Lights, Camera, AdsNews flash! You’re probably not the next Spike Lee. Creating quality TikTok video ads requires technical expertise that can be difficult to perfect and expensive to outsource. But with TikTok’s new Vimeo integration, your in-house production skills just got a whole lot better.
The recently announced partnership is music to small- and medium-sized businesses’ ears. With Vimeo bringing the tools and TikTok bringing the audience, it’s the perfect combo for effective content creation. Brands who lack confidence in their ability to navigate TikTok can now turn to Vimeo, a platform that many marketers already know. With Vimeo’s integrated and adept video tools, SMBs can shave down their outsourced marketing budget and generate winning content on TikTok.
TikTok has more than 1 billion monthly users and has untapped potential to expand brands’ reach. So don’t let time, money, or video knowledge keep you from finding your brand’s audience on the platform. If you’re waiting to learn the ins and outs of video before promoting your product on TikTok, this is your sign.
TL;DR: TikTok announces its latest partnership with Vimeo, aimed at helping SMBs create successful video content. Brands that are wary about their video production capabilities can use Vimeo’s familiar tools to maximize reach on the platform.
TikTok Lays Down the LawSpeaking of TikTok, the platform’s new influencer marketing rules have arrived. And to avoid scams and objectionable content, they’re cracking down on product promotion:
1. Finance companies, dating apps, and live-video platforms can no longer pay influencers to publish sponsored posts. 2. TikTok requires more ad transparency from influencers, so creators must disclose that information if a post is brand-sponsored.
For those who wish to obey the new law of the land (and dodge the TikTok police), keep reading:
1. Brands that fall into the categories of the first change can still keep their TikTok strategy alive. How? Well, TikTok allows influencers to post videos on the brand’s account (not the influencer’s), so you can adapt by running ads through the company account instead. 2. TikTok’s new branded content toggle will make the transparency adjustment easier for brands. When working with brands, influencers can now use the feature to distinguish branded posts from non-branded ones.
These changes present some hurdles for marketers, but they’ve bounced back quickly with inventive solutions. If you want to stay out of hot water with TikTok, make sure your brand’s posts are still in compliance.
TL;DR: TikTok announced stricter guidelines for influencer advertising. While many brands have found workarounds to continue promoting their products on TikTok, marketers should make sure their influencer posts comply with the new rules.
Group! (There It Is)As discussed in last week’s newsletter, Facebook is working hard to remain relevant for creators and brands, and, consequently, it’s announced new ways for brands to make the most out of Groups and their most passionate followers.
FB admins can now select specific members in their groups to award new privileges, empowering them to play a more meaningful role. Group experts receive a badge next to their names, making it easier for fellow members to identify and interact with them. Admins can then collaborate with the experts to host Q&As, create live audio rooms, moderate content, or respond to questions. The platform is also rolling out a new automatic invites option, enabling Page managers who also run a group to invite their most engaged Page followers to join their related groups.
These new tools can help brands reward their most engaged followers and target new ones, expanding interaction and engagement. They also provide ways for organizations to build their Facebook communities and maximize connections while potentially reducing the moderation workload for social media managers. And with more than 200 million Group users, there’s a lot of untapped potential for brands. Because you know what they say, birds of a feather flock group together.
TL;DR: Facebook’s new Groups features provide additional tools to utilize and present opportunities for brands to connect with their closest followers in more personal ways.
What Lit Us Up
Infiniti's Cameo AppearanceEver wanted to ask Dule Hill a question about your car? Well, now you can because Nissan’s luxury auto brand Infiniti is harnessing the power of Cameo to access celebrities in a way like never before.
The premium car brand is using Cameo to team up with celebs like Gabby Douglas and Misha Collins, giving consumers a front-row seat to (virtual) star power. Shoppers can submit questions online about Infiniti’s newest model and receive a personalized video response from the big names. The partnership lets consumers connect directly with celebrities and even become part of the campaign themselves. Plus, fans are apt to post the videos on their social channels, essentially creating a micro-influencer effort within the larger one. And by using a wide range of celebrity Cameo-ers, Infiniti’s campaign is capturing the eyeballs of younger, mobile-driven consumers.
Brands that might not have the dollars or capabilities to create the standard celebrity-filled campaign could consider the shoutout app as an outlet to channel star culture and appeal to youthful cord-cutters. (And FYI, you can get a Cameo Kevin from “The Office” for just $195. A bargain really to reach all those Office-loving Gen Z-ers.)
TL;DR: Nissan-Infiniti is partnering with Cameo to create personalized, targeted experiences and use mobile media to reach younger consumers.
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