February 29, 2020 Big Mouth

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How TikTok has changed the marketing world in India?

Tik Tok has emerged and exploded from nowhere and has changed the marketing world in India! In today’s digital world, Tik Tok has become one of the most downloaded apps, changing the course of new-age marketing endeavours.

What is TikTok?

Formerly known as Musical.ly, TikTok is ‘Karaoke’ in the digital age! It encourages its users to upload short videos of themselves lip-synching to music videos. This new wave led to young and enthusiastic individuals to upload their original content, making them affluent ‘Influencers’ on the platform.

Musical.ly

And this very essence of TikTok has enticed the audiences, especially millennials, as it became a platform to express themselves through comedy, dancing, singing and lip-syncing.

Certain changes took place as the platform grew in popularity. Stand-up comedians, pranksters, dancers, beauticians and fashion enthusiasts started taking leverage of this social media platform.

Lately, we’ve come across individuals who share TikTok videos featuring their favourite products.

TikTok is largely used by individuals between the age group of 16 and 24.

This group makes up 41% of the total user-base. And when we cite that TikTok gained rapid traction, we surely mean it! It is estimated that TikTok got over 800 million users worldwide, making this network larger than Twitter and Pinterest!

Tik Tok Stats

TikTok & Marketing

Influencer marketing on TikTok

The most baffling fact about TikTok influencers is that they have over millions of subscribers! For marketers, this is a platform to reach out to millions of individuals having similar interests.

Tik Tok Influencers

These influencers have a good audience base, and they would surely buy any product exhibited by the influencer! So, marketers can partner with them and kick-start an influencer marketing campaign that goes viral!

Hire these influencers to use your products or promote your brand on their video feed, and you’ll certainly gauge new eyes on your brand and your products.

Authenticity is Key

Devising your own content for the users can be a powerful tool to supplement your TikTok marketing strategy. On the other hand, it takes a lot of time, creativity and resources to create your own unique branded content.

TikTok feeds on viral content, so make sure your content keeps up with the digital trends!

Note: TikTok marketing should embrace the lightheartedness of a video, while subtly promoting your brand or product!

TikTok Ads

TikTok is super popular amongst the GenZ, and marketers are eagerly waiting for the platform to offer various advertising options! Although the company launched a beta site, the platform is still unclear to many marketers.

Glance through the ad formats that are currently available on TikTok.

Tik Tok Ads

Biddable Ads

Most of the social media networks have some type of biddable ads. They usually have a self-serve system, wherein a marketer runs the ad by himself.

As TikTok introduced a beta platform that brought TikTok in the biddable ads space, it still requires internal representatives to run the ad. To put it across in simple terms, self-serve ads are not available yet!

So now arises the question, How? Firstly, we should understand that there is only one ad unit that is present – Standard In-Feed Ad.

As we are aware that TikTok is a feed of short video clips, this ad format introduces its users to the ads ‘In-feed’. Hence, the term!

Action models derived from Standard In-Feed Ads: (Infographic)

  • CPC (Cost Per Click)
  • CPM (Cost Per Thousand)
  • Cost Per View

For Targeting, TikTok offers that most of the social networking platforms offer! Age, Gender and Geo-targeting is integral for Standard In-Feed Ads, while Interests and Behavioural-based targeting will evolve over time.

There is no minimum spending requirement as of now, but TikTok encourages the marketers to make larger investments to seek results and learn about its effectiveness.

There are 3 other ad formats available on TikTok, but they require substantial budgets, while the placement is done exclusively in the presence of a TikTok representative. 

Brand Takeover

These ad types appear instantly when the user opens the app, just like a pop-up! The ad link can drive the users to any desired destination; whether it’s a website or a link.

On the contrary, the use of this ad format is restricted to one advertiser per day!

Hashtag Challenge

The Hashtag Challenge is one of the most common terms that we’ve come across! But you might be wondering about its actual significance, right?

It’s an ad campaign that extensively encourages UGC (User-Generated Content) by asking the audiences and users to take part in a popular TikTok challenge.

This wave stimulates the users’ tendency to create and share content that abides by the challenge which has a good chance of becoming viral!

The TikTok representative partners with the brand for six days during the Hashtag Challenge.

Branded Lenses

Almost similar to Snapchats concept of ‘Lenses’, TikTok’s branded lenses face filters, augmented reality and 3D objects to users. This enhances engagement rates!

Along with so many users on this social media platform and explosive growth of TikTok users, marketers surely can’t ignore this ad type.

Brand Campaigns on TikTok

With over 120 million active users, brands are eagerly finding ways to take leverage of this video sharing platform!

Let’s take a look at some of the brands that tapped into a major chunk of the audience in India!

Clean & Clear (15.6 billion views)

Undoubtedly, one of the most successful Hashtag Campaigns, #UnbottleApnaSwag had a staggering 15.6 billion views! This campaign was orchestrated for the launch of a limited edition face wash pack!

Keeping the millennials in mind, #UnbottleApnaSwag targets five different personalities of young girls and the campaign asks the users to select the personality that resonates the most with their traits! The best videos were featured by TikTok stars on their pages. This led to a quirky and eccentric anthem along with good-quality UGC videos which made the campaign go viral beyond the Hashtag challenge.

Flipkart (8 billion views)

The User Generated Content (UGC) wave has certainly drawn the attention of business tycoons, especially the e-commerce giant – Flipkart.

They capitalized on their Big Billion Days Festive sale and created a buzz around the same by running a campaign known as #BigBillionStar.

Brand ambassadors of Flipkart were featured under this campaign, while the users had to make ‘duets’ alongside the stars in the quirkiest way possible! The best 5 duets would win a smartphone from Flipkart.

Conclusion

Hopefully, TikTok does make a little more sense to you! Remember, if your brand has a young audience base then TikTok is the most suitable platform for you to market.

Enjoyed the insights? Please feel free to share your knowledge on the same in the comments section!

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