Live events and now Personalised Ads, is TikTok marketing really worth it? Here's our take on TikTok.
The Story:
TikTok is one of the fastest-growing social media platforms globally, which presents an alternative version of online sharing.
Users can create and share short-form videos (15-60 seconds) ranging from comedy, dance, beauty, education, and more. The platform provides a platform for users to express themselves in a very creative way, and while for many people, TikTok seems to be filling a void left by Vine, there's much more to it than just that. The platform can showcase its users' stunning creativity, unique perspectives, and extreme authenticity. In short, it's all about entertainment and engagement, and that's what makes it so attractive, as practically anyone can become a content provider due to the simplicity of using the app. Some of you might also be wondering why TikTok might sound oddly similar to Musical.ly regarding what you do within the apps. That's because in late 2017, TikTok's parent company ByteDance purchased Musical.ly.
The For You page, aka "FYP," is the first page you land on when you open the TikTok app. TikTok's algorithm curates a feed of videos from creators you might not follow but thinks you will like based on your interests and past interactions (views, likes, shares etc.) This makes Tiktok different from other social media platforms where feed is populated with content from people you follow. Everyone's for you page is different. You don't have to follow other users to engage with content, and the feed is genuinely endless. Think of it as the Instagram Explore Page; the app wants to hook you in with more content you like to keep you scrolling longer. Your videos on TikTok can still get millions of views, even if you have hardly any followers. That's because the TikTok algorithm considers each video's interactions rather than your profile as a whole.
The Trend:
The personalised ads policy is changing on Tiktok.
Currently, TikTok lets you choose whether you'd like to see general ads or personalised ones that are based on your in-app activities. Starting 15th April 2021, these options may change "and the ads you'll see may start to be based on what you do on TikTok”.
TikTok users are going to start seeing personalised ads based on their behaviour on the app but the company said they’ll “still have control over whether ads can be more tailored based on data from our advertising partners”. TikTok's upcoming change comes as Apple is set to roll out a new policy in the spring that would let you know if apps tried to track your activities on iOS. This has forced app developers to change how their ads operate.
Our Take:
The change in TikTok's privacy settings reflects the way ads already operate on many social media sites.
This includes Twitter, Facebook and Instagram, and in this case, it encourages people to actually buy from TikTok’s advertising partners, which is a good thing for TikTok in terms of revenue.Therefore it’s still a potentially smart move for Tiktok and it is also beneficial for those businesses and for the users themselves to an extent.
The Story:
Still, asking yourself why TikTok is important to your social media marketing strategy?
You might be wondering, well, TikTok is more suitable for building enthusiasm, reach, and engagement than it is for direct selling. However, effective TikTok marketing can lead to an increased organic following, more website traffic, and in turn, sales and brand loyalty. Marketing on TikTok is low cost and low risk, and it's fun to do! You can promote your product and brand to early adopters in a creative and immersive way, whether through an idea, tool, hashtag challenge, or partnering with TikTok creators/ influencers. With high engagement and a playful, creative format, TikTok is an excellent place for smaller businesses to grow their brands and reach customers. TikTok's power is in discovering its content, and for eCommerce brands, the draw is the ability to reach people at a relatively low cost.
The app also gives people a whole new way to discover and engage with the products they love as the algorithm gets your content in front of niche audiences. TikTok also has the highest social media engagement rates per post, according to Influencer Marketing Hub.
As one of the most powerful outlets to deliver your brand message, Tiktok hands over the megaphone to reach your audience with more meaningful and deeper engagement than ever before. In terms of defining your brand successfully, It's all about being authentic.
The Trend:
TikTok live streams allow the community to catch exclusive moments and are an engaging channel to capture the excitement.
Tiktok is breaking new ground when reaching a diverse and global audience, and live events on the platform is a great way to drive awareness while delivering compelling content.
Examples of live events from March and February include:
TikTok Fashion Month: Focused on celebrating the community of designers, artists, and models, while amplifying diverse voices in fashion. On March 18th, they finished Fashion Month in style with TikTok's Labyrinth Runway Finale, a live fashion spectacular, complete with the latest collections from renowned Black designers Victor Glemaud and Carrots By Anwar Carrots. The event promoted diversity, body positivity, and inclusivity in the fashion industry. Industry leaders such as Balmain also had a live catwalk event at the start of March.
With some major advancements on the horizon, such as shoppable content and live links in influencer videos, it will only become a more important piece of the social media mix.
UFC Shows: UFC is aiming to boost its existing TikTok follower base of over 7 million users on its official channels . This collaboration aims to distribute hundreds of pieces of content annually via UFC’s global TikTok channels. The deal between UFC and Tiktok means that live footage from weigh-ins, press conferences, interviews, area tours and more will be featured and programmed around an upcoming event to drive awareness. “Now more than ever, sports fans are craving the up-close-and-personal moments they are missing by not attending live events” said Harish Sarma, Director, Global Strategic Partnerships, Americas and Oceania, TikTok.
Our Take:
While TikTok may have been a “nice to have” for brands in past years, you must have asked yourself at some point if it is really worth it? As one of the most powerful outlets to deliver your brand message, Tiktok hands over the megaphone to reach your audience with more meaningful and deeper engagement than ever before. In terms of defining your brand successfully, It’s all about being authentic. Too many people are putting off making TikToks because they think they don’t have content to share, or they think they don’t have the equipment, but some of the best videos are people that are sitting down and talking or showing their product or even behind the scenes footage. That's what TikTok is all about.
With some major advancements on the horizon such as shoppable content and live links in influencer videos, it’s only going to become a more important piece of the social media mix.
Author: Casey Davis
References: