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So What? Identifying Social Media Influencers on TikTok

So What? Marketing Analytics and Insights Live

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In this week’s episode of So What? we focus on identifying influencers on TikTok. You’ll learn about the data that is available and the kind of influencers to consider. Catch the replay here:

So What? Identifying Social Media Influencers on TikTok


In this episode you’ll learn: 

  • What data is available on TikTok
  • How to use that data to identify influencers
  • Setting up a measurement plan

Upcoming Episodes:

  • Google Analytics 4 Migration 3/24/2022


Have a question or topic you’d like to see us cover? Reach out here:

AI-Generated Transcript:

Katie Robbert 0:30
Well, hi everyone. Happy Thursday, Happy St. Patrick’s Day. For those of us who observe. I’m Katie joined by Chris and John, on today’s episode of so what the marketing analytics and insights show we’re talking about identity, identifying social media influencers, specifically on tick tock. Now, social media influencers is a topic that comes up a lot, but we’re specifically talking about tick tock because we actually just launched a new research paper on this subject, how to identify influencers on Tiktok, specifically, so we’ll be covering that platform today. That said, the principles that we talked about in terms of the kinds of influencers that you should be thinking about apply across all social media platforms in terms of identifying them. So we’ll get into all of that. So we’ll be talking about what data is available on tick tock, how to use the data to identify the influencers, and then setting up a measurement plan. So just sort of we’re covering the basics today. So Chris, John, where do you guys want to start?

Christopher Penn 1:36
Well, I guess we should probably start with what is in the box? And what kind of data there is, and maybe even how do you get a hold of it. So one of the challenges with Tiktok is that it doesn’t have an official API. It doesn’t have an unofficial API literally does not exist. But what a number of enterprising coders and developers and folks who are used to doing web based data extraction have been able to do is write code that essentially reads through Tiktok. It doesn’t actually watch the videos, it just reads through it and pulls all of the metadata, all that essentially the data about the data out on Tiktok videos based on things like what’s trending, or particular hashtags or particular users. And when we look at what these tools can sort of extract, there’s actually quite a lot of information. So there’s the usual stuff you would expect, like how many plays has a video gotten, who made it stuff. But if we take a look at this is the sort of the spreadsheet view of that information. This is for the hashtag for Social Media Marketing World, the conference that was held this week. So we get, for example, the text of the caption that goes with the video, which is super helpful, you can see a number of things like hashtags and their other people’s handles that they’re referencing. Now, of course, what the video is about the time that the video was made, and we start getting into things about the author who is his author, some of the IDs that the system has about them, their Tiktok handle, for example, is in here, that’s a very, very useful thing. The name that they go by on the platform, whether they are a verified user or not. Larger accounts are typically go ahead and and get verified. And then their signature, which is what we normally think of as a bio, write a short statement about who’s this thing. And then you start getting to all the metrics, you know, number of followers, number of likes, number of comments, all this for both the user and the individual video content. A couple of things that are just go ahead, Katie.

Katie Robbert 3:40
Yeah, I have a quick question before you get too far into this so that I’m following clearly, this is not data that you can export from Tiktok. This is from a third party tool that somebody else created because the data of the analytics available in Tiktok at either as a user as a business, I still pretty limited. You get video views, you get likes, you get number of comments, you get number of followers, and that’s essentially it. Correct. Okay, I just want to make sure I was following correctly. Because as I’m looking at this much like, you know, with every spreadsheet, you show me, I’m immediately overwhelmed and my brain just stops hearing words. Okay, I’m back.

