By George Peppe

As a small business, you want your customers to recognize you and remember your brand over the dozens of brands on their feed. Botanical Bakery was a small start-up out of Napa Valley, California; after re-designing their brand with a new logo/color palette and new packaging design, they saw sales triple each year. A 900% increase in sales in 24 months. Crazy right?  

Good brand design can show customers that you are reputable and a trusted business because you look good visually online. Whether it’s website design, social media branding, or logo design, the best-looking ones will stand out against the hundreds of brands customers see each day.

Some brands might not realize how important good design is, and small businesses can overlook it due to several reasons. For some, it’s a lack of finances/resources, a common misconception is that brand design is a luxury rather than an investment that can drive growth. For others, it’s just a lack of awareness, some small business owners might not fully understand the impact a strong brand design can have on their business. This includes not just a logo, but the overall visual and identity of the brand. First impressions are important and the same goes for brand design. Here are some more in-depth reasons why you shouldn’t overlook branding design as a business.

Helps Audiences Recognize Your Brand

Branding design helps your audience recognize your company, products, and content. Probably the most well-known advantage of branding is how it helps you identify with your audience. When you see an ad, website, or social media post, it should be clear what company created it. Along with creating a recognizable presence, branding design can also convey specific messages about your business and its values, personality, and more. 

Take a look at how consistent Coca-Cola’s branding is. The logo’s simplicity and typography make it instantly recognizable, and the specific color scheme of red evokes feelings of excitement, passion, and energy, which align with the brand’s identity.

It’s also important to talk about how you can use logos to have a hidden meaning and show your audience what your brand is about. One of the best examples of this is Fedex’s logo; there is a hidden arrow in between the “E” and the “X,” embodying the concept of advancing swiftly and accurately. These hidden messages in logos can make a bigger impact than you realize. Brand awareness will increase significantly just from audiences dissecting your message. It goes from someone quickly glancing at a logo, to dissecting its hidden meaning, which will be on your mind much longer than just looking at a normal logo. 

Maximizes Impact

Research has found that people remember 80% of what they see, but only 20% of what they read. If you only remember 20% of this article, then let it be this: Good design will resonate with your audience. When branding is done with a specific audience in mind, there is a greater chance that these people will remember and be drawn to your business. For example, if your business produces children’s toys, you will want to create branding that will attract the attention of young kids. Think bright colors, fun graphics, and more. In this case, a luxurious design look will not work well for that audience.

Businesses with clear, consistent branded designs have more impact on audiences because people know exactly what to expect from them. They become used to a specific personality and then begin to feel a certain kind of connection to it. Nike, for example, is known for its motivational, powerful visuals. Because Nike has worked hard to maintain this personality in its designs, people associate it with strength.

While art and design are subjective and hard to differentiate what’s considered “good” vs “bad” design, here is an example of what a more modern brand design looks like for a logo vs a more outdated brand design. (Source)

Communicate Effectively with Your Audience

Branding acts as a means of communication with your target audience, while your design elements work together to convey specific messages about your business. For example, your logo might express what kind of services you offer. Or, if your company produces sleek, modern furniture, your social media graphics might be minimalist and clean. Remember the example we showed earlier with FedEx’s logo design and how the hidden arrow conveys the concept of advancing swiftly and accurately to its destination as a mailing company?

These are Airbnb’s Brand Guidelines so you can get an idea on crafting your own brand guidelines for your small business:

Airbnb’s branding is a great example of how a brand effectively communicates with its audience. It emphasizes the feeling of belonging, using a warm and welcoming color palette, photographs of real people and places, and a simplistic logo. This design approach helps communicate the brand’s message of creating a world where anyone can belong anywhere.

When it comes down to it, putting effort into your branding can mean the difference between getting that deal or being completely bypassed. To make it plain and simple: Invest in your image! Your branding is a foundational part of your business and one of the key factors in competing for customers’ attention. If you need help with your business’s brand design, fill out the contact form on the “Get In touch” page on the Martin Hall Agency’s website to get connected with our talented student art directors. 

By Sophie Stanley

In 2019, the restaurant chain Applebee’s faced a decline in sales. As the pandemic led to stay at home orders and social distancing, the next two years led to an even sharper decline in sales. Then, with the release of Walker Hayes’s “Fancy Like” in 2022, Applebee’s sales shot higher than their pre-pandemic levels. Along with country music fans, the song reached millions of users on TikTok. Considering the 102% boost in sales as compared to the year before the song, it’s safe to say that “Fancy Like” positively altered perceptions of the brand and introduced its services to an entirely new group of customers.

