Meta (formerly Facebook) and TikTok, two of the largest social media platforms in the world, are launching new initiatives aimed at connecting brands with their audiences. Meta has announced a new program called “Meta Brand Partnership Accelerator,” which is designed to help businesses build their brand presence on the platform. The program will provide participating brands with resources, tools, and insights to help them better connect with their audiences on Meta. This will include access to creative development support, audience insights, and media planning resources.
Meta says:
“In the first reel of this series, Shaniece Brown, aka ’NeeNee On YoTV’, shares how using Facebook’s Professional Mode has been helpful to her creator journey, growing her audience to over 285K followers, and how it can be helpful for other creators looking to grow their presence.”
At the same time, Instagram has also launched a new prompt to help brands source relevant UGC in the app.
On the other hand, TikTok has launched a new feature called “TikTok for Business Community.” This feature is aimed at helping businesses connect with each other and share their experiences, knowledge, and insights with the wider TikTok community. The feature will include a variety of resources, including case studies, best practices, and training programs, to help businesses make the most of the platform.
TikTok’ Lia Haberman says the platform is currently working with a selected group of creators on a new program that connects brands to influencer content, by enabling participating creators to post videos based on a brand brief.
Per Haberman:
“According to one TikToker who’s part of the Creative Challenge beta program, creators are making up to $34,000 a month by producing UGC for brands like Uber Eats, Zynga, Alibaba and TikTok. In fact, “creators are buying houses with the amount of money they’re making from UGC,” the TikToker told me.”
These initiatives are part of a broader trend of social media platforms increasingly focusing on helping brands build meaningful connections with their audiences. By providing businesses with the resources they need to better connect with their audiences, Meta and TikTok are helping to create a more collaborative and engaged social media ecosystem. With the importance of social media in the business world only growing, initiatives like these will undoubtedly become more important in the years to come.
