It’s official. President Biden has signed the TikTok ban bill. This forces ByteDance to sell or risk being banned in the U.S. by January 19th, 2025.
However, this deadline could be extended by 90 days if ByteDance demonstrates its progress towards a sale.
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Barbari Shop, Frank’s Luxury Biscuits, and Body Stack. 👋
Have you heard of the term 3PB? 🤔
3PB stands for Third Party Brand.
A Third Party Brand is when you create a new Facebook page not associated with your business.
For example, if you sell shoes, you might try running ads under a 3PB called "2024StyleTrends."
Here is an example of what a 3PB ad might look like:
Why 3PBs are useful:
Pilothouse performed a test with a client to see how a 3BP can help with their ad account metrics like CTR and CPC, and to reach new audiences they could later retarget with more branded ads that go a bit deeper about the brand's mission.They ran a $126K test ($65k to a 3PB and $61K to the branded page in the same campaign format), and here's what they discovered:
With the 3PB's traffic being primarily prospecting (>80%), this has proved to be a win for the account, bringing in new customers for the client.
TikTok Notes is now available for download and “limited testing” for users in Australia and Canada. ByteDance is testing the new app in those two countries before rolling it out globally.
The new photo-sharing app is for those who want to discover, share, and engage through photo content.
This is not TikTok’s first attempt at launching a photo-centric app. In 2020, they launched Lemon8, which garnered interest in the first few months but then experienced a decline in daily active users.
But now, with a U.S. TikTok ban coming, TikTok is making a big push to get its users on TikTok Notes.
We’ve explored the new photo app, and here are our initial thoughts.
How TikTok Notes works:
At first glance, the TikTok Notes interface feels like an early version of Instagram.
At the bottom of the screen, you can view your profile, access a home feed that looks a lot like Pinterest, open a notifications tab, and search for content discovery.
The main feed has photo posts spread out over two columns, similar to the layout of the Pinterest app which means twice the space for potential ads.
👉 If you already have a TikTok account, all your information and content is synced into TikTok Notes, making the setup process very simple.
How does TikTok Notes compare to Instagram?
On TikTok Notes, users have more flexibility regarding their carousel images and captions.
TikTok Notes allows users to upload up to 35 photos at a time, compared to Instagram’s maximum of 10 photos. You can use up to 4,000 characters for your caption, unlike Instagram’s 2,200-character limit.
Any drawbacks?
TikTok Notes is strictly a photo-sharing app (for now), so there is no video content available, and no trending music to accompany your photo dumps.
The takeaway?
It’s still too early to tell if TikTok Notes could be a serious competitor for Instagram, but it’s definitely worth monitoring.
This platform can appeal to brands who yearn for an app more focused on photos rather than videos.
TikTok Notes could be an alternate way to stay in touch with your TikTok audience once the TikTok ban comes into effect in the U.S.
Will you test out TikTok Notes or continue posting all your photo dumps on Instagram?
Reply back to the newsletter and let us know your thoughts!
It’s tempting to say yes to every new exciting opportunity but remember there are so many hours in the day. Don’t get distracted from achieving your main goals!
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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