Brands mine TikTok to find content creators, ambassadors
Brands mine TikTok to find content creators, ambassadors | Livestreaming, niche sites among video marketing trends | How to turn B2B leaders into influencers
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Brands are launching TikTok competitions and hashtag challenges to engage with users while also unearthing super fans who can be invited to join influencer teams, often dubbed "creator classes," that are included in the greater marketing strategy. R/GA's Amber Kazalbash suggests, "If you are using this call out to reach new audiences or debunk misconceptions about your brand and its consumer base, ensure that your call to action encourages everyone who has a personal connection to your brand to put their name in the ring."
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Forbes Agency Council members share 11 video marketing predictions, including Schiefer Chopshop's James Schiefer who believes advertisers will increasingly mine data to help tailor content for specific platforms. Others predict a continued rise in livestreaming with a new focus on esports platforms, influencer product demonstrations void of sound, household data replaced with more accurate audience quantification, and a proliferation of niche sites offering curated short-form, vertical videos.
Business-to-business marketers can increase their brand's thought leadership reputation by turning their company's senior leaders into influencers. Tailor messaging formats to suit each leaders' strengths, such as using podcasts or video for those who engage well with live audiences, and help them create social content that addresses the latest industry trends and challenges for customers.
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SoFi created a "Move Your Money" TikTok campaign that's inviting users to learn a dance choreographed by Matt Steffanina for the chance to win weekly prizes of $1,000 and a $25,000 grand prize. The brand kicked off the campaign by inviting fans to SoFi Stadium for the Sept. 26 matchup between the Tampa Bay Buccaneers and Los Angeles Rams to learn the "Money Moves" dance with Steffanina.
Deutsch L.A. created a global "Taco IRL" campaign for Taco Bell that enables people to scan a QR code that launches users' messaging apps with a taco emoji, which when sent to contacts gives recipients a special offer to redeem an in-store taco. The push includes a US-only element on Discord, which invites users to celebrate today's National Taco Day by taking part in a Taco Trivia contest that will gift a "TacoChampion" with free tacos and gives people the chance to find hidden gift cards across other social platforms.
ProductWind, a startup putting together a platform to bring brands together with online influencers to run influencer marketing campaigns, raised $1.67 million in its first outside funding round after bootstrapping the company for 18 months. The company will use the new capital to expand its technology and sales staffs.
Fifty percent of business-to-business buyers are consuming more content, but 79% say vendors are serving irrelevant content, according to a B2B Buyer Insights report from Cyance and durhamlane. The top expectations B2B buyers have of content is that it helps solve their challenges and is tailored to their buying journey stage.
Martina Bretous takes a look at nine of the best ads on YouTube from 2020 and 2021 and explores what made them so successful. Amazon's "Alexa's Body" takes top spot with more than 78 million views and others on the list include "Child Car Safety" by the Ad Council and Zillow's "Susans."
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
Did you read the cool story above about how brands are using social platforms -- TikTok in this case -- to find brand advocates? I'm curious: What platform have you had the most success with in finding brand fans? What makes that platform particularly good? Do you have a particular approach? Do you have a set group (like a "creator class") that you regularly work with on campaigns, either paid or organic? I welcome your input for a SmartBrief Marketing Original I'm be working on.
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