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Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Last year, TikTok made $4 billion in ad revenue. In 2022, that number is expected to jump to $11 billion. As companies like YouTube see their advertising earnings dwindle, TikTok’s ad revenue will account for 2.4% of this year’s total digital ad spend—up from 1% in 2021. The changing landscape coupled with TikTok’s ever-growing user base has forced digital marketing agencies to shift their strategies.
According to Ethan Curtis, the founder of TikTok marketing agency PushPlay, larger agencies are being forced to hire pre-existing teams dedicated to developing short-form content.
“These bigger agencies are slower because they're having to totally rehire the creative departments or acquire smaller agencies like mine,” Curtis says. Adding that much of the company’s early business consisted of completing projects for bloated agencies not yet familiar with the speed of TikTok trends.
To that end, Curtis says, says more traditional content approval methods—some of which involve multiple teams having to sign off on a piece of content which could take days—struggle to keep up with TikTok’s quick trend turnover. Adding that a song that trends one week can become irrelevant within the next, a reality most TikTok native creators already know.
Which is why some agencies are even hiring people just to consume content and assess trends.
“It is forcing brands to rethink their content approval and scheduling process—there needs to be room to just cut and post stuff on the fly,” Curtis says. “A lot of brands aren't set up that way.”
Kellis Landrum, co-founder of True North Social, says that while clients of his digital marketing agency aren’t turning away from platforms like Instagram, there’s a heightened awareness of TikTok—at least 70% of True North’s new business inquiries involve the short form video hosting service.
Though Landrum stipulates that, TikTok is “probably one of the most important things that we're working on right now.” True North hasn’t hired a team directly dedicated to the platform. Instead, the digital agency has incorporated TikTok production into its pre-existing social team. Part of this is due to TikTok’s rapid growth; TikTok lacks detailed data analytics and content scheduling tools that other platforms have. Because of this, Landrum says many agencies are still honing their strategies as the platform evolves.
True North has however reprioritized how it creates content for clients. On top of outsourcing some videos to influencers, he says one method involves producing longer videos that are then chopped up into smaller bits to be distributed on TikTok. He says the switch to video requires more effort than the early days of social media marketing—just a few years ago, one photo shoot could produce months of content for Instagram. Now, he says agencies have to put in more day-to-day production work as they create individual short-form videos.
Part of that production work includes trying to recreate the lo-fi aesthetic that comes from filming videos on a phone, that’s native to TikTok. But as more money is poured into TikTok marketing, Landrum also believes that ads will become more elaborate and have higher production value.
“Over the course of time, TikTok videos will start to become more produced as people can make more money off of them and the stakes get higher,” Landrum says.
Even as content becomes more produced, influencers remain at the core of many marketing agencies’ strategies. Aaron Cuker, CEO of digital marketing agency Cuker, says that since most of their clients view TikTok as a priority, his company integrated the platform into its pre-existing social team and expanded its influencer roster to include TikTok creators.
Part of TikTok’s marketing power is due to the platform’s algorithm, which Cuker says reaches a wider audience and increases conversion rates. Cuker says TikTok has reshaped the traditional path-to-purchase for customers as the algorithm exposes an extensive number of users to new brands and products.
“What once was a linear sales funnel, is now an infinite loop of consumers entering, exiting, and re-entering the sales journey based on various wants and needs,” Cuker says. “TikTok lies at the forefront of this new era for brand discovery and new customer acquisition.”
Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
Part of TikTok’s evolution over the years includes becoming another outlet for consumers to purchase popular gadgets. The app generated $821 million in global consumer spending across the App Store and Google Play in the first quarter of 2022 alone.
And since the holiday season is among us, it’s time to get some gifts checked off your list. So here’s 10 tech gadgets that went viral on TikTok that you can buy for your loved ones.
The scanmarket air can be a great stocking stuffer and will help any student on your list. All you have to do is slide the scanning pen across any book and the text will appear on your screen. The device also has a text to speech feature that will read the words as soon as you scan over the text.
The Photon mini projector blew up on TikTok in March of this year and pushed many to participate in a “fake window trend,” where people would project a video of a window on a blank wall in their home. Not only can you turn any wall into a window overlooking any destination, but you can utilize this device for streaming and connecting to gaming consoles.
Replying to @freezingmoon999 I hope this helps 😂💓 #amazonfinds #amazonmusthaves #amazon
Another device that is circulating the #tiktokmademebuyit hashtag is the phone lock box. The lock box works great for someone who is constantly on or is easily distracted by their phone because once you stash your phone inside, the device can lock your phone for as long as 99 minutes.
The best purchase I’ve made so far in 2022 😌 #fyp #foryou #tiktokmademebuyit #shoptok
The Hanover lock is best for anyone on your list that wants extra security to their home. This device is super convenient or for people who are super forgetful because it will automatically lock once the door is closed behind you. The Hanover lock became popular as various users on the app uploaded videos about their experience leaving their keys at home.
