Nose portray. Lil Nas X’s Old Town Road. Mad science experiments. The frequent thread? It’s all taking place on TikTookay, the social networking app for quick video content material.
Called “the defining social media app of Gen Z,” TikTookay is a surprisingly pleasant place for B2C entrepreneurs. Last fall, e.l.f. Cosmetics launched its #eyeslipsface marketing campaign – inviting TikTookay customers to point out off their make-up abilities to the tune of a 15-second observe the beauty firm had made for the problem. The marketing campaign smashed information. Its preliminary video garnered 2.5 billion views within the first two weeks and sparked over three million user-generated movies.
@hairbyaliciawebSuper Blonde Start To Finish 🤩#fyp #eyeslipsface #foryoupage♬ eyes. lips. face. (feat. Holla FyeSixWun) – iLL Wayno
.@elfcosmetics #eyeslipsface marketing campaign video generated three million+ user-response #movies on @tiktok_us, says @carinarampelt through @cmicontent. Click To Tweet
And that’s only a style of what TikTookay has to supply.
What is TikTookay?
TikTookay, often known as Douyin in its dwelling base of China, is a social community for sharing quick movies, typically set to music. Lip-syncing and dance movies are particularly widespread partially as a result of TikTookay merged with lip-syncing app Musical.ly in 2018, migrating all former “musers” to TikTookay’s platform.
The app – which The Verge has christened the “joyful, spiritual successor to Vine” – provides social media customers an opportunity to let unfastened and indulge their playful facet. Unlike social platforms like Instagram, TikTookay isn’t about crafting an idealized model of your self. TikTookay customers embrace their silliness, performing tacky dance routines with their pals and collaborating in goofy short-lived traits like nostril portray (yep, it is a actual factor). The platform’s best-known creators are quirky, relatable, and above all, actual.
@thehypehouse Avani failed on the finish😂♬ authentic sound – trvphouse
TikTookay surged to prominence final yr, with over a billion downloads and an estimated 800 million month-to-month energetic customers worldwide – 40% are between the ages of 16 and 24. While many organizations have dabbled within the platform, solely a choose few are treating it as a core half of their content material advertising and marketing technique. This is a mistake, notably in case you are a B2C model focusing on Gen Z.
Why your model ought to decide to TikTookay
TikTookay’s extraordinarily loyal and energetic customers set it aside from different social networks. They open the app a mean of eight occasions per day and browse for roughly 5 minutes every time – for much longer periods than Snapchat or Instagram. “The engagement on TikTok is unreal,” creator Drea Knowsbest, who has over four million followers, informed Vox in a current interview. “All the creators on the app have very loyal fans.”
.@tiktok_us customers on common open app 8x a day and spend 5 minutes every time, says @digiday through @cmicontent. #socialmedia Click To Tweet
Brands who take TikTookay severely are reaping unimaginable outcomes. Not solely did e.l.f.’s #eyeslipsface marketing campaign smash information for the model, it additionally impressed celebrities like Ellen Degeneres and Reese Witherspoon to spontaneously be part of the problem with out being compensated.
@ellendegeneres#eyeslipsface #donjulio♬ eyes. lips. face. (feat. Holla FyeSixWun) – iLL Wayno
Even extra shockingly, the 15-second music clip within the marketing campaign acquired so massive that e.l.f. launched it as a full-length single on Spotify and Apple Music. DJs performed it in golf equipment, the observe acquired picked up by a significant document label, and now there’s even an official music video on Vevo. That’s the type of virality most entrepreneurs can solely dream of attaining – and it was all made attainable because of TikTookay’s exceptionally engaged person base.
What most manufacturers get improper about TikTookay
There’s no method e.l.f. would have impressed such unimaginable outcomes if it didn’t adapt to the distinctive calls for of the TikTookay platform. That’s reverse of what many entrepreneurs do with TikTookay – they repurpose materials from different social platforms and count on it to carry out simply as effectively.
Marketers have to adapt to the distinctive calls for of the @tiktok_us platform not repurpose materials from different #social platforms, says @carinarampelt through @cmicontent. Click To Tweet
As Evan Horowitz, CEO of the company behind e.l.f.’s marketing campaign, informed Vox, “TikTok is the opposite of Instagram in some important ways: Instagram is all about your most polished ‘best life’ that you put out there, and TikTok is so real, it’s so raw.”
