Conversation Over Time chart

TikTok Myths Debunked With Social Listening: Myth #5

Before we delve into the last myth we uprooted with insights from social listening with 20/Twenty, refresh your memory on the first 4, starting with Myth #1: “TikTok is only popular in the West”.

MYTH 5: “Brands can’t track their ROI from TikTok campaigns”

Not anymore! Despite being late to the party, TikTok has recently decided to open up its API integration. This is huge news for a number of reasons:

  • Ability to track and measure the performance of owned content
  • Gain consumer and audience insights by tracking what TikTok users post
  • Staying updated on the latest trends and viral content – allowing for social listening
  • Content inspiration for brands and influencer
  • Influencer identification by spotting engaging content

Key metrics that can currently be pulled in from TikTok include engagement data points such as likes, comments, shares, and views, as well as some information on the post’s author. Our social listening tool, 20/Twenty, helps users make sense of this data in the form of charts and graphs. Using the Conversation Over Time graph available in our Insights section, you can easily pinpoint the days when conversations around a topic of interest spike – indicative that something may be trending.

Social Listening - Conversation Over Time chart - tiktok

Want to compare the volume of conversations on TikTok to other online channels? Our Channel Analysis section offers just that.

Social Listening - Channel Analysis chart-tiktok

Now that we’ve debunked all these myths, don’t you think TikTok is a social media platform worth considering in your upcoming business strategy?

If your brand is already working with TikTok, wouldn’t it be great to have all you need to know about this and other social media platforms in one complete dashboard? Circus Social has recently integrated TikTok as a core platform enabled for full social listening in 20/Twenty.

If you have any questions about tracking TikTok or would like to find out more about 20/Twenty, reach out to us at insights@circussocial.com.

Person doing a makeup tutorial

TikTok Myths Debunked With Social Listening: Myth #4

Haven’t read up on the first 3 myths uprooted with social listening? Check out myth 1, 2, and 3 before reading ahead!

MYTH 4: “Promoting your brand on TikTok is a waste of resources”

False! Unlike other social media platforms, TikTok’s algorithm works to promote organic content that is engaging. For instance, if someone makes it through your entire video (which is a strong testament, in this day and age), it will be recommended to four other viewers. This opens up massive opportunities for brands to get on top of the curve – and all it takes is a smartphone and a creative mind.

Fenty Beauty actively posts on TikTok at least 4 times a week, ranging from product swatches to tutorials and comedy skits. One of their best performing posts in July was a best-practices makeup tutorial that was relatively easy to create with little to no post-processing. (Learn how you can track this and more with social listening, here) By having the person in the video apply her make-up while speaking directly to viewers, this gave the video an organic feel. Adding catchy and trending tunes in the background was also a great way to engage viewers.  This video was viewed over 100,000 times and received 19,000 forms of engagement. Most commentators appreciate how easy the guide was to follow, and also shared their own makeup routines.

Social listening - Person doing a makeup tutorial

Fun fact: Jacob Pace, the CEO of Flighthouse, an entertainment brand and production studio, noted that when people try to learn a dance from TikTok, they need to watch the video numerous times. These repeated views are the reason why TikTok continues to recommend dance videos so often. Stay tuned for more insights uncovered on TikTok with social listening from 20/Twenty.

Check out the next interesting myth about TikTok we blasted right here!

Person putting on eyeliner

TikTok Myths Debunked With Social Listening: Myth #3

Catch up on Myth #1 and Myth #2 before we delve into our next TikTok myth uprooted yet again with insights from social listening!

MYTH 3: “TikTok is just a lip-syncing and dancing app”

While you may be familiar with the likes of the #Savage and #ToosieSlide challenges, there is so much more to the world of this exciting platform, such as product reviews, recipe sharing, comedy skits and more.

Essentially, TikTok is a platform for all creators to not only share their talents, but their views on products, brands, and other topics of interest. For instance, TikTok user @neko_chann’s eyeliner tutorial using Fenty Beauty’s Flyliner garnered a whopping 470K views and over 100K in engagement. With stats this high, this type of organic content is guaranteed to increase brand and product awareness, influence product purchasing decisions as well as its credibility.

We continued to dig deeper with social listening and check out more myths we busted right here with 20/Twenty!

