The what, why, and how of TikTok’s advertising gold rush

30-second abstract:

  • TikTookay is rising as the following social media powerhouse—so the platform represents an unbelievable alternative for entrepreneurs.
  • It’s a very highly effective technique for participating with youthful audiences (akin to Gen Z).
  • Brands have to take benefit of each natural content material creation and paid advertising.
  • Get began as quickly as potential to keep away from lacking out on the gold rush. 

For years, Facebook and Instagram ran the social media present. Twitter definitely has its area of interest, however in relation to user-generated content material—the supposed ‘Holy Grail’ of advertising and marketing—Facebook and Instagram dominated the roost. However, there’s a brand new hotshot on the town: TikTookay.

The video-sharing social media platform has definitely been gaining lots of traction in current months. This, mixed with Instagram’s steadily declining attain and the truth that fewer youngsters are utilizing Facebook than ever earlier than, make TikTookay a pretty prospect for world entrepreneurs.

But what precisely is TikTookay? How does the platform differ from different options and what distinctive alternatives does it current? How can your organization arrange an all-encompassing TikTookay technique to take full benefit of this emergent social media powerhouse?

In this text, we’re going to take a deep-dive into the what, why, and how of TikTookay’s upcoming advertising gold rush. 

What is TikTookay?

On the face of it, TikTookay is hardly revolutionary. 

The platform basically permits customers to share brief movies (beneath a minute lengthy) that are then augmented with the assistance of music samples, filters, stickers, fast cuts, and extra.

It launched approach again in 2014 beneath the identify, although it solely started to expertise meteoric development after ByteDance, a Chinese media and tech firm, purchased it for a hefty $1 billion again in 2017. 

Since then, the app’s development has skyrocketed.

TikTok downloads

TikTookay handed 2 billion downloads again in April 2020. To put that into perspective, an estimated four.78 billion folks worldwide personal a telephone.

What’s extra, the platform has round 800 million month-to-month energetic customers in response to a leaked inside advertising and marketing doc obtained by AdAge again in late 2019. The common consumer opens the app eight occasions a day, spending a complete day by day common of 52 minutes on the platform.

The message is obvious: TikTookay is large enterprise, and it’s solely prone to get greater. 

Why is it helpful to entrepreneurs?

Marketers are rapidly flocking to TikTookay—and rightly so. The app is a pretty advertising and marketing software attributable to three important causes.

  1. The measurement of its viewers
  2. The major demographic
  3. Its (supposed) authenticity

Let’s discover every of these features in just a little extra element.

The measurement of its viewers

TikTookay is an consideration goldmine attributable to its heady concoction of hyper-personalised algorithms, our inclination to maintain on scrolling for dopamine-inducing content material (one thing generally known as the ‘Zombie Scrolling Syndrome’), and catchy songs that get caught in your head for days to come back. 

This is a robust sufficient mixture as is. However, through the COVID-19 pandemic—when folks all of the sudden had extra time on their fingers (attributable to furloughs and layoffs) and had been searching for types of escapism—TikTik exploded. 

The app added 52.2 million customers worldwide in March 2020 alone. Not solely that, however the time spent on it additionally elevated. In the US, for instance, the typical consumer spent eight hours on TikTik all through March—a 10.eight% improve from January.

Needless to say, that is nice information for entrepreneurs. Marketing has at all times required one basic factor: consideration. As with actual property, advertising and marketing is all about location, location, location.

You can have the perfect copy on the planet and a jaw-dropping design, but when your advert is on the underside of a bus somewhat than on the facet, it counts for nothing. 

The sheer measurement of TikTookay’s viewers (and the eye they pay the platform) is a mouthwatering prospect for entrepreneurs the world over. It has opened up a model new platform to discover, far-off from the more and more mistrusted world of Facebook and the oversaturation of influencers on Instagram.

The major demographic

Not solely does TikTookay have a burgeoning viewers, nevertheless it additionally attracts some of society’s youthful generations. For instance, it’s estimated that Gen Z accounts for 60% of all TikTookay customers. 

Why is that this? Well, there is likely to be the widespread phenomenon the place younger folks transfer away from social media platforms as soon as older generations start to come back on board—this was definitely the case when it got here to Facebook.

