TikTok, Snapchat and Pinterest challenge marketers to produce more creative ads

[shammis606]

This year we witnessed the rise of new players in the world of social media. TikTok, Snapchat and Pinterest became the focus of attention for marketers who, in light of so much growth, will be challenged in 2022 to diversify and be more creative when it comes to social advertising.

This week, Rock Content will begin publishing a series of articles and ig database interviews on key social media trends in 2022 to help you plan for the year ahead. This content has been created in partnership with Hootsuite and focuses on the findings of their Social Trends 2022 report , in which they interviewed 18,100 marketers and experts from across the industry.

This first article is about one of the most interesting findings from the report: emerging social channels, which challenge marketers to be more creative with social ads.

Hootsuite research shows that the perceived effectiveness of advertising on Snapchat (+1200%), TikTok (+700%) and Pinterest (+140%) skyrocketed among marketers.

Just look at the comparison between this year's responses and last year's to the question: "Which social platforms do you find most effective in achieving your business goals?"


Source: Hootsuite Social Trends Survey 2022
TikTok is making a lot of noise
TikTok hit 1 billion users in September and is expected to grow to 1.5 billion next year. It is becoming dominant among a younger generation with an entertainment feed that features their friends, idols and influencers in creative video scenarios, in which, for example, they dance and make jokes.

According to Forrester , 63% of US Gen Zers (ages 12-17) use TikTok. A year ago, that number was 50%. And Snapchat, which we’ll talk about soon, maintained its user base at 54% between 2020 and 2021. Check out the numbers:


Source: Forrester
Snapchat and Pinterest are also shining!
As TikTok continues to expand, two other platforms also showed considerable growth over the past two years; we are referring to Snapchat and Pinterest.

What do they have in common? Both maintain that the best advertising is more organic and natural in users' feeds.

Snapchat was launched in the middle of the last decade. It is a mobile application where users can share photos, videos, and educational content. This platform is the most used by the Generation Z demographic. The service has been growing at a rate of 20% quarter on quarter .

Pinterest launched over ten years ago and continues to specialize in inspirational content. Its user base aligns with those looking for decor, design, and lifestyle influences and ideas.

It is a platform where content can be easily shared between other Pinterest users and social media channels. Therefore, like Google, the search function is essential to the success of the platform.

This feature is what led to Pinterest's growth during the pandemic, as people were stuck inside and started to use the online shopping option more; Pinterest offered them an alternative . The social media service grew by 100 million users.

Create content, not ads!
TikTok, Snapchat, and Pinterest all have a huge focus in common when it comes to content, and even more so when it comes to advertising. TikTok’s motto for its marketing arm is “Don’t make ads. Make TikToks . ”

Pinterest encourages advertisers to “ Stop interrupting. Start inspiring .”

Snapchat wants brands to “ be part of Snapchatters’ everyday conversations .”


Source: TikTok
Of course, TikTok, Snapchat and Pinterest have paid advertising platforms that can increase the reach of advertisers' content. Their pitch, however, encourages organic behavior: brands becoming part of their users' conversations .

At Rock Content , we believe that content is an amazing approach to marketing. In the US, for example, 70% of people prefer to learn about a company or product from content, according to Demand Metric .


Source: Pinterest
When these emerging social networks ask brands to create a conversation, they’re looking for a natural interaction, like an influencer taking part in a sponsored challenge on TikTok, or a brand sponsoring sofas on Pinterest while users search for inspiring home decor.

There are some brands that are doing a good job with their native content :