Social listening- Circus Social - Person putting on eyeliner on tiktok

TikTok Myths Debunked With Social Listening: Myth #2

Missed out on the first TikTok myth we debunked with our social listening power tool, 20/Twenty? Visit this blog post. On day 2 of the 5 TikTok Myths We Debunked, we look into:

MYTH #2: “Gen Zers are the only ones who use TikTok”.

While TikTok’s user base is indeed skewed towards the Gen Z demographic, Oberlo’s study of the US market indicates that the number of adults using the app are growing – from 2.6 million in October 2017 to 14.3 million in March 2019.

Number of US adults using TikTok

The demographics of this platform’s users can also vary depending on the type of content being shared. For instance, let’s take a look at users posting content around Fenty Beauty for instance. Using our social listening tool, 20/Twenty, we tracked Fenty Beauty-related TikToks globally and found that most of the content was shared by Millennials in their mid-to-late 20s.

Even senior citizens are on TikTok, and some of them are really popular! Grandma’s Sandy (@sandybepsycho) and Droniak (@grandma_droniak) are TikTok favorites, with more than 38 million & 7 million accumulated likes respectively. Grandma Sandy shares content with her grandson and hops on dance trends, while Grandma Droniak is well-known for her “A Day In My Life” videos and humorous use of lingos such as lit and glow-up.

TikTok Myth 2: “Gen Zers are the only ones who use TikTok” - Social listening with 20/Twenty


We’ve busted another myth, check it out right here!

TikTok Myths Debunked With Social Listening: Myth #1

If you’ve spent the better part of the past 6 months staying at home, chances are you’ve heard of (or tried) one of the many dance challenges shared on TikTok and the rest of social media. We’re here to uncover more about happenings on this platform with a social listening dive!

While learning new moves is certainly a great way to pass time, TikTok offers much more than just that. The app is not just popular with individuals – big brands like Rihanna’s Fenty Beauty have also jumped on the bandwagon. While Fenty’s Instagram page is more refined and filled with carefully-curated content such as official product announcements, their TikTok page is a little more playful, containing makeup-related memes and fun tutorials that earn a high volume of engagement.

Many marketers have assumptions about who should use this platform (“It’s only for kids”) and what you can do with it (“it’s just an app to learn dances”), and Circus Social’s 20/Twenty is here to debunk the top myths we’ve found around TikTok! Keep an eye out as we’ll be debunking one TikTok myth a day this week!

MYTH 1: “TikTok is only popular in the West”

False! Ironically, this is the only mainstream social media platform that did not originate from the West. In 2019, Sensor Tower reported that TikTok amassed over 738 million downloads globally. An estimated 190 million of these came from Southeast Asia – that’s 25% of all downloads! Indonesia accounts for the most number of active TikTok-ers in Southeast Asia, sitting at approximately 81 million downloads.

TikTok User Demographics
Image courtesy of BusinessOfApps

There’s more where this came from! Check out more myths busted with social listening here.

YouTube Updates & What It Means For You

YouTube Updates and What It Means For You

WHAT’S THE YOUTUBE API UPDATE ALL ABOUT?

YouTube has recently made updates to its API policies related to user privacy  user experience. Read below to get an overview of what these YouTube updates are and how we are making changes in 20/Twenty to make YouTube Analytics better for you. 

YouTube Updates & What It Means For You
Source: The Daily Rind

WHAT ARE THESE CHANGES?

  • Better Viewing experience – Guaranteed
    We are making the YouTube viewing experience better by having a High definition and magnified video player right within our platform. We are sure you will love it. 
Enhanced YouTube Embedded Player For Better Viewing Experience
Source: 9lessons.info
  • More Accessible Information On YouTube User & Data Policies
    We have  updated our Privacy Policy and also included more information on what type of YouTube data we can track and store.
  • Dedicated Analytics Section for YouTube Data
    We have a new dedicated analytics section just for YouTube data.
  • YouTube Metrics On A Per Channel Basis
    Get metrics such as likes, comments and views on a per channel basis instead of just an aggregate so you can also compare channel performance with ease.
  • Focused Insights
    Get more with YouTube Integrated analytics on 20/Twenty!
    Source: YouTube Studio

    Get the most out of your YouTube data and it’s universe with more information. This includes earlier unavailable data on subscriber gain and loss, audience demographics and viewing metrics and behaviors with 20/Twenty’s soon upcoming YouTube Analytics section. Stay tuned for it’s launch and get in touch with your Account Manager for more information.

