TikTok helps brands manage cross-platform campaigns with new partners

Diving brief:

  • TikTok has named eight content marketing companies as official providers of its Marketing Partner Program to help brands manage their TikTok and other social media accounts within a single platform. The social video app teams up with Brandwatch, Dash Hudson, Emplifi, Hootsuite, Khoros, Later, Sprinklr and Sprout Social, according to an announcement.
  • Marketers using these platforms will have more flexibility to schedule when their branded content appears on TikTok and other social media. They can also monitor engagement metrics for their videos and profiles, and compare performance across platforms to help optimize their content marketing strategies.
  • Marketers can also see a real-time view of conversations between TikTok users in the comment sections of videos. The feature can help brands in their social listening efforts to gain consumer insights and respond to users consistently, per TikTok. The company’s authorized business partners are listed in his online directory.

Overview of the dive:

Integrating TikTok with content marketing platforms can help brands automate workflows when posting organic branded content to different social media apps like Facebook, Instagram, Twitter, Snapchat, and Pinterest. By getting a more holistic view of their cross-platform efforts, marketers can make adjustments to their content marketing strategies more quickly or test engagement within a single social media application before distributing content more widely. .

Although a large organic reach can be difficult for brands to reach on social media As platforms change their recommendation algorithms to improve user experience, content marketing is an important way for brands to maintain a social media presence and build an audience. A key goal is to nurture a social media community around a brand as followers share comments with each other or repost content. In the case of TikTok, 59% of its users say they feel a sense of community when on the platform, while 77% say they read comments on videos, according to the company. This level of engagement makes user feedback an important part of extending brand media engagement.

Adding content marketing partners is another way TikTok is making its platform more transparent for brands looking to build a social network. The company two years ago presented its TikTok for Business marketing partnership program with 20 certified companies specializing in campaign management, and has since expanded to include dozens of vendors. As part of its efforts to support creative agencies, TikTok launched in April his university Creative Agency Partnerships (CAP). Enrollees in the five-week program learn how to use the platform to build brands and improve their marketing efforts.

Last month, during its appearance on the Interactive Advertising Bureau’s NewFronts, the platform showcased its contextual advertising tool TikTok Pulse to help brands place their ads next to the top 4% of videos on its platform. . The company has also launched a pilot of an ad product called Branded Mission that offers marketers and creators a way to collaborate on videos that can be turned into paid ads.

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