Brand interest, user engagement and moves in social commerce have never been stronger when it comes to TikTok. Hence the reason Ayzenberg has taken the guesswork out of measuring your brand’s success on the tween-beloved app and introduced TikTok values to its Social Index.
Now, in addition to showing how your campaigns stack up by vertical through earned media values across Facebook, Instagram, Pinterest, LinkedIn, Snapchat and Twitter, Ayzenberg’s Earned Media Value Index (a.EMVI) will provide value metrics for engagements on TikTok—which in April was the top-grossing non-gaming app globally with more than $78 million in user spending.
According to Vincent Juarez, Ayzenberg CMO and a.EMVI author, the goal of Social Index is to provide marketers with the most comprehensive benchmarks for tracking earned media values (EMVs). As a result, Ayzenberg’s data science team is constantly monitoring the social media landscape to identify new and emerging platforms that matter most to marketers.
“Most platforms provide robust analytics in terms of video views, time spent, followers, likes, comments and shares among other metrics. Filling the void and providing marketers with earned media or advertising value equivalents (AVEs) for platforms like TikTok provides a foundation for testing, learning and optimizing future content efforts. It will also help standardize benchmarks to compare against other platforms,” said Juarez.
Though the a.EMVI TikTok values are still in the evolutionary stage, Juarez says that current value per views (VPVs) are significantly lower than other platforms, in the sub $.05 range due to the high volume, view count methodology and other factors. In comparison, platforms like YouTube, Facebook and Instagram are typically in the $.10+ range. Value per clicks (VPCs) are also in the lower range – $.35 vs $1+ range for other platforms, according to Juarez.
Juarez says It’s important to note that Social Index values are in a constant state of evolution as Ayzenberg’s resident data scientists are constantly refining proprietary algorithms to determine values.
“Since AVEs are a part of the equation, the algorithm is constantly learning based on the multiple data points ingested. The core methodology established for other key social platforms is used as the foundation, which creates less of a learning curve as it applies to TikTok,” said Juarez.
Heather Cohen, Ayzenberg vice president of media, says that Social Index aims to offer an apples to apples comparison for EMV across social media platforms. To arrive at these scores, Ayzenberg examines variables such as a client’s objectives on social, engagement, conversion, reach, efficiency and share of voice (SOV) against a brand’s competitive set.
“One of the biggest issues on social media is having third party verification as most of the numbers are self-reported. Brand safety has been critical as we’ve seen less savory sources utilizing number and searchable terms to their benefit, which has left brands open to being in less ad-friendly environments. A VPV, VPC and VPM help to gather not just the tangible values of when dollars are spent on a purchase, but also those intangible values like when a customer leaves a review or shares a product on social platforms,” said Cohen.
“For marketers to care about these values, they must first care about the platform. We care about TikTok because it provides an opportunity to reach and interact with a relatively untapped Gen Z audience. A brand’s entry to this space must be authentic and representative of key platform behaviors that work to build relationships rather than brand priorities,” said Steven Monterastelli, associate director of data and insights of Ayzenberg’s marketing science team.