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#208 HTE - Threads vs. Twitter - Battle Royale for Digital Supremacy! ⚔️🚨
Hey there!
Get ready to have your mind blown as we peel back the curtain on some seriously mind-boggling stuff.
We're talking about the wild disconnect between media time and ad spending, the epic battle between Threads and Twitter for social media dominance, and the untapped power of TikTok traffic that Amazon sellers just can't afford to ignore.
Oh, and don't forget about YouTube's rollercoaster ride in their quest for revitalized growth. But hey, we're not all business here! We've got hilarious laughs and entertaining reads lined up just to keep you entertained. So, buckle up and get ready for an adventure you won't soon forget.
Let's dive into the shadows where marketing tales come to life!
Here is what we have for you today:
🔍 Mind the Gap: Unveiling the Disconnect Between Media Time and Ad Spending in the US
💧 E-commerce Potential with Drip: All In One, Stress-Free
📱 TikTok Pulse: Maximizing Engagement Around Organic Content
⚔️ Ad Battles and Strategy Shifts: YouTube's Quest for Revitalized Growth
🔥 Threads vs. Twitter: The Battle for Social Media Supremacy Begins
🚀 Unleashing the Power of TikTok Traffic: Why Amazon Sellers Shouldn't Underestimate Its Impact
⚙️ HTE JOB BOARD: Plenty Of Jobs Await You!
📕 Top Reads Of The Week
Mind the Gap: Unveiling the Disconnect Between Media Time and Ad Spending in the US
Picture this: marketers are splurging over $350 billion on ads in the US this year alone.
That's a mind-boggling amount, right?
But here's the twist: when we compare the time US adults spend on media and entertainment platforms with where advertisers put their precious dollars, we stumble upon a fascinating revelation.
There's a significant mismatch between the two.
Let's dig deeper into this captivating conundrum.
The Unbalanced Equation:
Okay, so here's the deal: on average, US adults are hooked to media for a whopping 12 hours and 11 minutes each day. That's like a mini-marathon of binge-watching, scrolling, and staying connected.
We're talking about social media, video streaming, news apps, and whatnot.
But guess what?
The advertisers seem to be playing a different game altogether
Hold onto your seat because this is where it gets interesting. Meta, the platform formerly known as Facebook, is hogging a massive chunk of the ad spending pie. It snags a whopping 19.5% of total digital ad spending. Impressive, right?
But here's the kicker: US adults spend a mere 34 minutes (that's just 7.6% of their daily digital media time) on Meta's platforms.
Talk about a glaring mismatch!
Decoding the Meta Mania:
You might be wondering, why the obsession with Meta?
Well, here's the scoop. Even though US adults spend relatively less time on Meta's platforms, these platforms boast an astronomical user base.
We're talking billions of users, people! That's an advertiser's dream come true.
Facebook, Instagram, and their Meta buddies have a massive reach and wield tremendous influence over the masses.
Marketers are banking on this colossal audience and the engagement levels to make the most of their ad campaigns.
But wait, there's more to the story.
While Meta grabs a lion's share of ad spending, other digital platforms are silently waving their hands, saying, "Hey, what about us?" These platforms may have higher engagement rates, meaning people are spending more time glued to their screens.
Yet, they don't receive the same love from advertisers.
It's like missing out on a golden opportunity!
Finding Harmony:
To fix this mismatch between media time and ad spending, marketers need to hit the refresh button on their strategies. It's time to give other platforms a chance to shine! A little bit of research and insight can go a long way.
Marketers should identify platforms that enjoy higher user engagement and perfectly align with their target audience's preferences.
By spreading out their ad investments across various platforms, they can tap into the potential of each and reach consumers through their preferred media channels.
In a nutshell, it's all about finding balance. The yawning gap between media consumption and ad investments signals the need for a reality check.
Marketers need to adapt to the ever-changing media landscape, cater to consumers' preferences, and make their ad efforts count.
So, let's bridge the gap, folks, and ensure that our ad dollars go where the action truly is.
It's time to make some noise and grab the attention of those eager eyes and tapping fingers!
