Mediaboss Marketing

This is slightly unexpected.

According to a new report from Axios,TikTok is currently testing a new tool that would enable brands to recruit employees on the platform, and promote their internal workplace culture to potential candidates via TikTok clips.

As explained by Axios:

"The pilot program is designed to help people find jobs on TikTok and connect with companies looking to find candidates. It's also meant to help brands use TikTok as a recruitment channel."

Axios says that the new recruitment platform, as it currently stands, is not integrated within TikTok itself, but is accessible via a separate web page, which can then be linked back to the TikTok app. Through this process, brands are able to post jobs that can be shared through their TikTok clips, while users are able to share a TikTok video resume to apply, rather than a traditional document.

The company is currently testing the tool with a beta group of companies.

It's an interesting development, a sort of new take on LinkedIn for younger users, which provides direct connection via the medium that they're increasingly comfortable with.

And it actually aligns with broader usage trends, because as reported by The Washington Post back in March, TikTok is already becoming an active space for career guidance and advice.

As noted by The Washington Post:

"TikTok, widely known for 15-second videos of cranberry juice-drinking skateboarders andgroup dance challenges,is fast emerging as a force in the job search ecosystem at a time when unemployment remains high, a new generation looks for their first jobs and pandemic isolation leads to hours of mindless scrolling."

Which seems unlikely, but also somewhat logical at the same time, particularly for those organizations that are seeking candidates with social media skills. Which, given the rise of eCommerce over the past 12 months, is a lot.

Indeed, according to a recent survey SkyNova,TikTok is the social platform that business owners currently want to crack the most, with the rising app still leading the download charts, and on track to become the next billion-user app. With that in mind, it makes sense that businesses would consider utilizing TikTok for recruiting for such roles - yet even beyond that, users are increasingly engaging with career development-related posts within the app.

According to TikTok, videos using the hashtag #careeradvice generate more than 80 million video views a day per day, while career advisers like Tessa White are making use of the short, engaging clips to provide actionable tips.

Really, it's just speaking the evolving language of modern web users. Digital consumption trends clearly show an ever-increasing adoption of video content, and short video content, in particular, is on the rise, be it via Snapchat Discover's episodic, vertically-aligned presentation, and now, TikTok clips, which enable creators of all types to condense a lot of info down into easily digestible, engaging posts.

But what's particularly interesting here is the expanding use case for the app. When TikTok first began, it was all goofy dance clips and Vine-like visual gags, or responses to internet memes that served little value outside of shallow entertainment. Which may well be enough within itself to sustain the app over time, but newer usage trends like this show that TikTok's user demographic is changing, and that people are finding increased value, and opportunity, via the app's quick, creative clips.

TikTok's own data underlines the same, with older users engaging with hashtags like #parenting (4b views) for example, and #momlife (20b), facilitating new use cases, and new, potential marketing value, for the app.

The adoption of career advice clips further highlights this expansion, which likely points to there being a lot more to TikTok than you might think, while the platform's highly attuned, highly personalized algorithms are also helping to fuel these new shifts, again broadening your TikTok horizons.

In essence, you can't take TikTok at face value, and if you think you know what it's all about, it may be time to reassess.

Spending some time in the app, searching by hashtags relevant to your business, and your niche, could uncover a whole other subculture of short clips that you never knew existed.

And soon, it might just help you find your next best job candidates.

See the rest here:
TikTok is Exploring New Job Listing and Recruitment Tools - Social Media Today

Sprout Social has published its latest listing of the best times to post to each of the major social media platforms, which is based on the company's 20,000+ customer base, who use the platform to schedule and post online.

By analyzing this data, Sprout has determined the best times to post based on when this content is seeing the highest engagement rates -which is slightly different to the information you'll get from on-platform insights, as those reports are generally based on when users are active in-app.

