How TikTok can recover from its shadowbanning problems

TikTok has increasingly become a major part of brands’ marketing strategies. The platform offers incredible potential to reach target audiences in authentic, creative ways. But as more brands start to work with TikTok creators, they have to understand a key issue those creators are worried about: shadowbanning.

What is shadowbanning?

Shadowbanning occurs when a platform suppresses or removes content without notifying users. Creators might begin to suspect they’ve been...

19 March 2021 | Influencer Marketing

Case study: B2B marketing is tired: How Wasabi used its entertainment roots to spice things up

Remember the heydey of jingles? The short song that accompanied commercials for your favourite products, one that would start playing in your head out of the blue even if you hadn’t seen the ad in days, weeks, months, years? Even after all this time I still find myself humming the theme for Klondike Bars, Band-Aid Brand and Oscar Meyer… maybe it’s my brain’s subliminal messaging for telling me I’m hungry.

Like any fresh marketing professional coming out of college, I...

22 February 2021 | Campaigns

Influencers vs. copyright for music beds: Why AI could be the solution

If you find the topic of music copyright confusing then you’re not alone. It’s complicated, disjointed and expensive. But for content creators it’s an integral part of their process and necessary to achieve success.

All content creators understand the value that music adds by providing a layer that sets emotion, fun and enhances the experience for the viewer. But the practical application isn’t as straightforward as adding your favourite track to your...

18 February 2021 | Automation

Which martech solutions are the most essential for remote collaboration?

While many companies originally transitioned to remote situations in 2020, it’s looking like many are considering making this a permanent move. In a recent survey from Gartner, 80% of business leaders plan to allow employees to remain at least partially remote indefinitely. For some departments and businesses, letting employees work from home just makes a lot of sense.

Those in the marketing industry have certainly benefitted from working at home. According to research from...

11 February 2021 | Advertising Technology

Imagining a better way to trade advertising – across all video platforms

Linear television channels are under threat. If some are to be believed, it is an existential threat. Yet linear broadcasting will always likely remain superior at delivering content to large audiences live and as it happens: sport, news and big-event television being the most obvious examples.

At the same time, broadcasters cannot simply pretend that streaming does not exist. No broadcaster today would be without a strong digital presence, offering streaming linear, catch-up...

1 February 2021 | Advertising

Sara McCorquodale, CEO, CORQ: On influencer and brand relationships and Gen Z/millennial priorities

Influencer marketing is a catchy, catch-all buzzword - but for a term so vast, it has a litany of caveats attached to it.

Right now, in these uncertain Covid times, the word has a certain stigma - especially referring to those who are jetting off to conduct 'essential work' when so many are unable to travel. PR Week dubbed it the Dubai dilemma. Yet this undercuts the work many others are doing with far lower budget and scope.

Since the first brands caught on to the...

28 January 2021 | Content Marketing

How to make digital audio a headline act for the ad industry

During lockdown 1.0, publishers saw digital audio consumption increase up to more than 30%; with 74% of listeners intending to continue engaging at the same rate. Lockdown 2.0 further cemented streaming and podcast content as the consumer’s constant companion, making it crucial for the industry to harness its large-scale connection potential.

To achieve that, however, advertisers will need a better understanding of how they can turn this developing opportunity into their newest...

28 January 2021 | Advertising

Thinking of going shoppable? Don’t forget to A/B test your video ads

Shoppable video is poised for stardom. Expected to soon become one of advertising’s fastest growing categories, the format is already gaining sizeable investment; with marketing spend climbing by 40% this year in the US alone, up from 33% in 2019.

Much of this meteoric rise is due to the recent ecommerce boom. Amid rapid acceleration in online purchasing — now accounting for 16.4% of all global sales — the blend of commerce and content that shoppable media provides has...

19 January 2021 | Advertising Technology

Brands need to utilise user-generated content – but only with a safe, scalable process in place

Just how much user-generated content (UGC) is out there right now? As of May 2019, more than 500 hours of video were uploaded to YouTube every minute; more than a billion hours of all those videos get watched every day. Facebook has more than 2.7 billion monthly active users, the vast majority of whom post and share family pics, jokes and memes.

There’s probably no way to measure all the content going up every second of every day on Amazon reviews, question-answer databases,...

8 January 2021 | Commerce

Assessing the 2021 landscape: Commerce aligned with social set to rocket as brands truly digitise

If 2020 has taught us anything, it’s that massive disruptions can happen overnight across industries, with customer communication responsibilities from marketing to care often falling to the social media marketing team. The trends we at Socialbakers have seen take shape this year -- from increased usage of social messaging to recruiting niche influencers to help expand social reach -- are likely to grow in the coming year as more and more customer interactions happen...

14 December 2020 | Advertising