The mismatch between media time and ad spending in the US market is a puzzle that marketers need to solve. While Meta's dominance in ad spending highlights its massive reach, we shouldn't ignore other platforms that capture a larger share of users' daily media time.
Achieving a harmonious balance between media consumption and ad investments is the key to running successful campaigns and connecting with the target audience. By embracing the ever-changing media landscape and diversifying their advertising strategies, marketers can create campaigns that truly resonate with consumers and deliver exceptional results.
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TikTok Pulse: Maximizing Engagement Around Organic Content
Are you ready to revolutionize your TikTok advertising game and unlock new levels of engagement?
Look no further than TikTok Pulse, the innovative revenue-sharing program and advertising feature that will transform how you connect with your target audience on the platform. Whether your brand falls under popular categories like dance, comedy, food and cooking, fashion and beauty, or home renovations/DIY, TikTok Pulse is here to help you tap into a massive audience and build meaningful connections with your desired community.
🤔 Is TikTok Pulse different from Spark Ads?
Before we dive into the setup guide, let's clarify the difference between TikTok Pulse and Spark Ads. While both are powerful tools to enhance your online presence and expand your customer base, they have different strategies and implementation.
TikTok Pulse, the star of the show, is an advanced contextual advertising feature that allows brands to align their ads with the top-performing content on the platform. With 12 categories to choose from, such as beauty, fashion, and gaming, Pulse offers a wide range of options to cater to your audience's interests. The key feature of TikTok Pulse is its revenue-sharing program with creators, ensuring a fair 50-50 split of the generated ad revenue. This not only incentivizes creators to produce engaging content but also fosters a positive relationship between advertisers and creators on the platform.
On the other hand, Spark Ads are organic posts created in partnership with a brand and promoted as ads in users' home feeds. These ads appear even for users who do not follow the influencer or brand and are labeled as "sponsored." Unlike Pulse, Spark Ads do not involve revenue sharing with creators and focus on user-generated content and targeted advertising.
💡 TikTok Pulse Set-up Guide
Now that we've cleared up the difference, let's dive into the TikTok Pulse setup guide. Follow these steps to launch a successful TikTok Pulse campaign and maximize engagement around your organic content.
1️⃣ Campaign Level
Open TikTok Ads Manager and click on "Create an Ad" under the Campaign section.
Select "Reach and Frequency" as the buying type.
Choose "Reach" as the advertising objective.
Select "TikTok Pulse" as your campaign type.
Enter a unique campaign name.
Click "Continue" to proceed.
2️⃣ Ad Group Level
Choose an appropriate name for your ad group.
Define your audience targeting parameters, including demographics, interests, and devices. Refer to the TikTok Pulse Planning Packet for targeting recommendations.
Under "Contextual Targeting," confirm that "Standard Feed" is selected in the "Feed Type" section.
Select TikTok Pulse content lineups in the "Content Topics" setting. You can target "All Pulse" to allow the system to find the best-matching lineups for your audience and creative. Alternatively, choose 4 to 5 specific lineups that resonate with your targeted audience.
Confirm that the "Limited Inventory" filter is auto-selected in "Content Exclusions."
Set a start date and end date for your ad delivery in the "Schedule" section.
Choose a reservation purchase method (Budget, Impressions, Reach, or Reach Percentage).
Confirm that "Reach" is set as the auto-selected optimization goal.
Set a frequency cap to control how often your ads appear.
If you're using multiple creatives in your ad campaign, choose your desired delivery mode in the "Ad sequencing & Schedule" tab.
Once you've completed the Ad Group setup, click "Next" to proceed to the next step.
3️⃣ Ad Level
Type in an engaging name for your ad.
Customize your ad's identity by providing a display name, text, and profile image.
You can run a Spark Ad as your Pulse creative, adding an extra element of fun and creativity.
Upload a video for your ad creative, ensuring it meets the Reach & Frequency creative specifications.
Add any interactive add-ons to enhance user engagement.
Set your destination page options, including adding a website URL and/or adding call-to-action buttons.
