What’s Happening: Tube Girl, AI TikTok Ads & Failed Posts
This Week: Trends that define Gen-Z's need for authenticity, Strategy for Comments, New Ads on the Radar.
Hi, This week; I am changing the newsletter theme to highlight trending content and campaigns in different markets.
With the paid version, I want to highlight ongoing content practices in different markets.
If you are new here, The Edition with “marketing news” goes out on Sunday. You can join the paid newsletter to read this edition till the end.
New Trends:
TikTok; The Tubi Girl
The “Being Delusional Trend” on TikTok has a new Queen, sabrina Bahsoon. She’s the new positive influencer, making Gen-Z feel more confident. And first brand to jump on her style of content is here. (Check)
German Brands running TikTok Ads with AI voiceovers, while many deem AI voiced Ads as very unprofessional. I have seen various German Advertisers embrace the AI Voice + Alex Hormozi Type text. (Example)
A new niche of Creators, TikTok Shop Testers. The Era of “Amazon Finds” is under threat in both UK & US. Take this creator as an example, Her Content sees a huge push on “TikTok Shops” content. Compared to regular content, the same goes for many other creators doing Shops content.
Brand Content: Is this clever brand collaboration with “Hot crispy oil” or Undisclosed Ad? (Content)
Trending Template: Sour & Gut.
Wait, what?: Jake Paul & Vivek ramaswamy are together in a TikTok for a Campaign. Choosing Paul brothers over all other creators. (See)
#An Ad for the best 👇
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Youtube; Quotes
Marques Brownlee (MKBHD) gets his statement about macbook featured at Apple Event. (Tweet)
Youtube wins the NFL Audience, but consumers are concerned about the technicalities of the viewing options. (SI)
Twitter (X): Failed Tweets
On Patriots Day, Two Brands suffered by trying to be cool and cheeky about their brand integrations.
Apple’s latest Ad Campaign promoting Carbon Neutrality takes over twitter by storm. (video)
OOH Ads
Smint UK’s new Ad OOH campaign targeting Gen-Z. (Ad Content)
CGI Ads don’t stop, Loreal’s new Lipstick Ad in Paris. (Ad Content)
Remember Coca Cola’s Iconic name campaign? Heineken is doing something similar with their latest OOH campaign. (Ad Content)
Eco-Chamber; Loops
The latest loop on TikTok has to be this theory about “Fried rice syndrome”. In the original video, people are even calling this food error; boy dinner.
Explaining Eco-chambers: This section aims to highlight trends and content. That leads you to different segments of social media culture & trends.
Programmatic Ads; Retail Growth
In the programmatic Ad World, Retail Media Networks are becoming the new rising stars. On Sunday, I also shared the research about Amazon being the most consumer-friendly Ad network.
Considering the changes in the Programmatic Ad market. There are certain tools and practices making a spark within the community. Especially after the MediaMath situation, these tools are on the rise.
Adimo is one of the leading programmatic advertising tool for shopping Ads. With competitors like MikMak running Behind. This is the only major part of Ad Tech thriving.
In Recent news, Publishers like Viant are still figuring out different ways to win and grow business. That’s why I wanted to highlight a growing part of Programmatic Ad world, where you can try new methods.
PS: None of these tools, paid me.
Why You should Delete Comments; 12 Angry Men
May be I made it too hard to execute. What? Last week, I shared a strategy about ‘social media feedback loop’. And I get it, it’s not give vibes. To fix that, I want to highlight a legendary movie; 12 Angry Men. The movie highlights major issues in the ways we brainstorm and get influenced by a common belief.
The main hero (Juror #8) tries to challenge beliefs of other jurors. Not going too deep into the movie, you are Juror #8 on social media. And you are also the microphone giving voice to an unwanted belief.
TikTok and Instagram are getting filled with bot comments and lurkers trying to provoke a wrong discussion. Comments like “well well well” are hidden racist remarks under 1000s of posts. May be we should ignore them. Then, we have comments that are like Juror #3 sticking heavily to a belief and impacting the whole brand conversation of your content.
The Science Behind, Why You should delete Comments:
Treat comments as brainstormed Ideas, Users are picking what they think is the best message to take away and use in life. But Brainstorming has its own issues. Read this Article with Professor Sheena Iyengar to find everything.
I read her conversations and found out how people avoid conflicts and bury their own ideas in brainstorming sections. Working alone, we generate far better ideas shows her research.
