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Seizing the #CleanTok Wave: Unilever and TikTok’s Global Partnership

By
Betonsky N.
-
0

In the digital age, social media trends can profoundly impact consumer behavior. One such trend is #CleanTok, a TikTok community dedicated to making cleaning fun. 

Recognizing the potential of this trend, Unilever has announced a global partnership with TikTok, aiming to tap into the rapidly expanding audience captivated by cleaning.

The Rise of #CleanTok

Cleaning took on a new meaning during the pandemic, evolving beyond a mere chore to become a satisfying experience. 

This shift is best illustrated by #CleanTok, TikTok’s cleaning community, which has become one of the biggest phenomena on the platform.

The #CleanTok community is among the most engaged on TikTok, with a new breed of Gen Z users viewing staying home and cleaning as the new going out. 

The trend is fueled by ‘cleanfluencers’ and content creators who have transformed the mundane act of cleaning into one of the most loved and entertaining genres on the platform.

Unilever and TikTok’s Global Partnership

Unilever and TikTok have launched an exclusive global #CleanTok partnership to tap into this rapidly expanding audience. 

The partnership includes all of Unilever’s Home Care brands, such as Dirt Is Good (DIG), Cif, Domestos, Sunlight, and Comfort, and will run until January 2024 in several countries, including the UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, the Netherlands, Argentina, and Indonesia.

The partnership gives Unilever a unique opportunity to inform consumers and inspire them to use their products. It also offers valuable insights into consumer preferences and usage patterns, fostering a two-way dialogue with millions of product users.

“There is a huge amount of emotion attached to our homes,” says Eduardo Campanella, Unilever’s Home Care Chief Marketing Officer. “So, while cleaning products have been traditionally seen as functional, and the act of cleaning as a chore, the results that come from using the right products in the right way can bring a huge amount of satisfaction.”

The Impact of #CleanTok

The #CleanTok trend has led to over 81.2 billion views of associated video content, surpassing other popular trends like #BeautyTok. 

Data shows that these fans convert to consumers, with 54% of users purchasing a household product after seeing it on the platform and 71% being unplanned purchases. Almost 70% say that TikTok played a role in discovering household products.

In light of this, Unilever and TikTok will collaborate with over 100 content creators to serve their followers with useful and entertaining content, such as cleaning hacks, tips, and product reviews, promoting the #CleanTok movement. All content can be found in TikTok’s dedicated in-app #CleanTok hub.

“To start the partnership, we’re working with @chrisjoyz (5.2 million followers), @mumukdaneno (1.8 million followers), and @senalicann (226,000 followers)”, reads the partnership briefing.

“The rise of #CleanTok shows just how attached we are to making our homes look, feel and smell good,” says Eduardo. “We want to continue to inspire and educate people and, by working with TikTok’s creative teams to develop new and engaging content, we hope to gain valuable insights into a growing audience of young people who are just as passionate about cleaning as we are.”

Decoding Key Consumption Patterns for YouTube in 2023

By
Betonsky N.
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0

YouTube has recently published its annual Culture & Trends report.

This report provides an in-depth look at how creators use groundbreaking tools and technologies to drive pop culture in new and exciting directions.

The Shift in Pop Culture

In 2022, YouTube observed a significant shift in pop culture. The focus moved away from viral moments with mass appeal and towards personally relevant content that reflected unique interests.

This shift was largely driven by creators and their viewers, who prioritized content that resonated with them.

“In 2022, we observed a major shift in pop culture, one that was driven less and less by viral moments with mass appeal. Instead, we found that creators and their viewers were prioritizing personally relevant content that reflected their unique interests.” – YouTube. 

The 2023 report focuses on the rapid technological changes enabling creators and their fans to put individual perspectives front and center. 

YouTube conducted surveys in 14 countries and analyzed hundreds of trends to understand better how creative tools are used to offer new means of expression and produce moments that resonate in culture today.