Second, and maybe extra importantly, TikTookay was constructed with younger folks in thoughts. The movies are brief and snappy. If they don’t seize a consumer’s consideration instantly, they’ll merely scroll onto the following one. 

Young individuals are pleased to offer their consideration away to platforms—nonetheless, they count on a fast return on their funding. They gained’t wait round for issues to get attention-grabbing; they’ll make a snap judgement in just a few seconds.

Interestingly, this isn’t essentially unique to younger folks. Research has proven that we typically type snap judgements about folks in round 7 seconds, and this phenomenon even extends to companies. 

Gen Z definitely aren’t essentially distinctive of their reliance on snap judgements. When this is applicable to content material consumption, nonetheless, they’re arguably extra cut-throat than older generations.

Moreover, analysis suggests that the ‘Uses and Gratifications’ idea performs a key position in explaining Gen Z’s motivations to take part in TikTookay’s #Challenges.

This idea posits that customers themselves play an energetic (not a passive position) in searching for out and utilizing media. When it involves TikTookay, this sense of possession is baked into each side of the platform. 

Okay, so it’s clear that the platform has a wide-ranging attraction to the youngest generations. But why ought to manufacturers care? Well, Gen Z is now the world’s largest demographic, comprising 32.5% of the worldwide inhabitants. Therefore, it’s little shock that entrepreneurs are eager to focus on them. 

Sure, they gained’t all have that a lot buying energy proper now—nevertheless it’s vital for manufacturers to get in early and make a reputation for themselves. If they do, it’ll make advertising and marketing to this era far simpler within the years to come back. 

Its (supposed) authenticity

According to market analysis firm Attest, “The crew behind TikTookay say that the authenticity of the social media platform is what units it aside, and they maintain it as one of their core values.”

While this assertion is likely to be barely doubtful, the platform has definitely distinguished itself from its large-scale rivals attributable to its supposed authenticity.

Every second or third Instagram submit nowadays is crammed with some endorsement or different. Even if it comes from folks whose opinion we essentially respect, it’s nonetheless exhausting to really feel like we’re continuously being offered to.

What’s extra, the lavish influencer-style existence—staying in 5* accommodations, continuously having good hair, a sophisticated outfit, and expensive-looking tastes—simply isn’t going to attraction post-pandemic. 

When so many individuals have needed to undergo a lot, the very last thing they wish to see are infinite pictures of people who find themselves higher off. While TikTookay nonetheless has apparent applicability for influencers and the like, the basic objective of TikTookay movies continues to be leisure.

Instagram pictures deal with impressing and wowing customers—TikTookay movies got down to entertain. 

This, mixed with its to this point unblemished status (courtesy of being the most recent social media large to realize reputation), has helped it set up an air of authenticity. 

Top tricks to growing your model’s TikTookay technique

We’ve explored what TikTookay is, why it’s so in style, and what makes it a pretty proposition for entrepreneurs.

Now, let’s dive into how you may develop a profitable TikTookay technique. This will clearly want updating on an ongoing foundation to match the platform’s evolution. That stated, listed below are just a few high suggestions to assist get you began.

Understand your audience

Like each different profitable social media platform, TikTookay leverages the facility of group to convey folks collectively.

Every group can have their very own likes, dislikes, methods of speaking, sense of humor, and extra. As such, step one for any discerning TikTookay marketer is to get to know your group.

So how are you able to do that? For starters, perceive what brings your audience/group collectively. Is it a love of classic garments? A ardour for excessive sports activities? Or how a couple of deep need to see the world’s most stunning locations? 

This shouldn’t be laborious so that you can determine. It’s not like your audience can have drastically completely different traits after they use TikTookay versus different platforms. However, this analysis might properly reveal in case your model must undertake a barely completely different angle than earlier than.

Take the above instance of individuals who love stunning surroundings/locations. Pre-COVID, you may suppose of littering your TikTookay feed with some of the world’s most unique locations—it is a very Instagram-type technique.

Nowadays, nonetheless, that gained’t hit the mark. If individuals are unable to fly everywhere in the world then take into account creating TikToks for every of your goal areas. For instance, you may attempt to entertain UK customers with a video displaying some lesser-known (however nonetheless gorgeous) spots across the nation.  

By researching your goal group, you may acquire vital insights into the best way they impart, the hashtags they use, the content material they reply properly to, and extra.

