What is the hype about TikTok?
The newest social media network on the block, TikTok has crashed the party. One of the fastest growing platforms, TikTok was the second most downloaded app in 2019, and with over 1.6 million Australians actively using the app it should be on every advertiser’s radar.
Tik-what?
Most people hadn’t heard about TikTok until recently, and if you’re like us you might have thought it was Kesha’s hit song, or maybe a way to cure the boredom during iso. #boredinthehouse anyone? But if you’re still unsure what TikTok is, it provides an immersive experience through short-form mobile video content.
The videos can be up to 15 seconds but you can also join multiple clips together for up to 60 second videos. Creators have access to a library full of music, filters and effects and even live-streaming. So kind of like a hybrid version of Snapchat and Vine combined together.
What is probably most central to TikTok’s success is it’s video feed which makes personalised recommendations to each user, so you don’t have to be following any influencers or users. The feed also starts playing content as soon as you open the app, sucking you into hours of scrolling.
Video content can be anything from dance routines and lip syncing, to cooking demonstrations, comedic skits, makeup routines and even challenges and pranks. Anything that is engaging, catchy and shareable will have the ability to go viral and get your brand’s message in front of many eyes.
Who uses TikTok?
Loved by Millennials and Gen-Z, TikTok is a great way to connect with the younger generations. Over 43% of people using Tik Tok are between the ages of 16 and 24, so if your brand’s target audience is pre-teen, teen and young adults TikTok is the perfect platform to start using.
Research has also suggested that 52% of users can be categorised as status seekers, users will have a positive reception to brands that will increase their online reputation or status.
How can brands use TikTok?
Want to get on the board the TikTok train, here is a few ways brands can utilize TikTok in their digital strategies:
Hashtag challenges
User-generated content is at the core of TikTok, so it’s no surprise that challenges have taken off. Brands can create challenges for users with # name and captalise on the user’s natural tendency to create and share content and make it go viral. An example of this is Elf Cosmetics #EyesLipsFace challenge which created massive buzz with influencers and users alike who participated.
https://www.tiktok.com/@makeupwithjah/video/6810236007540215046
Influencer Ads
Influencer marketing isn’t something that’s new, however it’s a great way to promote your brand on TikTok. Fenty Beauty uses influencers like Challxn to promote their products. Picking the right collaborators means people will see past the #ad and will still engage with the content.
TikTok Paid Ads
TikTok’s self-serve ad platform has been released to some regions, but unfortunately is still coming soon to Australia. In the meantime, here’s a snapshot of what will get released.
Branded Effects
Brands can encourage followers to use their tailor-made shareable filters, stickers and special effects. Chipotle created a filter that decides what kind of customer you are.
https://www.tiktok.com/@chipotle/video/6781596174144097541
In-Feed Ads
Looks like an organic video, however it has a customizable CTA such as app download. The ad appears as you’re scrolling through TikTok. Similar to a Facebook instant experience ad.
Brand Take-over
Similar to in-feed video, however it instantly appears as soon as you open the app, bringing your brand’s message to the front of the queue.
TikTok has caused massive hype in the social media world, and is a platform that’ll stay on the top of everyone’s radar. Despite not having access to TikTok’s paid features yet, it can still be used organically and might be something to think about to elevate your brand to the next level.
If you have a question about TikTok ads, or social media in general, get in touch with OMDIGI and we can help you out.
