September 23rd, 2021

Why some content performs better than others

From content creator eCommerce on TikTok and Pinterest trends to Facebook ad results being affected by the iOS 14 activity data tracking, there’s loads of updates this week.

Ecommerce on TikTok 

With TikTok tapping further into creating monetisation possibilities  for businesses and creators, TikTok has now taken another step into facilitating in-app advertising: this time, through eCommerce, called ‘Community Commerce’. This new shopping showcase is aimed to drive creator-to-creator marketing (aka mouth-to-mouth marketing). Here, users can find creator or brand video’s tailored to their personal interests and likes.

 The influence of TikTok has become evident throughout the past year, but it’s also opened doors to drive and influence consumers shopping behaviours. As TikTok explained: “TikTok is so notorious for helping brands take off that’s it’s often covered in the news, and some retailers have created #TikTokMadeMeBuyIt sections in their stores, knowing that shoppers are looking to buy things they see on the app.”

In 2020, eComm grew by 28% with tendencies going upwards, resulting in a more complex and cluttered marketing environment for brands. The pain point to tackle is now to find innovative ways to reach the consumer, such as the #TikTokMadeMeBuyIt movement. 

Since TikTok is perceived as a more entertaining and fun social media platform than its competitors, product recommendations here will be more influential and effective when tapping into consumer entertainment sentiment. ‘Community Commerce’ will encourage users and creators to create content that is compelling and out of the box to market a product. As we know, people believe people; with ‘Community Commerce’, brands will therefore manage to create meaningful connections with the creator’s community. 

TikTok for eCommerce
Source: AliDropship

Pinterest Trends

The inspiration platform and virtual rabbit-hole Pinterest just teased it’s annual trend report coming out at the end of the year. With 80% of the trends Pinterest predicted in December 2020 having manifested into reality, this report will be incredibly insightful to understand what content gains traction and increases engagement on the platform. 

Pinterest outlines: “By offering brands a peek into the future – during the critical discovery mindset – Pinterest is helping advertisers connect more deeply with their audiences. Pinterest’s capacity to predict new habits and behaviours based on Pinner activity continues to grow and become a more prominent value-add for advertisers.”
Pinterest also claims that it’s not just ahead of trends, trends actually gain traction faster, remain at the top longer and inspires across a number of different categories compared to other social platforms.

Faster – This means, when posting a pin on Pinterest, the content stays relevant and impactful faster; 18% faster than elsewhere on the internet. 

Longer – While most trends usually only last for 3-6 Months (TikTok, we’re looking at you), on Pinterest they often sustain for 20% longer. So content will have a longer lifespan and can therefore connect with your target audience longer than usual. 

Multifaceted – Trends on Pinterest aren’t only applicable to one category, but users become inspired to tweak these trends to a number of touchpoints, evolving from it’s original use. An example is a movie night at home, which will then lead to users searching for home decor for movie nights, recipes to snack on during movie night and comfy outfits to enjoy movie night in. Guilty! 

Essentially, what we’re trying to say is that while Pinterest is often the forgotten stepchild of social media and online marketing, it is a key player to take into account when creative digital ads and trying to connect with an audience to promote and sell your product. So stay tuned for December, we’ll make sure to give you a DL on the most important and impactful trends.

Pinterest Trends
Source: Pinterest

Facebook’s Ads Affected by Apple’s Activity Tracking

We’re all aware of the data tracking update that Apple has launched in April 2021 through it’s new pop up window asking to allow activity tracking on seemingly ever single app we’ve ever used. Understandably, almost 60% of users are opting out of data tracking. Now, Facebook has voiced it’s opinion on the topic.

Obviously, when choosing to opt out of activity tracking, users limit the amount of data that is being shared about them. In return, brands, ad managers and social media platforms have less information available to tailor and target ads. Facebook explains: “As we noted during our earnings call in July, we expected increased headwinds from platform changes, notably the recent iOS updates, to have a greater impact in the third quarter compared to the second quarter. We know many of you are experiencing this greater impact as we are.”

The biggest statistic impacted by this iOS update are conversion rates, as Facebook can no longer accurately track all click throughs and conversions to an ad, underreporting on roughly 15% – which as many of you know, is massive. This could answer many question-marks in digital marketing strategies where marketers have experienced fewer conversions and engagements. 

On the bright side, Facebook promised it is working on solutions to improve ad results reporting. Fingers crossed this will happen in time for the holiday season so all of our digital marketers will be able to accurately and successfully do their jobs! 

Facebook Ads Activity
Source: Facebook