Social-media spending used to be quite easy. The answer to everything seemed to be Facebook, with a sprinkle of Twitter for added conversion. Thereafter, the Instagram boom soon took over the spotlight as marketeers substituted their emphasis on views and impressions for engagement. And now, with TikTok having emerged from the global pandemic on an all-time high after providing many of us with ultimate form of stay-at-home entertainment (we know, subjective!) – the dilemma is clear …
Where to spend?
The counter question: what are you looking to achieve? Based on dozens of campaigns with hundreds of influencers across all these platforms since the start of the year, we can say with certainty that there is a case to be made for all. Here is a summary of what we have learnt:
1) if you are looking to develop prime content, telling a story and engaging your audience to deliver strong brand recall across either video or image content – Instagram remains firmly in the 1stAnd with creative content playing an even stronger role amid a booming social ad presence, this will not be changing anytime soon.
2) looking to rack up quality views through long-form video content, showing off your product features to an already interested crowd: YouTube (yup, almost forgot about that one didn’t we!)
You are probably thinking these are obvious …… we agree. Then how do TikTok and Snapchat fall into all of this?
With a number of clients rushing to shift their marketing dollars to invest in TikTok influencers regionally, we have been looking at the reasons why. According to the most recent survey, 42% of TikTokers are between the age of 15-24, so it is definitely the app for banking on the future. Thanks to TikTok’s algorithm, the number of views generated on videos by influencers has also in many instances reached 5 to10 times the numbers you would see on Instagram. However, before you sell your car, house and/or grandmother to promote your brand on TikTok, let us consider the core attributes of the platform.
TikTokers are known to consume hours and hours of content, glancing through hundreds of videos from fellow TikTokers via the ‘for me’ page that they have likely never seen or heard of before. In doing so, views on mass are racked up across many videos, no matter what your audience size is.
Sounds good? In some ways, we agree. In other ways, we beg to differ.
What makes a view? For YouTube, it is 30 seconds (quality view!), for Instagram it is 3 seconds (still, clearly a captive viewer), for TikTok – even the slightest glance will do. As such, those millions of views you see on TikTok, should perhaps be considered impressions rather than views.
But that is not to say that this is bad. It is simply a different form of ‘view’. A view that one could perhaps in more traditional media terms best compare to a GDN ad. Aside from being designed to drive CTR, online banner advertising has always been a crowd favourite to maintain brands and products top of mind among our audience. While they may not be picked up consciously by most people online, our subconscious surely takes note, triggering a brand reminder. In many ways, TikTok could be appreciated in the same way. As perhaps the most ideal platform to deliver a high volume of views aka impressions, this is the medium that makes one thing very clear: if you want to reach masses at high frequency, this is your platform.
In conclusion while many of us flinch at the sight of another dance challenge, you certainly cannot live without it either. TikTok is your top funnel awareness channel; the reminder medium that keeps your product top of mind and appeals to the subconscious to keep your audiences from grabbing your competitor’s product when they instinctively grab for their favourite soda in the shop.
Snapchat on the other hand, fills a completely different pair of shoes. Thanks to a recent change of strategy, this video sharing platform is cementing itself as perhaps the most bottom funnel of all social networks. ‘Conversion’ is the name of the game at Snapchat. Most brands and influencers would vouch that their CTR from video content to e-commerce platforms has been next to none.
This completes the line-up of the world’s top social platforms that we feel should be seen as different pieces of a puzzle rather than competing mediums in driving your brand.
Keen to talk strategy in detail and see how we could assist in pushing your brand forward? Brand Ripplr is here to support in taking your campaign to the next level.