ClickZ TikTok Insider Newsletter - 11.07.2024

PLUS: Strategies to Maximize Engagement & Go Viral on TikTok

Author

Rafe Houston
November 07, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha, also highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

🔗 Read about the earnings call here.

Specialty Bites 🍪

To go viral on TikTok, focus on creating engaging content that resonates with your target audience. Here are some key strategies:

  • Understand the Algorithm: TikTok's algorithm prioritizes engagement frequency, completion rate, and trending audio. It doesn't rely on follower count, so even new creators can go viral by producing highly engaging content.

  • Content Tips: Keep videos short (around 30 seconds) and engaging. Use humor, authenticity, and trending topics to capture attention. Incorporate visual effects and suggestive actions to encourage interaction.

  • Engagement and Trends: Engage with your audience through comments and live sessions. Follow trends and use relevant hashtags to increase visibility. Collaborate with other creators to expand your reach.

By consistently applying these strategies, you can enhance your chances of going viral on TikTok. To read more, press here.

Sky News’ Hannah Sandhu travels around the key swing state of Pennsylvania to understand how digital content creators and social media may have shaped the 2024 election. Katie Harbath, CEO of Anchor Change, notes that with trust in traditional media and candidates wavering, campaigns are turning to influencers as trusted third-party validators. For perhaps the first time, these influencers are having a significant impact on the election.

TikTok Shop partners with Venmo for Black Friday and Cyber Monday, offering discounts to users who pay with Venmo. This collaboration highlights TikTok Shop's role in e-commerce, supporting small businesses and creators. The platform's livestreaming and exclusive deals enhance the shopping experience, fostering community-driven discovery and innovation.

TikTok Shop is revitalizing social commerce, with brands increasingly investing in its in-app shopping feature. While TikTok's seamless purchase path and influencer content drive interest, concerns about platform stability and market saturation persist. The future of social commerce remains uncertain, but TikTok Shop currently leads the trend.

Insight of the Week 📖

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Platters 🍽️

Front Row, an acceleration company, helps brands optimize eCommerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional eCommerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

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