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Social media is that part of the digital marketing world that never fails to surprise us. The trends on social media are moving too fast to keep track of everything that has been going around. Just when you think one platform has managed to monopolize the space, another one emerges and the landscape shifts.
As the new giants like Facebook, Instagram, Snapchat and Twitter were competing in the advertising world, the new player entered the world and changed the game forever.
Yes- You guessed it right!! – Today we are going to talk about TikTok- the famous social media platform that allows users to post short lip-synced, music, talent or comedy videos. TikTok has taken the social media world by storm. The story of the rise of TikTok is an interesting snapshot of today’s ever-growing thirst for user-generated content that attracts and engages mostly the youth. They developed competitive brand communication strategies that led to the transformation of the world into a short video global community.
Popularly known as Musical.ly, the Chinese-owned social media video app has seemingly exploded from nowhere to become one of the most downloaded applications in the world. The app was founded by Alex Zhu and Luyu Yang in 2014. In September 2016, ByteDance launched its social media video application, Douyin in China. They expanded the application internationally naming it as TikTok. It started to gain popularity in Thailand in 2018.
While TikTok/Douyin was the most loved social video sharing application in the East, another Chinese-claimed application, Musical.ly held influence in the West. Musical.ly was an internet-based live video stage launched in August 2014 that permitted clients to make short lip-match up and satire recordings. American youth especially preferred it.
ByteDance spent $1 Billion to purchase the Musical.ly in November 2017 and merged with TikTok in August 2018 to create a large video community. The app then began to expand its base and was downloaded by more than 104 million times on Apple’s App store during the full first half of 2018. Available for both Apple and Android platforms, Tiktok is now available in over 154 markets and 750 markets, respectively. The lip-synching feature, which TikTok inherited from Musical.ly is still arguably the app’s most used feature.
TikTok is a creative social media platform driven by short-video content that connects people on the basis of what they are looking to receive or showcase. The app tries to create challenges of various types to tap into the creativity of the users and generate engaging content. As TikTok is a platform that is based on an attention model, it primarily makes money through advertising.
TikTok challenges are accompanied by compelling music tracks via effect filters and powered by AI algorithms that have the ability to optimize both content and recommendation. TikTok is a creative social media platform that has the ability to tap into the creativity of its users through a set of challenges of various types to generate user-generated content. TikTok has a few main characteristics:
What makes TikTok different from other social networking applications is the popular hashtags trends that favour trending challenges, memes or other repeating formats. TikTok is a platform that will not allow any discussions about the happenings in the world. Rather the platform is meant to be creative, have fun and release your stress.
Influencers can certainly play an important role in helping to promote a campaign. TikTok provides influencers and brands a platform to collaborate. Influencer Marketing drives more fan engagement, but brands need a careful strategy for choosing influencers who are authentic and aligned with the brand.
TikTok offers in-app purchases of coins, starting at 100 for $0.99 and levelling up to 10,000 for $99.99. Users can give coins to their favourite creators, who can in turn exchange them for digital gifts. TikTok generates their revenues through TikToks Ads which helps in connecting customers with the brands. Here are some of the strategies that TikTok earns through advertising:
As people are in demand of new content every day, it has become difficult for the organisations to compete in this tough world. Therefore, brands are finding new and authentic ways to interact with their brand. Now, let’s see how TikTok managed to grow and gather the audience of whooping 500 million users.
As people are demanding authenticity and creativity, TikTok is a valuable platform for artists, performers and those who want to bring creativity in their brand promotion. Along with transforming the world into a short-video global community, the platform also has changed the potential of marketing by letting people to interact with your brand and letting creators run with it in their own way. TikTok very cleverly advertised itself without first creating a market for themselves on digital platforms. They optimised their brand communication strategies very efficiently.
As TikTok wanted to target the people of the young generation, they took the leverage of various digital marketing tools that helped them to build their reputable online presence. They adopted top-digital marketing strategies. Consult the best brand activation agencies.
