Tik Tok is the latest social network sensation app.
If you been missing Vine then you will be excited about Tik Tok. If you like music, you will like Tik Tok. If you like short form videos, you will like Tik Tok. If you are over 30, you probably won’t like Tik Tok for doing selfies but you still may enjoy watching others being strange or goofy, or singing on the videos.
The Chinese short-form video app has been gaining global momentum. It's been downloaded about 80 million times in the United States, and nearly 800 million times worldwide. according to recent data and that does not include stats from it's home base, China.
Users share short videos of themselves cooking, dancing, lip-syncing or doing regular tasks like brushing their teeth. The videos, which often feature music in the background, can be sped up, slowed down or edited with a filter. Similar to Instagram, users can follow others and "heart" or comment on videos. TikTok videos are also being reposted to other platforms, like Twitter and Instagram.
Social media influencers and celebrities are starting to join. YouTube star Jake Paul, comedian Jimmy Fallon and skateboarding legend Tony Hawk all have accounts. TikTok launched in 2016 but kind of reinvented itself and morphed. It now has been downloaded more than Facebook, Snapchat, Instagram and YouTube and that has social media experts paying attention as well as advertisers.
So, what is the history behind this hot new app? In August, ByteDance, the Chinese internet company behind the app, shut down Musical.ly. this was a short-form video app that it acquired in November 2017. Then, they merged it with TikTok. Since then, it's been gaining popularity in the United States. ByteDance calls itself an artificial intelligence company, and it's known in China for its popular news app Jinri Toutiao, or "Today's Headlines," which launched in 2012.
The TikTok app is a way for ByteDance to expand into the US market and target younger users. In general, Chinese social media apps have had trouble attracting users from outside their country. TikTok is attracting attention from brands, too. It recently created a marketing agreement with fashion brand Guess on a denim campaign to target Millennials and Generation Z on the platform in September.
Facebook has taken notice of TikTok's rising popularity, and even launched a competitor app called Lasso earlier this month. The app lets users create and share short videos with music and camera effects.
Not all viral apps end up successful and TikTok's fate is still to be determined. With young people who use apps like Tik Tok everyone is on the bandwagon one minute and off the next. Boredom sets in quickly with tweens and 20 somethings who are the main users of Tik Tok.
Tags: #social media, #video, #apps, #mobility, #smart phones, #tik tok
Evergreen content will always be an important part of content marketing. However, relying too heavily on evergreen to drive engagement is not going to be the most effective strategy for marketers going forward. Today’s consumers expect content that’s live, on-demand and hyper-relevant.
If you are a business or marketing a brand, you’re probably already considering how to make your content strategy more compelling, concise and addictive. And if the trends are telling us anything, it’s that video is on the rise—from vertical video on social media, to using video for storytelling in micro-moments and geolocated video discovery and sharing.
Vertical video and it's Popularity
By 2019 i.e. next year, video will make up 80% of all internet traffic and this means that two out of three marketers expect video to make up the majority of their content in the near future.
In the mobile-first world, vertical video rules the day and is only expected to keep growing. Today, 94 percent of people hold their phones upright when capturing content on their smartphones. Tons of Instagram and Snapchat stories are created worldwide every year, nearly all shot vertically. With the debut of IGTV which is also all vertical, it makes sense that we’re seeing major brands across categories move to embrace the vertical video format.
Even Facebook is seeing the vertical video light, with a recent upgrade to its default video orientation. In fact, last year, Facebook tested the “larger rendering” of vertical video in their news feed on mobile and discovered that not only did people like the larger view, they watch longer—and with the sound on.
Live video is taking off, as well: According to Facebook, live videos have six-times the engagement as non-live videos.
We’re already seeing more live vertical video on mobile-first platforms like Snapchat and Instagram along with IGTV moving forward, we might see even more savvy brands experimenting with live streams across mobile, social and digital mediums.
Storytelling in short form
Our time is even more fragmented online. Instead of spending hours online surfing the web and social media, people explore the digital world in short bursts, from mobile devices. And those micro-moments—moments when people go online looking for recommendations for what to do, where to go, what to buy—are opportunities to connect through storytelling. In the coming years, we’ll continue to see investment by brands in live, ephemeral and localized content for Snapchat and Instagram Stories.
Geo-located video discovery and sharing
The power of Snapchat is real although the app itself is beginning to struggle a bit. The location feature however is very powerful. You share your location for snaps, which then appears to friends on a map and updates when you open the application again. Location is already starting to play a bigger role in how people discover video at events. We’re seeing it one Facebook Messenger as well as You Tube.
