Before we jump in, a word from our editors…
Welcome back to our monthly round up of all our favorite industry-related highlights and curated content from our lovely team at AdParlor! We hope Q1 treated you well. We’re over here wondering how it’s already over?!
Spring is starting to Spring and we’re happy to (finally) see the sun ☀️. March was a busy one, and honestly, it was hard to narrow down our favorite highlights BUT we persevered.
We hope you enjoy, and we’ll see you back here again next month!
In this edition:
- SPECIAL FEATURE: Hot off the Press… TikTok Ban, what you need to know.
- Graphs, charts, and data to make you look cool to your boss
- AP News – what your friends at AdParlor are up to
- Tips, tricks & guides to make your life easier
- Industry & platforms updates
- “That’s Hot” – trending topics
- Webinars & Events coming up
- From the desk of…Sajid Bari
SPECIAL FEATURE: Hot off the Press… TikTok Ban, what we need to know.
The “TikTok Ban Bill” just passed the US House vote, so what’s next? And what does that mean for brands and advertisers on the platform? This quick reference guide provides a brief overview of the bill, its implications, timeline and how advertisers may pivot if the bill were signed into law.
Quick FAQs answered by (February’s “From the desk of” contributor 🤠), Chase Fortune:
What’s the actual name of the TikTok ban bill?
Officially, the bill is called, “Protecting Americans from Foreign Adversary Controlled Applications Act”
What does the bill entail?
If put into law, the bill would essentially require TikTok’s parent company, ByteDance, to divest from its operations in the US, or the app will be removed from US app stores
What is the current status of the bill?
On March 13th, the bill passed a House vote (overwhelmingly at 352 to 65) and will move on to be reviewed next by the Senate. If approved, Biden has stated he’ll sign the bill into law
What is the likelihood it will be signed into law?
It’s hard to say at this point, but (despite the panic online) there are still some reasons to doubt whether it will come to fruition: Senate Judiciary Chairman, Dick Durbin, has been stated that he has concerns about the bill’s constitutionality, and even if the bill did manage to pass the Senate and get signed into law, TikTok has signaled it would likely challenge the legislation in court, which it has won in previous similar cases. Further, there are already a number of interested potential buyers if ByteDance were to divest
Timing and Next Steps
If approved, the bill states that ByteDance would have 5 months to divest from the company before the app would be banned in the US. If divested, the platform would likely remain available “as-is for the time being,” although likely with some backend and/or UX changes as operations change hands
What has been TikTok’s response to this?
See TikTok CEO, Shou Chew’s response to the bill passing here.
See bottom of this newsletter for AP’s TikTok Agency Partner’s official response
AdParlor’s POV (as of April 2024 – when new information is released, we’ll share the updates)
At this time, we do not feel like there will be immediate changes or actions needed to be taken in response to the House vote to ban TikTok in the event they don’t sell and divest from Bytedance within a specified timeframe. Our current understanding of the possible action schedule related to this vote will take place, at a minimum, over a 6-month timeline starting at the end of April. During this time, it is likely that there will be legal battles that could impact this timeline. We are staying close to the matter and are in constant communication with our TikTok Agency Partner, as we know there will be a lot of movement.
What Does This Mean for Advertisers and Brands?
Don’t panic. There’s still plenty of time to pivot so the best thing to do for now is have a contingency plan in place should we recommend reallocating TikTok investment in the future. Have a back-up plan in place:
The platform isn’t shutting down its feed anytime soon, so stay the course with existing campaigns and forge ahead with future endeavors planned over the next 6 month period. However, it is always smart to have a contingency plan in your back pocket in the event there is a need to pivot media dollars in Q4.
While TikTok has been a leader in the short-form video space, forcing other major players to mimic its success, it’s not the only viable option. According to an article by Marketing Interactive, if TikTok were banned, many brands would likely shift media back towards Meta due to evidence that younger audiences are still heavily reliant on Instagram Reels for short-form video. According to Forrester’s 2023 Youth Survey, 63% of US teens are using Instagram at least weekly. Pinterest is also another rising platform in this space. Video content has increased by +155% YoY on the platform. GenZ is the fastest growing Pinterest audience, reaching 50% of GenZ overall and 70% of GenZ women. YouTube Shorts is also a steady giant for short-form video. More on YouTube consumption trends are included below.
Graphs, charts, and data
In a world where social media platforms vie for attention, where exactly are teens choosing to spend their digital hours? Let’s take a closer look at the numbers 📊:
According to October 2023 data from the Pew Research Center, a staggering 71% of teen YouTube users engage with the platform at least once per day. Meanwhile, 58% of teen TikTok users demonstrate similar daily dedication to their favorite short-form video app.
But here’s where it gets interesting… While exact time spent by teens on these platforms isn’t meticulously tracked, recent forecasts suggest a shifting landscape. In February 2024, eMarketer projected that adult US TikTok users would spend an average of 54 minutes per day on the platform, surpassing the 51 minutes expected for adult US YouTube users on the video-sharing giant. This indicates a potential shift in user behavior towards more immersive engagement with TikTok content. However, despite TikTok’s meteoric rise in popularity, YouTube still boasts a larger user base among US teens. eMarketer’s forecast estimates that YouTube will have approximately 23.2 million users aged 12 to 17 in the US, compared to TikTok’s 17.8 million. As the digital landscape continues to evolve, understanding these nuanced trends is key for marketers looking to effectively reach and engage with the ever-elusive teen demographic.
