As social media platforms have proliferated, so too has the community of digital advertisers. The platforms provide tremendous opportunities for connecting with others in the industry, sharing best practices, and learning from each other. Digital advertisers are able to make valuable connections with one another on social media that would not be possible otherwise.

In addition, social media platforms have made it easier than ever before to share information and collaborate on projects. The vast reach of these platforms means that digital advertisers can connect with a global audience instantaneously. This has led to a more collaborative and open environment for the community as a whole.

For the first time, social media will play a major role in client marketing and advertising this year. Marketers need a firm grasp on how consumer behavior has altered on social media, as well as which platforms they're now turning to, in order to succeed.

Facebook and TikTok have both made similar announcements regarding new partnerships and product updates in recent months. We go through them one by one to see how they may help firms succeed in 2021 and beyond.

CREATING A FUTURE OF BRAND SAFETY, DIGITAL GROWTH AND INNOVATIVE CAMPAIGNS

The global pandemic has forced marketers to re-evaluate every aspect of their business, from how they allocate budgets to which channels they use to reach consumers.

As we move into a new decade, one thing is certain: the way we interact with brands will continue to change. Marketers must understand these changes and adapt their strategies accordingly in order to remain relevant.

One of the most significant changes that has taken place is the way consumers use social media. The rise of platforms such as TikTok and Instagram Reels has led to a dramatic increase in the number of time users spend watching short-form videos. This shift in consumption habits presents a major opportunity for marketers to reach their target audiences more engagingly and effectively.

Many businesses have increased their investment in social media advertising as a result of this shift. WPP and TikTok have announced an innovative worldwide collaboration to allow WPP agencies and clients to exploit the culture-shaping power of short-form video on TikTok.The partnership will give WPP's agencies and clients access to TikTok's suite of creative tools and capabilities, including TopView, an immersive, full-screen advertising format that allows brands to reach users when they're most engaged.

TikTok's latest collaboration with WPP, according to the company's official blog, will provide clients "unique access and capabilities" on the site.More specifically, the holding company will be given early access to advertising products from TikTok, such as APIs and next-generation formats including augmented reality services, in exchange for a significant amount of money.

DEEPER INSIGHTS, DIVERSE VOICES, AND EARLY ACCESS

“Brands from all over the world recognize TikTok's value in creating memorable moments that not only shape culture but also create business value,” said Blake Chandlee, VP of Global Business Solutions at TikTok. “We have the same goal in mind: to design outstanding marketing for our clients that appeal to their expanding audience while being genuine, creative, and happy.”

So, what steps are the two taking in the partnership to achieve this mission?

TikTok is a video-sharing platform that offers brands the ability to post sponsored videos. In addition, WPP's teams will have "access to customized trainings and certification programs conducted by the TikTok team to ensure that they are providing best-in-class solutions for clients."

WPP will be the Lead Agency Development Partner for new creator-focused APIs, which will use WPP's market-leading brand safety approach while incorporating unique brand and marketer data signals.

ADVERTISER TOPIC EXCLUSION CONTROLS IN THE NEWS FEED

Other locations, on the other hand, are focusing more on product improvements dedicated to privacy and security.

Facebook, for example, is launching a new effort to test improved advertiser topic exclusion tools that will allow businesses to prevent their advertisements from showing next to certain subjects in the News Feed based on their brand suitability preferences.

A machine learning-powered algorithm would be able to determine which ad was shown on the platform, particularly in the News Feed, more precisely and effectively.“A children’s toy company may want to avoid content related to a new crime show, so they could select the ‘Crime and Tragedy’ topic,” the announcement explained.

For anyone keeping tabs, Facebook currently offers exclusions for ‘news’, ‘politics’, ‘gaming’, and ‘religious and spiritual’ content for video campaigns. Given its latest test relates to a much more specific set of categories and the variability and personalization that comprise the News Feed, this effort will likely require some time to get right. “This product development as well as testing and learning in News Feed will take much of the year,” the company stated.