Musical Advertising can be Pitch-Perfect.

Even though accomplished without their corporate involvement, Applebee’s success demonstrates musical advertising’s incredible power. In the world of advertising, every impression and methodical tactic matters. By creating a memorable brand persona, Applebee’s found themselves susceptible to positive endorsements outside of their power. Branding determines the public’s perception by establishing a unique connection with the audience; when the audience feels a connection with a brand, they are more inclined to support it – in Walker Hayes’s case, by writing a song. 

The strategic use of music and videos has emerged as essential tools in capturing the audience’s attention, evoking emotion, and etching brand identities into the consumer’s mind. From iconic jingles to carefully calculated soundtracks, music has become an indispensable element in persuasion. 

Musical advertising creates a more memorable campaign for consumers. Various styles of songs and instruments purposefully evoke different reactions that fuel brand interactions. By incorporating music into an advertisement, companies can control an audience’s perception and their attraction to a brand. “Fancy Like” introduced the younger users of TikTok to the restaurant and its services. It once again became a staple for family meals.

Finding the Perfect Key

How can companies manipulate their advertising through music? Pairing musical elements with corresponding visuals enhances brand retention and defines how they present themselves. Instrumentation, style, and song are key to creating a strong emotional reaction. A consumer study explains what substantially affects these reactions. 

• The acoustic guitar in a major key creates a caring, calm, and sophisticated sound.
• Short, sharp notes in a major key evoke happiness and excitement. 
• Repetitive drums encourage energy and motivation. 
• A shift to a minor key evokes sadness or melancholy. 
• Brass instruments underlines anger and reflection.

Nielsen conducted a study on the effectiveness of music in TV advertisements. More than 500 of 600 commercials contained music. The research showed that commercials with music performed better with audiences across four key metrics: creativity, empathy, emotive power, and information power. 

How are other musical tones used?

Pharmaceutical companies have also mastered the use of music in their advertisements. They play catchy, upbeat melodies to mask the long list of side effects their prescription causes. The song aligns with colorful visuals, typically with active characters similar in age to their target audience. 

Recently, there has been an influx in pharmaceutical commercials taking a classic song and rewriting the lyrics with the name of their medicine. The prescription Trelegy reworded “ABC” by The Jackson Five to “Tre-le-gy… power of 1-2-3.” Those who graduated high school when this song was popular are now in the target age for this medicine. Incorporating a familiar song tied to a generation catches their attention and recommends a product they might need. 

ASPCA broadcasts commercials to stop animal cruelty, which is perhaps the most noticeable musical advertisement. Playing “Angel” by Sarah McLachlan alongside melancholy images of neglected animals evokes extreme sadness. The song is now associated with ASPCA and their philanthropic efforts. This messaging affects anyone with animals or who feels sympathy for their conditions. 

By implementing a positive tune, brands utilize jingles as a catchy and succinct melody paired with memorable lyrics to create a unique signature. Jingles can cut through the noise of everyday life and embed themselves deep within consumers’ subconscious. Their simplicity makes them easily recallable and prevalent long after their exposure in an advertisement. 

If you asked someone to finish “the best part of waking up” by Folgers or “they’re magically delicious” by Lucky Charms, they likely wouldn’t hesitate. In an increasingly crowded marketplace with short attention spans, jingles provide a memorable and effective way for brands to differentiate themselves with unique music that connects with a consumer.

The Final Note

Musical advertising is exceptionally powerful for connecting audiences to a brand. Music remains one of the most powerful methods of communication, and advertisers harnessing this power ensures influential campaigning destined to touch the audience. Fostering excitement, happiness, sadness, or reflection through an ad will continue to play a massive role in the advertising industry.

By Alessia Mangan

The hashtag is a feature that has changed how social media has been used over the last decade. However, new social media advancements have caused some users to believe hashtags have lost their magic touch. With the rise of SEO, keywords and AI, people, including brands, find that hashtags aren’t increasing their reach or visibility like they used to. For social media marketers, the confusion surrounding the effectiveness of hashtags prevents them from using them to their full potential or even using them at all. So, are the rumors true? Are hashtags dead? 

The short answer is no. Hashtags are not dead, yet. There is a possibility they’re on their way out, though. In this blog, we will cover hashtags and their evolution, their roles in marketing in 2024, and the future of the symbol.