Include any necessary pixels or tracking URLs for tracking purposes.
If you want to add more ads, click the "+Add" button and repeat the previous steps.
Once you're satisfied with your ads, click "Submit" to send them to the review queue.
That's it! You've successfully set up your TikTok Pulse campaign and are ready to maximize engagement around your organic content.
📚 TikTok Pulse FAQs
Curious to learn more about TikTok Pulse? Here are some frequently asked questions and their answers:
❓ How Does TikTok Pulse Work?
TikTok Pulse is an advanced contextual targeting product that helps advertisers maximize exposure and engagement for their brand. It allows you to purchase ad slots that are immediately matched with relevant creator niches based on various categories of Pulse content. This ensures that your ads are displayed alongside verified content, promoting brand safety. TikTok Pulse ads are benchmarked based on views and engagement, guaranteeing that your brand is associated with trending content and reaches a wider audience.
❓ What Are the TikTok Pulse Lineups?
TikTok Pulse Lineups are top categories such as Beauty, Sports, Gaming, Art & Animation, and more, that enable advertisers to effectively reach their desired audience. Your ads will be displayed in the "For You" feed after a popular and relevant TikTok video from your chosen Pulse Lineup. TikTok Pulse uses a proprietary scoring system to identify the top 4% of culturally-relevant videos across each category daily, ensuring your ads are placed alongside the most engaging and relevant content.
❓ What Are the Objectives Available for TikTok Pulse?
TikTok Pulse offers two buying options: Reach & Frequency (Reach objective only) and two ad formats: In-feed Spark Ads or Non-Spark Ads. These placement options and ad formats allow advertisers to connect with their desired audience effectively and achieve their marketing goals on TikTok.
❓ Is TikTok Pulse Available for Everyone?
Currently, TikTok Pulse is only available to a select number of allow-listed advertisers in the US. Content creators must also meet specific criteria, including having at least 100,000 followers, posting at least five videos within the last 30 days, and being 18 years or older to qualify.
❓ Why Should You Use TikTok Pulse?
TikTok Pulse has emerged as a powerful tool for advertisers looking to expand their reach and engagement on the platform. By aligning your ads with top-performing content, you can leverage popular content that resonates with your target audience, resulting in higher engagement and brand loyalty. The revenue-sharing program in TikTok Pulse enables you to actively engage with creators and participate in ongoing conversations. Additionally, you gain greater control over your advertising campaigns and budget, maximizing your advertising ROI and connecting with your target audience meaningfully and effectively through user-generated content.
TikTok Pulse provides a unique opportunity for brands to drive engagement among diverse communities. By featuring alongside the top 4% of creators and videos on TikTok, your brand gains maximum exposure. You can also ensure the safety of your ads by using TikTok's brand safety categories and third-party verification tools. With TikTok Pulse, you can optimize your reach, engage with your audience, and create a lasting impression on TikTok.
TikTok Pulse is an innovative and game-changing platform for advertisers. With its powerful features and tools, you can achieve your marketing goals while connecting with your audience in a more meaningful way. It's time to tap into the power of social media and take your advertising campaigns on TikTok to the next level. So, get creative, have fun, and make the most out of TikTok Pulse to maximize engagement around your organic content!
Ad Battles and Strategy Shifts: YouTube's Quest for Revitalized Growth
Let's talk about YouTube, the mighty video giant that has hit a bit of a rough patch lately. After enjoying years of fantastic double-digit gains, YouTube's ad business took an unexpected dip, posting losses for three straight quarters. Ouch! But fear not, because YouTube has a plan to bounce back and restore its growth. The secret weapons?
Connected TV (CTV) and short-form video. However, it won't be a walk in the park, as YouTube finds itself in a fierce battle against premium streaming services and social video platforms.
Navigating Troubled Waters:
YouTube has been sailing through choppy seas, facing one challenge after another. From bidding farewell to its longtime CEO to grappling with fierce competition, the past year hasn't been a cakewalk for the video giant. And if that weren't enough, its parent company, Google, is tangled up in antitrust lawsuits in the EU. Talk about a rough patch!
