Hello Click Through Readers! Once again, we’ve got some news for you this week...
We all know TikTok has a reputation for its ability to provide endless hours of entertainment, but TikTok released a report that sheds light on the platform's influence on the customer purchase journey. TikTok is also working on their brand safety habits in their new partnership with Zefer.
Also, Snapchat rolled out a new update for its Snap Stars, and—if you haven’t heard—Google is now allowing bullet points in their ad descriptions!
Let’s dive in!
TikTok has released a new report providing insights into the role the platform plays for brands looking to move consumers down the purchase funnel.
Contrary to the common linear purchase journey moving from top to bottom, TikTok suggests that there is no start and end point but rather an infinite loop, fueled by the community's desire to constantly learn and discover something new.
Key findings:
Impacts at every stage of the purchase journey:
Here’s an infographic with more details of the findings!
With the hope of increasing advertisers' trust that ads won’t be shown alongside offensive or risqué material, TikTok has partnered with Zefr, a brand safety solution platform.
Zefr’s dashboard features insights into individual campaign safety and suitability by mapping them against the Global Alliance for Responsible Media (GARM) Suitability Risk categories.
The two categories measured are:
The key component of Zefr’s technology is their ‘Cognition AI’ that processes audio, text, and frame-by-frame video analysis, alongside a scaled-human review to determine the scores.
Having a more secure way of reassuring brands that their ads will be seen with safe content will hopefully encourage more advertisers to spend on the platform.
In Snapchat’s continued efforts to support creators on their platform, they have announced new mid-roll advertisements in Snap Star Stories (Snap Stars are Snapchat creators that receive more than 50,000 viewers per story).
This is currently in beta testing with select Snap Stars in the U.S., but the ultimate goal of this new ad placement is to allow creators to receive a portion of the revenue generated from ads within their public stories. The ad specs for this placement will remain the same as other single image or video ads on the platform, which will enable advertisers to properly test the same creative in this new placement.
Snapchat said they are hoping for a “flywheel effect” from this new ad offering, rewarding eligible Snap Stars for their content and spurring them to create even more engaging content.
So what does that mean for advertisers? This provides us with a new ad placement opportunity to reach our Gen Z and Millennial community, who can often be difficult to reach with common ad placements.
Search ads with bulleted lists have been spotted in the wild!
As confirmed by @adsliaison via Twitter, Ginni Marvin confirms bulleted lists are being experimented within descriptions.