Now, let’s have a look at the digital marketing strategies adopted by TikTok:
Digital marketing has been working very well for TikTok. It has enabled ‘video sharing’ to gain a lot of popularity within a short period of time. There are many video campaigns that have helped TikTok establish its image, have touched the values of the people and have proved to be a good source of entertainment. Some of the best performance marketing agencies will help you in devising the best influencer marketing strategy for your brand.
Here are a few Campaigns that became popular TikTok trends in 2020 and attracted people into creating user-generated content:
As the COVID-19 has claimed the lives of many, Prime Minister Narendra Modi appealed to the nation to switch off their lights at 9 pm for 9 minutes on 5th April. Millions of TikTok users participated in #FightTheDarknes campaign. TikTok users took to the platform to share this special moment they spent with their families lighting diyas and candles, in a true display of unity, as the country fights COVID-19. A record-breaking number of videos were uploaded on TikTok in India during this event. The hashtag #FightTheDarkness on TikTok saw close to 700 million views in less than 12 hours.
As the COVID-19 has claimed the lives of many, social distancing has gained more relevance as it is the only way to stop the spread of virus. Being confined to our homes for weeks, it’s natural to feel the desolation of boredom. This also presents a wonderful opportunity for us to focus on activities we would not have given importance to otherwise such as spending time with family, exploring hobbies, interests, new means of recreation and entertainment and focussing on physical and mental health.
Launched in partnership with United Nations Development Programme, #GharBaithoIndia campaign invited users to share some ideas on the things you can do to make your time at home enjoyable and safe. There are a range of amazing celebrities and creators who have come forward to share things we can do, while staying inside and stopping the spread. People are using the campaign to create original soundtracks, celebrities are sharing their moments of fun, leisure and learning from their life at home.
How Brands are Leveraging TikTok?
Now, let’s have a look at how brands developed leveraged TikTok for their promotion. These campaign have been popular and trending on TikTok in 2020:
Chipotle: #Boorito Challenge
Chipotle had its annual “Boorito” offer for Halloween this year, offering food at a reduced price for customers who ordered in a spooky outfit. The challenge involved users posting a video showcasing their before and after Halloween costume transformations, using the custom sound bite that Chipotle created just for the campaign. The campaign got 250,000 submissions and 430 million video views in six days.
@brittany_broskithe duality of man. On oct 31 u can get a burrito for $4 if u come in costume after 3pm. EAT UP MY BABIES!!! ##Boorito @chipotle ##ad♬ Strange Affair – Ronald Stein
Mucinex #TooSickToBeSick Challenge
Pharmaceutical brands have not been known to have the easiest rides when it comes to social media influencer marketing. Kim Kardashian’s dressing-down by the FDA caused many brands to rethink their strategies. To participate, users had to post a video contrasting them being “too sick” with them being “so sick” and include the tag #TooSickToBeSick, to promote their cough medicine. The challenge was a success generating over 889 million views.
@jaydencroesDon’t let a cold limit your fun this holiday! I am ##TooSickToBeSick 😎🔥 ##Mucinex ##Sponsored♬ #TooSickToBeSick – Join The Challenge
#TRANSFORMURDORM KROGER IS FIRST TO TEST OUT NEW IN-APP SHOPPING FEATURE
Retail giant Kroger stands alone as the first company to participate in TikTok’s new “Hashtag Challenge Plus”. This is done through the “Explore” tab, which features an in-app experience where campaign products can be purchased within TikTok. The campaign challenge itself centred around asking users to post videos showing their dorm transformations. The influencers’ uploads together racked up 3 million views, 252K likes, 1352 comments, and 1747 shares. The campaign hashtag has so far accrued 876.2 million views by TikTok users.
One of the great examples comes from the fashion world where GUESS partnered with TikTok to launch its first branded content in the U.S. to host the #InMyDenim challenge, where they took the help of popular content creators to show off their new denim outfits. Influencer marketing and TikTok marketing here goes truly hand in hand because Users who are fans of these influencers will feel excited about recording their denim transformations.
Indeed, TikTok has created its reputable image among the social media platforms. There are plenty of opportunities that you can jump on in the world of TikTok. TikTok is an exciting social media platform, and with ads rolling out, there is sure to be plenty of opportunity for marketers to generate ROI from the platform.