The dependence on TikTok for reduced marketing costs and increased effectiveness may likewise be short-lived. Mahy of the changes in social media’s value to brands felt permanent but proved over time to be temporary. Momentum for brands on social media began with Facebook, moved to Instagram and has now shifted to TikTok, all within a few years.Ī key driver of TikTok is the trend in short-form, entertaining, brand videos and most brands are just getting started with the format. Short videos on TikTok have become one way to reduce cost and improve effectiveness, engagement and new customer development. For many reasons, the cost of finding new customers on social media has exploded in the last two years. More important, if there’s a tipping point reached about consumers’ concerns about privacy, the backlash against brands who overstayed on TikTok will be significant.Īll of these concerns are driven by the rapid changes in customer acquisition costs for brands and retailers. If TikTok is banned, their new customer development will hit a significant speed bump. There are two ways TikTok is increasingly risky for brands.įirst, as more time and money is spent on TikTok to reach new customers, there’s a risk brands become dependent on it.
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