MONDAY MORNING LEARNING – 27 SEPTEMBER 2021
Published on 29 Sep '21
TikTok Shares New Research into How Users Respond to Ads on the Platform
TikTok teamed up with MediaScience, a neuromarketing research business, to determine if ads on the app will have the same level of engagement and response as content videos. This was a lab-controlled test with 343 participants that replicated the regular in-app experience over a series of ad tests to measure engagement, recall, and overall response in comparison to competing platforms.
Here’s what they found:
- Brand recall for TikTok ads were strong, regardless of view duration. An ad on screen for 6 seconds or less still delivered 38% of the recall compared to ads viewed 20 seconds or more.
- Ads on TikTok take less time to make an impact with their audience than similar ads on other platforms.
- Brand messaging was better received on TikTok than it was on other apps, with brands advertising on the platform driving stronger brand perception than on other platforms.
According to the data collected, TikTok users are more receptive to commercial content, with better response and engagement rates than other platforms. While this isn’t to say that TikTok ads are failproof, and there are other factors to consider such as approach and audience fit, the data shows that taking the time to learn how TikTok works and what types of promotions or content perform best for your target audience can produce significant results.
Twitter Launches New #ExtremeWeather Mini-Site to Help Maximize Climate Change Messaging
Twitter’s new ‘Exploring #ExtremeWeather’ mini-site provides a range of climate case studies and data insight, based on tweet trends. The mini-site includes a range of interactive visualizations, created in partnership Brandwatch, NTT Data, and Sprout Social, as well as overviews that enable visitors to explore tweet discussion trends around key events, including the Australian bushfires, the Jakarta floods and the Texas freeze.
The visualisations look at how the overall conversation on Twitter has evolved, as well as specific components of interest and discussion, which could help provide more context for how trends grow while also providing more scientific background on climate change’s impacts. In addition to a general overview, T itter has added specific tweet insight for each trend, indicating important mentions that sparked increased debate around each event. Check out Twitter’s #ExtremeWeather mini-site here.
Facebook Shares Insight into Content that it Looks to Limit in News Feeds
Facebook is increasing transparency and supervision into its procedures, including how its technologies determine what users see in their News Feed on a daily basis. The main focus here is on potentially misleading and problematic content, with Facebook looking to reduce the reach of posts that fall into these categories such as Ad Farms, Clickbait Links, Comments Likely To Be Hidden, Engagement Bait and more.
Some of the limitations are indirectly encouraging content creators and page owners to utilise one of Facebook’s new tools that enables page owners to automatically delete/prevent certain keywords being commented on in their posts.
Roblox – Brands are Flocking There, But What Is It?
Roblox is a metaverse, where users can download and create their own avatar, choose a name, dress themselves up with skins. It’s goal is to create a platform for immersive co-experiences, where people can learn, work, play, create and socialise. In simple terms, it’s a virtual world. Similar to Ready, Player One.
Brands are flocking to Roblox to generate content to reach out to users, mostly targeting younger populations with low purchasing power who will remember the brands in there as familiar and be more likely to choose them as they grow up. Brands can sell verch – virtual merchandise, which is a Roblox concept, with customers paying in Robux (virtual currency). A percentage of these sales will go to developers and brands.
The platform went public in March 2021 and marketers are taking notice. In August 2021, they reported an equal number of users under and above 13. It now has about 48.2 million members, with users ranging in age from 6 to 60. However it’s early days still, and metrics that matter are still not determined and no benchmarks are set.
Apple rolls out Major Design for Safari 15
Apple rolled out Safari 15 on Monday for iPhones, iPads and Apple Watch. macOS was excluded and will likely be updated at the end of the year in conjunction with the new macOS Monterey.
2 big changes for Safari 15 especially for iOS and iPadOS
- The relocations of the address and search bar from the top of the screen to the bottom for single-handed users
- Minimalistic streamlining of the interface to use less screen space overall
Users that are not comfortable with the new changes can opt to revert back to the old layout.
