Briefings

Brand new to Econsultancy, these easy-to-digest reads explain the latest thinking and most confusing terminology in digital and marketing

The corner of a smartphone screen showing the TikTok app next to the YouTube app and other icons.

TikTok: Everything you need to know

This briefing will take a deep dive into the phenomenon that is TikTok, examining its history and context both in China and overseas, and looking in particular at how its acquisition of another Chinese-owned video app, Musical.ly, aided its adoption outside of China. It will also analyse TikTok’s monetisation prospects, including its potential for advertising and influencer marketing, and its challenges – such as controversies around inappropriate content and privacy.

AI copywriting: An overview

Copywriting is an often-overlooked but incredibly impactful art that, when done effectively, can have a hugely beneficial impact on ad click-throughs and campaign conversion rates.

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