Think like Hannah Montana on TikTok, and Instagram asks the open questions

Platform News

The hack to TikTok is thinking like Hannah Montana: the best of both worlds

Finding the balance between paid and organic is often a pain point for many brands. Paid ads get you reach, but aren’t always what people want to watch. Organic is what people want to watch, but doesn’t always get you the reach or brand impact. This is why the best-of-both-worlds approach is the best—creating ads that are native to the platform and its audiences. 

TikTok’s latest report emphasises the importance of deploying organic and paid as part of an integrated and coordinated strategy to maximise impact. 

It’s time to level up your competition entry mechanics, Instagram has caught us! 

If you haven’t personally run a competition using a ‘comment this emoji’ or ‘comment the word __’ entry mechanic, you sure have entered one. Although this is a common tactic used by brands to increase engagement, reach and followers, Instagram has released a video explaining how this engagement hacking tactic could negatively impact your content being pushed to wider audiences, as the repetition of the word or emoji is picked up by the algorithm. 

We can see Instagram’s reasoning here, as this is a quick hack to increase engagement, however, it does often allow your content to reach audiences that wouldn’t have found your account otherwise. We agree that the one word or emoji comments have got to go, it’s time to ask open questions or call to action that provides more of a connection from the commenter to the post and foster conversation in the comments section. 

We know we all talk about KPIs based on reach, engagement etc… but what about passive attention? 

Pinterest released an article this week stating that it drives more total attention than other apps, when passive attention is taken into account. This is interesting because we often scroll for hours without liking or commenting, yet our passive attention isn't measured, even though we retain a lot of the consumed information. Pinterest has addressed this by conducting a study on consumer attention patterns, using measures like eye tracking and device usage.

How many times have you said to a friend, "Did you see that post on TikTok?" or "Did you see that advert last night?" without interacting with it at all? In the current age, a lack of interaction doesn’t necessarily mean a lack of enjoyment, especially with platforms such as Pinterest, which are used more for reference and inspiration than for likes and comments.

NEED TO KNOW

Google's lost it's hold on Gen Z

The fact younger generations are using TikTok for brand, product and trend discovery isn’t new. However, Forbes released a study earlier this month showing exactly what Gen Z are searching for on TikTok and what they still use Google for. 

Broadly speaking, Gen Z users are primarily turning to social apps for fashion, beauty, food, and craft-related trends, reserving their use of Google for restaurants, places to go and bigger purchases. This is a key factor to consider in your marketing strategy, if users are searching for your product on Google, investment in your SEO is key. However, if users are finding your products on social media, it may be time to get in touch with us to up your game! 

INFLUENCER TO KNOW 

@willowstonex 

Willow may be in the running for the sister of the year award, we’re putting this out there now! Willow has taken over her brother Sean’s sweet company while he is off in sunny Majorca on Love Island, not only packing sweets but posting on social media too! Sean and Willow have posted together on TikTok for a while now, but while he is away from his phone on the show, Willow has taken over posting about the brand as she started her series ‘Trying not to ruin my brother's business while he is on Love Island’. 

This series is not only a clever boost from Willow for her account but also increases exposure for his business while he is away. She is also posting clips supporting her brother on the show whilst posting about his brand, further solidifying the connection between fans of him on the show and his business. We can’t wait to see if she succeeds in keeping the business going and the growth of both accounts and the company due to his reality TV fame!

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