Christopher Penn 4:24
Okay, okay. Some things that are unique to Tik Tok, that I think are kind of interesting is every video typically has some kind of audio and if there’s identifiable audio, for example, if you’re sampling from an existing song, it will have both the song name and the musician so there’s obviously things here that original sounds you do have, some artists shouldn’t Twain and they’re the title of the song. So if you have a particular industry or niche you’re looking at you can see if there are common forms of entertainment. That would be worth noting And again, of course, the the your major video metrics you have mentioned, which is who what other handles were mentioned in the text of the video, and of course, the hashtags that we use as well. So all of this combined provides us with a lot of information that we can use to, to draw some conclusions to draw some analysis, some of the things that we would want to take a look at, obviously, the the major metrics, like the use of uses probably, I would call it the objective, at least on platform the you want to get seen for stuff. And then of course, you have the contributing things like the likes, the shares, and the comments, the hearts and the fans, all those things. But for our purposes, for influencer identification, there’s two things that are really important. One is that column on mentions, every time a user mentions somebody else, you’re kind of voting for that user in a way, right? If I’m, if I’m on my personal Tiktok account, and I mentioned Trust Insights, I have a sense I’m giving up space, in my very limited amount of text, I have a caption to essentially endorse Trust Insights to say like, yeah, Trust Insights is tagging them in this in this video. The second thing, of course, as all the text self, the hashtags, and the commentary and things like that, those words and phrases can prove to be helpful as well.

Katie Robbert 6:32
It’s, uh, you know, it’s a lot to take in. And so for someone who maybe doesn’t, so Okay, let’s say you’re me, let’s say you’re, you know, looking at this, you’re like, I don’t even know where to start to get this. So is this. So software, something that somebody could buy off the shelf to then get this data? Or is this something that you would need to know how to code alongside the other code that was already created in order to get this level of granular data?

Christopher Penn 7:05
Both. So there are companies that offer this data as a service, effectively doing the hard work for you, or there are a number of open source packages that can just do this on your machine, if you have the technical sophistication to do so. But I was expecting you to say actually, the starting place for this would be the user story, because you got a pile of data, which bunch of agreements, but

Katie Robbert 7:27
it’s I’m, I’m still trying to wrap my head around the pile of data. But yeah, you’re absolutely right, you want to start with a user story, in order to know what data goes into your data pile? What is the most important, so if we are looking at, you know, so we’ve been doing network graphs for Social Media Marketing World this week, and so we’ve been doing, who’s the most talked about, you know, the user story in this sense would be, as a marketer, looking for the influential people at Social Media Marketing World, I want to understand who is the most talked about, so that I can try to make connections with those people to get my brand shared amongst their content?

Christopher Penn 8:14
That’s, it seems like a very reasonable user story to me. So I guess the question then is, we know, we have this data, we not figure out what do those words mean? So go go into some more detail, explain what it is that we’re trying to dig out here. And maybe we can have some fun hacking on this.

Katie Robbert 8:36
Um, you know, so I think what we’re trying to dig out, what we’re trying to understand is So, in this example, you know, I’ve been tasked with getting my brand into the conversation that’s happening with Social Media Marketing World because my company has identified Social Media Marketing World audience crowd speakers as the people, we want to see our brand. And so what I need to understand as the person being tasked with this is not just who’s doing the most talking, but who’s being talked about so I need to understand who’s being mentioned, probably, and I need to understand some context as to what kind of content is associated with with these people being mentioned, so that I can make sure both are the right kind of match for my particular company.

Christopher Penn 9:32
Okay, so let’s see how we can extract this information. Do you want to do this live or just you want to talk about generally,

Katie Robbert 9:41
um, I would say we can do it live as long as it’s not going to be like an hour of watching your computer process information,

Christopher Penn 9:48
know only half an hour so the first thing we want to do is is obviously get Arvest all of our Social Media Marketing World data together, right. So One of the things about these different types of code is that you have to run them somewhere and, and compile the data. And this is something you have to do over time. So you can see here, we’ve actually been collecting the Social Media Marketing World data now for almost a little more than a week. You can’t go backwards in time when it comes to any analytics really. And so if you have not provisioned the software and the collectors in advance, it’s not going to go well. That’s, I think, the most important thing is, requires a lot of planning ahead. To do this. The next thing we need to do is these are all individual files, what we want to do is we want to bring that all together, and turn it into something usable. So we’re going to need to do some data processing to assemble these files, essentially, and generate the pieces we need to do a network graph. The big thing about a network graph is that we need to know who’s talking to whom. So here’s an example of the the different people who are you know, who was who mentioned whom I want to say this right now, there’s not enough to do a network graph here, there Tiktok, in this case, for social media marketing on the wrong platform, because you can see, there’s probably 40 mentions, the network graph is going to be so sparse that it’s essentially unusable. So that raises the interesting question, then, from a user stories perspective, is Tiktok, the right place to be doing this analysis? Is there an opportunity here is the audience here in the audience isn’t here.

