Assessment 1 create
Name: Hannah Ruslan
Student Id: s4675796
Video:https://vimeo.com/740733125
Your objectives
To meet its goal, the video must be able to meet these criteria that will show how successful the campaign is.
-
Get people to have an increased interest and get more traffic through it by having lots of people share it
-
The comments should be positive and to gauge interest of viewers.
-
A lot of views in a short amount of time that could garner some audience and has reasonable success according to TikTok’s standards, this will be getting 5 million views in a 3-7 day period and this will officially class it as a viral video. In addition, 93% take action when watching TikTok thus this shows that posting content on this app allows for a wide each and thus attracts audience of a large scale
-
To promote action for the audience and this can be through comments. The comments must be engaging and responsive to others. This will create a conversation and thus it will help to promote the video even more thus it will get a wider array of audience.
-
To increase their interest on the topic, this can be done with the TikTok engagement rate calculator. This will help to compare and analyse the popularity of the user as well as the video posted for example, once the like,comments and shares are entered, the total engagement will appear thus showing if the post is engaging and has captured audience attention (Parmis, 2022)
.
Target audience
The target audience are 16 to 24 year old Queenslanders.It will also be people who are interested in restaurants without actively searching for it and people who are interested in a different type of activity and are open to trying new things without hesitation. In addition, they must also be willing to know how promotional culture has affected them and to see if they have noticed it and how it affects their social media habits.
Tactic
By using very bright, attractive and eye-catching visuals and the same hashtags. The video that will be shared will be in line with TikTok. Memes will also be included in between the video in order to capture the audience’s attention. An example of a meme will be a short snippet of the staff at the diner shouting and berating her audience in order to show the audience the concept of the video. The monotone robotic voice that is widely used on the app as this is something familiar for the audience thus they are more likely to watch as a source of comfort as well as knowing the exact kind of content they will receive. The hashtags used are also standardised for all the diners and it will be made searchable for all users and they do not have to have previous knowledge of this content and they can get a whole array of the same content but different types of videos.
Goal
The goal of the video is to get the audience to think about promotional culture in a fun and non intrusive way. It will also make them understand the effects of this strategy in a deeper and more cohesive manner. In addition, hopefully they will be more aware of this happening around them and notice how it affects them and if they are doing things due to personal choice or through subconscious advertising.
Evaluation metrics
A scale will be used to measure the engagement of this video. Quantitative and qualitative measures will be used. First is to garner different videos and test the audience’s interest. For quantitative data, it will be the numbers of likes, comments and shares received. This will give a clear view on how successful this campaign will be (Muntinga,Moodman, and Smit ,2011). In addition to that, checking the analytics of the video will also showcase how effective this video is. The first thing to do is check the performance stats as this will give you information on your follower count, views, reach, comments, likes, shares and many more statistics that shows just how successful the video is. The percentage of success will also be shown and thus giving an idea on how successful the video is. The performance will be based on how many people actually engage with the content and understand it as compared to just liking it and not giving any more thought.
Reference list:
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring Motivations for Brand-Related Social Media Use. International Journal of Advertising, 30, 13-46.
https://doi.org/10.2501/IJA-30-1-013-046
Hirose, A. (2022, June 8). How to Create a Successful TikTok Marketing Strategy for 2022. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/tiktok-marketing/
P. (2022, March 14). TikTok engagement calculator. Exolyt. https://exolyt.com/guides/tiktok-engagement-rate