Key Components Behind the Moments

The report identified several key components behind the moments that are breaking through:

  1. Multilayered Fandom: As the digital environment evolves, fandom is becoming more stratified, with new levels of participation enabling casual and superfans to express themselves online across multiple formats. 47% of Gen Z have watched videos by fans of specific content, artists, or public figures over the past 12 months.
  1. Multiformat Experiences: Creators have embraced storytelling across various formats, including long-form, short-form, live streams, and podcasts. This allows audiences to personalize their consumption even further, with 87% of people have watched at least four content formats YouTube offers over the past 12 months.
  1. Casual & Experiential Tools: From remixing to clipping to filters and effects, there are more tools than ever before that let creators take part and lend their unique spin to moments as they happen.
  1. AI-based Technologies: AI is changing pop culture by extending and reimagining ideas. There have been more than 1.7 billion views of videos related to generative AI tools in 2023.

“While the pace of change can be daunting, there are more opportunities than ever to create moments that break through. We hope that this report will provide you with the context and insights to do so, no matter what your role might be.” – YouTube.

The full report can be accessed here.

YouTube’s Updated Impersonation Policies: A Step Towards a Safer Community

By
Betonsky N.
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0

YouTube, the world’s largest video-sharing platform, has been making significant strides to ensure the safety and integrity of its community. 

The platform’s impersonation and copyright infringement policies are designed to protect creators, viewers, and partners. 

Recently, YouTube has updated these policies to combat the rising issue of misrepresentation and impersonation on the platform.

Impersonation Policy

The platform’s Impersonation Policy states that content intended to impersonate a person or channel is prohibited. 

This includes channels that copy another channel’s profile, background, or overall look and feel so that it appears to be someone else’s channel. 

Personal impersonation is also prohibited, where content is designed to look like someone else is posting.

“A channel that copies another channel’s profile, background, or overall look and feels in such a way that makes it look like someone else’s channel. The channel does not have to be 100% identical as long as the intent is clear to copy the other channel,” stated Youtube

Consequences of Violating the Impersonation Policy

If a user violates the Impersonation Policy, YouTube may terminate their channel or account. 

The platform provides a detailed guide on channel or account terminations, explaining that the user will receive an email explaining why a channel is terminated. 

“For example, channels claiming to be a ‘fan account’ but actually posing as another’s channel and reuploading their content would not be allowed. Another example would be channels with the same name and avatar or banner as another channel, with the only difference being a space inserted into the name or a zero replacing the letter O would not be allowed”, states Youtube.

Once a channel is terminated, the user is prohibited from circumventing the termination by using or creating other YouTube channels.

Copyright Infringement and Counter Notifications

YouTube also has stringent policies in place to deal with copyright infringement. 

If a user’s content is removed due to a copyright removal request and they believe it’s due to a mistake or misidentification, they can submit a counter-notification. 

This is a legal request for YouTube to reinstate content removed due to a copyright removal request.

Update on Dislikes

In a recent update, YouTube announced changes to how dislikes are displayed on the platform. The dislike count will now be private across YouTube, but the dislike button will remain. 

This change was made to protect creators from harassment and reduce dislike attacks, where people work to drive up the number of dislikes on a creator’s videos.

Creators can still find their dislike counts in YouTube Studio and other metrics if they want to understand how their content performs. 

Viewers can still dislike videos to tune their recommendations and privately share feedback with creators.

By understanding these policies, users will ensure they are using the platform responsibly and respecting the rights of others. 

These updates state the platform’s commitment to creating an inclusive and respectful environment where creators have the opportunity to succeed and feel safe to express themselves.

The updates will take effect on 21st August 2023

TikTok expands access to TikTok Shop

By
Betonsky N.
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0

TikTok is expanding access to its latest e-commerce feature TikTok Shop, which first debuted with select US retailers. The feature is set to revolutionize the in-app shopping experience completely.

