Social Media

Here’s What We Learned From TikTok, Meta, Snap & Twitter At IAB NewFronts

Day two and three of the 2022 IAB NewFronts featured announcements from TikTok, Meta, Snapchat and Twitter.

Here are the top tips and advice from these social video companies – arranged in order of importance rather than listed in chronological order.

TikTok presents TikTok Pulse

Last Wednesday, TikTok introduced TikTok Pulse, a new contextual advertising option that enables advertisers to place their brand next to the top content in their For You Feed.

Along with the announcement came the news that the social video platform would begin exploring its first ad revenue sharing program with creators, publishers, and even public figures.

Image from TikTok, May 2022

Since Sandy Hawkins, General Manager of Global Business Solutions North America at TikTok, and Sofia Hernandez, Global Head of Business Marketing, spoke to media buyers, they have provided more detail on how marketers can benefit from TikTok Pulse.

This includes:

  • Boost your brand visibility by appearing next to your most engaging content: TikTok Pulse will put brands where they really want them to be – among the top 4% of all videos on TikTok.
  • Drive engagement and work with diverse communities: TikTok will introduce 12 Pulse categories where brands can place their ads next to the “most culturally relevant” content. These categories include beauty, fashion, cooking, and gaming, as well as many other segments that the TikTok community loves and that brands want to engage with.
  • Feel “brand safe” with the right fitTikTok says its inventory filter ensures TikTok Pulse ads run next to verified content with the “highest level of brand relevance.” If I buy that, I have Bridge to Brooklyn for sale. But, third-party tools will be available to provide advertisers with the ability to analyze and understand brand relevance, check viewability, and measure the impact of campaigns.

What about the Rev Advertising Participation Program for Creators?

Well, TikTok said in a press releaseAnd the

Content creators and publishers with at least 100,000 followers will be eligible in the first phase of this program.

Therefore, other creators will need to grow their audience to “feel appreciated and rewarded on TikTok.”

The stories are told here: Build your brand on the Meta

Meta promised to unveil its “multi-platform ecosystem of video designed to help all kinds of brands tell their stories” on Tuesday night, but the 70-80 people at the NewFronts event at 281 Park Avenue recalled only hearing that more than 45% of Instagram accounts like, Or comment, or share Reels at least once a week.

Big Blue also indicated that Sheryl Sandberg, Facebook’s chief operating officer, would be there, but Nada Sterat, Meta’s vice president of the Americas, appears to be the top executive in the room.

Hey, plans are changing.

At least Keke Palmer, author Samah Dada, and Grammy Award-winning Spencer Ludwig and Dafnik Springs actresses have been in anticipation of anyone who wants to ask them how they use their Meta platforms.

Bianca Bradford, president of Meta NA, told everyone at the small event that nearly 60% of TV viewers turn to their phones during commercial breaks.

Additionally, Wendy’s CMO Carl Loredo spoke about the brand’s first virtual Wendyverse restaurant, which can be found at Meta’s Horizon Worlds.

Hey, his campaign, which featured in-stream ads, Reels, Instagram Stories, and AR ads, got people into the Wendyverse and saw a 9.1 increase in ad recall.

Burgers and basketball in VR: Wendy's teams up with Meta for the grand opening of the WendyversePhoto from Wendy’s, May 2022

People remember your ads.

That’s great – if you’re selling ads.

But the last time I checked, Wendy’s is selling old fashioned hamburgers, chicken sandwiches, and salads.

And you shouldn’t assume that just because people remember your ad, they’re more likely to remember your brand, buy your product, or recommend it to someone else.

So, the next time you use the Facebook Brand Lift Test, ask questions like:

  • “When it comes to fast food, what brands come to mind?”
  • When was the last time you bought at Wendy’s?
  • “How likely is it that you would recommend Wendy to a friend or colleague?”

Snapchat: There’s more to the story

On Tuesday afternoon, Snap announced a partnership with Cameo to help brands connect with influencers to make ads.

In addition, the social media company has announced several new and returning Snap Originals.

They also revealed that more than 80% of the US Gen Z population watched one of the more than 150 originals in the past year.

Snap Originals appearedImage from Snap, May 2022

Featured Snap Originals include:

  • Restoration (ed.) Snap’s first Canadian Original Snap explores Indigenous culture today with hosts Marika Sela and Keren Potts, who reframe and reclaim cultural traditions and social issues from the point of view of Generation Z.
  • Simone Biles’ daring – This show stars a 32-time Olympic and World Championship medalist who takes entirely new risks trying things she’s never done before, from beekeeping to being a DJ.
  • charlie vs. Dixie – After the first season of this show made for mobile that garnered over 20 million viewers, the D’Amelio sisters will once again compete to win money for charity in season two.
  • Run to get to the office This docuseries follows eight Gen Z and millennial political candidates—from across America, across the aisle, and across an array of local offices—as they seek elected office in the 2022 primaries and general elections.

Snap also announced multi-year content deals with the NFL, WNBA, and NBA.

They also revealed that 205 million people watched sports content on Snapchat in 2021, and among people ages 18-34, Snap provides nearly 40% increased access to sporting events on TV, sports websites, and apps.

In fact, if you close your eyes, Snap seemed more like a traditional media company than a “quick and fun way to share the moment with your friends and family.”

Twitter: “Never pay attention to the man behind the curtain.”

Twitter encouraged media buyers to attend the IAB NewFronts presentation Wednesday night to “see what’s happening and what’s next for premium content on the timeline.”

As I mentioned before, plans change.

And Twitter has announced video and audio programming deals with Condé Nast, ESSENCE, and E! News, REVOLT, NBCUniversal, and the WNBA.

The microblogging and social networking service also announced Twitter Amplify, which promises to give brands the chance to place their ads next to video content from Twitter’s content partners.

That is, of course, if Elon Musk doesn’t change those plans.

Oh, it’s also worth noting that NewFronts’ Twitter presentation lasted about 20 minutes, short of the 30 minutes the timeline indicated it would last.

Hey, everything has to come to an end at some point.

More resources:

  • 25 surprising facts you didn’t know about Snapchat
  • Meta Expands Facebook Profiles to more than 150 countries
  • Social Media Marketing: A Complete Strategy Guide

Featured image: Roman Samborski/Shutterstock

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