Social Media Means
Social Media Means
Photo: Juan Jose Sanchez Macias
TikTok's content policy bans accounts from making branded content which features or references “Alcoholic beverages (wine, beer, spirits, etc.), alcohol clubs/subscription services, alcohol-making kits, or alcohol-sponsored events.” This includes alcohol-free or no-alcohol alternatives and soft drinks presented as ...
Each diamond is worth 5 cents. So, the Drama Queen will be worth $125. But TikTok retains 50% of what you earn, so when you cash in your 2,500...
Read More »
7 Qualities of a Professional You are excellent at what you do. You take the high road. You can be counted on. You are calm under pressure. You are...
Read More »After Nico Diaz lost his job running a bar program in Philadelphia at the start of the pandemic, he decided to dedicate more time to growing his social media presence as a bartender and brand ambassador on TikTok. He soon incorporated it into his own marketing business, CRFT Cocktail Catering Service, and secured his first client. At the start of 2021, Diaz launched Bluecoat Gin’s TikTok account to build its brand and promote Philadelphia Distilling and its on-site distillery bar. “People were coming in based off of finding us on TikTok,” says Diaz, of the initiative’s early success. Then he hit a snag. After Bluecoat Gin’s account reached 10,000 followers, he sent a formal application to TikTok to get Bluecoat’s account verified. “Within 24 hours I had their decision,” says Diaz. “It was a firm no.” After pursuing an explanation, he was told, in his words, “there were seven industries that TikTok would not align with and one of them was the spirits industry.” Don’t miss the latest drinks industry news and insights. Sign up for our award-winning Daily Dispatch newsletter—delivered to your inbox every week. → TikTok might once have been relegated to “just that youth dancing app,” but those days are long gone. The platform’s success went stratospheric during the pandemic, as people stuck at home streamed endless videos. TikTok has been the top app by worldwide downloads in every quarter since the start of 2021, according to a report by Sensor Tower, now with 3.5 billion all-time downloads. But while creators exploit every imaginable niche and TikTok’s audience represents a goliath marketing opportunity, there is a notable absence of accounts from bar businesses—and none appear to be verified. This is thanks to the same opaque policies around alcohol-related content that prevented Diaz from growing Bluecoat Gin’s account any further. TikTok’s content policy bans accounts from making branded content which features or references “Alcoholic beverages (wine, beer, spirits, etc.), alcohol clubs/subscription services, alcohol-making kits, or alcohol-sponsored events.” This includes alcohol-free or no-alcohol alternatives and soft drinks presented as mixers for alcohol. When it comes to community posting (meaning independent creators posting instead of brand accounts or advertisers), TikTok’s rules are somewhat looser. TikTok states that content that “offers the purchase, sale, trade, or solicitation” of alcohol products is prohibited for individual accounts. This year, TikTok strengthened its account-level enforcement capabilities, with over 100 million videos removed in the first quarter of 2022, of which 21 percent represented “illegal activities and regulated goods,” which, by TikTok’s definition, includes alcohol. What precisely falls under their ban, however, is subject to interpretation, and spokespeople from TikTok have so far been unreachable. David Hoos, the B2B performance marketing manager at The Outloud Group, an influencer marketing company, says, by his understanding, people can show or use alcohol all they want on TikTok—which they do. #DrinkTok has 1.1 billion views, and there is a proliferation of popular creators like @join_jules, who makes home cocktail tutorials for nearly 830,000 followers. But creators run the risk of falling foul of TikTok policies when it appears that they, their businesses, or another brand that they’re representing might be benefiting from their content. Steve Higdon, the creator behind @60SecondBourbonReview, which became a viral success story during the pandemic, has experienced this firsthand. His lo-fi, goofy, and charming bourbon reviews—initially created for his sons—have now garnered over 23 million views. Off the back of the account’s success he launched the BIG Bourbon Club (the BIG stands for “Bourbon is Good”) as he recognized the need for a more accessible and inclusive bourbon community. But after the change in policy earlier this year, he has received a fraction of the views and his following hit a wall. “I used the TikTok algorithm to grow the movement,” says Higdon, “and now they’ve put the kibosh on what the BIG Bourbon Club and 60 Second Review want to talk about. I have felt the brunt of this new policy without a doubt.” He adds, “There are thousands of accounts on there that chug whisky, throw up, have fights, and they continue to grow. Why there is such inconsistency about how this rule is applied is beyond me and most of the other original TikTok creators.” Hoos backs this up. “It does seem like a content category that could still run the risk of a decline if/when TikTok thinks that something looks like it’s promoting an alcohol brand,” says Hoos. “It’s a reasonable assumption to think that TikTok’s algorithm is trying to not give extra juice to alcohol-based content.”
According to eMarketer, the three giants – Amazon, Google, and Facebook together occupies 70% of all digital ad dollars spent. Google. Google is...
Read More »
One million (i.e., 1,000,000) one thousand thousand. This is the natural number (or counting number) followed by 999,999 and preceded by 1,000,001....
Read More »
How to Find Your First Client: A Guide Educate yourself. The first key in getting clients is to know your market. ... Get an online presence. ......
Read More »
The 4Cs to replace the 4Ps of the marketing mix: Consumer wants and needs; Cost to satisfy; Convenience to buy and Communication (Lauterborn,...
Read More »As an independent creator, she has an 11 percent engagement rate, compared to TikTok’s organic engagement rate of between three and nine percent (according to an estimate by Influencer Marketing Hub), which means qualitatively, Harper’s videos make a greater impact on her viewers. When picking a creator to host for a potential video, bars will have the best success with people who live the life of the customers they’re trying to attract—or in other words, who are already cosmically aligned in the algorithm—and therefore will engage a brand-appropriate audience. If the creator is open about reporting engagement and reach, a bar business can measure the ROI of the endeavor more easily. “As an influencer and content creator, you have to do your own market research,” says Harper, talking about how she decides which bars to feature and when. “Who are my followers? What are they doing and when are they doing it? TikTok provides that information so you can make more informed decisions about posting.”
Thanks to its skyrocketing popularity and high growth rate, TikTok creators can earn a similar amount to YouTubers in the coming years. As a...
Read More »
General tips Warm up and cool down. Start each workout with a warmup and finish with a cooldown. ... Eat well. Your diet plays a role in your...
Read More »
You send one snap to one friend and you get 1 point. That is how it works. So, if you will start sending snaps to multiple friends at once, it may...
Read More »
You will feel less stressed Decreased levels of anxiety and depression are but one mental health benefit of quitting social media. In fact, the...
Read More »
Promotion
Promotion
Promotion
Promotion