Katie Robbert 11:46
So then, in that case, we would want to step backward and create a user story that comes ahead of the Tiktok user story that says, As a social media marketer, I want to understand who the most influential people are at Social Media Marketing World, and on which platform they’re on. And so first we have to determine platform, then we can start to narrow down to say, I want to find, I guess the user would be like, as a, as a marketer, I want to understand where the audience is, and or where people are talking about Social Media Marketing World on which platform before I can even get to influencers? Because I first need to narrow it down.

Christopher Penn 12:30
Exactly. And so now the question is, and this is more of a strategic question, if we can’t make this work, then is the Social Media Marketing World crowd itself that far behind? Right, that’s, that’s really what we’re in essence are saying is, things are so unusable here, that I guess it’s why you would go to Social Media Marketing World in the first place. If you were not familiar with platforms like Tiktok, then obviously, you would want to get up to speed on it. Right, and you would attend that show. Let’s take a look. What I was gonna say,

Katie Robbert 13:11
I think in terms of audience, you know, we know that people tweet out a lot of, you know, they sort of live tweet, here’s what’s happening at Social Media Marketing World. We had this conversation on our podcast the other day, the Tick, tock and Twitter are very different, because tick tock, tick tock requires some kind of a video, in order for you to create the post, whereas Twitter does not, you can have just techspace. And so with that, in terms of where the audience is, I would say, part of it, part of it is the conversation happening is the ease of use for the person to get information out quickly. You know, so you can fire off a string of 30 Twitter messages without having to have an associated image. Whereas on Tiktok, you have to have a video that goes along with it. And unless you’re using the same video over and over again, you have to like maybe stop edit the video, find the video like and so, to me, it’s more of an ease of use versus their behind.

Christopher Penn 14:19
That’s fair, but I would, I would still argue that about 2500 people there who are supposedly social media marketers, there would be a little bit more than then the very, very, very sparse amount that we found. That’s again. It’s just one of the things you look at go ha, it’s awfully thin. So let’s do this. Then. Let’s take a look. Why don’t we take a look at something that has a little bit more traffic than then Social Media Marketing World. Let’s take a look at South by Southwest which is the Austin mega conference. I think that we know there’s a there’s the magnitudes of People more there than at social media market world. And because South by has been known as a conference for sort of up and coming avant garde tech stuff, a lot of things do really well, their first, Twitter itself made its debut at South by Southwest, really in 2007. Prior to that, OTO, which is the company that made Twitter was, you know, trying to get some traction for it. And then in 2007, that was the thing. So let’s see, if we’ve got anything to work with here for South By.

Katie Robbert 15:33
So as as that’s loading, so John, you know, you I know, I’ve known you to be, you know, sort of like live posting during events is Tiktok a platform that you would, you know, as you’re going back to events, would you be like, Oh, I should probably post something on Tik Tok as well. Or is your default Twitter or even LinkedIn?

John Wall 15:56
Yeah, you know, for so many things. It’s just easier to do something that’s text based or photograph, you know, to shoot video is, well, yeah, exactly. We know my record of shooting video at events and you would never asked me to do anything on Tiktok based I mean,