This new integration allows sellers from various backgrounds to boost their brand growth and sales directly on TikTok, ensuring your products reach your target audience quickly and efficiently.

TikTok Shop

TikTok Shop is designed to offer a seamless commerce experience to both sellers and buyers. To get started, sellers can easily sync their product catalog and orders with a simple app from TikTok’s Seller Center.

The feature will allow direct shopping within the app without redirecting users to retailers’ websites to complete purchases.

As a bonus, TikTok offers a 0% referral fee for the first 90 days, which gives sellers a fantastic opportunity to expand their business without additional charges during the initial stage.

“We’re excited to introduce you to TikTok Shop – a new commerce integration that allows sellers of all kinds to drive brand growth and sales directly on TikTok. 🛍 TikTok Shop is easy-to-use and easy to get started. Just sync your catalog and orders with an app from our Seller Center. PLUS you can enjoy 0% Referral Fee for the first 90 days,” mentioned TikTok in a Facebook post

With the power of social commerce, the platform may only succeed if it uses insights from what is currently working to attract more users to its TikTok Shop.

Hashtags like #TikTokMadeMeBuyIt have amassed billions of views and could be a good tool for making the new feature stick.

The platform has since tried various options to increase monetization options for its creators, but none has so far gained as much popularity as TikTok would have hoped. 

The US seems to be a tough crowd, so how TikTok shop performs could tell whether the popular social app breaks into the big leagues, but at least it keeps coming up with new ideas.

TikTok launches Interactive Add-Ons globally

By
Betonsky N.
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0

TikTok has taken a significant leap forward by introducing Interactive Add-Ons for In-Feed Ads. 

Now available globally, this feature offers a unique way to engage viewers with interactive elements such as popups, stickers, and other visual elements.

Interactive Add-Ons are designed to capture the undivided attention of your audience in a full-screen, sound-on environment, thereby boosting brand engagement and encouraging interaction.

According to TikTok’s research, viewers who share, like, or comment on a TikTok brand video are 150% more likely to buy a product or service. This statistic underscores the potential of these new creative enhancements to catch the eye of active consumers.

“Our research shows that 57% of viewers are more likely to search for brand information online when they connect with businesses on TikTok.¹ Acting as an extension of your creative idea, Interactive Add-Ons offer flexible formats that encourage consumers to join in the fun when they see your ad,” says Tiktok in a blog post

The Interactive Add-Ons come in two types: Standard and Premium. Standard add-ons aim to reach lower-funnel marketing goals, like driving clicks and conversions; they include display cards, gift code stickers, voting stickers, and countdown stickers, while Premium add-ons target upper-funnel goals, such as brand awareness and community building; they include; pop-out showcase, gesture, and super like 2.0.

Both types offer a unique chance to capture people’s attention in a format that resonates with them.

The Impact of Interactive Add-Ons

Interactive Add-Ons can potentially revolutionize how brands interact with their audiences on TikTok. 

For instance, brands can spotlight their product through a pop-out element to drive clicks, delight their audience with surprise gestures to increase participation or captivate them with eye-catching floating icons appearing when users engage with the ad.

Brands can also use Display Cards to visually highlight important messages, share offers, or drive traffic to their website or app. 

Furthermore, special incentives can boost conversion and drive loyalty, while audience participation features enable brands to poll, quiz, or collect audience feedback.

The Future of Interactive Advertising

TikTok’s Interactive Add-Ons represents a significant step forward in interactive advertising. They drive engagement by capturing audiences’ attention uniquely innovatively and act as an extension of your creative idea, offering flexible formats that encourage consumers to join in the fun when they see your ad.

The success stories of brands like Sour Patch Kids and Singapore’s CPF Board, who achieved significant lifts in click-through rates using these add-ons, are a testament to the potential of this feature.

TikTok’s Interactive Add-Ons are a promising tool for brands looking to enhance their digital marketing strategies. They offer a unique way to engage viewers, drive clicks and conversions, and boost brand engagement.

