This is what the Advertising Industry is doing to ensure children can confidently navigate the media they consume - Influencer Marketing

Today I had the opportunity to listen to the Media Smart Influencer Marketing Roundtable hosted by the Advertising Association and Media Smart.  Media Smart is an education non-profit ensuring every child in the UK, aged 7-16 years old can confidently navigate the media they consume.

The panel discussed the importance of re-building public trust in advertising as 74% of parents think more education is needed (Tara Hopkins, Head of Public Policy, EMEA).  Social influencer complaints are growing (ASA CEO Guy Parker).  The ASA have provided guidelines for influencers to ensure influencers disclose and guide users that an advert is an ad.  A simple and effective way of doing this is through #ad.  Don't hide the #ad amongst other hashtags and ensure all adverts are clearly labelled.  If viewers have to play detective then the influencer is not working hard enough (ASA CEO Guy Parker).

When asked who is responsible for correctly labelled adverts, Dan Clays (CEO of Omnicom Media) explained 'everyone has a responsibility.'  Media Smart provides excellent media marketing materials for children, teachers and parents.  The resources include Film based material, PSHE resources and teacher learning packs for children.  Hannah Witton, a YouTube influencer has volunteered time to create videos and explain influencer marketing to children.  There is a range of material to be used in assemblies and the classroom.  'How can we get material out there?' was a question Dan posed to all attendees.

Tara Hopkins (Head of Public Policy, EMEA, Instagram) explained the whole area of influencer marketing is new.  There needs to be greater consistency and transparency.  Influencers must create a post, tag and easily brand content.  Partners such as TikTok and Instagram are working with Media Smart to change messaging, policies and wording.  The joint forces are bringing innovative ways to bring the policies to light.  For example, rolling out filtered stories series which authentically will help children understand real life scenarios and the difference between paid for Instagram content.

TikTok has the aim to produce joyful content and create a safe environment.  Sponsored content is visible and the company have strict practices in relation to alcohol, gambling and a 12 + audience (Stuart Flint, VP, Sales, TikTok).  Tracey Brabin (Shadow Secretary of Cultural Industries, MP) addressed the round table and explained there are both positives and negatives to influencer marketing.  The positives include the channel is a new opportunity for young people, products and to get ideas out into the world.  Influencer marketing has been used for health messaging and it is important to protect people, innovation and creativity.  Tracey Brabin asked what impact has the BLM (Black Lives Matter) movement had on the community.  TikTok saw communities come together and support the movement as well as produce education pieces and content which was put up.

The Chair concluded by asking the panel - 'If there is one thing that could be done better, what would that be?'  Answers included - 

1. #ad is important on posts, influencers need to be simple and upfront

2.   Clarity of messaging, influencers need to be clear on regulations

3.  The ASA has resources and platforms, TikTok and Instagram are leaning in

4. Accreditation, pace of change, consistency and research are important

5. Girl guides are helping young people with low self esteem and the shame that some young people may feel.

Media Smart is an important charity addressing parental concerns and providing support and material to children, parents and schools through their partners.  The charity is growing from strength to strength.

Below is a link to all the useful resources provided by Media Smart

https://mediasmart.uk.com/influencer-marketing-education-resource/

Source Credit: Shadow Minister for Cultural Industries, Tracy Brabin MP; ASA CEO Guy Parker; Media Smart Chair and CEO of Omnicom Media Group UK, Dan Clays; Stuart Flint, VP, Sales, TikTok; and Tara Hopkins, Head of Public Policy, EMEA, Instagram; and Charlotte Williams, social influencer and founder of the SevenSix agency.   

 

Why are brands and creators loving TikTok? - Discussion Panel Summary #socialday2020

The Guiness World Records (GWR) brand is one of the top 5 most popular brands on TikTok.  Dan Thorne from GWR discussed how #GWRchallenge became a success on TikTok as users were asked to undertake challenges such as kick ups with toilet rolls.  Each week GWR releases a new challenge which is shared across social media platforms.  TikTok Creator Ollie B explained types of content that work on social media include shorter formats, sibling rivalry, meme inspired content which helps to foster a sense of community and content that makes people laugh.  It is important to keep an eye on competitor activity.  It is vital a creator brings personality to the videos and doesn't hide behind photos.  Dan Thorne further discussed the importance of producing human moments on TikTok which go beyond dance challenges.  For example, The Washington Post has presented the Newsroom in an interesting, funny and creative way on TikTok. TikTok is about self-expression and young people are adopting the platform and are able to produce quality videos which can be edited quickly, said Yenan Wang from PHD, who particularly likes the diving challenges and Titanic style challenges the platform offers.

Esme Rice asked 'Why is TikTok a differentiator?'.  The platform allows brands to show their human side.  Guiness World Records is about record breaking and people visit the channel to see action.  You need to ask what makes your brand content connect with other humans.  TikTok is a warm community allowing creators to produce fun and interesting content.  It allows people to engage intimately with consumers.  The User Generated Content (UGC) on TikTok interacts with audiences in an innovative fashion.  Ollie B's Harry Potter impressions gained momentum, he found a niche and could creatively reach a new and unique audience.  In turn, sales of Harry Potter merchandise also increased.

All speakers agreed TikTok is a platform for positivity and there are no barriers to entry.  It has flourished because it is a positive place and the community visits TikTok to see happy content.  The channel is growing and it may potentially change, however, at present TikTok hosts a positive community.  The algorithm prioritises relevant content which a user has an interest in.  The content is entertaining and educational.

The benefits of TikTok over other social platforms is the ability for creators to attain organic growth.  Ollie B mentioned to achieve the same reach on competitor channels would need to involve marketing budget.  When working with influencers on TikTok it is important to keep the brief open and allow the influencer to focus passion and produce engaging content.  TikToks call to action (CTA) include links in bio and an affiliate scheme would also aid influencers.

The Dettol campaign in India was a handwashing challenge and achieved 125m views.  The influencer acts as a spark and gets the ball rolling with a campaign, there is then a butterfly effect where everyone wants to join the party.

The speakers discussed the recent negative news about TikTok around privacy and some countries boycotting the brand.  Yenan Wang explained it is important to cross pollinate and diversify your social media strategy and ensure media content is hosted on a number of social platforms, including bringing users to your website and email lists.  Content should be hosted on a content hub for users to engage with the branded content.  Ollie B explained if all US creators are banned, then TikTok UK creators will gain more of a spotlight.

The panel discussion was informative and provided a variety of viewpoints on TikTok from industry leading experts.  TikTok is clearly a channel which is growing, the platform is recruiting heavily in the UK where it is focussing on paid media opportunities.  Creators love the fact they can organically grow their reach, and brands which don't have a lot of budget can create content which makes their brand go viral when used correctly.  The platform is also a very positive platform with an algorithm which prioritises relevant content and interest.  It's important to remember to ask what makes your brand connect with human beings when considering launching on the channel.

Source Credit: #socialday2020 panel, Yenan Wang, PHD; Dan Thorne, GWR; Ollie B, Creator; Esme Rice

  

Source Credit: https://www.oberlo.co.uk/blog/tiktok-statistics

Source Credit: https://www.socialday.co.uk/