Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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TikTok Confirms That 10 Minute Video Uploads Are Coming To All Users |
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Short-form video is the trend of the moment, and with attention spans reducing, and new engagement behaviors taking hold, particularly among younger demographics, it seems like short-form interaction is here to stay, which is why every platform is now following TikTok’s lead into the next phase of video connection.
The DL: TikTok announces they will be rolling out a new 10-minute length option to all users. With short-form videos on the rise, you may be asking yourself, why would TikTok introduce longer-length videos? First, we want to think back to the days of Vine and why it shut down. Vine was also a short-form video platform that struggled to keep its creators due to advertising constraints within the app. Creators on Vine were not generating significant revenue due to the fact of they could not insert pre-roll or mid-roll ads in short content, unlike other platforms. This eventually led to a shift of creators leaving the platform to other longer-form platforms that generated more revenue.
Fast-forward to today, TikTok must stay very mindful of monetization for their creators to keep revenues high for all parties involved. However, it will be a fine line to walk because if the app becomes flooded with advertisements, it may start to lose users. It will be interesting to how the algorithm changes with the addition of 10-minute-long videos. Once this rolls out, it may be the perfect time to create longer content to test how the algorithm favors this new feature.
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‘It’s Not A Peanut Butter Spread Approach’: How Advertisers Are Adapting To A More Nuanced Social Landscape |
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The days of the one-size-fits all social media approach are seemingly over.
The DL: How consumers consume media on social media platforms is so widely different that the days of making one ad and using it across all platforms are gone. An ad designed for Facebook won’t resonate the same with the TikTok audience as the demographics that make up these audiences are very different.
Consumers are looking for ads that feel organic and knowing how the platform’s audience utilizes media will make your campaign that much more effective. As social media habits change, the way we approach ads needs to change as well. As experts in social media, HM has the DL on how to customize your ads and practices to follow, let us know how we can help you customize your messaging across platforms to run a more effective campaign overall.
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Applebee's 'Disappointed" With CNN After Awkward Ad Placement During Ukraine Coverage |
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Applebee’s tells Ad Age it has paused advertising on the network.
The DL: Picture-in-Picture advertising can be a great placement for clients. When breaking news happens, it’s difficult to predict what news coverage will entail. For Applebee’s, this high-priority placement came back to hurt them. Applebee’s immediately reached out to CNN and asked them to remove all placements, but the damage was already done. When considering offers from vendors, it’s difficult to predict when tragedy will affect advertising placement. The network, and other news outlets, should take this as a lesson to remove sponsorship of tragedy by removing any sponsorships that could be negatively affected by airing during breaking news. Any kind of transition out of coverage and even taking the spot full screen could have prevented this unintended mistake. CNN has removed picture-in-picture advertising at this time.
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Twitter is Working On A New Podcast Tab To Facilitate Discovery And Engagement |
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Twitter looks set to make podcasts a much bigger focus in the app, with a new test underway that would provide a dedicated tab for podcasts, reachable via both in the side and lower function bars of the app.
The DL: Many social media platforms have prioritized short-form video content that has grown in popularity on TikTok over the past few years. Facebook/Instagram with 'Reels', Snapchat with 'Spotlights', and YouTube with 'Shorts'. One social media platform that hasn't leaned into this trend is Twitter. In fact, they have focused on audio-only content with the launch of Twitter Spaces in November 2020. More recently, they have announced that they are testing a new podcasts section within the sidebar. At this moment, we do not know much about what it will entail. However, we do know if Twitter approaches this in the right way, there is a lot of potential for them to succeed as podcast listenership has increased in recent years and it is an area that other social media platforms have not attempted to capitalize on yet.
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TikTok Shares New Tips On How To Maximize Branded Content On The Platform |
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As TikTok continues to grow, and become a key culture driver in many regions, many advertisers are logically considering how they can tap into the platform in order to boost their promotions.
The DL: If you're new to the game, marketing on TikTok is far different from other platforms. Specifically, users respond better to user-generated content (UGC) more so than other platforms. Due to the short-form, full-frame nature of the app, disruptive ads tend to be less successful. To be on top of your brand's TikTok game, it is imperative to capitalize on trends for maximum impact.
So, how does one do that? Well, TikTok recently partnered with IPSOS to conduct a plethora of brand lift studies that provide us with more insight into the branded content elements that elicit the best driving responses. Here are six things to consider when planning your TikTok approach:
- Use brand-led and creator-led content
- Let creators interact with the product
- Add trending sounds/use the voiceover feature
- Include a character to drive ad memorability
- Don't leave branding until the end
- Showcase the product offer/claim
If you're looking to utilize TikTok to amplify your brand, but you're not sure where to start - reach out to Hoffmann Murtaugh today!
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Whether you’re looking for a new marketing challenge, your first post-grad gig, or a summer internship, we have the interviewing insights for you! Check out our newest blog post featuring the STAR method for marketing interviews - https://bit.ly/3IJOOBO.
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If you would like to pick our brains on how to navigate the evolving integrated media landscape during this time,
we'd be happy to help.
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Hoffmann Murtaugh
Pittsburgh, PA 15212 (412) 741-8618
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Hoffmann Murtaugh is an integrated media planning and buying agency based in Pittsburgh, PA with offices in Cleveland, OH, Harrisburg, PA, and Rochester, NY. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients. |
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