That could make Sprout's report a more accurate indicator of the best times to post for optimal engagement - but it is always worth noting with these 'best times'reports that the information being presented is generic, and based on a broad data set. The best times for you to post will be relative to your unique audience and their habits, but even so, data overviews like this can help to guide your posting strategy, and help you tap into your best posting cadence quicker to improve your results.

Here's what Sprout found in analyzing the data from last year - and one other key proviso: all the times listed refer to Central Time Zone (CST).

These trends would likely hold in other regions as well, but it is worth clarifying this note ahead of time.

As you can see in this chart, Sprout Social says that the best times to post to Facebook are on Tuesday, Wednesday and Friday, between 9am and 1pm. Monday between 9am and 12pm also looks pretty good, so there's a range of good engagement times to experiment with.

Sprout says that the weekends are the worst time to post -which makes some sense, in terms of users looking to spend their time doing other things. But then again, you would also expect that people would have more free time, and be more responsive on weekend days.

Not so, according to the data, which is largely in line with what Sprout also found in its report on the same last year.

I mean, that does also run counter to a report published by Blog2Social earlier this year, so you can take it or leave it -but again, this is based on engagement stats among Sprout's 20k users. It could help provide some guidance for your approach.

Sprout says that Tuesdays between 11 am and 2 pm, and Monday through Friday from 11 am to 12pm are the best times to post to IG.

Like Facebook, the engagement on weekends looks a lot worse - but it would be also interesting to note whether the data here is skewed by business users of Sprout Social who don't post as much on weekends. If they're not posting, they won't be seeing engagement, and that could seemingly influence the results, which may make weekends look less engaging than they actually are.

Sprout says that Wednesdays between 9 am and 3 pm are the best days to post your tweets, while Tuesday to Thursday between 9am and 11 am is also a high engagement time.

Twitter's stream moves faster, so you'll likely be posting multiple times a day, and it'd be interesting to match this data up to your own to see how that impacts your approach. If you see more engagement at specific periods, should you post more in those few hours, rather than spreading your tweets out over the course of the day?

Really, Twitter strategy comes down to experimentation - but again, these notes may provide some insight.

And again, weekends look bad for posting on Twitter.

Sprout says that Tuesday through to Thursday between 9am and 12pm are the best times to post to LinkedIn, while again, the weekends are no good.

Which is interesting, because LinkedIn itself recently reported that Monday is the best day of the week to send an InMail, which is not the same as general feed engagement, of course, but you would expect to see some crossover there.

Still, these are times that Sprout Social users are seeing engagement, which points to when people are likely more active, and ready to engage with social posts.

Again, this may be highly relevant, or it may be nothing, as it does come down to your individual brand audience, and their specific usage behaviors. But if you are looking to map out a more effective strategy, these notes could provide a good starting point to begin your experiments. You can then optimize your approach relative to your own data findings and insights.

Sprout Social's full report also includes industry breakdowns and other trend notes which may help in your planning. You can read the full report here.

See the original post:
New Report Looks at Best Times to Post to Each Platform, Based on Insights from 20k Users - Social Media Today

Its been quite a year, hasnt it? While some companies have flourished, others have fallen by the wayside, unable to compete in quickly changing (and unexpected) market conditions. So we wondered, what are companies doing to survive and thrive online in these difficult times?

Our research and experience with customers shows us that companies that benchmark their social advertising efforts against the competition are able to pivot quickly to address shifts in consumer behavior, customer demand, and competitive campaigns. But its not always easy.

Recent research published by BrandTotal gives us some indication of that. For example, in a recent survey of 500 U.S.-based CMOs conducted by Pollfish on behalf of BrandTotal in April 2021, 87% of respondents said that while they had a tool to measure the impact of their creative performance, only 37% of respondents actually benchmarked their creatives against rival brands advertising creative with a creative intelligence tool.

So, how can you know how your company is performing in social advertising, especially when it comes to brand metrics such as share of voice, consumer sentiment, consumer engagement, share of topic, and other data? Lets take a closer look at this important strategy, starting with key challenges.

Why Is So Hard to Optimize Media and Creative when Advertising on Social Media?

