Creators are at the heart of entertainment on TikTok, so it’s no surprise that TikTok has developed a range of creative tools to strengthen brand and creator collaborations on the platform.

The main update here was the launch of a new version of TikTok’s Creator Marketplace. The update brings new discovery tools that make it easier for brands to find the best creators to represent their brand for every campaign.

As explained by TikTok, “You can filter based on the type of content they post, where they’re located, their average views, and more. Once a creator accepts a campaign invitation, advertisers can oversee the creative process and monitor real-time campaign performance. Brands can manage the entire campaign process, from planning stages to execution and post-campaign insights, all in one place.”

Another new feature that TikTok announced is ‘Open Application Campaigns’, which will enable brands to list their campaigns for creators to self-apply.

TikTok explained, “Once an Open Application Campaign is live, the brand will be able to review the shortlist of creator applications, including relevant metrics and reference videos, to help guide the selection process. Approved applications can then move forward into partnerships to co-create and amplify campaigns.”

This makes it easier for brands to discover new creators and also gives creators the opportunity to proactively engage with brands they are passionate about working with. 

Some really great additions from TikTok here, all part of its broader monetisation efforts, that will help creators and brands work in harmony together.

Click here to find out more.

Facebook Business Context Elements

Facebook is testing a new horizontal scrolling display within ads, which will display additional advertiser information.

Facebook has been experimenting with additional ad context elements since 2016, after revelations that Russian-based groups had sought to influence US voters through targeted Facebook ad campaigns and this new addition could be especially helpful in weeding out any scammers or misleading ads.

As well as this, Facebook has also added more content to its ‘Why Am I Seeing This?’ ad information panels, which shows users how each advertiser has targeted them and how advertisers have obtained their targeting information.

Facebook’s goal with this is to give users full context and showcase information in-stream that will better inform users and reduce the impact of any ads being served to them for political purposes.

Some interesting additions here that will all help add extra legitimacy to ad pushes – one to keep an eye on!

Click here to read more.

Instagram To Pause ‘Instagram For Kids’

This week, Head of Instagram, Adam Mosseri announced that Instagram is pausing its work on building ‘Instagram Kids’.

The platform started the project to address the issue of kids having access to phones much younger and downloading apps meant for those age 13 and older.

Instagram has commented on the decision, saying, “While we stand by the need to develop this experience, we’ve decided to pause this project. This will give us time to work with parents, experts, policymakers and regulators, to listen to their concerns, and to demonstrate the value and importance of this project for younger teens online today.”

Although the platform is pausing the development of Instagram for Kids, it will still be working on ways to allow parents to oversee their children’s accounts and expanding safety tools to teen accounts.

An interesting move, considering the platform were so keen to push forward with Instagram for Kids just a little while ago, but it’s great to see that the focus is still very much on safety for younger users.

Click here to read the full blog post from Instagram.

Linkedin Paid Events

LinkedIn is looking to test a new paid events feature within the platform.

The platform is reportedly working on code for selling tickets as well as organising events within a new events dashboard, which will allow event hosts to monitor event sales, how much they are earning as well as run the actual events.

A LinkedIn spokesperson commented on the addition saying, “Amid the changing world of work and transition to a nearly all-remote workforce, LinkedIn Events has seen a surge in growth, with 21 million people attending an Event on LinkedIn in 2020,” said Nicole Leverich, LinkedIn spokesperson. “We continue to learn from member and customer feedback and test new ways to improve the experience. As part of this, we are exploring options for payment in the Events product based on feedback from event organizers.”

This new addition is part of a bigger overhaul the company is looking to make around video and audio services, which will all be rolled out in the coming weeks and months – watch this space!

Find out more here.

TikTok has published the results of a new study looking into how users respond to ads on the platform in comparison to competing platforms. 

The study was conducted in partnership with MediaScience and shows that brands on TikTok are more memorable and perceived more positively than brands on competitive platforms – interesting!

You can read the full findings of the research report here.

We’re loving Channel 4’s ‘Life’s looking sweeter’ campaign which promotes the highly anticipated return of The Great British Bake Off to our tellies. 

The campaign features an outdoor installation in Glasgow’s city centre, where a building has been transformed into a 78ft tall layer cake, complete with an enormous 23 ft fork. 

This campaign effectively (and deliciously) got the message across loud and clear that baking season is well and truly here- great work Channel 4!

Stay safe and have a great weekend!
SHC Digital 

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