It’s official. TikTok has found its audience, and teens have found their preferred platform for creative expression and social justice. TikTok is a relatively new social media platform which allows their young audience to create and share audiovisual content, up to 15 seconds long, with the option to add effects and music. The app is available across 154 different countries, and the statistics speak for themselves.
Source: CNBC/ Sensor Tower
Source: The LowDown / Google Trends
Gen Z is made up of digital natives – they’re hyperconnected and politically aware. Users of TikTok are spending an average of 52 minutes a day creating, sharing and viewing content. As a social network, TikTok is incredibly popular and, consequently, it’s gaining a lot of attention in the marketing sector. 90% of TikTok users are under 35 years old, and 41% are between 16 and 24, making it particularly attractive to advertisers. Brands like Chupa Chups, Sony, Guess and Ralph Lauren have already taken advantage of this community of co-creators.
Tik Tok Users by age and genre. Source: Ape App Lab
Engaging with TikTokers
When incorporating TikTok into our marketing strategy, we have to understand the audience that we’re targeting. This younger generation values free expression, authenticity and digital entrepreneurship. They’re socially and politically aware; they care about the environment, social justice, racial justice, feminism and gender identity. As a brand, the most important thing we need to ask ourselves is – is TikTok right for us? Is our brand personality strong enough to break through, and are we targeting the right audience with the right message?
Tik Tok growth VS competitors. Source: Mediakix
TikTok allows advertisers to reach their audience through a variety of formats – and over the upcoming months we can expect an increase in experimentation and an expansion of formats.
Brand Lenses, one of Tik Tok’s advertising formats.
Breaking through on TikTok
TikTok is a fast growing social phenomenon – last year alone it has attracted more than 500 million monthly users. It’s one of the most downloaded apps of 2019 – and brands are making the most of TikTok’s new found popularity.
Through the hashtag #ForeverFun ChupaChups invited popular users to share a branded video encouraging other users to join in on the fun. ç
Mónica Morán has created a short video on TikTok with music sonido original. Atrévete y haz tu video duo con Chupa Chups ❤️ #ChupaChups #ForeverFun #Duet
Laura Lopez 🎤 has created a short video on TikTok with music sonido original. Tik tok con algunas transiciones 😏¿Lo imitas? 😱Haz un dueto⚡️#ChupaChups #ForeverFun #Duet
Guess understands that Gen Z’s are searching for personalisable experiences – they responded to that need through their #InMyDenim campaign. They enlisted influential users and asked them to share “glow-up” videos featuring Guess clothing with the rest of the community, inviting other users to follow suit. As Edward Park, retail and digital SVP at Guess explained, “A brand saturated space demands unique content that is integrated with participation.”
Three years after its initial launch, Coca Cola revitalised their #ShareACoke campaign through TikTok (which was known as Musical.ly at this point in time). Instead of selling coke bottles with names on the labels, the new packaging featured song lyrics – and users of Musical.ly were asked to create videos incorporating the Coca Cola lyric bottles. The campaign generated more than 900K video creations and 200M views.
Ralph Lauren broke new ground during the US Open Tennis championship. They’ve been sponsors since 2015 and this year they launched their #WINNINGRL collaboration with actress Diana Silver on TikTok. Each video they created featured the 21-year-old actress expressing her love and high-level of skill for tennis. Ralph Lauren encouraged users of the platform to buy products from within the application itself.
Ralph Lauren has created a short video on TikTok with music Clap. 🏆 Tag #WinningRL and share your real life victories for a chance to get your hands on a Polo prize
To promote the launch of the film ‘Escape Room’, Sony activated an international campaign working with 30 influencers and 8 TikTokers from more than 17 countries. Between them, they created more than 75 original videos which they then shared with their followers.
The clock is ticking…
TikTok is a social platform designed for a new generation of young people – they’ve made it their own. They’ve set the rules for any brands entering into the space.
TikTok has been described as a crucial platform for new generations – one which welcomes campaigns that are relevant, creative and engaging. TikTok represents an entire new social space to explore – with endless advertising possibilities waiting to be discovered.