Daily Update: TikTok's push for longer-form content, Tarte's TikTok shop efforts show success, social media x mental health
TikTok continues to take on YouTube, TikTok shop is improving and Tarte has data to show it, tips to balance mental health and social media for Influencers
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TikTok users are watching longer videos
In November, the platform invited dozens of creators to their NY office in an attempt to encourage longer-form video creation. During this event, they mentioned that users are spending half their time watching videos that are longer than a minute.
TikTok has been rolling out longer-form video capabilities throughout the year. It’s continuing to ramp up efforts to go head-to-head with YouTube, in addition to competing with Amazon with TikTok Shop.
Tarte’s big TikTok Shop bet is paying off
Tarte - a historically social-first brand - has seen a lot of success lately. In the company’s latest 9-month earnings report, they’re up by almost 14% YOY.
They largely credit this to TikTok Shop, where the brand has been leveraging livestream shopping at least once a week. The majority of purchases from livestreams are people who don’t follow Tarte - so the brand is managing to drive sales amongst a broader audience.
The Halo Effect
You may be familiar with the concept of the 'halo effect’ that’s often referenced with influencer marketing. Because people are often inspired by what Creators share but don’t necessarily click or purchase right away, direct sales don’t always get the lift they should. However because the content is out there, a shopper may naturally add an item to their cart that they saw a Creator share, though the Creator wouldn’t necessarily get credit. Tarte has seen a triple-digit lift on products featured in TikTok Shop since the brand joined TikTok Shop during the beta program in mid-2023, which suggests the halo effect is happening here.
Speaking of TikTok Shop
The platform is doing a lot to legitimize the products on it. We’re seeing some positive changes and break all this down in our podcast episode from Tuesday.
Listen on Apple Podcasts.
Listen on Spotify.
How to balance social media and your mental health [Infographic]
We love this. It’s hard to be ‘on’ all the time. If you feel yourself getting burned out, follow some of the tips below:
