#TwitterForAgency: How businesses can leverage the Twitter advantage

Twitter has been around for sixteen years and, in the tech industry, that is quite a remarkable case of longevity.

As a micro-blogging facility where, through short and mostly text-based posts called “tweets,” Twitter has become the venue for news to erupt and go viral and for movements to take root and spread.

While other social media platforms may dominate, in terms of user base or ability to create curated content, Twitter, with a global audience of 237.8 million users as of Q2 2022, has owned the space for “what is happening and what people are talking about right now.” Twitter is where people go to get the on-dits on sports, music, entertainment, technology, gaming, business and cultural changes, among others.

This presents various possibilities that brands can leverage to boost their digital presence and drive their businesses.

Twitter for Agency
Twitter for Agency
Twitter for Agency
Twitter for Agency

Recently, representatives from Twitter’s Asia-Pacific offices and its exclusive Philippine reseller Entravision MediaDonuts gathered its clientele and agency partners for its first in-person event after more than two years.

Held at the Enderrun Tent last September 29, the event titled “#TwitterforAgency” gave the attendees a sneak peek into what’s next for Twitter: from its product roadmap focusing on solutions that drive purchase, emerging trends and conversations that can shape the future for this platform as well as creative executions that can tap communities and conversations to grow their business.

Twitter for Agency
Twitter for Agency
Twitter for Agency
Twitter for Agency

Together with my marketing teammates from SKY, I attended this event to gain some insights on how to leverage Twitter for our company and the brands we carry.

Some of my key takeaways from this learning session include:

  • Twitter is the platform to launch something new and connect with what’s happening. Given its unique position to capture what is current and what drives conversations, Twitter’s audiences are likely among the first to try out new products.
  • People visit other social media platforms for who they know, people visit Twitter for what they care and are passionate about. On this platform, people are leaning into their passions: they buy, try and share their experiences in real-time.
Twitter for Agency
Welcome Address
Krishna Iyer – Head of Agency Development, APAC, Twitter
Twitter for Agency
The Power of Twitter’s Audience
Tina Pang – Head of Client Solutions, SEA, Twitter
Twitter for Agency
The Conversation: Twitter Trends 2022
Anna Dy – Country Head, Entravision MediaDonuts, PH
Twitter for Agency
Talking Shop: Twitter’s Solutions
Hoai An Pham – Sales Partner Manager, APAC, Twitter
  • Twitter audiences are seen to be broad – have diverse interests, affluent – have significant purchasing power, and growing – mostly young (72% between the ages of 16 and 34) with more joining the platform everyday.
  • To succeed on Twitter, you must harness the influence of communities. Communities form public and real-time conversations about topics that people are passionate about. Some of the fast-growing communities on Twitter include gaming, food, music, beauty and finance. Users in these communities tweet at least three times more than the average Twitter user, driving a lot of the conversations. Brands are also seen as part of these communities and of users’ enjoyment of the platform.
Twitter for Agency
Talking Shop: Twitter’s Product Roadmap
Yu Yan Tay – Senior Performance Product Specialist, APAC, Twitter
Twitter for Agency
Video Behaviors on Twitter
Rex Fontaneza – BU Head, Entravision MediaDonuts, PH
Twitter for Agency
Brand Creativity
Jean Labrador – Client Account Manager & Strategist, Philippines, Twitter
Twitter for Agency
Closing Remarks
Pieter-Jan de Kroon – CEO, Entravision MediaDonuts

Wondering what people on Twitter are talking about and how you can ride on these conversations? Here are today’s Twitter trends that can become tomorrow’s big movements:

  • The Great Restoration which encompasses a heightened focus on one’s well-being as well as a growing appreciation for the environment. Rewilding or “getting back to nature” is seen as a way of coping with anxieties from external factors such as politics and the global healthcare crisis. People are looking for changes in their home and community environments sparking demand for livable cities where there are green spaces and where people can rebuild lost connections and feel at peace with nature. Conversations are also seen to be leading towards topics involving self-reflection, mutual support, green spaces, outdoor exercise, nature photography and forest bathing.
  • The Force of Fandoms which shows how pop culture topics drive conversations among passionate fans of music, TV and movie personalities, who are no longer content sitting on the sidelines but are actively finding their tribes online for support and friendship.
  • Finance Goes Social which is marked by the democratization of finance-related conversations, among both finance experts and non-professionals. More people are talking about money: how to make it and spend it.
Twitter for Agency
Twitter for Agency
Twitter for Agency
Twitter for Agency

Global leading PR firm Ogilvy & Mather stated “With over 500 million tweets a day, Twitter is the world’s largest focused group.”