  • Limited Access To Historic YouTube Data
    As per YouTube policies, 20/Twenty will only store YouTube data upto 30 days. Data beyond 30 days will not longer will available.

All in all, Circus Social and 20/Twenty are all geared up and ready to launch some exciting features to help you make the best of these YouTube updates, more enhanced social media analytics, and stay ahead in all your social tracking needs.

Have questions or want to learn more? Simply get in touch with us HERE or write to us at info@circussocial.com. You can also contact your Account Manager for a speedy response.

The Hashtag Dilemma

The Hashtag Dilemma – What’s happening with the Instagram API and what you can do to make the most of it

WHAT’S THE INSTAGRAM API UPDATE ALL ABOUT?

Instagram and Facebook have been making several changes to their data streams in recent times in order to administer better user privacy and more supervised control over accounts to ensure their authenticity. The most recent update occurred on the 11th of December 2018.

Hence there are several implications on the availability of Instagram data to third-party applications and data providers, such as 20/Twenty, over the course of this year.

Read on below to get an overview of what these changes are, what they imply and how you can continue to still make the most out of Instagram data with 20/Twenty!

WHAT ARE THESE CHANGES?

Apart from cracking down on fake accounts and making their interface more user focused over the past month, Instagram has continued to keep on track with it’s planned API depreciation (discontinuation of Instagram data available for tracking for apps and data providers via its application interface). All these changes are so that users can have better control over their data and securing their privacy.

Instagram tracking now requires Business Account Authentication
Instagram tracking now requires Business Account Authentication

Here’s a quick look at the changes to the Instagram API from earlier this year to now –

Data Access TypeData Access Availability (Pre-April 2018)Data Access Availability (April 4th 2018)Latest Data Access Availability (Post-April and Dec 11th 2018 Update)
Tracking Posts from Business AccountsYesYesYes
Tracking HashtagsYesYesYes, Limited (Top 30 hashtags for business accounts only)
Tracking engagement data (including the number of likes, comments and shares)YesYes, LimitedYes, Limited
Tracking all Post Content (Including Bio, post content, caption)YesYes, LimitedYes, Limited
Tracking Posts from Public User AccountsYesNoNo
Tracking Posts based on geo-locationYesYesNo
Tracking Follower Lists of Public AuthorsYesNoNo
Visible Data – Author UsernameYesNoNo
Visible Data – Author GenderYesNoNo
Ability To Collect Historic Data YesYes, LimitedYes, Limited (Past 24 hours only)

Highlights from the latest updates this December that apply to Instagram data via applications and data providers:

  1. Only Instagram Business Accounts will have access to Instagram data and are limited to 30 hashtags per authenticated account
  2. Instagram historic data will only be limited to the last 24 hours
  3. Data from Instagram will no longer carry the following –
    1. Time and Date of Posting
    2. Geo-Location of Posts
    3. Author Usernames
    4. Author Gender
  4. Engagement data per post in the form of likes and comment counts will be limited
  5. Business account and account tracking based on @handles is supported

WHAT DOES THIS MEAN FOR YOU & HOW CAN YOU MAKE THE MOST OF THESE CHANGES ON 20/TWENTY?

Circus Social understands how paramount it is to still be up to date with your campaign, brands, and competition, as well as be able to get to the metrics that matter the most to you.
We have hence rolled out a few measures that require our clients to provide authentication via 20/Twenty at the earliest and make the most of these new changes.

 

  1. NEED FOR IMMEDIATE BUSINESS ACCOUNT AUTHORIZATION

    Convert your Instagram Account Into a Business Account
    Convert your Instagram Account Into a Business Account. Image credits: constantcontact.com

    Current Instagram data access is restricted to allowing data access only via Business Accounts and for a limited number of 30 hashtags per unique account.
    In order for you to continue to get access to Instagram data and view rich insights on our platform, you will be required to provide authentication on 20/Twenty.

    Why does this need authentication and what does it mean?

    1. In order for data providers like 20/Twenty to continue collecting data from Instagram, 20/Twenty users need to provide verification that they allow 20/Twenty to collect data on behalf of your account for the data that matters most to you.
    2. You will need to ensure that you are an Admin of a Facebook page and an Instagram Business page that are linked together to proceed with the authentication.
    3. 20/Twenty will allow for you to get full coverage of the 30 hashtags from public accounts as per Instagram’s guidelines.
    4. Please note that all authorizations shared do not involve the storing and accessing of any personal information or data.

