TikTok Transformed?

PLUS: 🍨 X's Video Triumph and Meta's Data Dilemmas

January 09, 2024

Hey there Scooper🍨

It is definitely exciting!

Don’t worry we got you covered! Read on to know more :)

Ready for another day of staying ahead of the competition in the Virality race?

Oh and before we go ahead! If your friend sent this to you, be sure to subscribe here! So you don’t miss out on any scoops

TIKTOK'S GAME-CHANGING UPDATES

🎵 TikTok's Latest Changes: Facelifting Insights and Restrictions 

TikTok introduces a new set of tools and restrictions that bring both opportunities and challenges, affecting how businesses understand their advertising impact and conduct campaign planning.

Here’s what you need to know: 

1️⃣ Enhanced Ad Performance Measurement:

TikTok introduces two game-changing tools for advertisers: Cross-Channel Partners and Lift Partners. These tools delve deeper into the customer journey, offering insights beyond conventional last-click attribution models.

2️⃣ Cross-Channel Partners:

  • Multi-touch attribution: 

Measures TikTok ad effectiveness across digital touchpoints, aiding marketers in identifying the most impactful channels for their goals.

  • Post-purchase survey (PPS): 

Integrates with e-commerce stores, providing a comprehensive view of customer discovery and attitudes, enhancing advertisers' understanding of the advertising impact.

3️⃣ Lift Partners:

  • Brand lift: Utilizes engaging polling experiences to measure ad impact on brand metrics like recall, awareness, attitude, and favorability.

  • Sales lift: Evaluates advertising effectiveness in driving both online and offline sales, particularly beneficial for Consumer Packaged Goods marketers.

  • Store visit lift: Measures additional physical store visits generated by TikTok ad campaigns.

  • Tune-in lift: Assesses the impact of ads on increasing viewership for shows, movies, or media content.

4️⃣ Hashtag Search Restrictions:

TikTok adjusts its Creative Center tools by removing the capacity to search for specific hashtags. This move aims to address concerns related to potential platform censorship and aligns with TikTok's emphasis on market research within the tool.

The Bottom Line:

As TikTok evolves, marketers should leverage the new ad performance measurement tools to gain deeper insights into their campaigns. From Understanding the customer journey to focusing on available research options–be TikTok ready!  

TOGETHER WITH STACK INFLUENCE

Launch your new Amazon product(s) to drive 5x revenue in 2 months with Stack Influence 

If you are looking to climb up the Amazon Listing Ladder with your new product launches or revamp the existing ones, then Stack Influencer is the one!

Their fully managed platform with over 11 million micro-influencers is a total game-changer for new product launches. It creates crazy momentum for your listing and wins over the Amazon algorithm. Brands are turning new launches into mega 6-figure listings in just 2 months! 

💸 Pay Influencers with Products Only! 

📸 Get Authentic UGC with Full Usage Rights.

🤖 AI-Powered Automation for Million-Dollar Listings.

🤝 Build an In-House Community of Affiliates.

Stand out & start today with Stack Influence and join Fortune 500 companies like Unilever and P&G along with growing brands like Momofuku and Magic Spoon. 

META'S LEGAL STRUGGLES

🗣️ The Tech-Talk: X's Video Growth and Meta's Ongoing Data Struggles

In the ever-evolving tech landscape, two giants, X and Meta, present contrasting developments. X expands its partnership with Integral Ad Science (IAS) for vertical video ads, while Meta faces legal challenges from the FTC(Federal Trade Commission) that go back to 2019. 

Here’s the drill: 

🎥 X's Vertical Video Surge:

  • X claims rapid expansion as a video-first platform, with video constituting over 80% of user sessions, marking a nearly 30% YoY increase in views.

  • Vertical video emerges as a focal point, with 100 million daily viewers averaging over 13 minutes per day. However, skepticism surrounds X's reported figures, given the platform's history of contradictory data.

🔒 Brand Safety Assurance with IAS:

  • X partners with IAS for brand safety in vertical video ad placements, offering advertisers maximum control over their ad display. This move responds to brands' concerns and potential ad spend reduction on X due to safety apprehensions.

  • The partnership aligns with the Global Alliance for Responsible Media (GARM) framework reinforcing their advertisers’ trust. 

❓ Meta Questions FTC’s Proposals:

  • Meta challenges the FTC's move to extend 2019 data privacy settlement provisions, where the social platform was fined a record $5 billion for data privacy violations stemming from the Cambridge Analytica scandal (especially targeting data usage concerning users under 18). 

  • FTC seeks additional restrictions, including assessing privacy before launching new products and enhanced third-party monitoring of data usage. 


The Bottom Line:

Businesses leveraging X's ad platform should critically assess engagement metrics, while Meta's legal tussle emphasizes the ongoing debate between unchecked growth and the need for regulatory oversight. Vigilance and adaptability are the minister moves for everyone here. 


That’s all for today! While we curate another Viral Scoop on Monday, feel free to let us know how you felt about today! And share this with someone who’d love it.🥰