Just wait… 😳 #Yeedi #YeediVac2Pro #NewProductLaunch #iboughtitsoyoudonthaveto
This robot vacuum cleaner is the perfect gift for people who work from home and don't have the time to clean. Priced just under $500, this device can detect cliffs to avoid falling, has mopping capabilities, avoids objects in its way and when it's done cleaning it empties its own dustbin.
Bath time just upgraded 🛁 #jacuzzi #fyp #gadget #dontgetelectricuted
Jacuzzi’s are expensive and bulky but this portable mat will provide you a jacuzzi like experience in the comfort of your bathtub. To install, you just have to connect the mat to the pump and your bath is instantly upgraded with a built-in warm air function and bubble massage feature.
Well this is amazing #lopwert #unboxing #review #tiktokmademebuyit #christmas #influu
If you’re strapped for time to find a gift, this electric heated blanket is an easy one for someone who loves camping or an athlete that needs to warm up after a long hike or run. The blanket has three different heating levels and unlike other heated blankets that need to be plugged into the wall, this one can be charged on the go with a usb power bank.
FINALLY got my hands on this 3-in-1 cube 🤩📱⌚️🎧 this portable, folding MagSafe cube can charge an iPhone, AirPods, and Apple Watch at their max output speeds! Beautiful form factor and so travel-friendly #gifts #tiktokmademebuyit #appleaccessories #unboxing #3in1charger #amazon #christmas #anker #amazonmusthaves #travelhacks #iphone #amazonfinds #gadgets
The 3-in-1 charging cube can charge an Apple watch, iPhone and Airpods all at once–perfect for any traveler pressed for time. The cube-shaped design is compact and portable, so you’ll stay charged anywhere you go without the hassle of carrying multiple cords.
Best purchase ever!!! #tiktokmademebuyit
Every seasoned traveler always wants to remember their trip and what better way than a camera that can print the photo instantly? Not only will you have a physical photo in hand, but you can also save the image to your smartphone. If you don’t have anyone to take your photo, the Fujifilm Instax camera also has a built-in mirror that allows you to be perfectly framed for a selfie in front of your next destination.
It’s perfect for lazy people. There’s no way they’re waking over 10 miles #amazonfind
The priciest item on this list is the Cowarobot ($1,799), a carry-on size robotic suitcase that stays with you at all times by using laser radar following and machine vision AI technology. As soon as you lift the handle up, the motorized wheels descend and the cameras will scan you to indicate that you are the correct person it will follow. The suitcase has the capacity to go 20 mph for 10 miles without being charged.
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
“Moves,” our roundup of job changes in L.A. tech, is presented by Interchange.LA, dot.LA's recruiting and career platform connecting Southern California's most exciting companies with top tech talent. Create a free Interchange.LA profile here—and if you're looking for ways to supercharge your recruiting efforts, find out more about Interchange.LA's white-glove recruiting service by emailing Sharmineh O’Farrill Lewis (sharmineh@dot.la). Please send job changes and personnel moves to moves@dot.la.
The Walt Disney Company tapped Bob Iger as chief executive officer. Iger served as the company’s CEO prior to Bob Chapek.
Blockchain technology company Decentralized Social (DeSo) named former Meta exec Salil Shah as chief operating officer.
Climate tech company CarbonCapture Inc. appointed Robert Whyte as vice president of projects. Whyte previously served as operations manager for Suncor Energy Service.
Biocept welcomed Quyen Dao-Haddock to its board of directors. Dao-Haddock served as the CAO for Presidio Property Trust.
Justin Mika joined PhenoVista Biosciences, a leading provider of advanced phenotypic discovery services board of directors. Mika recently served as AlivaMab Discovery Services (ADS) CEO.
BioMed Realty, a leading provider of real estate solutions to life science and technology added Ankit Patel as chief financial officer and executive vice president. Prior to joining, Patel served as the senior vice president, corporate finance and capital markets at Ventas.
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
As funding in Los Angeles continues to slow down, Swell Energy still managed to raise fresh funding to accelerate the company's mission to deploy 26,000 energy storage systems in homes and businesses across the United States.
Swell Energy, a Santa Monica-based energy management and smart grid solutions provider, raised a $120 million Series B funding round co-led by SoftBank Vision Fund 2 and Greenbacker Development Opportunities Fund I, LP.
Los Angeles-based image editing tool platform Modyfi raised $8 million in funding, per an SEC filing.
Per an SEC filing, Beverly Hills-based venture capital and private equity firm Muse Capital raised $6 million in funding.
Smash Ventures, a Los Angeles-based venture capital and private equity firm raised $5 million in funding, per an SEC filing.
Raises is dot.LA’s weekly feature highlighting venture capital funding news across Southern California’s tech and startup ecosystem. Please send fundraising news to Decerry Donato (decerrydonato@dot.la).
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
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