As we progress in the digital age, seeing how brands leverage these Interactive Add-Ons to create more engaging and effective advertising campaigns will be eye-opening.

Logie.ai among official sponsors of VidCon 2023

By
Betonsky N.
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0
Convention

FOR IMMEDIATE RELEASE

Anaheim City, Orange County, California (21st June 2023)

Logie.ai is participating in VidCon 2023 in the capacity of an official sponsor. One of the biggest creators’ events in the U.S., this year’s VidCon takes place between June 21 and 24 at the Anaheim Convention Center in California. It will be presented by YouTube and produced by Paramount. This is the first official sponsorship Logie is making since its inception. At a custom booth the company is setting up, attendees will learn how Logie is helping creators turn their fans into cash as well as build a sustainable business around their influencer brand.

VidCon has been one of the most significant annual conventions in the creator economy since it was launched by YouTubers John and Hank Green (Vlogbrothers) in 2010. The 2019 chapter brought together over 75,000 attendees and more than 50,000 people attended the 2022 event after a 2-year cancellation due to Covid-19. VidCon 2023 is projected to bring together record numbers of content stars, fans, executives, and brands. The convention will provide unparalleled opportunities for networking, learning, and collaboration.

Logie’s dedication to transforming the social commerce landscape has not gone unnoticed. Along with being shortlisted to demo at NRF’s Retail’s Big Show in New York earlier this year, the company was also listed as an official Amazon Ads Partner and recently inducted into the prestigious NVIDIA Inception Accelerator Program. These highlights underscore Logie’s potential to continue empowering creators and maximizing product promotion potential as the concept of Web 3.0 takes over the internet.

“We are extremely excited to participate in VidCon 2023. This convention offers an amazing platform to connect with content creators who are driving the industry forward as social commerce continues to have a big moment. Logie is eager to expand its contribution to this vibrant community and demonstrate the remarkable benefits of our cutting-edge AI technology. We expect to see a record number of attendees from across the board as this year’s VidCon promises to be better and bigger than before. Our team will also explore opportunities for collaboration to maximize the impact of AI on social commerce,” Tanya Breus (business development manager at Logie) has added.

The entire team at Logie takes the view that VidCon is a celebration of creativity, innovation, and the power of online communities. By aligning with this event, we continue to solidify our commitment to driving change and innovation in the social commerce realm. We invite everyone to join our booth in order to learn and explore our ideas and constructs for the future of eCommerce.

[email protected]

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Viewer overlap report and Shorts from comments on Youtube

By
Betonsky N.
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0

YouTube has unveiled a novel report in YouTube analytics ‘viewer overlap report’ and experiment with ‘Shorts,’

Viewer Overlap Report

One of the most common questions YouTube creators ask is whether their audience engages with the new formats they are experimenting with on their channels. 

To address this, YouTube is introducing a new “Viewer Overlap Report” in YouTube analytics. This report will help creators understand the viewer overlap across their different content formats. 

The report will be presented via a new card that shows if and how many returning viewers watch more than one format and the extent of the overlap. 

This feature is expected to be particularly useful for creators who are testing new formats and want to see if their existing audience engages with them.

As Lauren, a program manager at YouTube, says, “We hope this comes in especially handy if you’re testing a new format and want to see if your existing audience starts watching it.”

Shorts from Comments

In a move that blurs the line between creators and viewers, YouTube is set to launch an experiment that allows mobile viewers to create ‘Shorts’ featuring comments posted on the videos they are watching. 

This initiative aims to allow viewers to create content from comments, a feature previously exclusive to creators.

These viewer-created ‘Shorts’ will be visible in the shorts feed and the viewer’s channel page. However, they won’t appear as a reply in the comments feed, setting them apart from the creator version.

“The short will appear in the shorts feed and on the viewer’s channel page. But unlike the creator version, it won’t appear as a reply in the comments. Feed viewer-created shorts won’t send notifications to the creator whose video the comment is on, nor the comment. Author creator can’t prohibit their comments from being featured in a short unless comments in their video are disabled,” mentioned Laured, program manager at Youtube

The introduction of “Shorts from Comments” represents a significant shift in YouTube’s user engagement strategy. By empowering viewers to create content from comments, YouTube fosters a more interactive community and could potentially democratize content creation, giving voice to various perspectives and narratives.

“I love how YouTube keeps innovating and adding new reports to YouTube Studio. In my report, I can see that my viewers like video-on-demand uploads more than they like live streams. On another channel, I manage for my daughter, her viewers like everything equally 😂. I hope the new feature for viewers to create shorts from comments will encourage more people to make fun and engaging shorts. I think the benefits will outweigh the downsides!” says Ileane Smith, Live Streamer, Blogger, Podcaster, YouTuber, and Social Media Diva

However, it’s important to consider the implications of such a feature. While it opens up a new avenue for creativity and engagement, it also raises questions about content moderation and the potential for misuse. 

As viewers gain the ability to create content from comments, the platform may need to implement robust measures to ensure that this feature is used responsibly and constructively.

It will be interesting to see how this feature evolves and impacts content creation and consumption dynamics on the platform. As always, the key to its success will be balancing creativity and freedom of expression with responsible use and community guidelines.

TikTok sets the record straight with ‘TikTok Truths.’ 

By
Betonsky N.
-
0

TikTok, the short-form video app that has revolutionized social media, has faced its fair share of scrutiny. 

With its rapid rise to fame, the platform has been under the microscope for its privacy and data security practices. 

Amidst bans and restrictions in various countries, the platform has recently launched a new series, “TikTok Truths,” to clarify its data collection and usage practices. 

This move comes as a response to the challenges the platform has faced in the past.

TikTok’s Transparency Initiative: TikTok Truths

To dispel misconceptions about its data practices, TikTok has introduced “TikTok Truths,” a series aimed at setting the record straight about the information it collects and how it is used, shared, and protected. 

The platform clarified that it does not collect more information than similar apps; it only collects data that users choose to provide and data that helps the app function securely and improve user experience.

“To be clear, the TikTok app is not unique in the amount of information it collects. In line with industry practices, we collect information that users choose to provide to us and information that helps the app function, operate securely, and improve people’s experience,” stated the app in a blog post.

TikTok also addressed concerns about location and GPS data, keystrokes, biometric information, and access to the camera and microphone. The company emphasized that it does not use face or voice data to identify someone uniquely and only collects keystroke patterns for security and performance-related purposes.

The Future of TikTok Amid Bans

The future of TikTok remains uncertain as it navigates the complex landscape of global data privacy regulations. A bipartisan Senate bill was recently proposed to increase scrutiny of social media platforms, Tiktok being in the front line. 

The platform is committed to working with lawmakers to address their concerns while providing a platform for creative expression. 

As the platform continues to address privacy concerns and navigate global bans, its “TikTok Truths” series is a step towards transparency. However, the road ahead is uncertain, and the platform’s ability to adapt to changing regulations will be crucial to its survival and growth.

WhatsApp’s New Feature: A Shield Against Unknown Callers

By
Betonsky N.
-
0

In an era where privacy is paramount, WhatsApp, the globally recognized chat application, is making strides to ensure user privacy and control. Today through his private channel, Mark Zuckerberg has unveiled two new features to provide users with additional privacy and control. 

Silence Unknown Callers

This feature is designed to give users more control over their incoming calls, automatically screening out potential spam, scams, and calls from unknown individuals. 

In the announcement, Zuckerberg stated, “You can now automatically silence incoming calls from unknown contacts on WhatsApp for even more privacy and control.”

Users can activate this feature by navigating to Settings > Privacy > Calls and selecting the “Silence unknown caller” option. 

