ClickZ TikTok Insider Newsletter - 09.12.2024

PLUS: 80% of branded TikTok videos are underperforming—here’s why!

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ClickZ
September 12, 2024 • Estimated Reading Time: 7 minutes

Specialty Bites 🍪

Amazon and TikTok: A Match Made in E-commerce Heaven?

Amazon and TikTok have joined forces to simplify your shopping experience. TikTok users will now be able to see Amazon product recommendations directly in their For You feed. With just a quick account link between TikTok and Amazon, you can seamlessly shop for the products you discover—without even leaving the app. It’s a one-time setup, and after that, shopping is just a few taps away.

This partnership is all about making your shopping experience as seamless as possible. You’ll get real-time pricing, Prime eligibility, and even estimated delivery times. And if you ever get tired of this cosy relationship, unlinking your accounts is just as easy. This move comes after a year of chatter about how TikTok is becoming the new Google for Gen Z. A HerCampus study found that 74% of Gen Z users search on TikTok, with 51% preferring it over Google, largely due to the engaging and entertaining nature of video content.

Rick Watson, the big cheese at RMW Commerce, pointed out on LinkedIn that Amazon is making sure it doesn’t miss out on this new wave of product discovery. It’s all about getting those Prime members hooked and reeling in new ones. Maybe this is why Amazon is so keen on pushing those cheap items.

In short, Amazon and TikTok are redefining the way we shop—making it just as engaging as the content we scroll through daily. Happy shopping!

The advertising world is in a tizzy, folks. Kantar's latest Media Reactions 2024 report has revealed that Amazon, YouTube, and TikTok are thriving while X (formerly Twitter) is nosediving. Over a quarter of marketers are planning to cut ad spend on X next year, marking the biggest pullback from any major global ad platform. Ouch. Since Elon Musk took over in 2022, trust in X has plummeted, with only 4% of marketers believing it offers any brand safety. Talk about a fall from grace.

Marketers are gravitating to more reliable platforms. YouTube has jumped to the top of the rankings for marketers, while Amazon and TikTok are consumer favourites. Netflix is hanging in there, making the top five for both groups. Interestingly, the decline in advertising on X might improve consumer experience, though marketers are clearly prioritizing platforms with greater trust and engagement, such as TikTok.

Generational stereotypes about preferred media are crumbling. Gen Z loves Amazon, Facebook, and Google ads, while older generations surprisingly favour TikTok. Point-of-sale ads are the most trusted, with cinema and newspaper ads also ranking high. Marketers, meanwhile, are all about digital out-of-home ads and sponsored events.

The key takeaway? Marketers need to strike the right balance between the channel, media brand, and format. In this fragmented media landscape, success will come from understanding shifting cultural dynamics and focusing on creative quality. It’s a challenging landscape, but one filled with opportunity for those who adapt.

Google was declared a monopolist in search by the DoJ, with a trial on digital ads pending. X is suing industry groups for boycotts, while TikTok Lite ended its rewards in Europe. Google introduced new ad transparency features. Legal experts doubt the success of X's lawsuits

New research by DAIVID reveals that 80% of branded TikTok videos underperform, with 24% evoking negative emotions like disgust and anxiety. Only 16% score above average in effectiveness. This highlights the need for brands to analyse their social media content beyond basic metrics to avoid damaging their reputation.

Performance Platters 🍽️

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Snapchat users in the US shop more frequently than Instagram users, with 16.3% making weekly purchases compared to Instagram's 8.2%. Despite Facebook's larger user base and annual purchase popularity, Snapchat's intuitive shopping features and short video content drive its success among younger consumers. Social media shopping is booming!

eBay has shifted its global media account from WPP's EssenceMediacom to Dentsu's iProspect after a competitive review. This follows recent losses for EssenceMediacom, including Sky and L'Oréal accounts. iProspect's innovative approach and alignment with eBay's vision were key factors in the decision.

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