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By this time next week, we’ll likely know (though anything could happen) whether TikTok has gone dark in the US, or whether the app will continue to exist. It’s not looking good so far. Probability of ban the creator has a restlessnessthey are preparing their audience to follow them on other platforms and hope they will do business with the brand elsewhere. Meantime merchants dispute refundsthey prepare contingency plans and decide where to move advertising dollars.
All things considered, marketers seem to be prepared for the short-term effects of a TikTok ban, should it happen. What remains up in the air, however, are the long-term effects for brands should TikTok become unusable in the US. Sure, there are other short-form video alternatives that are beneficial (YouTube Shorts, Instagram Reels), but short-form video wasn’t the only appeal of the platform. TikTok has been a sort of cultural pivot for marketers in recent years – not just looking to the app for what’s trending and tapping into those trends, but to understand potential audiences and different cultural niches. So what happens when that faucet is turned off?
The usual response from agency executives is that, at least in the short term, marketers will have to work harder to understand what’s trending, where their brands can fit into the conversation and audience engagement that TikTok has made a little easier. “It’s kind of a cheat code,” Douglas Brundage, founder and CEO of brand studio Kingsland, said of how marketers have used TikTok to understand culture in recent years. “My recommendation is that brands should always have a platform-agnostic culture strategy.”
“Unfortunately, brands and agencies that have depended on TikTok as their source of ‘cultural insight’ will be in trouble,” Leila Fataar, founder of brand consultancy Platform13, wrote in an email. “Being culturally relevant is not easy – it takes care and consideration.”
While marketers will certainly look at the platforms people are migrating to and spending their time on, there’s no clear indication yet that audiences will migrate to a single app and, in doing so, give a single platform the cultural power that TikTok has amassed. Instead, marketers and agency heads expect that if TikTok is shut down, social media will only fragment further, with some spending more time on Instagram Reels, others on YouTube Shorts, still others on Twitch or Discord or Reddit. The culture is not “amplified” on short video alternatives in the same way as on TikTok, explained Laura Brand, executive director of social affairs at VML, adding that “2025 will be much more about the decentralization of social networks. “
Without this “cheat code,” marketers will have to use multiple research platforms and will likely restore or increase their efforts in more traditional audience research methods, such as customer surveys and in-person surveys in brick-and-mortar stores.
“TikTok is a cultural force and amplifier that has become a mainstay, but most sophisticated marketers look at various cultural indicators to understand trends and decide how to incorporate them into their campaign strategy,” Gabe Gordon, CEO of Reach, wrote in an email Agency. . “Not only do I believe that trendsetters and trendsetters will continue to do this, but I expect that they will tend to rely more on that ability without TikTok.”
While this will help, losing access to TikTok for creative inspiration and research is something strategists and creatives aren’t thrilled about.
“Obviously we do our own research, but TikTok brings this beautiful nuance because it’s a platform where people are constantly pouring out their honest, original thoughts,” said Evan Carpenter, director of group strategy at Mother New York. “The ability to get really good insight into the audience and understand them and understand their motivations through the content that’s constantly being put out on this platform, if that goes away … I’m going to miss it.”
While other platforms certainly provide inspiration in a similar way – a peek at Reddit led to one of last year’s best Super Bowl campaigns (CeraVe’s Michael Cera campaign) — TikTok was the “central nervous system” of culture, explained Mani Schlisser, chief strategy officer at Oberland. “Jokes, memes, trends, movements, creators, they all don’t just migrate to one platform. That’s not how culture works,” Oberland said.
If the ban were to happen, it will take time to understand how people migrate and what it will mean for brands in culture. Until then, the industry waits.
Monoply Go! is approaching its second year in business and is increasing its investment in live events to reach more people. how is it going
Over the past year [2023-2024]conducted three different national TV tests in the UK, France and Canada. In each one, we’ve tried different combinations of the two – what you’d think of as traditional TV and live sports or live events. We’ve found that meaningful investment in live sports can really increase the value of media spend.
What insights emerged from live event spending?
What we’ve seen with live sports and the general media mix has not only increased new installs, but also made our digital investments more efficient. This is perhaps one of the most important elements of the campaign because not only did it work on its own because of TV and various media driving people to the game, but it actually created KPIs of our traditional digital media. spends better.
Is spending more on live streaming eating away at the performance marketing budget?
The answer is we’re still figuring it out. We’ve been increasingly aggressive over the last year — and that’s certainly the most aggressive in terms of investment — but what we don’t see is taking our foot off the gas on digital performance. We know it works, we understand KPIs and we understand value. How do we go to [2025] and next we will learn more about what the percentage mix should be. — Kimeko McCoy
Nowadays, brands are increasingly trying to authentically incorporate cultural trends and become a water cooler moment rather than just promoting them. Take, for example, the “very shy, very observant” trend he sparked last fall. Brands like Netflix, Zillow, and Lyft hired a trendsetterTikToker Jools Lebron, for campaigns. However, it is a balancing act new research from Sprout Socialsocial media management platform, he points out. According to the survey, one in three consumers say it’s embarrassing for brands to jump on the bandwagon. Check out the key details from the research below: — Kimeko McCoy
“Entertainment is a loyalty program.”
— Matt Rotondo, Head of Brands at Sugar23, when asked about the appeal of building branded studios and how 2024 laid the groundwork for branded studios that it can start paying off this year.