This must be the catalyst of all of your TikTookay advertising and marketing efforts—in case you lack the suitable analysis to information your content material, you’ll greater than seemingly miss the mark. 

Create your individual natural content material

Armed together with your audience’s preferences, now you can start to create content material tailor-made to that particular group. This will then have a snowball impact.

The extra content material you produce, the higher a grasp you’ll acquire in your group’s preferences. The extra you perceive what your audience is in search of, the higher content material you’ll produce—and the extra engagement you’ll obtain.

If you do that you then’ll develop your following very quickly in any respect.

Remember: hold your movies entertaining. Grab the customers’ consideration as quickly as potential. This doesn’t imply that all of them have to be humorous.

‘Entertaining’ is a reasonably wide-reaching and subjective adjective—for these concerned about magnificence, an informative skincare video is likely to be classed as entertaining. For these concerned about baseball, nonetheless, a video explaining the subtleties of how to pitch a knuckleball will seemingly be very fashionable. 

Over time, you may obtain Business Privilege standing (like Apple), which is able to can help you develop relationships with in style TikTookay creators.

In order to get there, nonetheless, it is best to first construct up your individual natural content material so that you just construct your following and acquire a agency grasp over what works and what doesn’t.

Potential methods:

  • Branded Effect: With branded results, manufacturers can create their very personal results (like filters or augmented actuality objects) that customers can then add to their very own movies.
  • Hashtag Challenge: If you wish to rapidly leverage the facility of group, give you a hashtag problem. Create your very personal video with an accompanying hashtag and encourage customers to do the identical factor. Retailer GUESS launched their very own #InMyDenim marketing campaign the place they inspired customers to flaunt their GUESS denim outfits as creatively as potential. They ran the marketing campaign for six days, reaching a staggering 37.four million views in that point.
  • Hashtag Challenge Plus: This is basically a mix of the 2 earlier methods, integrating branded results with Hashtag Challenges to type highly effective brand-specific actions. According to Econsultancy, this could “generate more brand-related conversations, drive engagement and empower user intent”.

Set up your TikTookay advertisements

TikTookay presents excess of simply natural content material. Despite its status as being much less ad-filled than different social media platforms, the TikTookay Ads Platform presents an awesome alternative for entrepreneurs to get their model on the market.

Setting up TikTookay advertisements is a fairly intuitive course of:

  1. Create a TikTookay Ads Account
  2. Create a marketing campaign
  3. Define the placements and focusing on
  4. Control the main points (akin to advert spend, length, and objectives)
  5. Make your Ad utilizing their video creation equipment
  6. Publish it to the lots

But that’s not all. You can even get in contact immediately together with your regional TikTookay workplace to debate how to take benefit of their full vary of advertising merchandise. For instance, you may organize industrial partnerships with in style TikTookay creators—although it will clearly come at a worth.

We all know simply how highly effective influencer advertising and marketing might be, and TikTookay is not any completely different. MAC Cosmetics partnered up with three well-known TikTookay influencers again in September 2019 to create their very own Hashtag Challenge advert marketing campaign referred to as #YouPersonalIt.

The marketing campaign, which lasted a mere six days, ended up creating 635,000 movies which obtained a mixed whole of roughly 1.6 billion views.

Potential methods:

  • TopView: When a consumer opens the apps, this massive canvas (which occupies all the display screen) will probably be the very first thing they see. It can last as long as a minute—supplying you with an unbridled alternative to precise your model’s creativity. 
  • In-Feed Video: On high of natural content material, manufacturers can even pay for the privilege of having their video pop up inside a consumer’s personalised ‘For You’ feed. These are normally accompanied by the model’s identify and a brief CTA.

Want to study extra about how to leverage TikTookay?

Join us for our upcoming Peer Network briefing on the 28th August, Engagement for the Next Era: How Brands Are Creating Communities and Cultural Moments on TikTookay, the place we’ll hear from Sam Christie, West Coast Lead – Global Business Solutions at TikTookay US. 

Sam will dive into how manufacturers are utilizing artistic storytelling and group constructing to higher join with their goal audiences.

He’ll share key insights from some of the platform’s top-performing campaigns up to now, serving to you devise and execute your model’s personal TikTookay advertising and marketing technique for max impression. 

Don’t miss out on the TikTookay gold rush. Sign up now and take step one to reaching your model’s TikTookay advertising and marketing potential.

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