The Birth of the Hashtag

In the early days of social media, content on a specific topic was pretty difficult to find. Only a little over a year after Twitter (now X) launched, users called for the platform to update with a grouping function. Chris Messina decided to share his idea of a possible solution for grouping similar content together, the hashtag. While many users loved the idea, Twitter wasn’t too fond of it at first. In fact, Messina told Wall Street Journal’s Elana Zak that Twitter told him “these things are for nerds” and “wouldn’t be used widely.” 

Though Twitter doubted the idea, the first widespread use of a hashtag on the platform was shortly after Messina pitched his idea in 2007. A devastating fire burned through San Diego County, and #SanDiegoFire was used for users to track updates and find resources on Twitter. In 2009, Twitter gave in and adopted the hashtag. Resulting in hashtags amplifying users’ messages and boosting discoverability.

The Debate

Some people believe that hashtags are still relevant as they enhance visibility, increase reach and engagement, and create communities of like-minded people. Others think that hashtags are oversaturated, don’t hold the same value they once did, and are easily misused, which annoys them. The #Haters believe that algorithm changes, digital advancements, and spammers are factors in the diminishing power of hashtags. 

Neither group is completely right or wrong. While hashtags seem to have lost their magic touch, if they’re used properly, individuals and brands can still gain significant benefits.  Let’s take a closer look into the reasons people are #HatingOnHashtags.

Hijacking Hashtags: Once you start using a hashtag, you no longer have control over it. Even brand or company-specific hashtags can easily be “hijacked.” When a hashtag is hijacked, it means it’s not being used for the original purpose. This can happen in two ways: trolls or a campaign gone wrong. 

Trolls: Trolls are users who use a bunch of trending hashtags to get attention. They spam hashtags with irrelevant content either to promote themselves or “just because.” 

Campaign Gone Wrong: When businesses use hashtags to promote an event or product, sometimes the hashtag can be taken over by detractors who try to shift the campaign’s or brand’s perspective negatively. McDonald’s encountered this issue in 2012 with its #McDStories campaign. The purpose was for people to share positive experiences, but instead, the tag went viral because users shared bad experiences. (Campbell, 2023) 

— Dude, I used to work at McDonald’s. The #McDStories I could tell would raise your hair. (via Twitter)

Algorithm Shifts

Platforms constantly changing their algorithms have a major impact on the effectiveness of hashtags. Instagram’s algorithm changes, for example, focus more on keywords within captions, comments, and bios than hashtags. The platform began to analyze the content of every post to determine its relevance to users’ interests (Jangid, 2023).

Facebook’s algorithm updates in 2024 are dependent on Artificial Intelligence (AI). AI makes the user experience more personalized by analyzing each individual’s behavior and preferences. Every post is now given a “relevance score” determined by each user’s previous preferences and behaviors. The shift even calculates each individual’s predicted time spent on posts and the likelihood of engagement, again, based on past interactions (Macready, 2024).

Digital advancements such as AI have also significantly impacted the effectiveness of hashtags, but we’ll cover that later when discussing the future of hashtags. Before jumping to the future, let’s discuss why pro-hashtaggers still “see something” in hashtags, what benefits they still hold, and how to use them properly on different platforms.

Proper Use of Hashtags is Key

Those users who aren’t seeing the same increase in numbers as they used to may be using hashtags wrong. It seems simple to use them, right? Well, if brands or individuals want to see a spike in reach and visibility, they can’t just throw a hashtag in the caption and expect a miracle to happen.

Research

To understand what hashtags will work for you or your brand, you must research. Researching trending industry or niche hashtags will ensure that you use one that will reach and resonate with the target audience. Many online resources, such as Hubspot Marketing Hub and Hashtagify, can help track trending hashtags in specific industries/niches. Another way to find relevant hashtags for your brand is to follow influencers in your niche.

Hashtags & Platform-Specifics

Hashtags still remain vital tools for brands on social media when it comes to increasing visibility and reach. Understanding the purposes of hashtags on each platform is essential for creating an effective strategy that resonates with the target audience and maximizes reach.

X (Twitter)

The hashtag was born in 2007 on X (Twitter at the time). Hashtags are still proven to increase engagement for users on the platform. In fact, individual engagement can increase by up to 100% when using hashtags, and brands can see up to 50% increased engagement. To see a spike in engagement, hashtags must be used properly. One to two hashtags per post on X can increase the chance of a “retweet” by 55%. Using more than two hashtags can make posts look spammy, which in turn can decrease engagement by 17%. Surprisingly, when hashtags are NOT used in sponsored ads, brands can see an engagement increase of up to 23%.

