Social media will play a significant role in client marketing and advertising this year. To succeed, marketers need a clear understanding of how consumer behavior on social media has changed, which platforms they’re now turning to, and feel confident they have the tools and resources to remain agile to address the changing digital landscape and the rising creator movement.
Recent announcements by TikTok and Facebook were in this same vein, with a focus on new partnerships and product updates. We’ll break them down so you can see how they can help your brand excel in 2021.
Future of Digital Growth, Brand Safety, and Innovative Campaigns
In TikTok’s official blog sharing the news, its newest partnership with WPP will provide clients of the company with “unique access and capabilities” on the platform. The holding company will have early access to TikTok’s advertising products, including API integrations and next generation formats, including augmented reality.
The news comes roughly a month after WPP shared its five-year growth plan highlight its commitment to expand further into the “high-growth areas” of commerce, experience and technology. WPP currently has 25% of its business in these areas, but it wants them to grow to 40% by 2025. How does it plan on getting there? At he time WPP pointed to digital as the key driver it would emphasize—as opposed to traditional—advertising.
WPP’s media buying arm, GroupM will play an important role in the partnership with regards to brand safety. The company will closely work with TikTok to establish a process to adhere to the GARM Brand Safety and Suitability Framework. It will also thoroughly assess integrations with third party verification vendors and develop meaningful first and second-party exclusion and inclusion controls. Additionally, the companies will conduct market-leading market research to help brands identify best practices and equip them with data-informed strategies to increase audience engagement and create opportunities for innovation.
Deeper Insights and Diverse Voices. Early Access
“More and more brands all over the world are experiencing the impact TikTok has to create moments that not only shape culture but also drive business value,” shared Blake Chandlee, VP of Global Business Solutions at TikTok. “We both share a common goal: to drive amazing campaigns for our clients that resonate with our growing audience in a way that is authentic, inspires creativity and brings joy,” he continued.
What are the steps taken by the partners to accomplish this mission?
Primarily, TikTok outlines that it will work with the app’s “creator community” to facilitate exclusive opportunities on behalf of WPP’s clients. In addition, WPP’s teams will have “access to customized trainings and certification programs conducted by the TikTok team to ensure they are providing best-in-class strategies to clients.”
To facilitate diversity and create exclusive opportunities for collaboration with select advertisers, WPP will be the Lead Agency Development Partner to new creator-focused APIs, “which will incorporate WPP’s market leading brand safety methodology while leveraging unique brand and marketer data signals.”
News Feed: Advertiser Topic Exclusion Controls
TikTok focuses on content development while other platforms focus on privacy and safety product development.
Facebook, for example, has announced that it is testing advanced advertiser topics exclusion controls. This will enable businesses to block their ads from appearing next certain topics in the News Feed. It is based on their brand suitability preferences.
This would allow the platform to more accurately and effectively determine the ad that would be displayed on the platform, especially in the News Feed. “A children’s toy company may want to avoid content related to a new crime show, so they could select the ‘Crime and Tragedy’ topic,” the announcement explained.
For anyone keeping tabs, Facebook currently offers exclusions for ‘news’, ‘politics’, ‘gaming’, and ‘religious and spiritual’ content for video campaigns. It is likely that this will take some time as it focuses on a narrower set of categories and the variability in personalization and personalization that make up the News Feed. “This product development as well as testing and learning in News Feed will take much of the year,” the company stated.
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