Setting Sights on Connected TV (CTV):
Recognizing the immense potential of the connected TV realm, YouTube is eyeing a piece of the action in this rapidly growing market. With the surge in streaming services, people are flocking to CTV for their dose of entertainment. YouTube wants to be the go-to platform for advertisers looking to tap into this booming viewership. By offering targeted ad solutions on CTV, YouTube hopes to attract ad spending and regain its lost mojo.
Embracing the Short-Form Video Craze:
We can't deny the explosive popularity of short-form video platforms like TikTok and Instagram Reels. They're taking the world by storm! YouTube isn't one to be left behind, though. It's rolling up its sleeves and diving headfirst into the short-form video game. Enter YouTube Shorts, their very own short-form video feature. The goal? To win back creators and users who've been seduced by the charm of TikTok and other platforms. With a seamless transition from short-form to long-form content, YouTube aims to keep its user base intact and attract advertisers looking for a one-stop video advertising hub.
Going Head-to-Head with Titans:
The competition is fierce out there, my friend. YouTube is facing some heavy hitters in the battle for viewers and ad dollars. We've got the likes of Netflix and Disney+ delivering premium streaming experiences, complete with top-notch content and slick advertising strategies. And let's not forget about the social video platforms such as TikTok and Snapchat, captivating the younger crowd like nobody's business. It's a fight for the ages, and YouTube needs to play its cards right to come out on top.
A Challenging Road Ahead:
Reviving its ad growth won't be a piece of cake for YouTube. It's an uphill climb all the way. But hey, they're not backing down! Yes, they've had to bid farewell to their CEO, and sure, Google's legal battles are weighing them down. But guess what? YouTube is armed with an enormous user base, an extensive library of content, and the support of its parent company. They're determined to navigate the challenges, adapt to the ever-changing digital landscape, and secure a prosperous future in the realm of online video advertising.
YouTube's recent struggles in its ad business have sparked a strategic shift towards connected TV and short-form video. They're not throwing in the towel just yet! By capitalizing on the growing CTV market and diving headfirst into the world of short-form video, YouTube aims to attract ad spending and reclaim its growth trajectory. It won't be easy, especially with fierce competition from streaming services and social video platforms.
But YouTube has a fighting spirit and a bag of tricks up its sleeve. As the digital landscape evolves, YouTube will roll with the punches, leveraging its strengths and staying ahead of the game to conquer the world of online video advertising.
Keep an eye on them—they're not done surprising us yet!
Threads vs. Twitter: The Battle for Social Media Supremacy Begins
Alright, folks, the moment we've all been waiting for is here—the battle between Zuckerberg and Musk is underway, and the contender entering the ring is none other than Threads.
This platform is aiming to give Twitter a run for its money, but hold your horses because Threads still has a lot to prove after the initial buzz wears off.
The growth in sign-ups and user engagement has slowed down, as expected, and it's time for Threads to find its true purpose and shine.
Discovering Threads' True Identity:
Listen up, Threads can't settle for being a mere Twitter alternative. Some users have confessed that they hopped on the app just to join the hype and see if it could replace their beloved Twitter. But hey, what's the real deal with Threads?
Threads needs to step up and define its unique identity, going beyond being just another platform for news and politics.
Stepping Out of Instagram's Shadow:
Kudos to Meta for making Threads a standalone app separate from Instagram. It's like Threads spread its wings and said, "I'm my own thing now!" But guess what?
Threads needs to truly stand on its own two feet. Sure, people dig text-based social media, but Meta needs to figure out how Threads can stand out beyond just being a news-focused platform. It's time to put the power in the hands of creators and let them shape the culture and purpose of Threads. That's how it will find its groove and cater to users' needs.
Threads Deals a Blow to Twitter Ads:
Watch out, Twitter, because Threads is throwing punches where it hurts the most—advertising revenue. Advertisers who once relied on Twitter are now realizing they can achieve their goals elsewhere. Ouch! That means Twitter's Chief Revenue Officer, Yaccarino, has an uphill battle ahead. How can they sell those ad spaces when an alternative platform like Threads has an engaged user base and the backing of Meta's impressive ad platform? Tough times for Twitter, indeed.
