Twitter TrackingAs the new era at Twitter continues, it feels like the situation shifts by the day. In the wake of a rash of brands pulling ads from the platform, the future of Twitter looks uncertain. In an effort to woo businesses back, the platform has launched three new ad-targeting options:
While no one knows exactly where Twitter will go next, the platform is clearly making moves to keep brands. In addition to the new ad targeting options, Elon Musk announced updates to the new verification system, including gold checkmarks for corporate accounts and gray checkmarks for government accounts. When it comes to Twitter, keep an eye on the platform, but don’t count it out just yet.
TL;DR: Twitter launched new ad targeting options to entice advertisers back to the platform. Continue to monitor changes at Twitter to see how it fits into your social marketing strategy.
TikTok Marketing — the Party Don't StopB2B marketers: TikTok is calling. Will you answer? This past week, TikTok introduced two updates for marketers that may prove especially useful for B2B brands.
The first, a new audience insights tool, provides more specific demographic details on your paid advertisements — including interests, usage behaviors, gender splits, and more. TikTok’s famously enigmatic algorithm can be tricky to navigate, but this additional data may help brands overcome some of that mystery and reach the right users with content that resonates. With a lot of B2B businesses hesitant to fully invest time and money into the app, this new advertising tool may provide the data needed for brands to take a leap.
The other addition is an updated marketing partners site, which first launched in 2020. The refresh aims to be less cumbersome (a common complaint for the OG site) and more accessible. New features also include streamlined assistance in six categories — campaign management, measurement, creative, effects, commerce, and sound — which promises to make mapping out TikTok campaigns easier than ever.
Will these new resources be the final push to get your B2B brand up and running on TikTok? Try out these tools to see where the data leads your social media strategy.
TL;DR: TikTok launched a new audience insights tool and an improved marketing partner site. B2B brands can leverage them to optimize ads on the platform.
What Lit Us Up
Holiday Spectaculars Are Back — Alright!Once upon a time, holiday variety shows were a beloved seasonal tradition. Now, oh my god they’re back again … with a modern twist from JCPenney and the Backstreet Boys (aka the superior boy band of the late ‘90s and early 2000s). The “JCP Live Holiday Spectacular” premieres on December 1 on Facebook Live. The hour-long show will feature a performance by BSB, including the world premiere of a new music video from their first-ever Christmas album, “A Very Backstreet Christmas.” The reimagined variety show also includes appearances from makeup artist Piper Nelson and 10-year-old TikTok dance star Chase Castle. Viewers can participate via interactive elements, like a Q&A with BSB, holiday-themed games, and a makeup tutorial.
Throughout the show, viewers who share comments will be surprised with gifts from the on-air advent calendar, including JCP home goods and gift cards. JCPenney will also give out surprise $50 gift cards to select audience members. To top it all off, the show is for a good cause. JCPenney will give $50,000 to Feeding America to combat food insecurity across the U.S. Additional donations will be unlocked during the music video premiere.
This jam-packed campaign has so much to love. First, JCPenney meets its audience where they are. While TikTok is Gen Z’s favorite social app, Gen X and millennials make up more than half of Facebook’s user base. These cohorts match up perfectly with JCPenney’s target customer, who is between the ages of 35 and 55. Throw in a boy band sensation, and you have the perfect recipe for a nostalgia-fueled good time. “JCP Live Holiday Spectacular” also encourages holiday shopping and fosters brand loyalty while showing commitment to the true reason for the season with a partnership with a worthy charity.
TL;DR: JCPenney’s reimagined variety show on Facebook Live sets the stage for how to meet your audience where they are and put a new twist on a holiday classic.
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