First Party Data, Thanks TikTok! | Your Weekly Social

Reading Time: 5 Minutes

First Party Data (Finally)

Join us today while we discuss TikTok’s Journey, Why It Could Be Better, Why We Expect It To Be Better, and Why We Have To Wait For It To Be Better.

Source: https://techcrunch.com/2021/08/31/tiktoks-new-creator-marketplace-api-lets-influencer-marketing-companies-tap-into-first-party-data/?tpcc=ECFB2021&fbclid=IwAR09bou_AINDQWsTCydi0LDOfwEz8v30qnrER82UpkreKb_Nhu2dLGVAFuY

TikTok is on its way to be a Real Platform! First Party Data won’t feel as Grass Roots Organic of an Influencer Platform – But it makes it more usable and useful for the rest of us.

Transcript:

Alyssa Mullins 0:00
Hi everyone. I’m Alyssa.

Adam Jones 0:02
I’m Adam.

Alyssa Mullins 0:03
And welcome to your weekly social!

Adam Jones 0:09
What are we talking about?

Alyssa Mullins 0:10
We’re gonna talk Tik Tok,

Adam Jones 0:12
Talking Tikity Tok?

Alyssa Mullins 0:13
Talking Tik Tok- Say that five times fast!

Adam Jones 0:15
Talking Tikity Tok, Tikity Tok, Tikity Tok.

Alyssa Mullins 0:18
Close enough.

Adam Jones 0:19
So what’s happening with Tik Tok?

Alyssa Mullins 0:20
So, Tik Tok is now allowing for first party data to be shared with people.

Adam Jones 0:31
That wasn’t a thing before?

Alyssa Mullins 0:32
No.

Adam Jones 0:34
We expect that of all platforms.

Alyssa Mullins 0:35
Yeah. We should. We do. We hope. And yet it wasn’t. So there’s that. And first party data is basically when we can see who liked, what kind of viewer demographic you have, is it mostly male, female, age range, and things like that. And so that’s what we want to see. We like to know what works and what doesn’t.

Adam Jones 1:01
Beforehand, they’re just saying, “Hey, these are influencers, we’re gonna connect you with the influencers, these are some topics that are trending- would you like to advertise in that?” Now, the Tik Tok ad platform has not been very open; like we put in an application last year to become an advertiser, and we still haven’t had that accepted- we probably need to resubmit. And that’s fine. We do see some good stuff with organic reach, but it also shows kind of a lack of maturity within the app platforms. And that’s something that at Pullman Marketing we do evaluate a fair amount. Twitter’s app platform has gotten better. We don’t like it, but it’s gotten better. Facebook’s is just Primo, but they keep changing it. Google ads- that’s kind of the king. That’s been the original. But even snapchats platform is rough. It’s really rough.

Alyssa Mullins 1:56
And even then, on apps like Tik Tok and on Snapchat especially, people don’t like to see those paid ads pop up all the time. I know for me personally, it’s not my favorite thing, especially on Tik Tok, because it almost interrupts. And also, I get ads that aren’t always relevant to me.

Adam Jones 2:14
What ads do you get that are not relevant?

Alyssa Mullins 2:16
For a while- it finally stopped- but I would get like Bumble and other dating apps; those don’t appeal to me. Now, I kind of get like fast food and American Eagle. So a bit more for me, I suppose.

Adam Jones 2:31
I still keep getting halara- the dress with the pockets. I keep saying Don’t show me this.

Alyssa Mullins 2:38
And it just keeps coming?

Adam Jones 2:40
And it keeps coming. And that shows the immaturity of the platform. So even though they’re showing these first party data, the new API; they’ve also said it’s not ready yet. It’s still in pilot mode. We’ll link the article in the description down below, but it’s not ready yet. Just showing your likes and engagements, etc. doesn’t provide us the really core smart algorithm things of, “Please stop showing me this ad.” How many times has that occurred? What was the cause of it? Was it spam? Or have they already purchased that? The “Have you already purchased thing,” Facebook does that. And that’s imperative, that’s really important. Because if they’ve already purchased then, okay, there might be more items or accessories to purchase. But we need to stop advertising to these people, or else you’re going to be throwing away money.

Alyssa Mullins 3:35
Yeah. I will say that Facebook has been pretty good at predicting my ads; I get a lot for different clothing brands that I have purchased from, and they do pop up.

Adam Jones 3:47
And it also shows that Tik Tok is really trying to keep their advertising encased too. One thing that a lot people don’t know is that Oracle does have a chunk of Tik Tok so that they can have their servers and the data here in America. And that was a big controversy for a couple years, which is why we were hesitant with Tik Tok before. But then, I think Walmart has either an 11 or 13% stake inside of Tik Tok.

Alyssa Mullins 4:16
There have been a lot of Walmart ads.

Adam Jones 4:18
Well, not only that- they’re supposed to bring ecommerce to the platform was the original intention or rumor. So while there’s these desires for ecommerce and desire for the platform to be built out more, if the primary monetization factor of advertising is not set up right, the rest of the ecommerce part doesn’t even matter. And so Walmart’s even being forced to play a little bit of a long game in my thought process. And so we’ll have to see how this plays out.

Alyssa Mullins 4:49
Yeah, well, they’re supposed to be doing a bigger announcement and everything later on this month.

Adam Jones 4:57
Oh, we should cover that!

Alyssa Mullins 4:58
And so we’ll keep on monitoring that, and see what changes and how the platform changes, because it is kind of changing a bit more and more as it gets older and more popular amongst people.

Adam Jones 5:12
Yeah! That’s all we have for today. Not as long, but thank you for joining us!

Alyssa Mullins 5:18
Yeah! It was fun. And don’t forget to like, subscribe, comment, follow us on Instagram. Find us on Tik Tok.

Adam Jones 5:26
Yeah! We do have a Tik Tok.

Alyssa Mullins 5:28
We do have a Tik Tok. And you know, we’ll see you guys next week!

Adam Jones 5:32
Hit the bell.

Alyssa Mullins 5:34
Don’t forget the bell. Always hit the bell.

Adam Jones 5:36
Please

Alyssa Mullins 5:38
Bye guys!

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