Why Marketers Need Tiktok

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Creating hashtags on Twitter, Facebook and Instagram for your next marketing campaign – are you forgetting TikTok?

Owned by the Chinese company ByteDance, TikTok is no longer the new kid on the block. Created in 2016, following the acquisition of Musical.ly by Bytedance, TikTok has already become a global phenomenon.

While Gen Z has taken to the platform, most marketers still don’t seem to take it seriously. Here are some statistics that will get you to sit back:

  1. TikTok has clocked 1 billion downloads and is inching close to Instagram
  2. It has more than 500 million users active every month across 155 countries
  3. TikTok became the most downloaded social networking app globally in the first quarter of 2019 beating Facebook, according to market intelligence firm Sensor Tower.
  4. It has reached 200 million users in India in just 2 years, according to Statista
  5. Its parent, ByteDance is valued at US$ 75 billion, that’s more than Uber
  6. Despite being a short-videos platform, an average user spends 52 mins/day

TikTok success lies in its simplicity coupled with solid machine learning which gives users exactly what they enjoy. In markets such as India and US they have done smart marketing with significant spends, encouraging users to upload content.

It’s the future and for the audience of tomorrow

Did you know 66% of all TikTok users are under the age of 30? This means you are tapping into the audience of tomorrow. These would be future consumers and users of brands. So, if you are not starting young here, the chances are that your brand might seem outdated by the time you make the move.

Best of glocalization

TikTok has become extremely popular in India. One major reason for this success is the localized content of the app, which offers access to hundreds and thousands of bite-sized video content in Hindi and other regional languages. This is good news not only for global marketers, but it also means local players can be go deep into the market with TikTok.

It’s all fun and games

Unlike other social media platforms like Twitter and Facebook where trolling has become the new normal, TikTok has played it smartly by being a platform, which has content, which is all about fun, entertainment and starting conversations. One reason for this is its user-friendliness. As a brand, you can create, edit and use a large arsenal of tools on the go, which means your brand has the potential to go viral on-the-go.

TikTok also allows brands to be more raw and edgy to connect with the consumer. Brands can leverage everyday people to connect with the users.

TikTok offer different formats for brand that can be customised as per the brand requirement. These include Short Videos, In-feed Native Video, Brand Takeover, Branded lenses and their most popular format the Hashtag Challenge

Flipkart leveraged TikTok during its annual shopping festival. It used celebs such as Amitabh Bachchan, Mahender Dhoni and Alia Bhatt under the hashtag next #BigBillionStar. Flipkart managed to generate over 3 billion views for its campaign.

Tapping into the frenzy of cricket and celebrities, Pepsi used the platform to run a crowd-sourcing campaign with the tag #SwagStepChallenge, which garnered over 20 billion views on the platform. Users had to match steps with Bollywood stars Disha Patani and Tiger Shroff.

Unlike other platforms, TikTok offers you the chance to show a very different side of your brand. Content that’s relatable, consumable and ‘unmarketing’ types. The NBA for example, uses TikTok very differently from how it leverages other platforms. It shows bloopers, players dancing and all funny behind-the-scenes moments. No wonder their page has walloped more than 5 million followers.

It’s also a great platform to build the brand – Zomato used its delivery partner to generate so great content (#ZomatoRideToFame). They have used by giving them a platform show their talent and announcing cash prizes. Zomato then went on to partner with TikTok for a food drive across 74 cities in India. Users could become ‘hunger heroes’ and donate food and help promote the event.

The key takeaways for brands and marketers

Play it light

Create, fun and engaging content on TikTok as you have just 60 seconds to showcase your talents. Strike it right and you could get millions of views.

Show a different flavour

Unlike other platforms, TikTok offers you the chance to show a very different side to your brand. These can be your employees, collaborators and even customers creating content that’s relatable and consumable.

Experiment and entertain

When it comes to TikTok, it is all about entertainment, entertainment and entertainment. This means you need to experiment with different kinds of content and engage the audience. After all, variety is the spice of life, even on TikTok.

Author – Prashant Chauhan

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