Tik Tok Marketing: How Does It Work?
Updated: Jan 31
MYN Group is a worldwide digital innovative agency with offices in NYC, Amsterdam, and Hong Kong. We strive to create an immersive and high converting digital UX to communicate more efficiently, digitally and powerfully with customers. Part of this communication sometimes involves online content creators or influencers. See our influencer marketing campaign works here. Under the influence of social media, marketing has been incorporated into newer platforms, with one of the newer being TikTok.
What is TikTok?
TikTok is a social video sharing platform consisting of 15 second videos edited with filters, music or effects. The social media app can be compared to Vine and is popular for its lip-syncs, dances, comedic skits and how-to videos. Now with over 800 million users worldwide, TikTok proves to be more than just a fad, boosting over 1.5B videos viewed daily since 2019.
Who is on TikTok?
For all things digital and trending, you can expect to find Generation Z at its forefront. Generation Z otherwise known as iGen, GenTech, and most notably Gen Z are a force to be reckoned with when it comes to technology. For more about Gen Z and their digital fluency, visit our article on the Emerging Gen Z Workforce. Despite the demographics being 41% aged 16 to 24 years old, TikTok is not exclusively used by the younger generation. The platform has celebrities such as Reese Witherspoon and Tonight Show host Jimmy Fallon. Fallon created #Tumbleweed Challenge caused a big spike in the app with over 10.4 million engagements. Even brands such as Guess have found themselves in a sponsored partnership with Tiktok. The platform has huge marketing potential because of its large user base.
Brand marketing on TikTok ranges from In-Feed Ads, Brand Takeover, Top View, Branded Hashtag Challenge, to Brand Effects. All which can be amplified with the use of influencer marketing. To learn about the basics of influencer marketing, visit our article.
In-Feed Ads appear on the For You page in the native news feed. They are around 5 to 15 seconds and can be compared to the ads seen while swiping through Instagram stories. Brand Takeover ads appear once the app is opened, taking over the screen for 5 seconds when a video and 3 seconds when an image. Think of Top View as an extension of Brand Takeover. The ad initially plays as a Brand Takeover but after 3 seconds it blends into the first in-feed post.
Branded Hashtag Challenges build on TikTok’s most alluring features, challenge videos. From the #Savage dance to Megan Thee Stallion’s song Savage to Guess’s paid #inmydenim partnership, hashtag challenges encourage user content creation. Brand Effects are similar to Snapchat’s Augmented Reality lenses. Users can add 2D animations to their videos.
The premise behind TikTok is content, and content is key. Partnering with TikTok content creators/influencers can prove to be favorable to your campaign. The brands listed above have amassed successful ROIs (return on investment) from the platform. Chipotle’s Branded Hashtag, #GuacDance for National Avocado Day created a 68% jump in the chain’s avocado usage, resulting in TikTok’s highest-performing branded challenge nationwide. Suffice to say, TikTok influencers are the key to large successful marketing platforms. The right influencer paired with the right video could skyrocket your brand awareness overnight.
When using TikTok influencers for marketing, keep in mind the capacity and potential both have on each other. To create a successful influencer marketing campaign, check out our guided steps. To hear more about influencer marketing campaigns, MYN Group frequently collaborates with client brands to ascertain social media success. Please contact us at MYN.Group@MYNGroup.com if you want to discuss creating an influencer marketing camp
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