TikTok Launches Symphony Digital Avatars and AI Tools for Enhanced Creative Content
NASHVILLE, Tenn., June 17, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - TikTok has introduced Symphony Digital Avatars, a new feature in its Symphony suite of ad solutions powered by generative AI. This launch aims to help brands and creators produce TikTok-first content that resonates with audiences worldwide.
Symphony Digital Avatars are part of a broader initiative by TikTok to provide businesses and creators with tools that blend human creativity with AI-powered efficiency. The new feature offers two types of avatars: Stock Avatars, which are pre-built using paid actors, and Custom Avatars, which can represent a specific creator or brand spokesperson in multiple languages. These avatars are designed to help brands add a human touch to their content and scale their creative strategies globally.
"At TikTok, we aim to empower creators and propel their creativity to a global audience with the power of generative AI," said Andy Yang, Head of Creative Product at TikTok. "Symphony Digital Avatars unlock a new avenue for creators to scale their opportunities with brands globally. We aim to fuel the creator economy by investing in creative solutions that spark joy, imagination, and action."
The Symphony AI creative suite also includes AI Dubbing, a global translation tool that enables creators and brands to translate their content into more than ten languages, facilitating communication with a broader audience. This tool detects the original language in a video, transcribes, translates, and produces a dubbed version in the selected languages, making it easier for creators to reach diverse audiences.
TikTok has also launched the Symphony Collective: Industry Advisory Board, which includes a range of content creators and industry leaders. The collective aims to provide feedback on TikTok’s AI marketing solutions and foster discussions on the responsible use of AI in creative marketing.
David Ma, a filmmaker and TikTok creator, expressed his enthusiasm about joining the collective: "TikTok has been a pioneer in providing creative tools that allow me to effectively collaborate with brands and create lasting, long-term brand relationships. I'm honored to be a part of The Symphony Collective to help test and build their new creative AI solutions."
Anthony Hamelle, Executive Director of Digital, Social & Innovation at TBWA/Chiat/Day US, also commented on the initiative: "TikTok has been a remarkable force for more open, diverse, and bold forms of creativity. With GenAI as a creative catalyst, this stage that welcomes thousands of creators and communities will become even more dynamic."
For more information on TikTok's Symphony tools and how they can help enhance your content, visit TikTok for Business.
Source: TikTok
Gen Z Becoming Skeptical of Influencers and Sustainability Claims, Study Finds
VANCOUVER, Canada, June 10, 2024 (VSNewsNetwork.com) - A new report by Rival Technologies and Reach3 Insights reveals shifting attitudes among Gen Z consumers towards social media influencers and sustainability messaging. The study, based on a survey of 750 Gen Z individuals in the US and Canada, highlights changes in online shopping behaviors, brand loyalty, and perceptions of influencer marketing.
According to the research, social media continues to play a significant role in product discovery for Gen Z, with Instagram, TikTok, and YouTube being the top platforms used to find new brands. However, the path from discovery to purchase is complex, with only 18.4% of online shoppers in this age group completing purchases through social media channels. In contrast, 88.2% prefer online marketplaces like Amazon and Etsy, and 74.6% opt for brand websites.
The study indicates a growing skepticism among Gen Z towards influencer marketing, with nearly half of the respondents expressing reluctance to buy products recommended by influencers. Many participants described paid influencer partnerships as “very insincere” or “annoying.”
“Influencer marketing is at risk of facing a serious reckoning,” stated Paula Catoira, Chief Marketing Officer at Rival Group. “To ensure ROI from influencer partnerships, brand marketers need to understand their Gen Z customers and align their marketing strategy with the needs of this audience.”
The report also shows that while 42.9% of Gen Zs prefer sustainable products when available, cost and budget considerations remain crucial in their purchasing decisions. This is exemplified by the continued popularity of fast fashion despite its environmental impact.
“Our research highlights how the attitudes and behaviors of Gen Zs can shift significantly as they go through different life stages and as socio-economic factors evolve,” said Andrew Reid, CEO and Founder of Rival Technologies. “To get accurate and nuanced insights on Gen Zs and win their loyalty, brands need to engage with these young consumers on an ongoing basis and do it in a way that’s aligned with their expectations and behaviors.”
The findings come from the 2024 Gen Z Marketing and Engagement Report, which utilized Rival Technologies' conversational research platform to gather quantitative, qualitative, and video feedback from respondents. This approach, which encourages candid participation, has been employed by companies such as Warner Bros. Discovery, REVOLT TV, and Coca-Cola to gain valuable consumer insights.
For more information on the study and Rival Technologies’ research methods, visit rivaltech.com or reach3insights.com.
Source: Rival Technologies and Reach3 Insights via Social Media Today
Research Reveals Importance of Balancing Active and Passive Attention in Marketing
HOLLYWOOD, June 4, 2024, (V SOCIAL MEDIA OF HOLLYWOOD) - In a recent study conducted by Amplified Intelligence, a company founded by media science researcher Dr. Karen Nelson-Field, findings suggest that successful marketing strategies should balance both Active and Passive Attention to optimize results. The study utilized advanced techniques such as eye tracking and device usage to measure how people engage with information.
Stacy Malone, VP of Global Business Marketing at Pinterest, highlighted the growing complexity of capturing consumer attention in an increasingly distracted world. "Brands often believe that breaking through the noise means being the loudest in the room. But modern marketers already know: Attention is more complex than you might think," Malone said.
The study identified Total Attention as a crucial metric, which combines Active and Passive Attention. Active Attention involves conscious focus, often driven by high-impact digital sponsorships or major TV moments. Conversely, Passive Attention is more subconscious, such as listening to background music while performing other activities. Both types of attention were found to be significant in driving marketing outcomes.
A key finding from the research is the efficiency of Passive Attention tactics. While Active Attention strategies tend to be more expensive, Passive Attention techniques proved to be more cost-effective. The study found that media plans targeting Passive Attention drove 6.7 times more attentive seconds per dollar spent compared to those focusing on Active Attention.
Malone emphasized the importance of incorporating both types of attention into marketing strategies. "People shift between Active and Passive Attention modes all day, without even realizing it. So rather than choosing an approach that captures one type of attention, build a strategy that plans for both," she explained.
The study also revealed that Pinterest performed exceptionally well in capturing Total Attention. Ads on Pinterest delivered 170% more Total Attention and 7.3 times more Passive Attention compared to other platforms. Additionally, users on Pinterest scrolled past ads 1.5 times more slowly than on other platforms, contributing to higher engagement.
According to Malone, the positive user experience on Pinterest plays a significant role in these outcomes. "We want people to feel good on our platform, so we’ve created a place that inspires people to take action in their own lives. And when they come to Pinterest, they’re taking their time," she said.
The research highlights practical strategies for advertisers to enhance attention on Pinterest, such as placing ads in relevant contexts and creating emotionally engaging content. Ads shown in a relevant context increased Active Attention by 60%, and ads with high levels of happiness and surprise drove more attentive seconds.
For marketers aiming to maximize their media plans, understanding and leveraging Total Attention can provide a competitive edge. As the industry moves towards standardizing attention metrics, these insights offer valuable guidance for creating more effective marketing strategies.
For more information, read the full study here.
Source: Pinterest