Updated: May 31
When it comes to digital marketing trends, there’s no denying that TikTok’s become the TikTalk of the town. Boasting 100M+ monthly active users in the US alone, global brands like Nike, Chipotle and Samsung are all turning to the popular video-sharing app as their advertising platform of choice.
The TikTok Difference
Popular for its endless stream of short-form videos, TikTok is blurring the line between consumer and creator to foster a new generation of mobile-first entertainers. Designed to encourage user participation, the app enables access to a global stage where novice creators with zero production experience or budget can explode into viral sensations overnight.
Leveraging TikTok as a Marketing Tool
What does this mean for marketers? Well, according to Business Insider, TikTok-ers spend an average of 90 minutes per day on the platform (*nervously checks screen time report*). For an app that’s expected to exceed 1 billion active users by the end of 2021, it's the ultimate space for brands looking for new opportunities to reach untapped audiences.
However, before engaging with users, it's necessary to engage as one first. By immersing yourself in the app, you’ll get a first-hand understanding of the tools, trends and capabilities that are redefining the way we consume and create content. Explore challenges, discover creators and listen to the community for guidance you need, to create the content they want.
TikTok In-App Marketing Opportunities
Mastering the App, Monetizing the Audience
As an app that’s still relatively in its infancy, TikTok is a space where brands can have fun experimenting with what works and what doesn’t. Leveraging insights to fuel imagination allows marketers to develop authentic content that connects with audiences in a way unlike ever before.
Listed below are a few ways for brands to engage with users on TikTok:
Upload Content Through Your Own Brand Channel
Reach audiences with fun and creative content through a branded TikTok channel. Upload content, share challenges and re-approach the consumer/creator relationship through an entirely new lens.
Check out this TikTok account run by The Washington Post. With nearly 40 million likes, the popular media house fused entertainment with education to inform users using the popular video-sharing platform. You can check out their content here.
We’re working with Autumn Adeigbo to share her incredible life, personal style, and adorable Pomeranian Tuesday Diamond with fans and future customers. Follow along on TikTok and watch us grow.
Collaborate with other TikTok Creators
Tap into a wider audience by collaborating with existing creators who have already established a large following. From sponsored videos to hashtag challenges, amplify your brand’s presence by leveraging the strength of an existing one.
Together with our amazing client Etre Girls, we partner with teenage and college aged women on TikTok to create meaningful content and help build bonds within their community.
We cover everything from Motivation Mondays to Self Care Saturdays, and we have content for all the other days of the week too.
TikTok Targeted Ads
TikTok ads allow brands to hyper-target audiences based on criteria such as age, gender, interest and more. From brand takeovers to in-feed native ads, there’s plenty of in-app opportunities to help brands scale growth.
Brand Takeovers are designed to grab users’ attention by displaying a gif, video or static image as soon as they open the app. Assets typically include a clickable link that drives to a landing page or in-app hashtag challenge. Since takeovers are exclusive to their category, they’re a great way for brands to command a share of voice.
Cosmetic brand, Too Faced, experienced successful results after their brand takeover earned 7.6M impressions in just 24 hours. Aimed to drive awareness among Gen Z women in the UK, the campaign promoting their new ‘Lip Injection Extreme’ lip gloss even exceeded UK industry benchmarks with an 18.38% CTR.
In-Feed Ads are high-impact videos that appear in users’ feeds on the For You page. Assets can vary between 9 and 15 seconds in length; however, users can scroll or skip the ad, so it's important to catch their attention within the first few seconds.
To promote World Smile Day throughout the Southeast Asia market, Colgate launched a branded hashtag campaign #WinWithASmile. They supported the campaign by sharing educational content using TikTok In-feed ads.
TopView Ads are the first in-feed post displayed on the For You page, and can serve up to a minute of full-screen video defaulted to sound on.
To promote NFL Kickoff 2020, the professional football leagues leveraged TopView ads to get fans excited about the return of the 2020 football season.
Branded Effects encourage users to get creative by adding fun 2D and 3D effects, or branded AR lenses, masks and stickers to their videos.
In 2020, Fruit by the Foot went the extra mile (or in this case...went the extra Fruit by the 5,280 feet) with fun branded effects for users to apply to their videos. Accompanied by the hashtag #DJByTheFoot, creators could transport themselves to the dance floor with virtual headsets, turntables and of course the nostalgic snack’s logo.
Hashtag Challenges are a fun way for brands to interact with the TikTok community. Challenges are displayed on the Discovery Page and help to boost brand awareness by encouraging user-generated content through sponsored and organic opportunities.
Can you guess who led TikTok’s first viral campaign?
That’s right...fashion house, Guess, pioneered the hashtag challenge as TikTok’s first official partner to launch a sponsored campaign with the #InMyDenim challenge.
Joining the Conversation
TikTok’s rapid command of the digital landscape is a defining moment for the entire marketing industry.
Unlike other platforms, it encourages brands to showcase a level of authenticity that viewers don’t only appreciate, they expect. By leveraging TikTok as a medium for participation rather than promotion, brands can remove the corporate veil to uncover a more relatable sentiment that audiences can trust.
As a powerful gateway to extend reach among new and existing audiences, we’re thrilled to support clients with the tools they need to profitably integrate TikTok into their omni-channel strategies. From hashtag challenges to content creation, targeted ads and more, we look forward to helping brands just like yours unlock their ultimate potential and achieve results that don’t just meet expectations...they exceed them.