Instagram

Crafting a brand hashtag is an advantage on Instagram, especially if it has 21-24 characters. 21-24 characters in a hashtag do better than those with more or less characters and create a less competitive space. These hashtags attract a more niche audience, which is important for brands, as 70% of hashtags on Instagram are branded. For users with 100,000 followers or more, putting hashtags as the first comment of their post brings up to 15.9% more engagement than no hashtag, whereas placing it in the caption only brings up to 14% more engagement. 

For accounts with (followers), hashtags can increase engagement by (%):

• > 1,000 followers – 29%+
• > 5,000 followers – 36%+
• 5,000 – 10,000 followers – 20%
• 10,000 – 50,000 followers – 21%
• 50,000 – 100,000 followers – 21.43%

Facebook

Hashtags on Facebook are less effective than on other platforms but also less common. Too many hashtags can appear spammy or annoying, as they’re not super common. People are not likely to engage with a post that appears to be spam. One relevant hashtag is actually the best amount to include on Facebook. One hashtag averages an engagement increase of 593/post, 3-5 hashtags increase by 416/post, and 6-10 hashtags increase by 307/post.

LinkedIn

Over the past few years, hashtags have increased in popularity on LinkedIn. On the platform, hashtags are used to establish credibility and expertise, reach an audience that values your insights, and spark meaningful conversations. Using one niche and two industry-related hashtags placed at the bottom of the post is seen as the best way to use them on the platform.

TikTok

If you’re not using hashtags on TikTok, consider yourself doing it wrong. TikTok hashtags help boost visibility and engagement. The app suggests hashtags for users, which usually include trending ones. Trending hashtags allow the algorithm to favor your content as it deems relevant and increases engagement. Three to five hashtags is the recommended amount, but using more is okay if they’re niche and/or industry related.

The Future of Hashtags

As we’ve covered, social media is ever-evolving, and so are hashtags. While hashtags still hold a place in social media strategies, digital advancements may diminish their power.

Artificial Intelligence (AI)

“The role of AI models in content categorization is transformative. These models can deeply analyze the content, context, and sentiment of a post, effectively categorizing it into relevant groups. The precision with which these models operate often surpasses that of the average user. In simpler terms, AI can understand the essence of a post, ensuring it reaches the audience it resonates with the most, without necessarily relying on hashtags.” – Angel Edsa (2023)

Final Thoughts

Despite the rumors, hashtags do still hold relevance on social media, but aren’t being used as much or in the same way they used to be. Digital advancements such as AI continue to shape how content is distributed and categorized, so hashtags are competing with more sophisticated engagement methods. However, understanding each platform’s “purpose” for hashtags is crucial for successfully using hashtags. Staying informed, adapting to changes, and utilizing hashtags to their full potential will help individuals and brands continue to grow and navigate the social media landscape.

Interested in learning more? Check out the references for this blog

Campbell, A. (2023, October 2). What is Hashtag Hijacking? Small Business Trends. https://smallbiztrends.com/what-is-hashtag-hijacking/

Edsa, A. & The Medium. (2023, September 27). Are Hashtags Dead? The Medium. https://medium.com/@angel.edsa/are-hashtags-dead-f20d2c182af

Instagram’s changing algorithm: Keywords matter more – Uniworld Studios. (n.d.). https://uniworldstudios.com/blog/the-changing-instagram-algorithm-keywords-matter-more-than-hashtags

MacArthur, A. (2021, March 10). History of hashtags and use in social media. Lifewire. https://www.lifewire.com/history-of-hashtags-3288940

Macready, H. (2024, January 11). 2024 Facebook algorithm: tip + secrets revealed. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/facebook-algorithm/

Panko, B. (2017, August 23). A decade ago, the hashtag reshaped the internet. Smithsonian Magazine. https://www.smithsonianmag.com/smart-news/decade-ago-hashtag-reshaped-internet-180964605/

Search Engine Watch. (2019, September 20). 5 Brilliant ways to use #Hashtags in Social Media Marketing. https://www.searchenginewatch.com/2014/02/10/5-brilliant-ways-to-use-hashtags-in-social-media-marketing/

Staff, V. R. (2020, March 16). #History: How the Humble pound sign became the hashtag. Vertical Rail. https://www.verticalrail.com/2015/09/23/history-of-the-hashtag/

By Mason Deel

Sports and sponsorships go together like bread and butter. Why wouldn’t they? Events like the Super Bowl have become famous for their advertisements and their effectiveness as a brand. Brand names, logos, and messaging are littered throughout any sporting event, from the names of the stadiums to the playing surface of the sport itself. However, one sponsorship avenue has only recently begun expanding across the modern sports market: the jerseys the players wear.