The more Business Accounts you provide authentication with, the more Instagram data you can access.

  1. INSTAGRAM TRACKING – KEEP IT FOCUSED TO YOUR TOP 30 HASHTAGS*

    Choose the top 30 hashtags most relevant to your business to track them.
    Choose the top 30 hashtags most relevant to your business to track them. Image Credits: AllTheRooms.com

With the updated API rules, each unique Instagram Business Account that you provide authorization for, is limited to 30 hashtags for tracking. This is a limit that Instagram has shared to enable a more controlled data-sharing environment.

It poses a few limitations, but also opportunities for brands and Business users to focus on what data truly matters the most.

*However, you can easily change these hashtags every week to ensure you are tracking more at intervals and are not only restricted to a fixed 30 hashtag limit.

To further expand this 30 hashtag list, do authenticate with other unique Business Account pages to get access to more data.

  1. CONTINUED SUPPORT & ANALYSIS

    Circus Social's 20/Twenty provides full support for Instagram
    Circus Social’s 20/Twenty provides full support for Instagram

    Although Instagram has applied a few imitations to the hashtags tracking per Business Account, other features such as below are still available in full and can still be easily accessed on 20/Twenty (This is possible as 20/Twenty is an approved Instagram data provider) :

    1. Tracking all owned Instagram Business page content as well as other Brands Business Posts that you can still track based on @handles you share
    2. All engagement metrics for these Instagram posts
    3. Continued analytics and insights for these Instagram posts
    4. Influencers on Instagram you have partnered with if they also share their authentication on 20/Twenty
    5. You can continue to tag, sort and further analyze Instagram data based on keywords on 20/Twenty

All in all, Circus Social is all geared to help you make the best of these Instagram updates and stay ahead in all your social tracking needs.

Have questions or want to learn more? Simply get in touch with us HERE or write to us at info@circussocial.com. You can also contact your Account Manager for a speedy response.

View KPIs across displays, real-time!

Introducing The Circus Command Centre

The Circus Command Centre made a fantastic debut at the Spikes Asia 2016 conference in Singapore.
This is a perfect solution for viewing your key brand KPI’s across displays. We enable the use of powerful realtime visualizations for your brand dashboards and war rooms, building on our core social intelligence platform, 20/Twenty.

What’s it about?

In a nutshell –

  • A smart display solution for viewing all your important data points
  • Real-time data feeds display
  • Powerful visualisations of data all tailor-made to suit your requirements
  • Seamless integration with your existing dashboards/display solutions

What can you do with it?

  • Daily social media and news monitoring
  • Daily brand health & KPI monitoring
  • Campaign monitoring
  • Data feed display across devices
  • Integrate as an additional powerful input to your existing dashboards
  • So MUCH MORE!

If you would like to book a demo, simply click here and we’ll help you get started.

View all your key KPIs in one custom dashboard - The Circus Command Centre!
Powerful metrics all in one custom. real-time dashboard!

Which Social Media Platforms Should Your Brand Be On?

The all encompassing social media has got everyone running at a marathon\’s pace to create a presence on the world wide web. With the online marketing cosmos having players such as Facebook, Twitter, Instagram, Pinterest, Vine, LinkedIn to name a few, the dilemma of making the right choice for marketing your product/blog/service is no less complicated than a three year old solving a Rubik\’s Cube.

Why Should You Be Present On Social Media?

  • Create a presence on social media to monitor what’s being said about you
  • Incredible tool for deepening connection with customers
  • Yield larger interest among customers through detailed marketing
  • Faster mode of communication
  • Minimal investment for small and medium scale businesses

With all the social media channels at our disposal, it is not a choice, but now a necessity to make one\’s presence in not one, but all the spheres of the online marketing. The social media channels not only enable way less cash outflow than traditional marketing techniques, but also channelizes our product and services through the right mediums enabling a larger market presence. The choice of the right channel or a multitude of channels however is the smart thing to do, helping you make sure that you are heard. So here\’s a basic checklist for business to determine which social media platforms they should be present and spending their resources on:

\"Which

Choosing The Right Platform

\"\"

A brand should focus their time and resources on practical social media platforms that work for them. Research has to be done to figure where their target audience is on social media and which platforms are most effective at creating brand awareness and engagement. If your target audience is minimal or non-existent on a particular platform, don’t waste your time on it. Read, research, plan, organize, schedule and make your way mark on social media.

