When it comes to measuring the impact of marketing, especially with customers using so many different platforms for discovery, research, and conversion, it can be difficult to know where to attribute success.
The challenge, particularly for content creators on TikTok, is that their content may spark the discovery and lead to conversion – but remain unrecognised in the customer journey, due to the limited ‘last-click attribution’ model.
Until now, that is.
A recent report, shared by TikTok, looks at the role of different content streams and platforms in an overarching journey to conversion. Here’s what it found…
Summing Up TikTok’s Report Findings
The report challenged the assumptions made by marketers and urged them to reconsider the way they assign their budgets. It said that too much budget goes into short-term content and that not enough goes into the content streams that reinforce messages and support a lasting, indirect approach.
For TikTok creators for example, this kind of report highlights the potency and effectiveness of the long game, especially for those backing a business and trying to earn more loyal followers and engagement. It’s not just about direct marketing and conversion, but about nurturing and reinforcing marketing messages in the background.
This is something that has long been recognised as the best long term approach to marketing – yet it seems that with the arrival of instant gratification through apps like TikTok and Instagram, businesses are losing sight of the importance of the long game.