Polished, studio-quality video is antithetical on a platform dominated by clips of teenagers lip-syncing of their bedrooms. And this is likely to be what’s scaring entrepreneurs from committing to TikTookay – tried-and- true video methods from Twitter, Facebook, and Instagram don’t translate.
But this lack of TikTookay understanding represents a possibility for manufacturers that take the time to grasp the platform first and then create the content material.
How to succeed on TikTookay
A bit bit of preparation and a willingness to experiment will assist any model succeed on TikTookay. Here’s how.
1. Do your analysis
If there’s proof that anybody can succeed on TikTookay with the fitting preparation, it’s The Washington Post.
If there’s proof that anybody can succeed on @tiktok_us with the fitting preparation, it’s @washingtonpost, says @carinarampelt through @cmicontent. #socialmedia #examples Click To Tweet
You’d by no means think about 142-year-old newspaper – particularly one the place the common reader is over 40 – would have a devoted TikTookay following, nevertheless it does, all because of the devoted efforts of The Post’s TikTookay creator Dave Jorgenson.
@washingtonpost#ceoof wild nights
♬ Strange tattoo – washingtonpost
Before creating movies for TikTookay, Dave researched the platform in depth and pitched the thought to his superiors. “He truly came with a full stash of research, and he’d spent a lot of time, and it impressed me instantly how much he passionately believed in it,” says Michelle Jaconi, Jorgenson’s boss.
His analysis prompted him to attempt creating mockumentary clips about life within the newsroom within the model of the TV present The Office. “All of (Gen Z) is growing up re-watching The Office constantly,” Dave informed The Atlantic. “And I do think that there is a little bit of a tone of The Office that they love, and I try to recreate that in TikTok. That sort of mockumentary style, zoom, and all these different things.”
That play for the youthful viewers is crucial to The Washington Post. As Dave defined in The Atlantic interview: “This is a really good way to, at the very least, get (younger people) to trust the brand or to know the brand.”
.@WashingtonPost makes use of #TikTookay to get youthful folks to belief and know the model: @davejorgenson through @TheAtlantic. Click To Tweet
His arduous work has paid off. The Washington Post has amassed over 360,000 TikTookay followers since May 2019.
2. Work with an influencer
Since TikTookay prioritizes authenticity, manufacturers should construct belief with their viewers on the platform. One method to do that is by working with established TikTookay creators. As Joel Mathew, president of Fortress Consulting Group, writes in Forbes, “Advertising through influencers allows brands to promote through someone that a niche community watches, engages with and trusts on a daily basis.”
Chipotle partnered with comedic TikTookay creator @itssadowski to create a micro-sketch that includes his character “Mama Penny” panicking as a result of she doesn’t know the best way to make a burrito for her buddy. (The resolution, it seems, is to order from Chipotle and cover the proof). It’s pure silliness — but when the video’s 275.9K “likes” are any indication, it was a success with Chipotle’s viewers.
@chipotleMama Penny’s burritos are unmatched. itssadowski #chipotle #comedy♬ authentic sound – chipotle
How do you discover TikTookay influencers? Influencer Marketing Hub presents a pair suggestions. Search on Google for “top TikTok creator” and your area of interest or business. Or you should use its free TikTookay influencer search software.
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three. Understand your metrics
TikTookay presents detailed analytics to any person who switches to a professional account (simply comply with the directions within the hyperlink). It’s free to do. Then you possibly can entry devoted instruments for monitoring your model’s TikTookay efficiency over time, together with month-to-month views, follower progress, and trending movies.
These instruments might help you assess what’s working effectively and what you possibly can fine-tune to raised interact your viewers. Make certain to repeatedly take time to guage your content material.
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Build a bond with Gen Z
TikTookay exploded final yr, and its success signifies it’s not going away any time quickly. The platform’s extremely engaged person base is a perfect viewers for B2C manufacturers focusing on a youthful demographic. If your model is making an attempt to achieve Gen Z this yr, it’s time to drag out your smartphone and get on TikTookay – time is ticking.
This yr additionally must be the time to attach along with your fellow content material entrepreneurs, get inspiration, and study rather a lot at Content Marketing World this October. Register at this time.
Cover picture by Joseph Kalinowski/Content Marketing Institute