Katie Robbert 16:10
past performance, your video reputation OSI side,

John Wall 16:14
right, right. Yeah, I think if you were gonna do speaker clips, but see, there’s the challenge with that to have, you can have a keynote speaker say something, and then you can type it in and post it. Whereas otherwise, you have to, you know, grab the whole video presentation videoed, and then take a clip out of it of the right quote you want, unless you just happen to get lucky and capture the right 10 seconds that you want. So, you know, producing short form video is is a pretty heavy ask for a social network. It’s like, you know, nobody would be posting stuff real time to YouTube, you know, you’d be on Twitter and Facebook and all these other platforms on LinkedIn. But yeah, short form, video is tough. And then there is the, you know, there’s the chicken and egg problem of the fact that right now, so many Tiktok videos are, you know, what most business people would just consider the most ridiculous trash, you know, like dancing and fights, and, you know, adult content and just stuff that it’s just kind of this crazy assemblage of stuff. But yeah, I think it would be one of those things where if you really want to break into that channel, doing some 10 minute clips, and then at the end of the day posting, like Best of the event, like I think, yeah, there’s something there.

Katie Robbert 17:24
Well, in it sort of it strikes me as well south by is. It’s, it’s like, it’s a destination, it’s you know, people see a lot of music acts, it’s like a festival, whereas something like Social Media Marketing World can focus more on the tech and the platforms and measurement. And it, you know, when I think about that kind of video content, a clip of a band playing versus a clip of, you know, me speaking on stage about, you know, social media ROI, one’s naturally going to perform better on a platform like tick tock than the other one.

John Wall 18:02
Yeah, and South by is really unique in that it’s kind of this closer to that Burning Man side of things than it is to any of the marketing B2B kind of shows that we do, you know, it’s more of a social thing.

Katie Robbert 18:12
So in the background, while John, you and I have been basically saying all the reasons why you shouldn’t be on Tiktok. Putting together a network graph. So Chris, can you walk us through what we are actually looking at, because I love the videos of how these come together? But I think for people who’ve never seen this, what are we looking at?

Christopher Penn 18:32
So what we are looking at is, indeed, it’s a network graph. And the way network graphs work is that if one node interacts with another node, so Katie, if all three of us were on Tiktok, for example, and I made a video, and I mentioned Katie robear, in my video, that would create a very primitive network graph where they’d be Chris to be Katie. And they’ll be a connection between the two of us because I mentioned you. And then if John was on Tiktok, and John made a video, and also mentioned you, there’ll be now three nodes on this graph, and there’d be two lines, one going from Chris to Katie, and one’s going from John to Katie. So it’s essentially a very primitive network graph. What we’ve done is in the data for SXSW, from Tiktok, we’ve looked at all the individual handles that are on on Tiktok that were used in the South by Southwest hashtag. And then we said, okay, in that, remember that column in the spreadsheet that’s called mentions, who have they mentioned. So now we have these pairs of the person mentioning and the person being mentioned, network graphing software, this is an open source tool called giffy. There’s many many different network graphing packages, no JS node node, for J S. Set the name of it, I’m drawing like Neo for J. Neo for j is probably the best known one at the enterprise level because it’s a giant Massive, very, very powerful server will take those pairs and draw them essentially here. So we see, you know, you can see the little lines connecting one node to the next, the colors are based on who talks to each other a lot. So things for example, purple, these things talk to each other more often than, say, the gray ones, the size of the bubble in this. When we measure, essentially how many times one person is talked about that number, the more it is, the larger the bubble gets on this type of chart. So you see a whole bunch of things here, what is really almost, you know, you can’t even see the names, Zoom super in and even then, very challenging to identify, as you can see, here’s a very small network graph, part of the graph. But zoomed out here, we see that these are the names that have been mentioned the most, at South by Southwest. So from a an influencer identification perspective, this would be the first stage the first step of identifying who’s most influential at South by Southwest who’s been the most talked about, and then we’d want to take a look at those accounts properties, the things they talk about to see, are they if we’re going to do outreach for for Trust Insights, you know, are they talking about things that are relevant to us? Or do they just happen to be popular, because I don’t know, they were dunking, you know, doing bobbing for apples in a vat of beer or something that somebody it would be not aligned with our brand?

Katie Robbert 21:39
Well, and you know, what, I guess, took comfort is not the right word, but what you would expect to see, especially if you’re doing this for an event is that the event handle itself is likely going to be the most prominent, and if it’s not, you know, that’s a problem for the event, marketers that the event that people are at where they’re talking to each other, if your event handle is not the thing, that’s the most prominent, you have a marketing problem. So it’s also a good way to check that.

