Financial influencers hit the scene on TikTok this year, offering investment advice and money tips. This article from FT investigates the dangers of unregulated advice, as well as ‘the positive effects of starting conversations about finance with young people whom the mainstream industry has long struggled to reach.’
Take a look back at this year's most notable social media news, and what it all means for the future of branded content
An update to the TikTok branded content guidelines in July led to the ban of all financial advertising, including cryptocurrency. New investment apps promoted on the app meant that young users were able to easily make high-risk investments, and TikTok cracked down to protect their userbase.
Transparency and regulation became a hot topic, with TikTok introducing the ‘branded content toggle’ to help influencers signpost sponsorships this year. By helping creators fulfil their legal requirement to disclose paid partnerships, the app made an important step to boost its brand partnership efforts.
Christmas 2021 is set to be the year of the TikTok Christmas campaign, with ‘branded AR effects, viral #Challenges, branded content, influencer marketing, traditional ad placements, sponsored hashtags, music sponsorship and live streams.’
Over summer, Zuckerberg announced: “We want to build the best platforms for millions of creators to make a living, so we’re creating new programs to invest over $1bn to reward creators for great content.” The Drum unpacks the implications of the new fund in this article.
And in November Channel 4’s in-house digital content studio, 4Studio, announced the first ever real-time social reality series. The series will be told entirely through social media, with creators documenting their lives through Instagram. Read their press release here for more: