TAKUMI TRENDS LETTER #9 📈
Welcome to the TAKUMI insights subscription 📊.
If you’re looking for the inside scoop on influencer marketing 📱, creator culture🤳, and Gen Z insights 📈, then look no further. TAKUMI’s insights team is curating the most impactful industry news and developments right here 👇.
TikTok Bans Financial Service Ads | Yahoo Finance 🗞️
“We know that social media influencers are fuelling demand for day trading and unregulated investments like cryptocurrencies by talking up the potential returns without explaining the enormous risks involved.”
TAKEAWAY 🔥: TikTok have banned the promotion of financial services and products from the app, including cryptocurrencies, pyramid schemes and investment services. The decision comes after users were warned against taking financial advice from possibly misleading TikTok videos. Despite the ban protecting users, it does also limit the promotion of regulated firms and individuals on the app.
Behind TikTok’s Sweeping New Controls on Influencer Marketing | Ad Age 📰
"a firmer branded content policy is exactly what is needed for TikTok as it matures. It is after all a media company originally from China that now has to “retro-engineer its own business” to fit the growing influencer space here in the U.S."
TAKEAWAY 🔥: Our Group CEO, Mary Keane-Dawson provides valuable insight as to why enforcing stricter rules on branded content is a move in the right direction for the app. As it matures, TikTok is prioritising transparency with a new branded content policy and toggle feature, to make ad disclosure easier for creators. Creators will have to disclose when they are posting branded content and it will be reviewed by its moderation team. Brands will need to provide campaign details or a code for creators to link videos to campaigns. Brand partners will be able to view post analytics from linked campaigns when shared by creators within the TikTok Creator Marketplace. Branded content will need to use licensed music from the app's commercial music library or confirm the rights t use other music. Comapared to other social platforms' branded content policies, TikTok has added several additional categories to its prohibited list. Brands will need to keep a close eye on these evolving restrictions when creating brand campaigns and partnering with TikTok creators 👀 .
"it may help you to refine your Facebook ad process, with a heap of helpful notes and pointers that can further guide your strategy, and get you thinking about new ways to optimize your Facebook ad campaigns."
TAKEAWAY 🔥: Are you seeking new ways to improve the creativity of your Facebook ads? Facebook's mini-site, Creative Guidance Navigator could be the answer. The site consists of downloadable, shareable and bite-sized visuals which are full of insights, best practices and case studies. The advice can be filtered by industry, ad format and region and other ways to find the most relevant tips and stats to your brand niche. This new feature provides suggestions that may help refine your Facebook ad creation approach.
TikTok Launches ‘TikTok Resumes’ To Help Job Seekers and Recruiters | HR Dive💻
"#CareerTok is already a thriving subculture on the platform and we can’t wait to see how the community embraces TikTok Resumes and helps to reimagine recruiting and job discovery." - Nick Tran, Global Head of Marketing at TikTok
TAKEAWAY 🔥: TikTok is attempting to be the new LinkedIn for Gen Z. TikTok is entering the recruitment space by connecting video job applications with open positions via the app. The program will initially be piloted in the U.S. and TikTok have already teamed up with leading brands including Target, Chipotle, WWE and Shopify. This could be an opportunity for not only job seekers but brands too, providing an innovative way to recruit talent. TikTok Resumes can be viewed on the TikTok Resumes website 👔 .
Spotify Advertising's 2021 Annual Global Culture and Trends Report | Spotify Advertising 🎼
"The intimate connection forged between audio creators and listeners is a gold mine for brands. Podcasts have proven to be a uniquely effective ads environment: 41% of all global listeners say they trust ads more if they hear them during a podcast and 81% report that they’ve taken an action after hearing a podcast ad.”
TAKEAWAY 🔥: Spotify have released their annual report, with an emphasis on how Generation Z and millennials are rebuilding culture from the ground up following the pandemic and continuing social justice movement. Gen Z and millennial listeners are obsessed with digital audio and brands have the opportunity to become part of their daily routines. Brands need to adapt to reach consumers whos lives have radically shifted, 56% of American millennials said they’ve had fewer brand interactions this year. Audio ads are an innovative way to reach listeners wherever they are, brands can offer motivating messages to listeners while they work out, cook dinner, and party 🎧 . The appetite for hybrid real-virtual experiences is fuelling new content preferences, among avid gamers, 65% of millennials and 56% of Gen Zs agree that curating their music choices while gaming is important. Audio can enable brands to be part of both physical and virtual realities. Gen Z are the most culturally and racially diverse generation thus far and expect brands to represent, reflect and empower them through campaigns, partnerships and social justice movement participation. It is vital for brands who engage with podcast shows to promote representation in audio by giving underrepresented artists the freedom to share their brand message in their own, authentic way 🔊 .