\"Solve

In the small scale sphere, Wed Me Good,  an online portal that helps you to find wedding inspirations, ideas and the professionals who create dream weddings took to Facebook in the month of February, 2014. In it, you can view gorgeous real weddings and see the vendors they hired, or browse wedding inspirations by color, theme and category. With great content, visuals and links, WedMeGood got itself more than 3,000 likes in a span of two months. This poses as a great example of what benefits you receive while choosing the right platform.

Using More Than 1 Platform

\"When

With a list of social media channels available, it does not come as a surprise when we find other social media brands having accounts on rival social media channels. In August last year, Instagram went offline for over an hour. They eventually took to Twitter to share their technical issue. This was due to the all encompassing presence of these channels making it inevitable for these channels to have accounts with their rivals.

Essentially, choosing the right social media platform is an individualistic choice that varies from business to business. What works for your competitor may not work for your brand. Thorough research and analysis should be done, so that your efforts and resources are not wasted on creating a presence on a social platform that doesn\’t end up working for you brand.

Samsung\’s Boring Facebook Content Strategy Is A Big Hit!

Always on the lookout for the best content strategies being executed by brands the world over, we happened to stumble upon Samsung Mobile USA\’s Facebook page. As much as most of us really like their products and after services, we found their page to be nothing short of boring in an interesting way! Interesting, because their page gives a new meaning to personal touch. And the result is what every marketer looks forward to for their brand – engagement. Lots and lots of engagement.

Boring, because it\’s far too human. Here\’s a comprehensive look at their content strategy to get our point across.

The \’Human\’ Touch  

The marketers running this page firmly believe in tying back the roots of all their posts to the being \’relatable\’ rather than sounding too pushy for sales.

Images are the most shared content type across all social platforms and Samsung seems to be leveraging from the same.  Although these are mostly product shoots and don\’t feature real consumers, their images always gain a lot of likes, shares and comments because of the vibe they create. Something you\’ve been aiming at too?

Let\’s take a look at how Samsung leverages the most from images.

1. Indirect Promotion

Most of their images posted on Facebook contains their products, although done in an indirect way, it is still an obvious form of promotion that\’s done in a smart way. Isn\’t this an interesting way to tell their community how good Samsung\’s camera is?

Need another example of promotion? Have you seen Samsung\’s cool wrist gear?

2. Keeping Up With Events

Samsung sure doesn\’t skip a beat and with FIFA going on, there was just no chance they\’d lose out on a good conversation with their people.

3. Sharing Relevant Links

Even though the share rate of links is just about 9%, it\’s always a good idea to direct your customers in the direction of the action you want them to take rather than having to fend for themselves. An interactive promotional post along with a link could work magic.

Apart from their regular posts, we found the following things incorporated on their page, very engaging:

  • Guide To Galaxy: Now they have a huge range of gadgets under the name Galaxy and many might get confused about how they could make the most out of the one they use. This guide lets you choose the device and gives you a step by step accordingly.
  • Owner\’s Hub By Samsung: This for all those who own a Samsung product. Just like memberships, the hub offers its members discounts, invites to events, etc.  
  • Samsung Upgrade: Looking for a software upgrade for your device? You\’ll find them all here. Not just find, but also be notified of an upcoming upgrade.
  • Samsung Events: Love attending promotional events? Be notified of the events that interest you using this.
  • Customer Service:  Difficult to get through their help lines? Here\’s another way of availing customer services. All you need to do is fill up a short inbuilt form and submit.

The Big Question  

If you\’ve read the post thoroughly, we\’re sure you noticed a pattern here. The company that rolls out most of its products with a \’Designed for Humans\’ or \’Designed for Life\’ slogan, seems to be taking it too seriously with the human dominated posts. Not that we\’re complaining; these posts are driving in a lot of engagement for Samsung, and that\’s the end goal of every strategy a marketer works on.

But what comes off from this post is the big question that if a boring content strategy like this could work wonders, why the hell have we been spending hours trying to create different posts every time?

Do people tend to connect more with content that reflects them? Is this a strategy that all brands could adopt? We\’d love to know your take on the same.