Marketing Briefing: Renewed call to ban TikTok could push creators, ad dollars to YouTube Shorts and Instagram — which may hurt creators

Marketers will likely move ad dollars dedicated to TikTok elsewhere, with Instagram and YouTube Shorts expected to be the winners of said dollars in the event of a ban. For creators whose primary audience is on TikTok, that could put those creators in a difficult position, as brands may choose to move dollars to creators who have bigger audiences on the other platforms.

“This year alone, we’ll pay out more than $20 million to influencers on TikTok,” said James Nord, CEO of influencer marketing shop Fohr. “Those are the emerging entrepreneurs, the small businesses, who are going to be hurt the worst. People with a big TikTok following generally don’t have a big Instagram following. So TikTok-first creators would essentially be put out of business, and with how difficult it is to build an Instagram audience, you’re talking about wiping out years of work over political posturing.”

While creators have been working to diversify how they work with brands as well as showing up across various platforms to avoid being too dependent on just one, it’s difficult to build up audiences on other platforms. The hope, of course, is that followers from TikTok would seek out creators they love on other platforms, but there’s no guarantee, making the renewed push to ban TikTok especially worrisome for creators who’ve spent years building up audiences on the app.

“Creators are well aware that any social channel can be gone in a second — whether they’ve diversified because of it is another story,” said Chelsea Goodson, head of creator economy at influencer platform Find Your Influence. “But the hope is always that their audiences will follow them wherever they go (and remember, the audience is also losing an app they may spend multiple hours a day on).”

Influencer marketing execs believe that amid

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TikTok launches new ad performance measurement tools

TikTok has launched two new ad performance measurement tools:

  • Cross-Channel Partners – which analyzes how ads perform across different online platforms and touchpoints before a purchase is made to understand their overall impact.
  • Lift Partners – this assesses the effectiveness of ads on brand metrics, sales, physical store visits, and viewership for shows or media.

Given that conventional last-click attribution models fail to capture four out of five purchases attributed to TikTok, these new features are designed to offer marketers improved insights into the effectiveness of their campaigns on the social platform.

Why we care. A clearer understanding of the customer journey reveals the returns from your advertising investments, empowering you to make informed decisions about your ad spend moving forward.

Cross-Channel Partners. This feature analyzes the impact of TikTok ads across various marketing touchpoints before a purchase is made. It focuses on two key areas:

  1. Multi-touch attribution: This involves measuring the effectiveness of TikTok advertising across digital touchpoints. It provides marketers with a deeper understanding of the customer’s path to purchase, helping them identify the most effective channels to achieve their goals.
  2. Post-purchase survey (PPS): This survey-based tool integrated with e-commerce stores, helping advertisers understand how customers discover their product/brand and gathers attitudinal metrics (how customers feel about your product). By using the voice of the customer as a source of truth, PPS helps advertisers to gain a more complete view of attribution, contributing to a deeper understanding of advertising impact.
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Lift Partners. Lift partners gauge the impact of TikTok advertising, focusing on four main areas:

  • Brand lift: This uses an engaging, in-feed polling experience to measure the impact of ads on brand lift metrics like Ad Recall, Awareness, Attitude, and Favorability.
  • Sales lift: Determines how effective advertising is in driving both online and offline sales, especially
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How TikTok plans to secure ad dollars for this year’s holiday season

This holiday season could be pretty instructive as to whether TiKTok will continue to be a place for smaller-sized ad budgets, rather than larger ones.

After all, this season is notorious for its bouts of irrational budget spending — a “use it or lose it” scenario when it comes to marketing expenditure.

If TikTok is ever going to capture a larger share of the advertising pie, this is the opportune moment. Marketers tend to be more generous with their budgets during this time of the year than any other, primarily because if they don’t utilize their remaining dollars, they risk having a smaller allocation in the future. 

Yet, up until now, TikTok hasn’t made a huge dent in those advertising budgets. Yes, more money is pouring into the app at a faster rate than many of its competitors, but it’s starting from a smaller base. Advertising on the platform is still predominantly in the experimental phase, and it’s not where the big ad dollars are going. You only need to look at the likes of Uber and Athlete’s Foot to see the focus is still on their organic strategies.

“While TikTok accounts for less than 10% of total spend for our marketing firm, it has more than doubled year over year,” Rob Jewell, chief growth officer at marketing agency Power Digital, which works for clients such as Procter & Gamble, Uniqlo and Casper, previously told Digiday. “We anticipate a similar growth trajectory in 2023 as the channel keeps attracting more advertisers eager to scale their TikTok efforts.”

