In this article, we will outline the steps for creating an Engagement Column for TikTok Video Mentions in Spinklr, as well as discuss the current API limitations of these mentions.

Steps to Create a Column for TikTok Video Mentions

1. Click on the New Tab icon on your Sprinklr platform. In the Sprinklr Social tab, select Engagement Dashboards under the Engage section.

2. On the Engagement Dashboard Screen, select your TikTok Dashboard.

3. In the top-right corner of this dashboard window, click Add Column.

4. In the Add New Column window, search for and select TikTok as the source for adding a new column.

   

5. In the Add New TikTok Column window, choose the desired column type - Mentions.

   

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6. Once you've selected the column type, provide a Name, Description, and select the relevant Accounts as needed. Also, make sure you select the Category as Video Mentions or Video Hashtag Mentions as applicable. Fill out any other Basic Information for the column. A preview of the column will appear on the right side of the window.

7. Enter any Workflow Properties you wish to apply. These properties determine how the message will flow through Sprinklr, including status, user assignment, priority, spam designation, and sentiment.

8. Add any Custom Properties as needed. By configuring additional properties, you can specify which messages to include or exclude based on the applied properties.

9. After filling in all necessary details for the column, click Create Column in the bottom-right corner.

   

10. Once created, your new column will appear in your dashboard (image below).

API Limitations of TikTok's Video Mentions

1. Only Top 1000 video mentions

TikTok imposes an API limitation that only allows access to the top 1000 video mentions over a rolling 90-day period for any given brand account. This restriction means that not all video mentions are accessible. The top 1000 posts are determined by the level of engagement a particular video mention has received. If a video mention garners significant engagement, it is more likely to be included in the top 1000 posts sent to Sprinklr. However, if the engagement is lower, it may not be included in the data sent by TikTok, making it unavailable for display in Sprinklr. The exact algorithm TikTok uses to calculate engagement and determine which mentions make the top 1000 is not fully disclosed.

2. Data Delays: 24-48 Hour Lag

Another important consideration for brands is the delay in receiving TikTok mentions. Video will only appear in Sprinklr after a delay of 24 to 48 hours. This delay might affect how quickly brands can respond to mentions and engage with their audience in real time.

3. No Capability to reply to Mentions or fetch user details

We will not be able to reply to the video mentions from Sprinklr, as this is an API limitation. Additionally, we do not receive information about the video's creator, so the user is marked as 'Anonymous User'. However, users can still click on the video link to view the video natively and can respond to the mention natively as well.

FAQs

1. Can @mentions be integrated into engagement dashboards for real-time customer interactions or are they restricted to reporting?

While @mentions can be pulled in, it is not possible to engage with them yet. Moreover, the @mentions will always be pulled in with a 24-48h lag (from Channel's end).

2. Beyond caption mentions, does the integration also extract @mentions from comments on videos?

This is currently not supported but we are working actively with TikTok to bring this capability.

3. Are UGC capabilities supported?

Not as of now. We can consider adding support in the future given all capabilites, especially the ability to respond to mentions, are in place.

4. What are the future roadmap items for TikTok integration?

1. TikTok recommendations on which organic posts to boost for maximum impact 

2. Track brand mentions on comments 

3. Connect with top creators that align with brand’s identity 

4. Benchmark brand performance against the industry standard

5. Is Sprinklr the only TikTok partner to have access to these APIs?  

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TikTok has released the same APIs to their other badged marketing partners. We know that Brandwatch, Meltwater & Quid have integrated and have either released / will soon release similar capabilities on their platforms as well.  

6. How can we differentiate ourselves?  

Sprinklr has two key differentiators:  

• Actionability - While other social listening competitors can only provide insights, Sprinklr customers can translate TikTok insights into marketing outcomes with a unified platform – Brands can leverage TikTok insights to orchestrate campaigns end-to-end. Brainstorm content ideas, generate impactful content at scale, refine target audience personas and adjust budget allocation on one unified platform. 

• Best-in-class AI – While the data that can be obtained through these APIs is the same, Sprinklr customers can uncover in-depth insights from unstructured TikTok data with AI-powered analytics. They can go beyond basic sentiment analysis to uncover emotions driving interactions and distinguish relevant conversations from broader discussions.