This year, social media will play perhaps the biggest role in marketing and advertising clients ever. To succeed, marketers need a clear understanding of how consumer behavior has changed on social media, which platforms they now turn to, and are confident they have the tools and resources to stay mobile in tackling the changing digital landscape and growing creator movements. .
Facebook and TikTok recently shared announcements in this regard, focusing on new partnerships and product updates. Here we break them down and how they help brands stand out in 2021 and beyond.
Paving the future of digital growth, brand security and innovative campaigns
On TikTok’s official news-sharing blog, his latest partnership with WPP will provide the company’s customers with “unique access and opportunities” on the platform. Specifically, the holding will gain early access to advertising products developed by TikTok, including API integrations and next-generation formats, including augmented reality offerings.
The news comes about a month after WPP shared its five-year growth plan, stressing its commitment to further expanding into “high-growth areas” of trade, experience and technology. These areas currently make up 25% of its business, however WPP wants to account for as much as 40 percent by 2025. How does he plan to get there? At the time, WPP pointed to digital as a key driver that would emphasize – as opposed to traditional – advertising.
WPP’s media buying arm, GroupM will play an important role in the partnership with regard to brand security. The company will work closely with TikTok to establish a process for adhering to the GARM brand Safety and Suitability Framework, thoroughly assess integrations with independent vendors for verification, and develop significant first on / off controls. More broadly, companies will also conduct market-leading research to guide brands toward best practices and equip them with data-driven strategies to encourage audience engagement and opportunities for innovation.
Deeper insights, different voices and an early approach
“More and more brands around the world are experiencing the impact that TikTok must create moments that not only shape culture but also drive business value,” shared Blake Chandlee, vice president of Global Business Solutions at TikTok. “We both share a common goal: to run amazing campaigns for our clients that resonate with our growing audience in an authentic way, inspire creativity and bring joy,” he continued.
So what steps are the two of them taking in partnership to accomplish this mission?
TikTok primarily emphasizes that it will work with the “creator community” of the app to provide exclusive features on behalf of WPP clients. In addition, WPP teams will have “access to customized training and certification programs conducted by the TikTok team to ensure they provide clients with best-in-class strategies”.
To facilitate diversity and create exclusive collaboration opportunities with selected advertisers, WPP will be the agency’s lead development partner for new creator-focused APIs, “which will incorporate WPP’s leading brand security methodology, while using unique brand data signals and marketing. ”
Controls to exclude advertiser topics in the news feed
Although TikTok relies on content development, other platforms focus on developing products dedicated to privacy and security.
Facebook, for example, announced in a new announcement its test of advanced controls on exclusion of advertiser topics, which will allow companies to stop running their ads alongside certain topics in the News, based on their brand appropriateness settings.
This type of process would help the platform more accurately and effectively define that the ad will show on the platform, especially in News News. “The children’s toy company may want to avoid content related to the new crime play, so it can choose the theme of‘ Crime and Tragedy, ’” the announcement explains.
For anyone who follows the cards, Facebook currently offers exemptions for “news,” “politics,” “gaming,” and “religious and spiritual” content for video campaigns. Given that the latest test relates to the much more specific set of categories and the variability and personalization that make up the News, this effort is likely to take some time to correct. “The development of this product as well as testing and learning in the News Feed will take most of the year,” the company said.
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