While these calls will not ring on the user’s phone, they will still be visible in the Call list. This ensures that users can check later if the call was from a known person whose number is not saved in their contacts. 

When a call from an unknown number is received, the phone will display the number along with the message “silenced unknown number.”

A new privacy checkup option was also introduced alongside the call-silencing feature. 

Privacy Checkup

In addition to the call-silencing feature, WhatsApp has introduced the Privacy Checkup feature.

This guide will help users navigate important privacy settings, helping them choose the right level of protection. 

By selecting ‘Start checkup‘ in the Privacy settings, users will be navigated through multiple privacy layers that strengthen the security of their messages, calls, and personal information.

“Securing your private communication is important because we know people need a safe place to communicate. We’re taking this message around the world in new ways to help communicate why this is so important. Starting this week, we’re encouraging people to check in with one another securely via a private message so friends and loved ones know they have a safe space to open up,” mentioned Whatsapp in a blog post.

WhatsApp’s new feature is a significant step towards enhancing user privacy and control. By automatically silencing calls from unknown numbers, the app provides users with a much-needed shield against unwanted interruptions. 

The additional privacy checkup feature further empowers users by making them aware of the various privacy controls. 

As WhatsApp continues to innovate and prioritize user privacy, what other features the company will introduce remains to be seen.

Senate’s bipartisan Bill: A non-ban solution to TikTok’s security

By
Betonsky N.
-
0

In a move that underscores the increasing scrutiny of social media platforms, a bipartisan Senate bill has been proposed to regulate TikTok, the popular short-form video app. 

The bill, introduced by Senators Amy Klobuchar and John Thune, aims to impose export controls on TikTok’s recommendation algorithm, citing national security concerns. 

Senator Amy Klobuchar said, “Our legislation would impose stricter controls on the export of sensitive technologies like TikTok’s algorithm to countries of concern like China.” Senator John Thune added, “This bill is about ensuring the safety and security of Americans in today’s interconnected world.”

The bill’s proponents argue that the algorithm, which determines the content shown to users, could be manipulated by foreign entities to spread disinformation or propaganda.

The Response from TikTok

TikTok has responded to the proposed bill by stating, “We have stringent data access controls in place and are committed to transparency and accountability in how our recommendation algorithm works.”

Just last month, Montana became the first U.S. state to sign into law legislation prohibiting the platform’s operation in Montana. TikTok CEO Shou Zi Chew faced a grueling five-hour congressional hearing with Lawmakers questioning him over alleged Chinese influence on the platform, the purported harmful effect on children’s mental health, and the app’s influence on Americans.

Chew continuously denied the claims that the app shares data with the Chinese Communist Party, stating,

“American data is stored on American soil, by an American company, overseen by American personnel,”

With the new bipartisan bill, the company has also highlighted its efforts to combat misinformation on its platform. However, critics argue that these measures are not enough and that more needs to be done to ensure the integrity of the platform’s content.

The Future of Social Media Regulation

The proposed Senate bill is part of a broader trend toward increased regulation of social media platforms. 

As these platforms continue to grow in influence, the need for transparency and accountability becomes ever more critical. 

The bill represents a significant step towards achieving this goal, but it also raises important questions about the balance between regulation and innovation in the digital age.

Impact on TikTok’s Business Model

The proposed bill could have significant implications for TikTok’s business model. The app’s recommendation algorithm is a key driver of user engagement, and any changes could potentially impact the company’s revenue.

However, TikTok has stated that it is committed to working with lawmakers to address their concerns while continuing to provide a platform for creative expression.

As lawmakers worldwide grapple with the challenges posed by these platforms, the outcome of this bill could set a precedent for future legislation. Regardless of the outcome, it is clear that the era of unchecked social media influence is ending. 

The future will likely see a greater emphasis on transparency, accountability, and user safety in the digital space.

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