AP News – Service, events, etc.
Spreading Good Vibes – AdParlor’s Service Day Highlights
At AdParlor, giving back to our communities is at the heart of who we are. This month, our teams in both Kansas City and Toronto came together for our first Service Day of the year, where we rolled up our sleeves and made a positive impact in our local neighborhoods.
Our Kansas City team had a rewarding experience partnering with the Phoenix Family Foundation for our Service Day initiative. We dedicated our time to support the “Senior Empowerment Program” by volunteering at the mobile food pantry. From delivering groceries to residents to manning The Shop, our team embraced every moment of service with enthusiasm and compassion. And let’s not forget the awe-inspiring moment when we encountered the largest sweet potato any of us had ever seen! Interacting with the seniors left our hearts full, and we’re already looking forward to our next volunteering opportunity.Meanwhile, in Toronto, our team embarked on a heartwarming mission with Letters Against Depression. Armed with pens, paper, and heaps of positivity, we spent the morning drafting letters and creating “hugs” for individuals who could use a little extra sunshine in their lives. It was a beautiful reminder of the power of kindness and connection, and we’re grateful for the opportunity to spread joy in our community.
Service Day isn’t just about lending a helping hand; it’s about coming together as a team to make a difference in the lives of others. Our teams showed incredible dedication and compassion, embodying the values that define AdParlor. As we reflect on our Service Day experiences, we’re reminded of the impact we can make when we unite behind a common purpose. Thank you to everyone who participated and contributed to making our Service Day a resounding success! Stay tuned for more updates on our community initiatives and the meaningful work we’re doing at AdParlor!
Tips, tricks & guides
While predominantly a hub for entertainment, TikTok has emerged as a powerhouse for businesses, offering a unique avenue for advertising and customer engagement. With the imminent rollout of TikTok Shopping in the US, businesses have a golden opportunity to tap into this burgeoning trend and connect with a vast audience of potential customers. As highlighted in Forbes, many TikTok users are already active participants in e-commerce activities, signaling a ripe market for businesses to explore.
Understanding TikTok’s E-Commerce Strategy
TikTok’s approach to e-commerce deviates from the traditional sales funnel model, emphasizing a continuous loop of engagement rather than discrete stages. This allows businesses to cater to users at any point in their purchasing journey, whether they’re seeking information, making a purchase decision, or simply wanting to be entertained.
Moreover, TikTok places a strong emphasis on community and connection, encouraging businesses to foster genuine relationships with their target audience. By prioritizing authenticity and engagement, businesses can create a more immersive and personalized shopping experience, ultimately leading to increased sales.
Maximizing TikTok Shopping: Four Proven Tips
To make the most of TikTok Shopping, it’s essential to adopt a strategic approach. Here are four key tips to optimize your TikTok Shopping experience:
- Establish Your Brand Presence: Consistency is key when establishing your brand on TikTok. Maintain a unified brand identity across all your social media platforms, utilize relevant hashtags and geotags to maximize visibility, and ensure regular posting to stay on top of the algorithm.
- Ride the Wave of Trends: Keep your finger on the pulse of TikTok trends and leverage popular sounds and hashtags to amplify your content’s reach. Adapt these trends to align with your brand identity and create engaging, relevant content that resonates with your audience.
- Embrace Livestream Shopping: Take advantage of TikTok’s live streaming feature to showcase your products in real time. Engage with your audience, provide product demonstrations, and offer exclusive deals to drive conversions and foster a sense of urgency.
- Prioritize Audience Engagement: Cultivate meaningful interactions with your audience by responding to comments, engaging with other users’ content, and actively participating in the TikTok community. Building genuine connections with your audience can lead to increased brand awareness and long-term customer loyalty.
Looking Ahead: The Future of TikTok Shopping
TikTok Shopping represents a paradigm shift in e-commerce, offering businesses an unprecedented opportunity to reach and engage with a diverse and highly active audience. By embracing TikTok’s unique e-commerce strategy and implementing these proven tips, businesses can unlock the full potential of TikTok Shopping and drive meaningful results.
To get started with TikTok Shopping, follow the steps outlined in the TikTok Business Center and leverage the best practices provided to maximize your sales and reach your target audience effectively. Your friends here at AdParlor are always ready to help!
Updates on industry trends, platform changes, etc.