Christopher Penn 22:12
Exactly, right. So the graph does a really good job of identifying, you know, the most talked about things and then what you would normally do as a marketer is you would go into the data side of things, do a quick sort on this. And then you have here all the the actual handles, that you know, by that score, that influence score, you then say, okay, these are the things that we need to go pitch, right. These are the the accounts that we need to go investigate, and then possibly pitch them. Now, a fair number of these are brand handles, but there’s a bunch of other ones that I don’t necessarily recognize, because I don’t spend a whole lot of time on Tiktok. But some of these would be folks that you you might want to do some outreach to and say, hey, you know, would you be interested in doing a partnership with Trust Insights? South by is probably not the right crowd, particularly right now. Because right now is the music festival. Interactive doesn’t start I think for until next week, interactive as the tech side. And that would be quiet, more relevant to what we’re doing. But from a practicality perspective, this spreadsheet is what you then hand to your, your social media marketing department or your agency or things. And they could go for example, and create videos mentioning these people. If you have a popular musician that you’re after, you could see if their songs are available in tic TOCs catalog and use their you know, snippets of their songs in your videos. There’s a lot you could do with this list. But it all stems around, cleaning up who you should reach out to.

Katie Robbert 23:41
And so Chris, I know we’ve talked about this before, and I know I asked you this exact question on the podcast, but you keep mentioning who’s being the most talked about? Not who’s doing the most talking? Can you explain a little bit why that’s preferred to someone who’s you know, doing the most.

Christopher Penn 24:04
There are lots of people particularly in social media, who just like to talk to the air. They just like to talk and tweet say things and use buzzwords and jargon and nobody listens to them. Right. And even in you know, especially larger social networks, Twitter comes to mind and account may have 100,000 followers but if that account has done something to get themselves what’s called Shadow banned, which is sort of a term for being down ranked and the algorithm your your your content doesn’t show up because you’ve had you know, too many reports of abusive or or malicious content on your account. Twitter and other networks was just simply stopped showing you and so, even though you have a lot of followers, or even though you may be loud If no one’s listening, and no one’s paying attention, those metrics don’t really matter. On the other hand, if you can get somebody else talking about you, voluntarily, that’s a pretty good indicator that you’ve got people’s attention, right? People look to you, for information for engagement for entertainment, something like that. There’s three basic models of influence, right? There’s the the, I guess, you call them, the thought leaders, the folks where ideas originate. There are folks we call them mayors who are sort of connectors that can take an idea from maybe a lesser known accountant handed off to a bigger account, sort of being the the intermediaries inside of a network. And then they’re the broadcasters. They’re the big mouths, you know, the the archetype we often use as a Kardashian, where there’s just loud when it comes to influencer identification, particularly if you want your influencer marketing program to be efficient, getting the biggest bang for your buck, we think the use of nodes in the network that are talked about can often be very useful for getting your message out, potentially at lower cost or less difficulty pitching. So for example, some of these accounts here I’m unfamiliar with, right, I don’t know who then wave Latina is I’m assuming it’s a an individual. Other accounts, like Porsche or Lizzo, we, you know, are important accounts, but they’re also either brands of very, very, very prominent broadcasters, the likelihood of us being able to pry pitch have been wave Latinos, probably better than Porsche, the brand, in terms of distributing our stuff. Now, again, this is not the right content for Trust Insights. So you know, all that would be a bad pitch for us. But from a Imagine if we did have something to sell maybe in the music space, and you know, a new music analytics tool. Some of these other accounts that are not as you know, that or not, I don’t have 10 million 100 million followers, but are talked about a lot means that they’ve got the attention of their audiences, and we might do better pitching them.

Katie Robbert 27:19
I think it’s always interesting having been on both sides have an influencer marketing program. By that I mean, you know, people who, you know, teams are going after just the big name versus teams who are going after the connectors, for example. And it, it never ceases to amaze me, how, let’s just go after the person who has the most followers is still that’s the whole strategy, and then shelling out so much money to get your message just kind of lost in all of the noise that this influencer is making for not only your brand, but probably for 50 other brands at the same time. So your brand is not treated as something that they necessarily care about.

