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Did you know that TikTok users are 1.2x more likely to watch more of a brand’s content, and 1.2x more likely to direct message the brand?

CreatorIQ analyzed the top 100 brands on TikTok, by earned media value between 2023 to 2024, to illuminate the metrics to watch and the strategies that work on the platform. Here’s what you need to succeed:

1. Authenticity. 41% of TikTok users associate creators on the platform with authenticity, and this transfers to brand partners. 55% of users say they’re more likely to trust brands when they hear about them from TikTok creators, compared to other ads on the FYP.
2. Retention. The majority of TikTok’s top brands have a creator retention rate over 25% YOY, which establishes credibility with audiences over time, increasing conversions.
3. Alignment. 55% of users say that TikTok creators help them feel connected to brands. Plus, ads by a creator with a natural affinity to a brand’s vertical are 1.5x more likely to hook a user than those less aligned.
4. Engagement. Top brands focus on more than just followers. They select creator partners with a proven track record of engaging the right audiences.

Check out the full report for more tested TikTok insights.

If you’re looking for a corporate and group gifting service that will make an explosive impression, try Send A Cake.

For $30 to $50 a pop, you can shock your colleagues with a burst of confetti, delight them with a flurry of spring-loaded surprises, or literally shower them with cash money. Way more memorable than some dusty chocolate with your logo on it.

Thanks to Diane from The Daily Carnage Facebook Group for sharing!

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Baby formula brand Bobbie has teamed up with Tan France, of Netflix’s Queer Eye, to underscore the need for paid paternity leave in the U.S., where dads are lucky to get just 2 weeks off.

The UK-born designer and TV personality shares his experience of returning to work just one week after the birth of his son, encouraging dads to join Bobbie’s “Parents Push Harder” campaign and move the initiative forward.