ClickZ TikTok Insider Newsletter - 10.24.2024

TikTok Culture Catalysts Dinner 2024 Recap

Author

Zihan Lyu
October 24, 2024 • Estimated Reading Time: 5 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Specialty Bites 🍪

US ecommerce decision-makers are boosting social media ad investments for the holidays, with 69% planning increases. The retail industry will spend $25.91 billion on social network ads in 2024, a 14.2% rise. Mobile devices will drive 52.7% of holiday ecommerce sales, highlighting social media's importance.

The Variety and TikTok Culture Catalysts Dinner celebrated marketing innovation in film and TV. Industry leaders discussed leveraging TikTok's algorithm for audience engagement and influencer collaboration. Disney and Sony executives highlighted strategies for authentic content creation and cultural impact, emphasizing the balance between traditional media and influencer-driven campaigns.

TikTok Shop is leveraging livestreaming to boost its ecommerce presence in the US, aiming for $17.5 billion in sales. Despite potential bans, it's gaining traction with Gen Z, who favor TikTok for social commerce. The platform's focus on live shopping could drive significant growth.

Vanilla & Caramel Gourmands lead TikTok's fragrance trends for Fall 2024, with 2.9 million searches. Gender-neutral scents and unique niche fragrances follow closely. Perfume aesthetics and oud scents also gain traction. These trends highlight a shift towards inclusivity and individuality in fragrance preferences, offering brands new opportunities.

Insight of the Week 👑 

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Performance Platters 🍽️

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

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