Social in Short

Social in Short: May 2022

Now that you’re on TikTok, what should you know next? We’ve got the answer, plus the latest social updates.

TikTok launches branded content initiative

TikTok continues connecting brands and creators with its new tool, Branded Mission. The tool allows brands to empower creators to develop video content for the brand to promote on the platform. Creators are rewarded with cash payments and increased reach.

What it means for brands: What better way to create content for TikTok than going directly to the source? Having creators develop authentic content for the platform will help brands connect with TikTok users directly, increasing brand reach. We cannot wait to see these Branded Missions in action.

Instagram focuses on full-screen feeds

Instagram is testing a new full-screen home feed with more suggested video content, similar to TikTok’s interface. This drastic change will affect the entire user interface, requiring different gestures to change posts, different content shown (focusing on suggested content over friends), and overall a very different experience.

What it means for brands:  If video isn’t a part of your Instagram strategy, it’s time to reevaluate. A recent study by Later found that engagement rate for static images has dropped by 38% across the board. What is driving engagement, you ask? Reels.

TikTok, TV and streaming: Two screens are better than one

TikTok found that 90% of people are multitasking while watching linear TV. The study found a lift in both visual attention and brand recall when exposed to ads on TikTok and linear or streaming television. 

What it means for brands: We’re firm believers in multi-platform strategies. TikTok said it best: “Traditional services introduce a monologue, while TikTok introduces the dialogue.” Use social media platforms to complement and inform your TV buys; mimic the look and feel to create consistency, but encourage fan participation through social media.

TikTok looks to make a splash with gaming

TikTok confirmed it’s continuing to expand the platform with HTML5 gaming. Parent company ByteDance has been incorporating gaming into its other apps since 2019. Last year, TikTok partnered with Feeding America to develop Garden for Good, a Farmville-esque game to drive donations. In addition to HTML5 games, TikTok is exploring adding mini games within livestreams for creators.

What it means for brands: TikTok is already forecasted to surpass YouTube in time spent this year. By adding gaming, that trend will only continue. This will also give brands additional advertising options within the games themselves, which is more attractive to traditional brands who haven’t cracked TikTok’s algorithm.

Other updates of note

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