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Despite the hype for TikTok among marketers, there are still some issues with TikTok that need to put them on hold.
Breaking news that TikTok executives can use the platform’s heating feature to choose which posts go viral, and a potential TikTok-shaped time bomb Bans on both sides of the Atlantic may be fading the luster of the sophisticated narratives around short-form video apps. But, as always, when it comes to TikTok, marketers seem unperturbed. I continue to be fascinated by the platform.
That said, it never looks good for any platform when the features that supposedly make it special are questioned.
“In itself, a revelation [of TikTok’s heating feature] eMarketer Principal Analyst Jasmine Enberg said: “It’s also the first in a series of dominoes to fall on TikTok this year, as the app will likely have to make some major concessions to appease US regulators.”
But the idea that even a handful of TikTok employees can manually push content to users suggests there’s a lot more going on behind closed doors.
Jamie MacEwan, senior media analyst at Enders, said TikTok executives are using Heat, which adds videos to users’ “For You” pages to achieve more ideal view counts. , explained that confirms that the TikTok team is aware of some shortcomings. It has a very aggressive personalization engine (a special algorithm that is praised), so that’s how it somehow accounts for these shortcomings.
“While Heating features are not a perfect system as ‘good content always wins’, many marketers say it’s not as simple as believing that money doesn’t play a role in the end. I think,” added director Matt Moorut. Analyst in the Gartner for Marketing Leaders practice.
After all, it was always expected that TikTok would give opportunities to close partners. MacEwan said they are helping out with things like providing previews of upcoming products and, in this case, promoting videos.
And since, broadly speaking, this heating tool is still only a fraction of the app’s total views (a specific number has yet to be confirmed), it can influence marketers’ organic content. sex is low.
But when a snafu like this comes The reliability behind TikTok’s algorithm doesn’t feel as rock-solid as it once did. Talk of banning apps in political circles, college campuses, and in some cases, entire countries only furthers these underlying concerns.
In fact, regulation is a real existential threat to TikTok, MacEwan said, even more so than this viral push by its staff. As such, the news is unlikely to create new TikTok skeptics among lawmakers or convince TikTok to somehow cross the line.
“Of course, things could change if TikTok staff were found to have been promoting problematic content or endorsing an editorial policy relayed by Beijing managers. Other tools may be included.
From the beginning, marketers seem to have had a higher level of skepticism towards TikTok than other social platforms. But he said the main reason, according to Moorut, is that while the app is believed to be able to deliver incredible viewership, it doesn’t truly track it all the way to conversion like other platforms do. This is because we have not been able to build an analysis to
But despite these flaws that have yet to be resolved, TikTok may see this latest issue as just a path to greater monetization opportunities. , the platform still has a long way to go before it works for regulators, policy makers, brands, creators and consumers.
“I don’t think the dissatisfaction affecting the fact that this will be an important channel for both brands and creators will get worse until the regulatory environment changes radically or there is a really big scandal. says Moorut.
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