There are several reasons that make strategic social advertising so difficult:

How to Benchmark Against Rival Brands to Improve Your Social Advertising

We here at BrandTotal believe that to optimize your social advertising strategy, you must be able to directly address the key challenges listed above, and one way to do that is with competitive social advertising intelligence, which enables you to:

Tools like BrandTotal can act as the one stop for all competitive social ads paired with real (and real-time) consumer response on that ad or campaign. With unparalleled campaign granularity and 100% visibility into paid social dark advertising, you get third-party validation of your social performance benchmarked against the competition. Shorten the time to ad optimization from an average of 14 days to 24 hours. And no more relying on dubious stats from social channels that dont correlate to anything else. Moreover, such a tool helps you identify better creative so you can produce optimized content, faster and shorten time to creative by 50%.

Doesnt that sound like a smarter way to manage your brands social advertising? To see the power of BrandTotal, the company has recently released dozens of industry research reports based on the data we collect. In BrandTotals new monthly Social Competitive Intelligence Snapshots, we reveal key trends and benchmarks to help you outsmart the competition while optimizing your brand ROI. Get an in-depth review of the competitive marketing in your industry to understand whos winning at paid social across channels and which channels are most successful at driving SOV and engagement.

A Crystal Ball Looking Into the Future

While its been a rocky year, to say the least, we are heartened by the fact that many businesses have pivoted to a strategic approach to social advertising to help them stand up and stand out against their rival brands and better connect with their consumer audiences. As the world returns to a new, new normal, advertisers will continue to move toward social commerce and direct-to-consumer marketing to engage their potential customers and create loyal fans. And when they do, BrandTotal will be there to help those brands understand their competitions strategy and uncover whitespace opportunities to win. Heres to the future!

Link:
BrandTotal on the Importance of a Strategic Approach to Social Advertising - OCNJ Daily

While audio social may be the trending function of the moment, and copycat versions of TikTok continue to gain traction on YouTube, Snapchat and Instagram, the original has still held its ground in the download charts, coming in at number one, once again, on Sensor Tower's monthly app download listing for April 2021.

As you can see here, TikTok has held its ground at the top of the download charts for another month.

Despite being banned in India, its biggest user market at the time of its removal, and a steady flow of challengers rising up to steal its thunder over time, more and more users keep coming to the short video app, which is on track to become the next billion-user platform at some stage this year.

As explained by Sensor Tower:

"TikTokwas the most downloaded non-gaming app worldwide for April 2021 with more than 59 million installs. The countries with the largest number of TikTok installs were from Brazil at 13%, followed by Douyin in China at 12 percent."

TikTok's growth is significant, particularly in the face of ongoing concerns and controversies, and as noted, more copycat functions being added to major social media apps. Indeed, YouTube recently reported that its TikTok clone 'Shorts' is now facilitating 6.5 billion views per month, a huge amount which you would assume would have to eat into TikTok's audience share somewhat.

We'll see if that becomes a bigger issue for TikTok with Shorts being launched to all US users over the next week, while Snapchat's Spotlight is also now up to 125 million monthly users, and Instagram Reels continues to gain traction.

Yet, even with short videos being made more readily available everywhere else, TikTok's momentum has held, which is a positive sign for the platform as it works to evolve to the next stage, which includes more business and revenue generation tools for creators.

Sensor Tower's top apps listing is largely unchanged from last month, with the only notable addition being Indian streaming app 'Hotstar'in the Google Play downloads top 10, largely due to cricket coverage.

Facebook, of course, still dominates the overall chart, with 4 of the top 10 apps in all categories, but the resilience of TikTok over time is truly amazing. No other trending app has had the staying power of the app, particularly in the face of competition. In fact, right now, we have the case study of Clubhouse as a comparative example -a trending app that saw huge traction, but is now seemingly on the decline as Facebook and Twitter advance their own competing audio social tools.

That largely mirrors the trajectory of most trending social apps, but TikTok has been able to maintain its position, and run with the big players, as more and more young people, in particular, find connective value in the app.

