TikTok users should read the Terms of Service, podcasting and multi-tasking go hand-in-hand, and Adidas gets into gaming.
October 11, 2019
Will the TikTok Party Stop?
When content creators don’t feel they’re properly compensated on a platform, you can bet they won’t stick around. And where creators go, users follow. Currently, TikTok is trying to figure out how to best monetize videos in an effort to keep creators happy, a situation all social platforms go through as they mature. But it might’ve made a big mistake. When users sign up, they technically give TikTok permission to user their content however it wants. The platform is running with it by inserting user-generated content (UGC) into its ads — without letting the users know. TikTok is still relatively new marketing waters for brands, and we’re not saying marketers should jump ship. But they should keep a close eye on the connection content creators have with the platform, because ultimately that relationship could decide TikTok’s fate. If it turns stormy, it could take the wind out of brands’ TikTok sails.
Multitask and Podcast
We like to think we’re multitasking experts, but in reality, trying to do two things at once usually ends in neither being done very well. But there’s an exception: The BBC commissioned a study that found podcast listeners who did other things while listening, like scrolling their phones, were more engaged and better remembered what they heard — including branded content. The same study found listeners are 1) 12% more likely to recall brands they hear about than other material in an episode and 2) 16% more engaged in podcasts when hearing about a brand. Investing in podcasts should be a major consideration in marketers’ content and media strategies — whether producing their own or finding a series that may be interested in interviewing thought leaders within their company. And don’t be scared off by the fact that 94% of podcast listeners are multitasking — it means they’re hearing your message loud and clear.
3, 2, 1 … Blast Off
The countdown to a product launch is exciting … and nerve-wracking. After months (or even years) of planning, testing, editing, rebuilding, and repeating, launch day is the pinnacle of everyone’s hard work — and it’s critical marketers get it right. So Twitter teamed up with management consultancy Bain & Co. to reveal some best practices marketers should keep in mind. Number one? Social listening prelaunch is a must. In fact, the research found launch leaders that stood out from other businesses were 2.4 times more likely to use listening data to form their launch strategy and messaging. Along with the advice to go big (i.e. make the announcement on multiple platforms simultaneously) and aim for influence (rather than reach), the findings emphasized the importance of being able to pivot in real-time. Because you only get one chance to launch, and even after all your planning, you’ve got to expect the unexpected.
SPARK OF THE WEEK
U Got Games?
Gone are the days when cell phones were cool if they had Brick Breaker. With smartphones, we have access to a million and one games in the App Store, online, and even on Snapchat — including “Baseball’s Next Level,” a Snapchat game from Adidas and Dick’s Sporting Goods. The retro, eight-bit style home-run derby challenge will run throughout October to coincide with the Major League Baseball playoffs and World Series. But what really sets it apart from other games on the platform? For the first time on Snapchat, players can buy products (namely Adidas’s newest cleats from its Baseball eight-bit collection) directly from a game.
Gaming is a huge — and fast-growing — market, with approximately 67% of Americans playing video games and 90% of those gamers doing so on a mobile device. Adidas’s latest campaign displays true creativity and savviness. The branded game is authentic to the sport and footwear company and the product it’s promoting, perfectly matching the collection’s pixelated design. It’s also a clever way to reach the younger generations of consumers that can be difficult to engage with on other platforms. Plus, by allowing users to buy directly from the app, Adidas has reduced steps within the customer journey that may slow the path to purchase. For brands interested in the gaming market, it’s okay to start small — and remember, like Adidas’s modest graphics and ease of purchase, when it comes to gaming, sometimes simpler is better. (Hence, why we all liked the Snake game so much.)