Discover the latest buzz in the marketing world with the unveiling of Reddit Pro – the ultimate toolkit for navigating the Redditverse like a pro! Designed to cater to businesses looking to tap into the vibrant and highly engaged communities on Reddit, this new suite of analytics and data insights promises to be a game-changer. As Reddit puts it, “Every day, real people come to Reddit to fuel their passions, solve problems, and make decisions.” With Reddit Pro, businesses now have the tools to unlock the secrets of where, when, and how to authentically engage with their audience on the platform. From post performance analytics to AI-powered trend insights and publishing tools, Reddit Pro empowers marketers to stay ahead of the curve and make the most of their Reddit presence. And while Reddit Pro is currently available on a limited basis, brands like Wendy’s, The Wall Street Journal, NASA, and the NFL are already on board, eager to explore its potential. Plus, in light of Reddit’s recent partnership with Google that allows exclusive access to Reddit data for integration into Google Search, the possibilities are endless. So why wait? Maybe it’s time to hop on the trend and unlock the full potential of Reddit’s community-driven platform!
The unveiling of Reddit Pro brings forth a suite of analytics and data insights tailored for businesses aiming to leverage the vibrant and highly engaged communities on Reddit. With over 465 million monthly active users, Reddit stands as a powerhouse for authentic conversations and brand advocacy. Notably, 90% of users trust Reddit for discovering new products and brands, indicating a prime opportunity for businesses to tap into this trust. Moreover, Redditors exhibit a propensity for fast purchase decisions, spending 15% more and making decisions 9x quicker than non-Reddit users. Through features like Promoted Posts and Promoted Videos, coupled with precise targeting options and high-impact placements like Reddit Takeover, Reddit Pro equips marketers to navigate the Redditverse effectively. As Reddit continues to innovate, including its recent partnership with Google, the possibilities for businesses to authentically engage with their audience and unlock the platform’s full potential are boundless.
“That’s Hot” – moments & topics in the industry
Mean Girls x e.l.f.
The new “Mean Girls” musical movie has stirred controversy on social media due to its extensive product placement, particularly featuring e.l.f. cosmetics. Viewers have taken to the platform to express frustration over what appears to be a lengthy advertisement for the brand within the movie.
TikTokers are buzzing about what feels like a two-hour ad for the brand cleverly disguised as a movie. Fans watching the film couldn’t help but notice the overwhelming presence of e.l.f. products throughout. Some joked that they didn’t sign up for a makeup tutorial, while others felt like they’d been hit with a full-on commercial break before the movie even started.
But from a marketing standpoint? e.l.f.’s move exudes big brain energy. By weaving their makeup seamlessly into the movie, they’ve snagged attention from a massive audience, especially some of us who live and breathe Mean Girls. It’s like they’re saying, “Hey, we’re part of your world now, too,” by leveraging a beloved cultural phenomenon like “Mean Girls” for extensive product placement aligns with e.l.f.’s goal of maximizing brand exposure and connecting with consumers in innovative ways.
Sure, it might’ve irked some viewers who were hoping for more movies and less makeup ads. But for e.l.f., it’s a power move. They’ve grabbed our attention, made us laugh, and got us talking—all while boosting their brand in the coolest way possible.
Love it or hate it, you can’t deny the brilliance behind e.l.f.’s bold move.
Webinars/Events coming up
EMARKETER webinar: Building a Resilient Data Strategy in a Privacy-First World, March 26th
TL;DR – This webinar will cover the following topics:
- Must-know impacts of privacy legislation and cookie deprecation
- Ways to develop and leverage alternative data sources
- Insights to maximize your data for sustained marketing performance
- Plus! Find out how progressive brands are leaning on first- and zero-party data
WHEN: Tuesday, March 26th at 2PM EST/11AM PST
HOW TO VIEW: Register with EMARKETER here
From the desk of…
Welcome back to “From the Desk Of” – a unique feature section where the talented minds at AdParlor share their insights, expertise, research, & experiences with our readers. We love a good dose of creativity so you’ll see these topics change from month-to-month with a consistent focus on innovation, strategy, & creative in the paid social industry. This month, we’re honing in on Offline Conversion Tracking capabilities across each of the social media platforms with one of our strategic Account Managers, Sajid Bari.
Understanding Offline Conversion Tracking Capabilities Across Social Media Platforms
TL;DR: Offline conversion tracking is crucial for digital marketers to gain a holistic understanding of campaign performance to optimize strategies effectively. By identifying and tracking specific offline actions across social platforms, advertisers will have a more holistic picture of performance to better refine targeting, messaging, and can allocate budgets more strategically. Despite its benefits, offline tracking does come with its own challenges. Data integration complexities, privacy concerns, and difficulties attributing offline actions accurately are among the few that advertisers are up against. However, with proper implementation and attention to these challenges, marketers can harness the power of offline conversion tracking to enhance their overall marketing performance.
<< Want the full scoop? Check out the article here >>
About the Author: Sajid Bari, Account Manager
Sajid, a veteran marketer, joined the AP crew in 2021 as a strategic Account Manager. Enterprise client: STAPLES. His passions: Nature enthusiast 🌳, Culinary explorer 🍽️, Home chef 🍳, Electronic music lover 🎶
What he’s watching and loving lately: Nothing specific (the food is finished by the time he find something good to watch) but been loving model car building these days 🚗
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Thanks for reading!
Again, we hope you can use this as an ongoing resource to stay in-the-know in this ever-changing landscape. And, if you need a curious, gritty, and downright smart team to back you up, drop us a line here.