This week in social media news, TikTok debuts a tool that lets brands creative native video ads on desktop, Reddit creates an ad resource hub, TikTok and IPG Mediabrands announce a creator accelerator program and Facebook launches new dynamic ads for streaming.
TikTok’s New Video Editor Feature Lets Brands Create Native Ads In Browser
TikTok has launched a new video editing tool that lets brands create ads with TikTok-style elements for free and directly from their browser.
Why it matters: The unfiltered nature of TikTok videos is part of what makes the app so appealing to younger generations. To excite their target audience on TikTok, brands must produce content using creative elements native to the app, such as viral songs, text styles and green screen effects. In addition to this latest video ad tool, TikTok is helping brands succeed by giving them access to a library of top ads on the app.
The details: The ‘TikTok Video Editor’ is an “online smart editor” that provides advertisers with a suite of TikTok-style editing features. The tool is located in the ‘Create a Video’ menu on your TikTok Ads Manager dashboard and on the Ad Creation menu when setting up a campaign. It enables brands to produce ad videos easily in their browser by editing each frame’s text, color, font, music, transitions and more.
Reddit Releases ‘Ads Formula’ Resource Hub For Marketers
Reddit created a resource center for marketers called ‘Ads Formula’ that includes updates on its latest ad offerings, industry insights and creative best practices.
Why it matters: Reddit continues to see growth, reporting 430 million active monthly users globally in Q1– a 30 percent increase year-over-year (YoY). As it adds more users, it’s looking to help brands enhance their campaigns.
The details: According to Social Media Today, Reddit’s new ad education center will offer an events calendar, engagement stats during and around events, as well as on-demand courses in the coming months.
TikTok And IPG Mediabrands Announce Bespoke ‘Creator Collective’
TikTok and IPG Mediabrands have announced a three-year partnership that will match brands with popular TikTok creators and provide them with strategic counsel and co-creation opportunities for upcoming campaigns.
Why it matters: As per TikTok:
“The two companies will form a bespoke Creator Collective, bringing together a select group of forward-thinking and diverse creators who will provide hands-on guidance to IPG Mediabrands’ clients ensuring that their content is culturally connected, inclusive and resonates with the TikTok community.”
The details: The first program of the Creator Collective series will be a quarterly session called “Creator Camps,” where creators give IPG Mediabrands clients strategic guidance on their upcoming campaigns.
As TikTok notes, the Creator Collective is just one of the core pillars of the partnership.
The platform says it will provide IPG Mediabrands’ agencies and clients with access to TikTok insight and training, first-to-market opportunities, resources and best practices, and research and media trial opportunities.
Facebook Debuts ‘Dynamic Ads For Streaming’
Facebook’s latest ad solution, ‘Dynamic Ads for Streaming,’ lets viewers swipe through a brand’s ad to see personalized titles based on interests they’ve shown on Facebook and Instagram.
Why it matters: The new release will help video streaming platforms increase sign-ups and make it easier for audiences to find films and TV titles they like, which is key for attracting new customers. Facebook cites research from Kantar showing that 64 percent of streaming trialists will try a new service because they knew of several things they wanted to watch, not because they have one specific title in mind.
The details: With this new ad solution, advertisers no longer have to manually create new campaigns for each separate title. They can simply upload their content catalog to Facebook. Then the dynamic ads will use that catalog as a prompt to target users who have shown interest in one or many of those titles–by Liking a related Page, following one of the actors involved or being a member or fan of a related group. Users can follow the ad’s call to action in order to start a trial or subscribe.