On Social, A segment of audience is killing their own ideas to avoid conflict and they choose to give voice to other beliefs. Even though, those ideas are not completely what they represent.
What Ends Up Happening:
Your social media brand/content is a distribution channel. You aren’t just spreading your message, you spread voice of others. In less than a second, people move to comments section. Time spent in comments under video content has been on the rise. A brand doing awareness content is constantly on the verge of getting their message destroyed by crowds & lurkers.
There are few options to secure your brand message hidden in content:
Like Anthony Fantano, On more engaging content he limits the comments feature. Because he knows that lurkers don’t understand him. His audience does and they are allowed to represent the views.
Completely disable comments. If you are in the right, no one will it call out. You can build a better way to generate feedback.
As I said before, delete comments, because you don’t know anything about the person representing their POV about your business. People will build a narrative without understanding what the content stands for.
Everyone is entitled to an opinion in real life or on their profile. But in your comment section, They aren’t. Think twice, you are giving distribution to a crowd. It’s dangerous, you don’t know their Ideal Persona or behaviour. This is the reason, we hear so much about brands dying fast. Lost control, lost brand identities.
Airbnb is suffering because of crowds, the passive income lovers killed the platform in NY. Guess what, they are the ones leaving airbnb.
Threads App launched, everyone acted like a crowd. And we are still acting in form of a crowd. We voiced our opinions on threads for few hours and then poof. I don’t think threads app is done, community is on threads, crowds have left the room.
Lesson; Understand Crowds vs Community, And don’t give your social media platform to random crowds. This is where the statement: any publicity is good publicity went wrong. Publicity is like a karma, it comes back. Like it did for Airbnb.
Gen-Z; Retail Businesses need Cafes & AR.
This research comes from The Z-suite and MG2 & Berns Communication group. While the report is gated heavily and the material shared is not worth giving away your email. I can help.
The useful insight shared within the report is true based on my own experience.
Nearly 50% of respondents who primarily shop online prefer to engage with brands through experiential pop-up activations when shopping in-person.
1 in 2 Gen-Z consumers likes to try AR displays & Tech.
My Small Research on these two findings:
1/Lululemon AR Mirror has led to huge success on TikTok. (watch)
2/Ralph’s Cafe continues to gain more recognition through UGC content. LV cafe in Paris is following a same trend. (Here)
3/There are creators holding Pop-ups at their home. (Brandon & homeboy)
I have seen a growing trend in Gen-Z audiences rooting for more real-time connectivity. Retail Brands need to provide more than an extraordinary experience at their pop-ups. May be influencer as employees? You choose.
Unrelated: Seriously, I thought a Gen-Z marketing firm would be more open. The Z-Suite is a highly gated community. (join here)
Change: Australian Marketers will need a change of tone
As a recent report predicts change in australia’s export & import market. The Aussie businesses are looking to outsource products from other countries. A decision to cut down the costs, sounds good. But many brands claim local product sourcing, and consumers love them for doing so.
For many marketers, this could lead to change in brand messaging. As local part from the brand moves away. And it’s important too. Recently there have been considerable food marketing lawsuits over misrepresentation in brand messaging, like Burger King & Taco Bell.
Helpful: Double Verify’s latest report on Attention & Media Planning for Australian marketers is really helpful. It focuses on best metrics to track and formats being used.
Instagram Brand of the Week: Shinesty
The underwear brand is being highly creative with their content strategy. Currently one of my favourite brand on Instagram. They also have great TikTok presence, their social media manager did pretty creative challenges in the past. Often many marketers say TikTok isn’t a place where people spend high-ticket money. I would like to tell them, someone on Tiktok rented a town for more than $60k a year. Just to take a stab at Shinesty’s social media manager. For Fun, a user spent that much. Don’t fall for TikTok marketing biases. Trust your Social Media Team as they do hard work and learn from brands like Shinesty.
Will Agencies & Brands move away from Nepotism?
May be. You & I know marketing in some way is full of nepotism. The Client relations turn into more than work partnerships and for new agencies winning the client becomes hard. But with AI, Agencies are moving into tech world. Obviously, the big ones are ahead in the race.
Dentsu announced new tool called ‘d.Scriptor’ for Paid Search. And Dentsu Creative Amsterdam has a new ‘client review tool’. (Test)
Sohonet, A creative director’s dream tool, are making huge developments.
We all know about WPP’s partnership with Nvidia.
