ClickZ TikTok Insider Newsletter - 10.03.2024

Bans, sales, and chaos

Author

Sophie Bruxner-Randall
October 03, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Asos executive Elton Ollerhead highlights TikTok Shop's success in boosting sales and attracting new customers. The platform allows direct purchases from social media, potentially bypassing online retailers. Asos's partnership with TikTok has been highly effective, especially in engaging its target demographic of twenty-somethings.

TikTok's 2024 is shaping up to be a whirlwind, balancing potential bans, legal battles with creators, partnerships with publishers, and a dive into e-commerce. Blake Chandlee and Kris Boger lead the charge, navigating TikTok through chaos and opportunity, aiming to secure its place in a fragmented digital landscape.

TikTok has banned Russian state media outlets Rossiya Segodnya and TV-Novosti for violating policies against deceptive behavior and paid political promotion. This move follows Meta's similar actions and aims to protect the platform during US elections. TikTok removed 7,792 accounts in August alone.

Poll Break 📊

Meta is enhancing its ad platform with AI-powered updates, allowing advertisers to customize objectives and measure incrementality. New API integrations with third-party analytics tools like Google Analytics and Northbeam aim to provide a more accurate picture of campaign performance. These changes are part of Meta's long-term optimization strategy.

In light of ad platforms increasingly partnering with third-party measurement solutions, which of the following providers have you heard of?

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More Buzzing Content 🔥

TikTok Shop's For You Days in the UK offers exclusive discounts and LIVE shopping sessions from September 24-30. Shoppers can enjoy up to 50% off trending products, participate in 16-hour live events, and access special deals from brands like Made by Mitchell, Free Soul, and Sage Studios.

If TikTok is banned or sold in the US, Meta's platforms, particularly Facebook Reels and Instagram Reels, are expected to benefit most, according to a First Insight report. Despite widespread awareness, few retailers have contingency plans. Marketers should explore other short-form video platforms to stay ahead.

TikTok's new Search Ads Campaign allows advertisers to target high-intent users through keyword-based ads on the search results page. This campaign type enhances engagement and conversions by aligning ads with user search behaviors. Brands like Glossier and Mejuri have seen significant improvements in conversion rates and efficiency.

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexusachieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

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