If you haven't taken TikTok seriously in the past, it may well be time to reassess, and to consider its evolving ad and promotional options within your social media marketing approach.

You can check out Sensor Tower's full monthly download listing for April 2021 here.

Continued here:
TikTok Maintains its Position at the Top of the Monthly App Download Chart, Despite Rising Competition - Social Media Today

The Company is the first among Chinese next-generation lifestyle brand platforms to go public. This offering heralds the capital market's continued bullishness on the new consumer sector and its recognition of the Company's growth potential based on its brand management model.

In recent years, the rise of new consumption patterns has become one of the focuses of the capital market. China's young urban generation, defined as the country's 284.8 million (as of the end of 2019) city dwellers aged between 18 and 35, has become the dominant force and the most influential consumer demographic in China's lifestyle brands market, with the proportion of total consumption by members of the demographic having reached 54.0% in 2019. Onion Global's brand management profolio for the demographic promises to reshape customer behavior in China, with the result that the firm fully expects to become a leader in influencing the trends guiding the consumption of quality life products and services.

Onion Global Limited is positioned as a dream factory of lifestyle brands for young people. With its distinctive strategic brand cooperation and incubation model, the Company has created a unique, global 3F (Fresh, Fashionable, Future) brand portfolio and built a closed ecosystem for management and operation of the brands in the portfolio destined for the young generation of consumers by building its own omni-channel marketing and distribution system.

The Prospectus shows that since inception in 2015, Onion Global Limited has maintained continuous and high growth in earnings. For 2020, the Company booked annual revenue in excess of 3.8 billion yuan yielding a net profit of over 200 million yuan, more than double that of 2019. Among firms globally specializing in brand management, the results are viewed as outstanding.

According to a report from China Investment Corp (CIC), for 2019, Onion Global Limited ranked among the top ten global lifestyle brand platforms of gross merchandise value (GMV) overall, and among the top five cross-border e-commerce platforms. Onion Global Limited placed fifth among the approximately 30 cross-border platforms in China that include quality lifestyle brand import/export businesses in their portfolios.

The core competency behind Onion Global Limited is its keen market insight and brand incubation capabilities. "Strategic affiliation, brand agency, investment control and innovative independent research are the four hallmarks that define the Company's mission, while the Company has, to date, concluded agreements with more than 4,000 brands in 43 countries and regions. Onion Global Limited's expanding independent research brand portfolio covers 23 major lifestyle product categories, with the team of portfolio managers constantly enhancing its awareness and understanding of the latest trends across market segments, quality supply chains and vendor resources through collaborative efforts. Meanwhile, Onion Global's unique and new traffic generator comprised of key opinion consumers (KOCs), who, in the aggregate, represent nearly 700,000 social media accounts, has replaced traditional marketing channels. The ability of the KOCs to talk directly to consumers has allowed Onion Global's brand management team to always be one step ahead of market trends, meeting the expectations of the young generation of consumers in terms of lifestyle brands while further and rapidly accumulating and consolidating brand incubation capabilities.

"Looking ahead, in an effort to acquire new customers, the Company plans to integrate the resources of upstream global manufacturing and processing facilities and product R&D labs, while aggressively expanding its own channels, in a move to give full play to the advantages of downstream omni-channel and other new marketing solutions, and empower more 3F brands with high growth potential," said Onion Global Limited CEO Cong (Kenny) Li.

As China's consumer market continues to evolve, new expectations among shoppers will create new areas for competition and opportunities for the firms that seek to engage. Onion Global Limited's mission is to be the dream factory of lifestyle brands for the country's burgeoning youth demographic. Will Onion Global be able to reshape China's lifestyle brand retail landscape with this offering? We believe that Onion Global's future performance will be something worth looking forward to.

SOURCE Onion Global Limited

Here is the original post:
Dream factory of lifestyle brands Onion Global Limited lists on NYSE - PRNewswire