The History

Jersey sponsorship is not a new idea in sports. Professional soccer teams have had sponsors on their chests since the 1950s when the first recorded instance of jersey sponsorship came from the Uruguayan soccer club Peñarol.

The English Premier League began the practice two decades later, allowing clubs to place sponsor logos on their jerseys. Liverpool FC was the first club to adopt this, and today, every club has a primary sponsor front and center for every kit. However, this proved much more difficult than anticipated for the club. 

The BBC, who broadcasted Premier League matches, had a strict policy against advertising that it did not approve, per Dave Moor, who runs the jersey history website historicalkits.co.uk, in an article for Vice. “For several years, teams had to have shirts without sponsorship if the television cameras were turning up.” Eventually, the league was permitted to accept sponsorship, so long as the maximum size did not exceed that permitted. 

So, what makes these different from the modern trend across American professional sports? To find this answer, we have to examine where and why it started. 

Of the major professional leagues in the US, Major League Soccer was the first to allow jersey sponsorship in 2007, following the trend created across other professional soccer leagues. Ten years later, the National Basketball Association would do the same. Following Nike’s takeover of jersey manufacturing, the NBA permitted teams to promote sponsors on the left sleeve of their jerseys, opposite the Nike logo on the right sleeve.

As the first of the “big four” American leagues (the NBA, National Football League, National Hockey League, and Major League Baseball), it saw the results the quickest. Five years after its introduction, the league’s jersey patch program was worth nearly a quarter of a billion dollars. 

For both the league and the brands that wanted to sponsor, it was a huge win. Amy Brooks, the NBA’s President of Team Marketing & Business Operations and Chief Innovation Officer, noted the variety that a sponsorship provides for a brand.

“We found that partners wanted to really use this asset for different reasons,” Brooks said. “Some partners wanted to use it for brand awareness, other partners wanted to use it to sell more products. We’ve seen other partners want to use it to become more relevant in new markets globally.”

Following The Footsteps

After the NBA, the NHL was the next league to permit jersey sponsor patches. During the COVID-19-plagued seasons of 2020-2021 and 2021-2022, the league implemented sponsors on player helmets to offset some of the losses from the instability the pandemic caused. The following year, the league allowed sponsors for the jerseys to be added opposite the captain’s crest on the right collarbone.

 This was horrible news for some of the league’s more storied franchises like the Toronto Maple Leafs, which the Dairy Farmers of Ontario were sponsoring. Fans online quickly took to sharing their displeasure with these ads. One commenter said, “One of the most hallowed sweaters in league history, and it just casually says ‘milk’ on the chest now. Great job.”

Despite the initial negative reaction, fans’ opinions soon mellowed, and the sponsorship has proven to be greatly effective for the Dairy Farmers of Ontario. According to a survey conducted by Statista in September 2022, 20% of fans strongly supported sponsor patches, compared to only 10% of fans strongly against them.

For the Dairy Farmers of Ontario, the sponsorship has worked greatly towards their goal of increasing milk and dairy’s relevance. According to the DFO’s annual report for the 2023 year, “The Toronto Maple Leafs continue to gain traction through the sweater patch with 11.1 billion impressions netting out in a media value of $11 million for the 2022-2023 season and many moments of consumption in-venue took place.” Although the sponsorship cost has not been revealed publicly, it is known that the deal was for multiple years, and it can be assumed that the media value gained from impressions will continue to increase as the team sees success. 

Not only does this partnership benefit the brands that sponsor the jerseys, but it also benefits the league tremendously. According to a report by the Sports Business Journal, the NHL’s team sponsorship revenue grew 21% from 2021-2022 to 2022-2023, totaling an estimated $1.28 billion. 

Per the report, the league’s helmet deals are estimated at $91.2 million annually, while jersey patch deals are at $32.2 million. While not every sponsor has readily available reports on the netted media value, it can be assumed that the costs per impression for these sponsorships are extremely slim.

