Business goals

TikTok launches program to help SMBs achieve their business goals

This week in social media news, TikTok is launching a six-week program to help small businesses grow on the app, YouTube is rolling out updated analytics in Shorts, Instagram is testing a Live Producer tool and more.

TikTok launches six-week program to help small brands get results

TikTok is launching a new multi-channel educational program called Follow me to help small and medium businesses build a community on TikTok and achieve their business goals.

Why is this important: TikTok says several small businesses have heard the app helped them launch or grow their business, with some saying it helped them survive the darkest days of the pandemic.

TikTok recently teamed up with Hello Alice to investigation 7,000 small businesses and 43% of owners said they were now likely to join TikTok because they heard reports of success from other business owners. The survey also revealed that at 67%, TikTok gets the highest ratings as a storytelling platform.

The details: TikTok The Follow Me program will offer businesses a six-week series of emails outlining different learning roadmaps based on visitor goals and best practices for running their first-ever TikTok campaign and embedding their brand story. in their videos.

This will include a guide to creating a free business account, access to the Creation Center for content inspiration, and information on how TikTok’s Ads Manager and promotion features can be leveraged to boost more campaign results.

Participating brands will learn the latest tips from TikTok Small Business Ambassadors Cassie Sorensen, Owner and Founder of Tassel Amor and Jacob Zander, Owner and Founder of Feel Your Soul. Cassie and Jacob will share their TikTok journeys and provide tips on how best to harness the power of community and entertainment to drive real business results.

YouTube updates Analytics for short films

YouTube has made some changes to its short film analytics and added comparative audience tools in the performance stats section, as announced in its latest Creator Insider Video.

Why is this important: Currently, the updates primarily benefit creators and brands looking to maximize engagement, but advertisers may soon be able to pour ad money into Shorts. During his first-quarter earnings call, YouTube’s chief financial officer Ruth Porat said:

“We are seeing a slight headwind to revenue growth as viewership for shorts grows as a percentage of total time on YouTube. We are testing monetization on shorts, and early feedback and results from advertisers are encouraging,” she said, adding that the team is working to close the gap with traditional YouTube ads over time.

The details: YouTube has updated the visual display of its Shorts data with the inclusion of more specific stats.

The platform is also adding more advanced audience behavior data into YouTube Studio to help creators and brands better understand how their audience is discovering their channel.

Instagram tests Live Producer tool to enable desktop streaming

In order to offer more opportunities to its creators, Instagram is testing a new Live producer tool this will allow in-app broadcasters to go live using streaming software such as OBS, Streamyard and Streamlabs.

Why is this important: Live streaming has become an increasingly popular way to consume content online. Research of Direct shows that 80% of consumers would rather watch a brand’s live video than read their blog post. So Instagram’s testing tool could be a game-changer for brands and creators aiming to create more polished and organized live streams.

The details: Instagram says you can view, share, and download your completed stream in the Live Archive, but you can only share and download a completed Live Video from the Live Archive if you have it enabled. The live archive is accessible on Instagram mobile from your profile.

The tool is currently only available to a small group of beta users, Instagram said. Tech Crunch.

Meta and Google ad spend expected to drop below 50% in 2023

By Insider Intelligence estimatesMeta and Google’s ad spend duopoly will drop below 50% to 48.7% in 2023 amid growing competition from TikTok.

Why is this important: The increase in the number of companies vying for total ad spend is shrinking the share that Meta and Google have enjoyed for so long, with Walmart and Apple trying to secure a bigger share of the ad spend market. Walmart is one of nine new platforms expected to generate $1 billion in ad business by next year. The other eight include Spotify, Roku, Snapchat, Instacart, Pluto TV, Yelp, IAC, and Tubi.

The details: Meta and Google’s ad share will decline even further to 47.7% by 2024, according to Insider Intelligence.

TikTok launches new brand safety solution

TikTok hopes to help brands better manage the environment in which their ads appear with a new brand safety solution. The TikTok inventory filter will give advertisers more control over what content appears next to their in-feed ads on the For You page.

Why is this important: As TikTok notes:

“TikTok’s Community Guidelines are designed with the safety of all of our users in mind, although sometimes content that is not against the law may not match the identity of a particular brand. For example , a family-oriented brand might not want to appear next to videos containing even mild or comedic violence, while an advertiser promoting an action movie might benefit from being in that environment. »

“Enter the TikTok Inventory Filter, a proprietary solution built right into the TikTok Ads Manager that gives advertisers more control over where their ads appear on TikTok.”

The details: TikTok says that while all content in its app is carefully moderated, the TikTok Inventory Filter offers additional layers of content filtration to help brands achieve their own unique goals in choosing the type of user-generated content. (UGC) that they would like adjacent to their branded content.

Powered by advanced machine learning technology, the brand safety solution offers advertisers three distinct types of video inventory – full, standard and limited – which are informed by TikTok’s own policies and the company’s safety framework. standard GARM brand and brand suitability framework. Brands can choose the desired level in the TikTok Ads Manager when setting up a campaign.

The filter is now available in 25 countries and in more than 15 languages.