![]() Whereas on Instagram, branded influencer content will still hit respectable % of a creators reach, on Tiktok, sponsored posts can sometimes result in a fraction of reach of a creator’s followers. ➡️ The continued and rapid growth of Tiktok is creating higher risk for brands to partner with influencers. ➡️ TikTok ads need to fall in one of two categories: “Trick me into watching this” or “Engage me immediately” meaning your ads need to either look like something that naturally fits in a scroll or features an influencer / celebrity that immediately engages your target. Prioritize content that audience wants to engage with vs. inspire like memes, humor-focused videos, and content that taps into “This is so me”. I speculate that the channel has shifted from rewarding Reels to rewarding content that is likely to be shared vs. ➡️ Reach & Engagement continue to fall on Instagram. □HOT TAKES□ on the current state of the social media industry:
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