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TikTok’s Marketing Partner Program & Instagram Reels Update in India

TikTok Launches Marketing Partner Program for Advertisers

TikTok has recently launched a new Marketing Partner Program which is the latest element in its push to expand its advertising potential, and maximize opportunity for brands. 

As per TikTok:

“We’re building new opportunities for marketers to be creative storytellers and meaningfully engage with the TikTok community [and] we’re thrilled to collaborate with some of the most strategic and trusted leaders in the advertising industry and continue giving marketers access to more tools to successfully create, measure and optimize ad campaigns on TikTok.” 

All TikTok partners in the program have proven expertise in a variety of areas across TikTok’s marketing platform and can support marketers at each step of their campaign creation, execution and measurement.

This new program provides a range of approved ads that can further assist brands in achieving their marketing goal through the platform. TikTok has officially gained 20 certified partners ranging in social media marketing expertise which are divided into 4 categories;

  • Campaign Management
  • Branded Effects
  • Creative Development
  • Measurement- this will be measured using: Kantar- The world’s leading data, insights and consulting company. 

Along with the new program, TikTok has recently released new creator features and advertising support for brands. The new creator fund is a $200million feature that pays its top creators on the platform. We are aware that users can get millions of views on their videos even billions so will this be enough for users or will TikTok cap views for creators and lower their reach?


Instagram Launches Dedicated Tab for Reels in India

After recently launching the new Instagram Reels function similar to TikTok, Instagram is now adding the Reels feature to all Indian users. It will be interesting to see the growth of this new feature as TikTok has recently been officially banned in India.

As confirmed by Instagram chief Adam Mosseri:

“Today we’re launching a separate tab for Reels in India given the momentum we’re seeing in the country”

With TikTok having around 200 million users in India when it was banned, Instagram has the potential to have a major influence in the Indian market. This may make it harder for TikTok to regain its position in the Indian market if it were allowed back in the country at some stage in the future.

Although Instagram’s new ‘Reels’ feature is being recieved well, there have been many criticisms explaining that it is a copy of TikTok which Instagram has not been shy in mentioning. This seems to be a recurring theme with Instagram’s new features as their story feature was also a copy of Snapchat’s main feature a few years back.

So practically speaking, how could Reels take over TikTok? Maybe if TikTok were banned in the US, as the current geopolitical discussions, this would give Reels the chance to take its place and become popular with Instagram users just like it currently is in India.

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