The technical elements of an Agency in future will allow them to fight nepotism or biases of different brand leaders. I am seeing that within social media and influencer marketing agencies in 2023. Brands are neglecting agencies for Tech softwares like Tagger Media or CreatorIQ. Or they are onboarding agencies with more creative focus: Vayner Media, Mischief, BarnettX (creator founder) and others.
Many agencies within Social media space can no longer win based on old beliefs. One of my leading proof for making this argument is the growth of mischief agency. Every time I mention them on reddit or fishbowl, most marketer are looking up to them. Not that, on TikTok they are doing better content than most agencies promoting work culture. Tech is likely to change marketing agency work for better.
For now, I have one last message: Mischief on TikTok doesn’t have a huge following. But they have a great strategy of educating, and only one person leads their account. The content around employees needs to be less.
The Latest: Ice Spice x Dunkin Donuts
I saw this coming, to fight Starbuck’s pumpkin spice latte season
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Does Marketers ditching Influencers for Media Talent makes sense?
I read in The drum, NBC’s Idea of replacing influencers for media talent. To me it makes a little sense, as there are 100s of media stars scattered in different niches. Marketers with tight budgets and more data have an advantage replacing influencers. The advantage point of Using Less-known Media Talent is unrealistic persona, influencer personas are connected with who they are. Media Talent’s consumer perception is tied to the characters they played. It’s all about context, Media talent has a broader reach but less connective feel, Influencers have a niched reach and more connective feel.
As a media marketer, I would only replace media talent to focus on performance marketing. But with Actors & Writers on strike, NBC’s approach of replacing influencers with media talent isn’t very timely. May be, you are a brand paying media talent good money, If so combining talent with performance marketing is a great strategy.
Perspective
Understanding: Flow of Social Media Data
The diagram above is from NRC: National Research Council Canada. It was shared in one of their market researches on social media. And I can surely say this flow of data shares everything that matters to execute great content marketing. This research was mainly focused on Youtube, but this is general flow of data.
First, at the time of upload the success is determined by data and insights collected by analysing the content. Meaning having a content-audience fit type of approach is always needed. Second, once the platform establishes that general niche info about your content. To determine the depth of your content, it tracks word frequency and matches your video to a certain topic.
What’s the best Keyword Frequency?
1/ There are certain Angles to Keywords, On Tiktok if a keyword is trending in comments & the platform. Even if one individual highlights it, your video could get assosciated with the keyword. Example - Focus on Marketing, One User comments “Product Marketing”. And this video showed by on TikTok when I search “Product marketing”.
Even though creator didn’t mention the keyword herself. So, On TikTok we should also encourage our audience to jump on the topic.
2/ My Experience; Many Times on IG & TikTok, I had my content mention the keyword only once or twice. But the hashtags were focused heavily on the keyword. #coffeecake #matchalatte & so.
Hashtags also count as keywords now as the importance of tags has changed. On every video app, you always see the posts first. Then, you have to scroll through to visit hashtags tab.
+ I think this is a healthy way to increase keyword focus. When you repeat keywords too much in the caption, that could give the platform a sense of unnecessary keyword stuffing. In hashtags, it’s more natural. I usually include 6-7 keyword focused hashtags on TikTok & 3-4 on IG.
3/ Some more insights from tracking
Greenscreen Video creators with text articles highlighting keywords likely benefit as that states the niche clearly in the background.
I was curious about US Open, like once I liked one video. It kept going, and I went back to track the keyword frequency. Found the same pattern, hashtags worked as keywords.
Subtitles; Yes all the videos that had no caption authority or value. They were leveraging subtitles over video. Not the tiktok ones, but the video edited captions.
And that’s a ending hack for you; Add Video Subtitles and if the keyword shows less than 3 times in the video. And it is a long 40-60s video, your audience has a bigger chance of losing the context.
That's also the reason, I highly recommend marketers to have pre-built subtitles. In your Ad campaigns too. It is important and helpful too. Third, the sentiment analysis is all about handing your content points, as you can see comments are termed as ‘SentiStrength’ meaning they benefit businesses the most.
Highlight: You should educate yourself about NRC emotions by visiting this website. It highlights which words fall in different set of NRC emotions, when you know the words. You know how your video might perform. Or visit this resource from Google.
Overall I would say keep yourself aware of NRC emotions + these 3 steps and you will always find yourself on growth path of social.
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