Late Adopters

The MLB is the latest league to permit jersey sponsorship, with the league permitting sponsors in the latest Collective Bargaining Agreement with the player’s association last summer. Unfortunately, there is not much data similar to the NBA or NHL on its benefits for the league and brands because of this recency. However, it can be noted that many of the teams that currently have a jersey sponsorship are using this to promote regional businesses to national or even global audiences.

According to Sponsor United, 82% of the MLB teams with jersey patches have partnered with brands hailing from the same market as the teams, highlighting the “unique connection with their local fan bases, showcasing the importance of community, and giving many brands both national and global visibility.” 

However, one question remains: where is the NFL in all this? The premier American Football League is a media giant, generating over $19.5 billion in revenue each year. Yet, the NFL currently has no jersey sponsorship patches and likely won’t for the next few seasons. 

As seen in data from the other leagues, this lack of involvement with jersey sponsors means revenue lost for each year they don’t enter. So, how much revenue exactly are they losing?

Turnstile, a company dedicated to sponsorship valuations, analyzed the NFL at the beginning of the 2023-2024 season. According to them, the league is missing out on an estimated $673 million each season in revenue due to needing a sponsorship patch program. This is broken into the benefits value, the exposure value, and the intellectual property (IP) value that the program would provide, as shown in the graph above. 

However, this analysis fails to consider that the league actually does have sponsorships already, just not for jerseys. An article on the 2023 season’s revenue analyzed by SponsorsUnited outlines that the league’s data “shows team sponsorship revenue increased by 15%, from $2.05 billion last season to $2.35 billion this season. The combined NFL spending of the top 10 categories surpassed the total sponsorship revenues of the MLB, NHL, MLS, and NBA, respectively.” Thus, it can be argued that although the league could benefit from jersey sponsors, they are quite well off as is. 

What’s next for sponsorship in sports? Could we see more leagues adopting similar programs in the United States and internationally? Could these sponsorships expand into fan merchandise like the Detroit Red Wings have adopted? Although the answers are unclear, time will tell. In the meantime, we can continue to pay and watch our favorite teams, in person and over streaming, along with the companies that paid to be there, too.

By Paul Henry III

TikTok, which Chinese technology firm ByteDance owns, faces the threat of a total ban in the US, leading to the question of what problems this potential ban will cause for businesses that rely on TikTok.  Before discussing what this means for these businesses, let’s examine the logistics of what is happening in Washington and what progress lawmakers have made on banning the platform.

The Ban Is Threatening Small Businesses’ Revenue Streams

The US has been voting to ban the vastly popular social media platform, which has 170 million US users, due to national security concerns. However, there is much more to it than people not being able to watch their favorite creators. Around 7 million small businesses rely on the social media platform to sell products and drive growth. In fact, it drove $15 billion in revenue for US small businesses in 2023 alone.

Lawmakers have brought up concerns about the platform being owned by ByteDance, and that it is bound to the Chinese government, which could demand access to the data of US users whenever it wants. Due to these concerns, Rep. Cathy McMorrua said, “We have given TikTok a clear choice.” That choice is to separate from their parent company, ByteDance, and be able to remain operational in the US, or they will face the consequences, which is a ban on the platform in the United States.

TikTok users and creators are in uproar over the platform’s impending ban. From making videos to calling senators, they are doing everything in their power to stop the ban discussion.

Most Representatives Voted To Ban TikTok

Specifically, the progress that has already been made on the ban has been voted on in the House of Representatives, with 197 Republicans voting for it and 15 against it. On the Democratic side, 155 Democrats voted for and 50 against. A vote of 352 for and only 65 against means that the bill was passed, and unless TikTok divests from ByteDance, the application will be removed from the App Store. So the clock for TikTok to decide on what to do is slowly ticking down.

As part of the political discourse surrounding the potential ban on TikTok, it’s important to understand what this means for the 7 million small businesses and other users that rely on the platform as a main source of marketing. The ease of use and ability to get millions of views and thousands of followers off of a single video just by posting and letting the algorithm take care of the rest make it an ideal platform unlike any other for marketing. With platforms such as YouTube and Instagram, it can take years to grow a following and get a lot of impressions.

 TikTok Is Crucial For Many Small Businesses

39% of small businesses say that TikTok is critical to their business’s existence, and 69% say that the platform has led to increased sales in the last year. Creators such as Tori Dunlap, who goes by @herfirst100k on TikTok and has 2.4 million followers, said that the banning of the platform would be devastating for content creators who use the service to make money because we are living in a world where it’s impossible to have one traditional source of income. More than half of small retailers and restaurants say that it is extremely valuable to their overall marketing performance.