By listening, learning from and joining Twitter conversations, brands can bring their attributes to light and get people to talk about them.

Many thanks to Entravision MediaDonuts and Twitter for this very enlightening learning session.

TikTok Launches Creative Competition to Solve Real-World Marketing Challenges

TikTok invites marketing and creative professionals as well as agencies in Southeast Asia to participate in the TikTok Trendsetter creative competition. Winners to receive up to US$40,000 in prizes and mentorship with TikTok Global Business Marketing (GBM) executives

TikTok, the leading destination for short-form mobile videos, is calling all marketing and creative professionals as well as agencies in Southeast Asia to think outside of the box and join the TikTok Trendsetter creative competition. Launched last November 9, 2020, TikTok Trendsetter aims to inspire professionals and agencies in the Philippines to harness the untapped potential of TikTok to solve real-world marketing challenges.

“The power of TikTok is clear, but it requires a new and different way of thinking. Utilizing an entertainment-based platform allows marketers to engage with users in a ‘sound on’ environment, opening an entirely new window of opportunity,” said Ng Chew Wee, TikTok Head of Business Marketing. “Just like our users, we invite marketers to be experimental and explore their creative side while addressing today’s brand challenges through the Trendsetter creative competition.”

Running for over the course of six weeks, the TikTok Trendsetter creative competition is divided into three separate categories including:

  • Individual Category: Individual contestants to submit one TikTok video creative idea that addresses marketing-related challenges for Small and Midsize Businesses (SMBs), and sectors such as Fast Moving Consumer Goods (FMCG) and Government.
  • Agency Category:Agency contestants to submit a storyboard for at least four TikTok video creative ideas, a media plan leveraging TikTok and one sample TikTok video that addresses marketing-related challenges for industries such as Fintech, Luxury, Automobile, and Telecoms.
  • Existing Campaigns: Campaigns that have already run on TikTok this year can also participate in the competition.

All submissions will need to be submitted by 24 December 2020 with voting for the most creative ideas taking place from 4 to 22 January 2021. The following panel of judges representing in-house and agency creative executives, as well as CMOs and TikTok Creators, will be determining the winners of the competition which will be announced on 1 February 2021:

  • Ng Chew Wee, TikTok Head of Business Marketing
  • Katie Puris, TikTok Managing Director of Global Business Marketing
  • Dianchen Yao, TikTok Head of Client Solutions SEA
  • Nguyen Dinh Toan, Senior Vice President of Marketing at Suntory Pepsico Vietnam
  • Sutirapan Sakkawatra, EVP Head of Marketing at Siam Commercial Bank
  • Roberto Saputra, Chief Brand Officer at Smartfren Telecom
  • Jeff Cheong, DDB Group Singapore Deputy CEO and Tribal Worldwide Asia President
  • Maryzyle Fernadez Galinato, Group Creative Director at Hakuhodo Saigon
  • Pingkan Rarumangkay, Executive Creative Director at Wunderman Thompson Indonesia
  • Tay Guan Hin, Chief Creative Officer of BBDO Singapore
  • Sompat Trisadikun, Chief Creative Officer at The Leo Burnett Group and Publicis Group in Thailand

For each category, regional and local winners will be selected. Agency teams will have a chance to win up to US$40,000 in prizes, while Individual applicants can win a mentorship session with TikTok Global Business Marketing (GBM) executives.

Kantar research shows that in order to tap into the powerful audience response, it is vital to understand TikTok and engage with users on their own terms. To provide a deeper understanding on how to leverage TikTok for marketing purposes, TikTok will also hold a creative workshop on 24 and 26 November in partnership with BBDO Singapore, hosted virtually at https://www.tiktok-trendsetter.com/ for anyone who is interested in learning about leveraging the platform to solve creative challenges.

To enter the competition, view tutorials, best practices and creative playbooks, please visit: https://www.tiktok-trendsetter.com/.

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, Mountain View, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.

Details provided by Tiktok in a recent press release.