Christopher Penn 28:09
Oh, yeah. I mean, the NDA ran out three years ago, we did a campaign with Toyota. And they hired Coco Rocha, the fashion model to promote the Prius Prime this is back in 2016, she put up two Instagram posts for featuring the vehicle, I think only one of which actually had her you know, even in the image at all, and charged about $140,000. And then we ended up getting tasks trying to prove the impact of that which surprise surprise, there wasn’t. And that was again, because a decision was made, okay, who’s just got the biggest audience not who is who’s looked to and one of the things that you want to do also with this is to make sure that the the audience is the right audience. So for example, when I look at the bios, I got to change the topic there but we see for it for South by Austin music, you know, Instagram, Texas artists and stuff like that. So podcasts are so there is a there are some terms these BIOS indicate like this is probably an okay crowd for us to be looking at. If we were selling music, for Trust Insights, no. Right for a flower shop no but these you know, these things so their bios would not be Mrs. Thematically aligned. What we’re trying to do when you look at somebody like that Toyota campaign is Coco roadshow, the fashion model the right person to be talking about a hybrid electric vehicle. She doesn’t spend a whole lot of time talking about fuel efficiency, you know, or miles per gallon or carbon impact of vehicle she spends most of the time on fashion about that sir forte, and so on. influencer marketing one of the big challenges, which is why we have a tendency to default to writing our own software. It doesn’t take into account a lot of these other factors like, is the influencer topically aligned? Is their audience expecting this content from them? This morning, we put up a blog post on the Trust Insights blog about the new Google Analytics for and how, you know, Google is retiring the existing version of Google Analytics. I went out and share that a bunch of places. And to no one’s surprise, it’s probably one of our most traffic, you know, pieces of content all year. Why? Because our audience expects it from us audiences like oh, yeah, people who study analytics and data science and change management, are saying, hey, a big change is coming in analytics. And they went and read it. Now, if that was a post about the new Hyundai electric vehicle, probably would not have done very well, because that’s not what our audience expects. So with influencer marketing that audience alignment is critical.

Katie Robbert 31:06
Yeah, it just, I mean, the whole influencer marketing, I know that it’s, it’s not a strategy that’s going anywhere, anytime soon. I know that there are people who specialize in it, who literally just wrangle influencers all day long, which, quite honestly, sounds awful. I can only say that because I worked in casting. So I understand how wrangling people is not a fun thing. It’s not my jam anyway. Um, you know, it’s being it’s like being a speaker Wrangler, too. I mean, you have to get people to a certain place at a certain time to do certain things. And, you know, a lot of things are out of your control. And so as more platforms are cropping up, I mean, Tiktok is not going to be the last social media platform to pop up, that’s going to have some sort of influence and reach, there’s going to be other things, new challenges, new people, you know? Why do you feel Chris? And John as well? Why do you feel these platforms make it so difficult to get the data from them knowing that they are creating these kinds of personalities, these kinds of influencers, that they think that they have that kind of power over our culture? Why are they making it so difficult for us to then access that information?

