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TIKTOK: A contemporary Marketing method for your business digital strategy

TikTok Article Cover

Tiktok was created during 2018, but thanks to the Coronavirus pandemic and quarantine, 2020 was the year that the number of subscribers exploded, something we can observe from the graph below, where the monthly active users grew by 38% from 2019-2021, the biggest growth number among the rest of the social media platforms. Currently, more than 20million European people use the platform. But probably, what will surprise you more is that more than half of them are older than 25 years old.

worldwide Growth of monthly users of social media

From 2019 to 2021, Facebook and Instagram saw an increase of their active users of 19% and 16%. While LinkedIn only of 13%, followed by Twitter with an increase of 8%.

Growth of monthly active users (MAU) of selected social media platforms worldwide from 2019 to 2021
Source: https://www.statista.com/statistics/1219318/social-media-platforms-growth-of-mau-worldwide/
Growth of monthly active users (MAU) of selected social media platforms worldwide from 2019 to 2021
Source: https://www.statista.com

According to recent findings, an average Instagram user spends 30 minutes each day scrolling in the app. Surprisingly enough, Tiktok users’ time on the platform is 3 times longer!

Ιn Hungary..

Share of TiTok users in Hungary 
Source https://www.statista.com/statistics/1101626/hungary-average-time-spent-on-tiktok/

As we can see in the following graph “Share of TikTok users in Hungary in 2019, by average daily time spent” from Statista, approximately 37.4% of the respondents spend 30 minutes in the application, while 75% of the respondents use it daily. Source: https://www.statista.com

Frequency of using Tiktok in hungary in 2020

Frequency of using TikTok in Hungary 
Source https://www.statista.com/statistics/1197114/hungary-frequency-of-using-tiktok/

Similarly, organic reach for brands in Tiktok is on average 118% while on Facebook is only 5%! 61% of users find TikTok videos unique, while 70% believe they are more enjoyable than those of other platforms. Frequency of using TikTok in Hungary in 2020. Source: https://www.statista.com

TikTok ranks as the second-biggest app in consumer spend Data collected by AppAnnie from iOS and Google Play stores reveals TikTok is more successful in ranking than YouTube, Disney+, Tencent Video, and Netflix, which is the reason why businesses need to consider including TikTok in their digital social media strategies.

Mobile app rankings: Consumer spend
Source https://www.hootsuite.com/pages/digital-trends-2021
Mobile app rankings: consumer spend. Source: Hootsuite Digital 2021 Report

Most popular Hungarians on TikTok as of May 2020

Most popular Hungarians on TikTok as of May 2020, by number of followers (in 1,000s) Number of followers in thousands.
Source: https://www.statista.com

The most successful tiktok accounts in Hungary are those of Jazmin Hollozi, Milan Szender, Lara Schobert, KARINA, Ton, BONA BIA with more than 250 thousand followers.

Is TikTok the future of digital marketing?

Google trends show the increasing trend of TikTok searching frequency overtime. We can see that in only 3 years after its creation the searching term “TikTok” has already surpassed “TWICH” application.

TikTok and Twitch search term trend. Source: https://trends.google.com/

On a worldwide level…

Fastest growing brands online in 2021. Source: https://www.statista.com

TikTok ranks second among the brands that are fast growing at a worldwide level in 2021, after Tesla and far beyond Instagram.

Most popular content categories on TikTok worldwide as of July 2020, by number of hashtag views (in billions).
Source: https://www.statista.com

case study: How to use TikTok to transform your small restaurant in a billion-dollar chain

Chef Burak Özdemir‘s small business has become a billion-dollar chain, mainly with the help of TikTok where he currently has 48.8 million followers, “Hatay Civilizations Table” already offers delicacies from Turkey to Dubai.

How to promote your brand via TikTok

Another way to promote your business on TikTok is by launching:

  • Hashtag usage (find the most relevant phrases to your content, the most used by your audience, create a hashtag challenge)
  • Brand takeover
  • In-feed native video (up to 15” long)
  • AR or additional reality are used with the publication
  • Order advertising from bloggers.swipeable product cards

More specifically regarding how to use hashtags in TikTok:

  1. The lower limiting number of characters is 100 without an upper limit, so the user is free to use as many hashtags as he wants.
  2. Mixing popular and specialized hashtags to capture the attention of audiences with various interests.
  3. Otherwise, creating a new hashtag linking it to the product to be promoted may open the road to something big, especially by starting a hashtag challenge and encouraging the audience to use it by asking them to do a challenge.

How to empower your brand – creator cooperation

If you are a brand manager, you have to pick the right creator to support your brand. In Tik Tok there is a TikTok Creator Marketplace, where you can find creators of each brands’ interest. With the TikTok Creator Marketplace API it’s possible to Access to first-party marketplace data for creator marketing experts including Captiv8, Influential, and Whalar to provide brands with white-glove services to help manage the entire end-to-end process of creator marketing on TikTok.

Differently than in FB, where there is the business manager to create and manage the campaigns, in TikTok Open Application Campaigns enables brands to list their campaigns for interested creators to self-apply. Branded Content Toggle is a tool that allows creators to switch on or off when they make posts with paid promotions by marking videos and disclosing commercial content without disrupting their creative flow.

Another innovation of TikTok is Customized Instant Page where Brands can create easily built up landing pages that load in seconds and users do not have to leave the app in order to get more familiarized with each brand (11x faster than standard mobile pages).

Since the audience of the platform is the same, likes, comments, hashtags and conversions are the main metrics to focus for a marketing campaign.

How to measure the impact of TikTok

There are several indicators to monitor your campaigns.
Like in all other social media, a campaign’s success can be measured effectively by Reach & Frequency. Moreover, a survey-based type of measure, TikTok Brand Lift Study, informs brands how users feel about the ads they see on TikTok, while at the same time, brands can rest assured that it matches industry standards for effectiveness and reliability. DoubleVerify and MOAT provide insight needed about invalid traffic and viewability on TikTok. To reassure that a brand’s advertisements are published in a suitable place and ensure its reputation, Integral Ad Science (IAS), OpenSlate, and Zefr, ensures that brands’ campaigns run adjacent to content that is suitable for the brand. TikTok Inventory Filter enables advertisers to gain more control over where they would like their ads to appear adjacent to and feel more confident on the content of the platform, a technique based on the GARM (Global Alliance for Responsible Media) Brand Safety and Suitability Framework to meet global, industry-wide standards and protect advertisers from harmful content.

How to connect, engage and commerce with the community

The most simple way is the direct Integration by uploading products and managing everything from shipping to fulfillment and point of purchase. However, by partner Integration there is the possibility to work with a third-party commerce partner, Shopify, Square, Ecwid, PrestaShop that are already available on the platform, while Wix, SHOPLINE, OpenCart, and BASE will be available soon. Moreover, brands can highlight one or multiple products directly from an organic TikTok video, leading users to instantly-loaded product detail pages, they can either connect directly with their community in real-time and share dynamic links to products and services at the same time, they can include custom,  in their In-Feed video ads, or even serve users personalized, targeted ads based on the users’ interests.

However, initiating the advertisement for the first time via Tiktok, must be directly negotiated with the administration of the page, which is possible only for large brands.

How to use Tiktok

If you do not know how to start your account, you can read this useful article of Hootsuite.

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