 One example of a small business success story that has mainly used the platform for marketing is Brand Pierre. This brand, created by Pierce Woodward, which currently has 1.6 million followers and 60 million likes, makes fashionable rings out of new and vintage spoons, creating unique designs. It has garnered the attention of celebrities such as Benny Blanco and D D’Amelio. What started out as a hobby for Pierce to do during COVID has turned into a thriving business all because of TikTok. When turning this hobby into a business, after the immense growth of his account on the platform, he grossed six figures in the first three months and made twenty thousand rings in his first year.

Where Will Businesses Go If The Ban Goes Into Effect?

Generally speaking, a ban on the platform will lead to many small businesses losing a large revenue stream and a large potential for job loss. So, where will businesses divert their marketing efforts? Most likely, they will move to focus on other platforms that have features similar to those of TikTok, such as Instagram or Youtube. The difference is the algorithm of TikTok compared to other platforms. Julian McAuley, a professor of computer science at the University of California said that what sets TikTok apart is that they have “fantastic volumes of data, highly engaged users, and a setting where users are amenable to consuming algorithmically recommended content.” 

What Should You Do If You’re A Small Business That Relies On TikTok?

If you’re a small business heavily relying on TikTok, the best suggestion is to diversify your marketing efforts to other platforms. This is to reduce your reliance on any single platform, so moving to different spaces, such as Instagram and YouTube, will help. You will also be able to repost your content from TikTok and post it on these platforms because they have similar features. This is where the Martin Hall Agency comes in handy. We will be able to help any business diversify their social media content and make the transition to using other platforms effortlessly. 

For further information about and to dive deeper into this topic, check out the additional links below:

TikTok Statistics: The Impact of TikTok on Business and Social Media

The House passed a TikTok ban bill. But is the app really a national security threat?

The grim reality of banning TikTok

TikTok Crackdown Shifts Into Overdrive, With Sale or Shutdown on Table

By Kaleb Ridlon

In our ever-evolving world, societal and technological changes are reshaping how we connect, communicate, and do business. One of the most significant transformations in recent years has been the rise of social media, and its impact on various aspects of our lives is undeniable. But what if we told you this digital revolution isn’t just about memes and cat videos? It’s about creating exciting opportunities for boxing promotion, and that’s precisely what we’re here to discuss.

Cast your mind back 15 years to 2008, when information and entertainment were disseminated through traditional means – newspapers, billboards and radio. While platforms like Facebook existed, they primarily aimed to connect friends and family, not promote brands or businesses. This era posed a considerable challenge for endeavors like boxing promotions, struggling to expand their viewership and attract new audiences.

But then, something extraordinary happened: TikTok emerged on the scene. Initially a platform for dancing and singing enthusiasts, it swiftly transformed into a powerful tool for influencers and entrepreneurs to reach vast audiences rapidly. Today, TikTok reigns supreme as the most popular social media platform, especially among the younger generation. Recognizing its potential, companies, brands, and streaming promotions started migrating to TikTok, offering fans and viewers a more accessible way to engage with sports entertainment and news media.

In this blog post, we’ll delve into the dynamic world of social media and how it has become a game-changer for boxing promotion. We’ll explore the innovative strategies and tactics that savvy agencies and corporations harness to leverage this digital landscape to their advantage. So, if you’re keen to unlock social media’s exciting possibilities for your boxing promotion, read on!

So, Why Tik Tok

TikTok has emerged as a pivotal player in the marketing world, and its significance in promoting boxing cannot be overstated. While it’s true that TikTok initially gained popularity among the younger generation, its influence extends far beyond mere trends and brand engagement. In 2020, during the height of the pandemic, TikTok witnessed a notable shift in its user demographics. While nearly 70% of users were under 25, a growing number of older users joined the platform. This shift signaled that even the older generation was adapting to the platform and actively engaging with it.

However, the real game-changer came in 2021 when TikTok’s user demographics became nearly evenly distributed across age groups. This transformation meant that older users were present and actively participating on the platform. As a result, TikTok became an adaptable space for individuals of all ages, transcending generational boundaries. 

https://www.insiderintelligence.com/charts/global-tiktok-user-stats/

This diversity in demographics is a treasure trove for brands involved in boxing promotions. It means that TikTok offers a unique opportunity to reach a broad and diverse audience, spanning both passionate young boxing enthusiasts and the older generation with a long-standing love for the sport. Leading brands such as Chipotle, GoPro, and the NBA have recognized this potential and harnessed TikTok’s power as a marketing tool. They have used the platform to bring sports, news and cultural content to various audiences. Whether streaming boxing highlights or broadcasting essential events, TikTok has proven to be a dynamic platform that caters to people’s interests across cultures and generations.