Christopher Penn 32:29
It’s all about the money? No, it’s all about the money. Because look, if you can extract this data, and do the analysis yourself, this is one of the things that Facebook and Instagram in particular has been really throttling down on. If you can identify if you have the data, you can identify influencers, you can go directly to them, and then the platform doesn’t get a cut of the budget. Right, the platform doesn’t get to get Delon whereas if you have to run ads on the platform itself, maybe to that influencers, audience, then the platform makes some money. So it is not in the interests of the platform to share this data. There are even some level of privacy issues, all these things, all these videos are public videos, right? They are posted publicly. So is it is there’s not a confidentiality issue. But the data itself technically is still personally identifying information, right? A social media handle legally is PII pen. So having this data does have some level of risk to it and a platform sharing it voluntarily is sharing PII. And so unless a user has particularly with, you know, GDPR CPRI, if a user is not explicitly consented to saying, Well, yes, so any random third party tool can come in and take, you know, personal identifying information out, that’s not legally not a good idea. So again, these platforms, web scraping in a fairly famous case of LinkedIn versus a scraping farm a couple of years ago, LinkedIn lost court’s rule that scraping public information is permissible and is not something that a platform can can deny. But they don’t have to make it easy. And so for for these platforms, the saying yeah, we don’t want a legal risk of providing that information except under tightly controlled circumstances where the the data extracting entity signs a bunch of things agreeing to the liability of it. I mean, one of the things that we’re very very careful of at Trust Insights is we know this is PII. It has to be treated in a protected way it has to be encrypted it has to be stored and then destroyed. When we don’t need it anymore. It’s it’s not good just have piles of it laying around with none of it’s kept on servers and things so that’s some of the major reasons.

John Wall 34:50
You can venture further out into tinfoil hat territory to and you know, there are stories about this just being honeypot for people to put embarrassing videos for political leverage later on down the line. I mean, that’s not thoroughly impossible. But yeah, the the ad dollars is just the obvious pinch. So yeah, there’s no denying that we’ve seen that happen over and over again with so many social networks already.

Christopher Penn 35:14
Exactly. And I think back to 2016, when the Cambridge analytical scandal where, you know, Russian groups were extracting massive amounts of data from Facebook, to influence an election, again, that I don’t know that anybody learned their lesson in general on that one, but the, the practical takeaway was restrict the amount of data that people can can take off your platform. So that A, it is technically subject to slightly less misuse, but be it’s just less of a PR Blackeye.

Katie Robbert 35:45
So I, you know, as we’re starting to wrap up, you know, I can imagine that some poor intern is being tasked with finding influencers, on Tiktok. So, as much fun as it might sound, watching hours and hours of Tiktok videos, you know, that’s probably what’s happening is that they’re sitting there watching the videos, trying to figure out who has the most followers, who has the most views, whatever the thing is, however, if you want to learn how to do it a little bit better, you can go to trust, and get our latest research paper on how you can extract some of that more meaningful data and what you can actually do with it. Chris, John, final thoughts.

John Wall 36:27
Yeah, that’s huge. You know, learn about topic alignment, and talk to somebody who knows about short cutting it you last thing you want is a army of 12 interns sitting and watching Tiktok all day for a week, like that’s

Christopher Penn 36:41
Yeah, especially so stuff on the platform is it becomes very dystopian, very quickly. No, I say, take a look at the paper and stuff. If you have questions, you know, let us know, pop over to the slack group and stuff, but grab the paper. And, and let us know how you’re getting along with with using Tiktok data, because there’s a lot of it to be had. It is a platform that has, I think, now just crossed a billion monthly active users mark. So there’s a lot of people there, you know, any platform with more than 100 million users is worth paying attention to. And once you get into the billion territory, whether you like it or not, it is influential. And so it must be part and parcel of your social media toolkit. You can even go to the Trust Insights Tiktok channel, go to You know, at Trust Insights, and you can watch our meager attempts.

Katie Robbert 37:35
Right? I’m in the or not category of whether you like it or not, and you know, be grudgingly putting up videos on our Tiktok channel, just trying to make sure that we have a presence there, as we’re migrating away from other social media platforms that no longer make the most sense for us. Exactly. So I think that’s it for this week. Next week. I won’t be here. But you two fine, gentlemen, I believe we’ll be talking about search console. Possibly, possibly, unless something else happens.

Christopher Penn 38:08
I was gonna say we might spend time answering people’s questions about Google Analytics for now that there’s a certain sense of urgency about so who knows, but no matter what be here Thursdays at 1pm Eastern time. That’s right. Back. Thanks for tuning in everyone. Thanks for watching today. Be sure to subscribe to our show wherever you’re watching it. For more resources. And to learn more, check out the Trust Insights podcast at trust I podcast and a weekly email newsletter at trust Got questions about what you saw on today’s episode. Join our free analytics for markers slack group at trust for marketers, see you next time.

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