TikTok is the newest trending social media app and its variety of downloads have skyrocketed over the previous few months. Is it time for your brand to strive it out?
TikTok known as the new Snapchat. Others name it the new Vine. It’s truly sharing related traits with each of them but it surely’s none of those two. It might be one thing larger.
TikTok is a short-form video app that merged with Musical.ly again in August. It is the worldwide model of Douyin, a Chinese short-form video app. People are importing brief, enjoyable, and inventive movies to share them with their followers.
In just some months, it counts 500 million month-to-month energetic customers. The progress in the US had been very attention-grabbing seeing the progress of viewers by 30 million in simply three months after the merger with Musical.ly.
And in keeping with latest information from SensorTower, TikTok has been topping the obtain charts this yr. In Q1 2019, TikTok was the most downloaded social media app in the US total and on Google Play, and the second most downloaded app on the App Store.
Its fast progress has caught the eye of entrepreneurs who wish to strive a brand new shiny toy.
What makes TikTok interesting for manufacturers then?
Engaging Gen Z
According to TikTok, 60% of the app’s month-to-month customers in the US are aged 16-24. They are additionally very engaged spending 46 minutes per day in the app.
There is a good alternative for manufacturers to go the place the youthful viewers is. It’s necessary to grasp that TikTok depends on user-generated content material, which requires a special strategy when planning your advertising and marketing techniques.
Despite the comparability with Snapchat or Vine, it’s truly a combination between the two bringing collectively Snapchat’s engagement with Vine’s creativity. However, the stats point out that it may be larger than each of them mixed.
Its sudden progress, particularly in the youthful demographics, might be value the effort to grasp it from a brand’s perspective.
Focusing on the expertise
TikTok is shaping a brand new technology of social media platforms. It focuses on creating experiences fairly than passively consuming content material.
This could be very encouraging relating to elevating a technology of publishers fairly than passive shoppers. However, it’s necessary for a brand to be genuine whereas ‘playing by the rules’ when becoming a member of the app.
You can’t depend on your present advertising and marketing techniques in TikTok as its customers predict a special strategy to have interaction with a brand.
For instance, the first-ever US branded content material in TikTok was a partnership with Guess as a part of the #InMyDenim problem. The brand inspired customers to share their very own movies whereas in addition they collaborated with influencers to develop the participating expertise.
Testing new artistic campaigns
TikTok is anticipated to help 4 forms of adverts in 2019: in-feed native adverts, brand takeovers, hashtag challenges and branded lenses.
Brand takeovers and hashtag challenges are serving to the app stand out from different social platforms as they carry a brand nearer to its viewers. TikTok is a user-driven social platform, which implies that manufacturers must be extra artistic to persuade customers to affix their campaigns.
Hashtag challenges might be very profitable supplied that you’re genuine and genuinely participating. For instance, Dreamwork Pictures inspired customers to create their very own movies in a hashtag problem that promoted their Netflix present. The hashtag #SpiritRidingFree had greater than 2.6 million engagements whereas it reached greater than 34.5 million individuals.
Is it the proper time for manufacturers to check out TikTok?
I’ve talked to Thibaud Clement, CEO and co-founder of Loomly, social media calendar instrument to listen to his ideas on how manufacturers can the causes that manufacturers ought to be part of TikTok now.
It’s an attention-grabbing time for manufacturers to check out TikTok as a result of the ROI is substantial.
On the one hand, obstacles to entry are low. There isn’t lots of competitors since many manufacturers aren’t there but. The consumer base is rising quick, that means there’s nonetheless a deficit of content material, and due to this fact natural attain is large (not like different extra mature platforms the place there’s a content material overload, which in turns justifies algorithmic feeds and requires manufacturers to sponsor their content material with adverts). Also, influencers are a increase their viewers and command decrease costs than on different social platforms.
On the different hand, there’s a important potential upside. TikTok represents a singular alternative to succeed in out to an enormous viewers of 13-18-year-old shoppers. This additionally presents a superb shot at overseas corporations to entry the Chinese market. For instance, the reward for first-movers is large: Red Bull has already constructed a 2.4M following.
When it involves pondering whether or not it’s the proper time to affix TikTok, Clement provides:
Regardless of the success of TikTok in the longer run, you win by investing in it now. If it fades out, no less than your brand can have generated consciousness at an affordable value and it is possible for you to to redirect your viewers to different net properties (social accounts and web sites); if TikTok turns into the subsequent Instagram, you’ll be seen as a pioneer in your subject, can have developed an edge on different gamers and can be capable to capitalize on your organically-built viewers when prices improve.
What ought to manufacturers remember when reaching GenZ on TikTok?
According to Clement, right here’s what manufacturers ought to remember when becoming a member of TikTok.
If your brand caters to GenZ and you’ve got a powerful understanding of web codes, popular culture and the humorous TikTok vibe (or an company who does), you possibly can leverage TikTok to affix present conversations utilizing hashtags, corresponding to a meme, a problem or a prank.
You can, as an illustration, participate in a dance problem, both subtly that includes a product you make or your firm. It ought to be famous although, that this presents some threat from a brand perspective since it may well at all times backfire when not carried out proper, or if customers understand this as unauthentic, shady advertising and marketing practices.
Another choice is to collaborate with rising influencers on the platform as a way to acquire consciousness and promote your services or products because you primarily delegate the message to a spokesperson who does grasp the TikTok tradition. This additionally comes at cheap prices in comparison with different, extra mature platforms (corresponding to Instagram and YouTube).
Is your brand prepared for TikTok?
TikTok is actually a rising pattern in social media. It could be new to advertising and marketing however this doesn’t imply that it’s too early to check out as a brand.
It’s not inspired for each single brand to shift its strategy to incorporate TikTok of their methods with out clear goals. However, in case you really feel that the app represents your goal demographics then it could be the proper time to hunt artistic experiments.