Q4 starts next week — Yeah, we can’t believe it either! 🤯

This week, we’ll cover:

💁‍♀️ A viral #SkinTok video from The Ordinary

🍪 The latest bite-sized social news (including a surprise from TikTok!)

👯‍♀️ How “small” creators are producing big results for brands

✨ And more!

Let’s dive in.

The Ordinary’s New Serum Has #SkinTok Feeling Pretty in Pink 💗

Educational content is more powerful than ever for brands on TikTok.

Chances are your TikTok feed is flooded with shoppable creator posts, right?

With the recent launch of TikTok Shops, brands are rethinking their content strategies. Now’s the time to lean into “edutainment” and avoid the hard sell.

How-tos. Tutorials. Product breakdowns. Brands have options to get creative!

This video from The Ordinary is a great example of effective edutainment.

Note how the brand shows off its new facial serum with a tried-and-tested "reasons why" list. The bold, pink product and rapid-fire narration kept us hooked until the end.

Comments like “I’m so influenced” and “I got mine yesterday I used it once and no lie I already noticed a more even skin tone” say it all!

Why We ❤️ This:

• This video highlights how oftentimes “less is more.” With a simple narration and UGC-style video, The Ordinary manages to really sell their serum in about 20 seconds. That’s the power of TikTok for brands.
  

• The brand doesn’t let the video’s buzz go to waste. Combing through the comments, you’ll see that The Ordinary kept themselves busy replying to questions and comments from followers. This engagement translates into brand loyalty and more juice for the TikTok algorithm. Win-win!

• The video proves that lo-fi content can earn big-time engagement. 2.2m views, 286k likes and 47.3k saves don’t lie.

Check out the full TikTok here.

James Does Content.

James is a Content Marketer. ✍️ 

James creates content for email marketing campaigns, social media, blog articles, corporate newsletters, and websites for Fortune 500 companies (as well as small businesses).

James’ content has helped clients increase email open rates by 40%, driven 100k impressions on LinkedIn, and boosted engagement rates to 9.6%.

James is available for hire.

Hire James via MarketerHire.

Snack-Sized Social News 🥨

• Google teaming up with TikTok? 🤝The search giant is testing a TikTok partnership to capitalize on the growth of social search.

• From ads to distribution, here are some fresh ideas to squeeze more out of your influencer content in Q4. 🍊

• Blue badges all around! Meta expands its verification program from creators-only to also include businesses. 💙

• TikTok ramps up in-app campaign performance tracking features to offer brands better attribution. 📈

LIVE Expert Panel: Unlocking UGC Ad Performance on Instagram & TikTok 📈

The boom of UGC ads has been a long time coming.

But which types of ads actually convert on TikTok? What about Instagram? 📈

We’re teaming up with MarketerHire to answer these (literal!) million-dollar questions and more during our live expert panel.

Get advanced UGC ad strategies from an incredible lineup of industry experts, including:

• Austin Sandler, Expert Marketer at MarketerHire

• Sinead Norenius-Raniere, VP of Product Management at Cision 

• Chase Sagum, CMO & Co-Founder of VIORI

Click here to reserve your virtual seat! 👈

TikTok Micro-Influencers: Why Smaller Creators are Best for Brands 👯

Bigger isn’t always better.

This is especially true when it comes to brand collaborations with creators.

We’ve seen firsthand how micro-influencers can consistently produce content that results in massive reach and top-tier ads.

If you’re working with skeptical stakeholders who aren’t 100% sold on “small” creators, we have the perfect post for you.

Get the rundown on:

• How micro-influencers help brands scale faster than celebrity creators

• The long-term value and ROI of micro-influencer partnerships

• Why smaller follower counts are an influencer’s not-so-secret weapon

Check out the full post here! 👈

See you again in 2 weeks for more Social Media news!