Streaming Sports and TikTok

When it comes to sports and entertainment streaming, personal preferences vary, but there’s one universal truth: the simplicity of staying updated with your favorite sports and entertainment. Accessing certain sports, such as boxing and MMA, has often been challenging due to factors like high entry costs or the search for a reliable online stream that doesn’t suffer from constant buffering issues. Streaming on TikTok has been a game-changer in improving relationships with boxing and MMA enthusiasts.

TikTok addresses these challenges by offering a unique experience in sports consumption. The platform enables users to focus on the most critical aspects of a fight or a basketball/football game, rather than requiring them to watch the entire match. While some traditionalists may not fully embrace this approach, entrepreneurs and business owners in the sports industry see it as a significant advantage. 

https://www.cnbc.com/2022/04/29/mark-cuban-says-tiktok-is-the-future-of-sports-media-heres-why.html

Mark Cuban, a prominent figure in the sports world, has highlighted TikTok’s role in shaping the future of sports media. He emphasizes how TikTok allows users to customize their sports content, making it more accessible and engaging for younger audiences who might not have the patience for full-length games. 

By providing tailored streams of their favorite moments, TikTok ensures that fans can enjoy the highlights without the need for prolonged attention spans, as Mark Cuban noted in a recent interview. This shift in consumption patterns is not just about convenience; it’s about transforming the way we experience sports, making them more dynamic and engaging for enthusiasts of all ages. 

“If my son and I like Luka Doncic’s dunks, NBA stuff, and dogs, [we’re] going to get a stream of that … That’s the future of sports media because we’re not going to get our 16-year-old or 12-year-old or 15-year-old to sit for an entire game.” 

–Mark Cuban, Investor and Dallas Maverick’s owner

Moreover, TikTok’s influence extends beyond popular sports like basketball and football; it has revitalized sports like baseball, which traditionally faced challenges due to slower-paced gameplay. TikTok’s approach, similar to the NFL’s red zone, showcases the most exciting and action-packed moments, ensuring that even seemingly ‘dead times’ in a game become an opportunity for fans to enjoy thrilling plays. In this way, TikTok is reshaping the sports streaming landscape, making it not just more accessible but more captivating as well.

A Case Study of TikTok and UFC

TikTok’s versatility knows no bounds, and it has ventured into lesser-known sports, demonstrating its potential to cater to a wide range of interests. One notable example of TikTok’s influence on sports promotion is its collaboration with the UFC and the world of boxing. While both mixed martial arts (MMA) and boxing have enjoyed success through pay-per-view (PPV) events, the UFC took a significant step forward in 2021 by expanding its partnership with TikTok through a multiyear deal aimed at bringing livestream content to audiences worldwide.

https://www.sportspromedia.com/news/ufc-tiktok-content-partnership-international-global-livstream/

Since joining the TikTok platform in 2019, the UFC has swiftly become the third most-followed sports league on the app, accumulating an impressive 23 million followers across all its accounts. The flagship account alone has garnered over 2.6 billion views on its videos. Considering the combined views from all UFC accounts, this figure skyrockets to over 4.7 billion views. 

David Shaw, the senior vice president of international and content at the UFC, expressed the app’s success succinctly, stating, “TikTok has become one of the strongest, most reliable ways to drive awareness to all our live UFC events while enhancing the UFC live experience with unique, compelling content for UFC fans worldwide.” This case study exemplifies how TikTok has expanded its reach and revolutionized the promotion of niche sports, contributing to its growth and global recognition.

The End Game

In conclusion, TikTok is changing the game for brands and businesses and revolutionizing how the world of boxing engages with its audience. The platform’s unique capability to connect fans with their specific boxing interests across multiple platforms makes it an invaluable space for boxing promotions to gain visibility and priority among enthusiasts. 

For boxing promoters, trainers, and fighters, TikTok offers an unprecedented opportunity to showcase their talents and events to a wider audience, delivering fast and efficient results that reshape the boxing industry’s outreach and engagement strategies. As TikTok continues to evolve, its role in promoting boxing is poised to leave a lasting impact on how the sport is experienced and appreciated by fans worldwide.