New Study: 100% of TikTok traffic missed in analytics ??
Kristen Wiley
Founder/CEO at Statusphere - Scale Micro-Influencer Marketing in a Fraction of the Time
Hey there,
How did May sneak up on us, wasn’t it just April 1st??
In this month’s newsletter, I’m covering:?
1. AI Recs Boosted Time Spent on Instagram???
Photo credit:?TechCrunch
Instagram Reels took a page out of TikTok’s playbook – and it’s paying off.
During its quarterly earnings call, Meta founder Mark Zuckerberg shared that?time spent on Instagram had increased by 24%?since Reels launched.
The reason? Serving them based on AI-powered, non-connection-based content recommendations just like TikTok’s.
And that’s not all. Reels re-shares have?doubled?over the past six months. And according to Meta CFO Susan Li, Reels are stealing some engagement away from Stories and feed-based posts.
So,?what does this mean for brands?
Check out the full story?here.
And beef up your Reels strategy while you’re at it with these?60 Reels & TikTok Post Ideas for Brands. ??
2. New Research: TikTok Traffic & More Being Attributed to "Direct" ??
What you see isn’t necessarily what you get when it comes to attribution.
According to recent research,?large numbers of web traffic?from sources like Discord, Slack, TikTok, Instagram DMs, and more are being falsely attritubed as direct traffic.?
The research showed some shocking misattribution taking place:
This means people could be (and likely are) finding your website through social or referral traffic and you'd have no way of knowing.?
These findings confirm what many in the social media professionals have been saying for a long time – social is likely having more impact than we can accurately measure. On top of that, marketers who rely on traffic source reports to measure the success of their campaigns and how customers find their brands are working with innacurate data.
This doesn't mean that reporting is impossible, but it does mean that the way we think about tracking needs to change.?
Here are some tips for measuring your social initiatives without putting all of your eggs in the "traffic sources" basket:
Data tracking is one of the toughest jobs marketers are tasked with, but it's still possible to test and measure.?
Want more tips on How to Calculate Marketing Attribution??Check out this webinar.
3. TikTok Shares Stats, Tips for Working With Creators ??
Brands all want to know how creator campaigns tick on TikTok. ?
Well, the app recently shared a?guide?with recommendations and stats to help brands run more effective creator collabs.?
Their suggestions, which were based off of?300 top-performing videos, include things like “ditch the script,” “use trends strategically,” and more.
Here are some key takeaways from the report that I’ve seen hold true in our own campaigns:
The report also included stats that pointed to the effectiveness of creator content:?
The bottom line? Let creators do the creating. It’s more authentic (and effective) when they do.?
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4. Klarna Restructures App Based on TikTok Discovery Feed???
Photo credit:?Klarna
Instagram isn't the only app taking a page out of TikTok's book. ??
Pay-in-installments company, Klarna recently?announced?changes to its platform, including a?TikTok-style product recommendation feed?and affiliate shops for creators.
According to David Sandstrom, Klarna’s chief marketing officer, the changes were inspired by the success apps like TikTok have had using algorithmic recommendations.
“In China, a couple of years ago, 90% of transactions started with a search,”?Sandstrom said.?“Nowadays, less than 50% of purchases start with a search because recommendations are so tailored to them.”
Klarna will, of course, face some steep competition against?TikTok Shops?and TikTok Shop Affiliate. But one thing is for sure –?both platforms recognize the importance and value of consumer-to-consumer recommendations.?
Even with AI and algorithms serving more targeted recommendations, nothing beats the purchase confidence and trust that are created after seeing a review from a real person who's used the product.
5. Arabian Perfume Review Goes Viral on TikTok???
TikToker Taj (@astoldbyyytaj) earned?over 492K likes, 5.1K comments, and more than 9K shares with a passionate review video of her favorite Arabian perfumes.
Fair warning?– some of the language is NSFW, so pick an appropriate time and place to?watch it.?
Taj opens by encouraging her viewers not to “blind buy” the Arabian perfumes on their lists. Instead, encouraging them to go to their local shops selling oils, black soaps, and shea butters to smell the perfumes for themselves.
She then shows viewers her latest perfume haul, gushing over the beauty and detail of the glass bottles and offering vivid descriptions of the scents and her love for each of them.?
The cherry on top of this review happens when Taj gets to the third and final bottle.
She encourages viewers to take a screenshot of the last bottle?"I'm dead serious. Do it. Right now,"?and explains how the item was sold out in-store so?she bought the tester instead at a discount.?
Commenters were obsessed with her descriptions, authenticity and passion. The perfumes sold out as viewers helped each other find out where they could buy the products both online and in their cities.?
Why I ?? this:
6. The ABCs of Successful Influencer Campaigns ???
Want optimal results when working with creators? Ever wonder how other brands make influencer marketing look so effortless?
Learn everything you need to know about how to build, launch and run a successful influencer marketing campaign during our next live webinar.?
I’ll cover:
Click the link below to reserve your seat!??
Snack-Sized Social News ???
Social news moves fast! Here are a few headlines to keep you in the loop:
ICYMI?
Check out these resources from Statusphere that you might have missed:
I'll be back next month with more tips to enhance your digital marketing strategy!
Best,?