The Business Socializer 6-6-2022

How to write better copy, TikTok continues to crush the competition, People engage brands at a higher rate on TikTok, Everything new from Apple, New search tools from Google - "multisearch"

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It's been a rough year for social media stocks. TikTok is crushing everyone

It’s not JUST TikTok. Apple’s change to it’s operating system (iOS), which basically killed cookie tracking as we (and the big social media) have known it for 10 years has also been a factor.

But TikTok is a the biggest reason so many of the older social media have taken it on the chin of late.

Kids love TikTok. Everyone knows this. But over the last 6 months it seems like everyone has gotten on the platform.

There are a number of reasons for this. First, the format is addictive. Short 20 second (generally) videos conveying one idea or situation. Simple. TikTok is bite sized social media. But like Pringles, you can’t just “eat” one TikTok video. You are likely to go into binge mode without even thinking. I’ve done it, recently.

The second reason is because unlike most other social media, one can still become social media famous on TikTok without spending a ton of money. (Or any money.) If you have a good video, it is still possible to rise to the top organically. This is almost impossible in Facebook, Instagram, and other media.

All those new people on TikTok are people who were once on Facebook and Instagram.

This broadening of viable social media options means greater challenges for marketers of course. But diversity in the marketplace is good for us. That TikTok is again making it possible to get noticed organically without a bunch of money or a PR team is fantastic. It reminds me of the early days of Facebook, when good content was rewarded with exposure.

So long as TikTok keeps focusing on authenticity, and doesn’t kill everyday creators with algorithms, expect it to continue on its current trajectory. (Baring anything unforeseen with China.)

2 years ago it was hard to imagine another social medium emerging to fundamentally challenge Zuckerberg and Company. Now we’ve got a brawl.

Hooray.

(From CNN)

Fabrizio Freda, CEO of makeup giant Estee Lauder (EL), also noted on its most recent earnings call that a new brand of mascara called MACStack targeted specifically for Gen Z and Millennial consumers "went viral on TikTok."

Freda said the company quickly amassed more than 153 million views for the product on the video sharing platform and that sales "far exceeded our expectations in the quarter."

Madison Avenue advertising agencies have taken notice too.

"TikTok is clearly showing up and making a really big impact," Philippe Krakowsky, CEO of Interpublic (IPG), a marketing firm that owns the McCann advertising agency, said on its latest earnings call in April.

In other words, if the hit TV show "Mad Men" was remade for 2022, modern day Don Drapers would probably be working mainly on viral TikTok campaigns for their clients. That's not good news for Meta, Snapchat and Twitter.

Click here for the article.