Brands and agencies realize they can no longer use the same approach across social media platforms and are learning that engagement and returns are enhanced by using platform tools and tailoring unintrusive content to each online community. Modifly's Brandon Biancalani suggests brands use authentic, native content for TikTok and save hard sales for Facebook audiences.
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Serhii Malyk, creative director at creative agency Angry in Kyiv, Ukraine, writes about how agencies in Ukraine are contributing to the country's resistance against Russia and urges the industry to join the effort. "All of you who sit with us in various ad festival juries, all of you who communicate with us on social media, all of you who we meet at Brun in Cannes: Help us," Malyk writes.
Qianna Smith Bruneteau, founder of the American Influencer Council, talks about "destigmatizing" influencers and establishing the trade group to support creators professionally. "[I]t's important that creators understand what brands are looking for from the brands themselves, and to really have support from the business community," Bruneteau says.
Denny's has introduced the first three of 12 limited-time menu items invented in collaboration with TikTok content creators. Items on the Social Stars Influenced Menu, including Get That Cookie Dough Pancakes and Clearly Very Fruity Pancakes, will be available to order for dine-in and online through June 21 .
TikTok is increasing its maximum video length from 3 minutes to 10 minutes for users globally during the upcoming weeks to help creators "unleash even more creative possibilities," according to a company spokesperson. While TikTok competitors such as YouTube and Snapchat have been catching up with short-form options, social media analyst Matt Navarra says longer-form content is generally "easier to monetize" and yields longer platform engagement.
Instagram is shuttering its IGTV application and in-stream video ads as part of its focus on Reels and plans to test a new ad experience later in 2022 with a creator monetization tie-in. Instagram also is consolidating its creator tools in one destination.
This infographic from TikTok displays insights about how its audience engages during major events and the performance of its ads. Insights include views of #SuperBowl on TikTok during the game increased 200% in 2022 from the previous year, 55% of users say seeing brands on TikTok makes them feel closer to those brands, and memorability of TV ads is boosted by 13% when the campaign is linked to TikTok.
A TikTok video showing Tom Holland interacting with a fan who happened to sit next to him on a plane has attracted 34.4 million views and 8.1 million likes. "I met Tom Holland and sat next to him on a plane for 3 hours," says the video's caption.
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
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