Ultimately, successful storytelling and content starts with being human and connecting—having a two-way conversation. Live content, especially when it’s relevant and local, provides brands with an incredible opportunity to create a fast-track memory shortcut, building real relationships with consumers and brand affinity with people directly in their community.
Tags: #video #marketing #social media #branding
We all know video in today’s business climate can increase your brand awareness and generate engagement with your products, image, or services. But what are the top 4 key things you can do when implementing video? Here are our takeaways.
Engagement is a great way to connect with your audience on a more relatable level. Posts with high engagement (likes, shares, comments, etc.) are also more likely to spread and be seen by other people with similar interests as your already-existing audience.
Brand awareness isn't really something you can measure but if you have lots of people sharing your video and/or more people than usual are visiting your Page, website, landing page (via your campaign link or not) you can assume this new level of traction is building your brand awareness.
Increasing web traffic
We traffic building is the number one reason people are using video in social media ads this year. This is a clear and easily-measurable goal. With social media, web sites have taken a hit for overall traffic and video has helped make things turn around.
Generating excitement and educating people about products/services
This is another one that is difficult to measure, but also a really great way for people to use video. Videos give you more time and space to get your message across. You can show a new product from every angle or use text to tell a story throughout your video.
Tags: #video, #digital video, #marketing #social media #social platforms
Choosing the right type of social media platform can be a bit challenging. With so many different social networks, businesses need to narrow down the choice and select a platform that will enable them to target the right audience and increase their social media presence.
Narrow the Choice of Social Media Platform
There are too many social network platforms to present your brand on them all, so the key is to choose the one where the most of your target audience is active on a daily basis. Some of the best social sites are Twitter, Facebook, LinkedIn, Pinterest and Instagram.
So What Are Your Goals?
When using social media, you won’t get anywhere without having specific goals in place. By having determined goals, you can choose the social platform as well as tailor your content to engage and attract your audience. These are the most common ways that marketers benefit from social media:
You need to learn about the habits, needs, and wants of your ideal buyer persona and customers, and increase traffic towards your site.
The improvement of your customer service offerings is to provide some other platform where customers can ask you questions, make complaints and express concerns.
Connecting with a new audience and demographics that may like what you have to offer, thus increasing your brand awareness and exposure.
Know What Platforms Your Followers or Demographics Are Using
It is essential to choose a platform where your targeted audience operates the most. So, the best thing to do is to figure out which platform your audience prefers and reach out to them on the networks that they are already using. One of the easiest ways to do this is through a simple customer survey. Include questions about what social websites they use, where they usually receive information, and which influencer they love the most.
Determine the Type of Content You Will Create
The type of your content you should create is based on the kind of social media platform you will use. Also, it needs to represent your brand in the best possible light. So, which types of content should you focus on?
Instagram content needs to have a high-quality aesthetic. Your every post should have a theme and color palette to get more engagement from your followers. Instagram is best for businesses from lifestyle industries, such as food, travel, and fashion and interior design. Also, it’s suitable for growing brand awareness and interacting with your community, since you can’t post links on Instagram.
Facebook is best for views, engagement through ads or boosted posts, reach driving traffic and impressions for websites or blogs. Its content depends on the paid strategy you use to be more visible. It means that the reach is more important than the number of followers on Facebook. The platform is excellent for almost any industry with the budget that wants to target generations X and Y and baby boomers. These demos use Facebook the most.
YouTube is the center of video content. By opening your YouTube channel, you can share your videos with the whole world. Any line of work can benefit from YouTube since it’s a great way to communicate with your consumers as long as it’s creative and unique.
Twitter is for sharing messages to a global audience of new and existing customers, regardless of the type of business. It is an excellent tool for communicating with other companies and customers, especially for brands with large media budgets for paid strategies on Twitter.
LinkedIn is used by professionals who want to connect and build their networks. Here, you can access jobs, news, people, and industry updates as well as share industry insights and other valuable educational content. It is meant for B2B marketers because you can target users by job role or industries. Being able to target a specific audience assures you that your paid strategy is a sound investment.
Social media represents one of the most important assets for any business that wants to grow their exposure online, as well as to connect with people from all around the world. With social media, you can create brand awareness, generate more leads. Just be sure to always get the right social platform to give you the best R.O.I.
Tags: #social media, #marekting, #social platforms #business