Fast forward to now and Power Digital’s existing clients are already on a 32% upward trajectory from the same period last year, both in scaling their spend and new brands entering the TikTok advertising space with lower budgets. The agency’s director of TikTok,

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How to get unshadowbanned on TikTok

TikTok has become one of the most popular social media platforms, with millions of users creating and sharing content daily. However, TikTok’s algorithm is complex, and the platform can be strict with its guidelines. As a result, some users may find themselves shadowbanned on the platform. Here’s everything you need to know about a shadowban and how to get unshadowbanned on TikTok.


To get unshadowbanned on TikTok, ensure that you follow the platform’s community guidelines, delete inappropriate content, avoid spammy activity and contact TikTok support if necessary.


What is shadow banning on TikTok, and why does it happen?

Shadowbanning is a term used to describe a situation where a social media user’s account is blocked or muted without receiving any notification of the action. In other words, without knowing it, the user’s visibility on the platform is reduced and temporarily restricted.

When you’re shadowbanned on TikTok, your content can still be seen by you, but it won’t be visible to others. This can happen for various reasons, such as violating TikTok’s guidelines or using inappropriate content. Additionally, your videos will no longer be visible on the For You page ( also known as the #FYP) and will not appear in the hashtags section of the app. Some users may also experience a decrease in the number of likes and comments on their posts, making their content harder to find.

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Joe Hindy / Android Authority

Although TikTok does not use the term “shadowban” in its official documentation, the platform has acknowledged that it limits the reach of certain users during certain times. TikTok’s website states that the platform will temporarily or permanently ban accounts and users who violate their community guidelines repeatedly or severely. Violations of the platform’s guidelines can include inappropriate content, spammy behavior, or using

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Short-form video ad boom may not be great for TikTok (eventually)

The growth of short-form video advertising may not be a great thing for TikTok.

This doesn’t necessarily mean it will be a bad thing either. Money continues to pour into the short-form video app at a clip, despite the ongoing controversies over it. But those dollars may not flow as fast as they once did, now there’s more competition — competition from the likes of Instagram Reels, YouTube Shorts and even Snapchat’s Spotlight.

While more ad dollars are being spent on the short-form format, it’s now being allocated across more platforms than ever before. And this could become troublesome for TikTok in the long run even if it initially got marketers addicted to short-form video content.

“TikTok led the global short video field over the last few years — 2023 is the first time that run may be challenged,” said Jamie MacEwan, senior research analyst at Enders Analysis. “TikTok’s user base crossed a billion while ad revenue reached around $9 billion in 2022, up tenfold on 2020. We expect its ad growth to slow a bit to around 40% this year.”

If this happens, it could be a chance for a company like Meta to carve out a bigger share of those ad dollars earmarked for short-form video.

Reels is closing the gap

Momentum for advertising on Reels is building. Expect Meta will do what it can to sustain it. Marketers have told Digiday over the last few months that Reels is already in a strong second place to TikTok, and the gap between the two is narrowing.

Reels has already made inroads into those budgets over the last year or so. Its annual ad revenue run rate tripled from $1 billion in Q2 2022 to $3 billion at the end of the year, a rate likely to continue now

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TikTok refreshes its group recommendations as CEO prepares to testify before Congress

What you will need to know

  • For the initial time, TikTok has created its community concepts community.
  • These rules provide as the basis for all TikTok selections pertaining to information moderation on the platform.
  • TikTok’s group tips have also been up-to-date, and they will go into outcome on April 21.

TikTok is increasingly getting a status as the wild west of social networking, and for legitimate factors, chief among them the proliferation of from time to time perilous content material on the system. The shorter-kind online video songs provider is now using steps to even more rein points in with a new update to its neighborhood guidelines.

In a website put up (opens in new tab), TikTok’s Worldwide Head of Product Policy, Julie de Bailliencourt, wrote that the system is beefing up its principles all around AI-generated articles. This new update will come as generative AI proceeds to get traction amongst tech giants like Google and Microsoft. The research giant, in individual, not too long ago unveiled new AI equipment for Gmail, Docs, Slides, Sheets, Meet up with, and Chat. The element can do things like develop pictures, audio, and films for you in Slides in a make any difference of seconds.

TikTok has also current its procedures close to detest speech and hateful actions, adding “tribe” to the record of attributes safeguarded by its suggestions. Additionally, the ByteDance-owned enterprise has expanded its data on how it safeguards “civic and election integrity.”

Extra than 100 companies globally have pitched in to help notify TikTok’s refresh pointers. The supreme goal is to bolster the platform’s procedures and “react to new threats and probable harms,” according to Bailliencourt.

The new guidelines will arrive into force commencing on April 21, and TikTok programs to teach its pool of moderators in excess of

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