Incremental Revenues for Meta:
Threads has the potential to bring in some serious moolah for Meta, but let's keep it real—it's not going to be the main cash cow. Experts estimate that Threads could generate a cool $8 billion in annual revenues for Meta by 2025. Not too shabby! But here's the kicker—it'll only make up about 5% of Meta's projected $147.01 billion global ad revenues in that year. Advertising will likely drive most of the revenue, but let's not forget about subscriptions and paywalled content. Threads' focus on creators opens up exciting possibilities.
Unleashing Threads' Full Potential:
We're at a crucial point in Threads' journey. It's time to unlock its full potential and make it shine. Threads needs to go beyond being a Twitter wannabe or an Instagram sidekick. It needs to create an experience that's truly unique and captivating. By empowering creators and fostering a distinct culture, Threads can carve out its own special place in the social media world. With Meta's powerful ad platform backing it up, Threads has the chance to shake things up in the advertising realm and offer a real alternative for advertisers looking for engaged audiences.
Threads has entered the ring as a fierce contender, ready to take on Twitter and make its mark in the social media universe. But hey, it's not going to be a walk in the park. Threads needs to find its true purpose, step out of Instagram's shadow, and create an experience that users can't resist. While it deals a blow to Twitter's advertising revenue, Threads will only be a part of Meta's overall ad revenue. But let's not underestimate its potential. It's time for Threads to unleash its full power and become a force to be reckoned with.
Unleashing the Power of TikTok Traffic: Why Amazon Sellers Shouldn't Underestimate Its Impact
Attention, Amazon sellers! Brace yourselves, because there's a hidden gem in the world of advertising that many of you may be overlooking: TikTok. Surprising as it may seem, a staggering 71% of TikTok users have admitted to making a purchase after seeing a product on the platform. So, why are Amazon sellers underestimating the traffic potential of TikTok? Let's dive into the numbers.
The Impressive Results:
Take a look at the attached picture, my friends. In a mere hundred-dollar investment, we managed to rack up nearly 50,000 impressions. Keep in mind, the goal of the ad was to maximize reach. This means that almost 50,000 targeted users laid their eyes on the content we promoted.
Now, let your imagination run wild. What if you were to run ten campaigns like this? That's a whopping 500,000 views for a mere $500. And here's the kicker—it's not just any random audience. TikTok allows you to precisely target your ideal customers, reaching the people who are most likely to be interested in your products. It's like a laser-focused marketing campaign tailored to your specific audience.
TikTok vs. Amazon PPC:
Here's where it gets even more interesting. TikTok ads currently cost only a fraction compared to Amazon PPC (Pay-Per-Click) advertising. It's an incredible opportunity to generate high-quality traffic at a significantly lower cost. However, be warned—this favorable scenario may not last forever. Time is ticking ⏳, and as more businesses catch on to the potential of TikTok, the ad costs are likely to rise.
Let's Connect and Explore:
Don't let this opportunity slip through your fingers! It's time to take a closer look at TikTok and leverage its immense traffic potential for your Amazon business. Comment below and let's chat. Together, we can explore how TikTok advertising can skyrocket your brand's visibility, engage your target customers, and drive conversions.
So, don't hesitate to dive into the TikTok world—it's a thriving platform waiting to be tapped into by savvy Amazon sellers like you. Get ready to make waves and reach new heights!
⚙️ HTE JOB BOARD: Plenty Of Jobs Await You!
➡️ Management Accountant - Clear Course
➡️ Wholesale Channel Lead - Driftaway Coffee
➡️ Associate Consultant (Global Benefits) - Lockton
➡️ Senior Customer Marketing Officer - SQA
➡️ Senior Marketing Executive - The British Red Cross
📕 Top Reads Of The Week
CHOOSE SUCCESS below, and have a great weekend! Get that D2C business runnin’.
