Tik Tok what where when how – a few words about the application for marketers

TikTok what where when how

We have more time in recent weeks because many of our existing projects have been canceled. Therefore, we can focus on other topics. This time we are analyzing a new/old application for you, which in relation to the film form seems very interesting. This application is TikTok, in which, in addition to purely entertainment content, we will also find many examples of marketing activities.

What is Tik Tok and how does it work?

TikTok is a Chinese video-sharing social networking service owned by ByteDance, a Beijing-based company founded in 2012 by Zhang Yiming. It is used to create short dance, lip-sync, comedy, and talent videos. The app was launched in 2017 for iOS and Android in markets outside of China. Wikipedia

The Tik Tok application has replaced the popular Musical.ly, and its operating principles are almost identical. It is one of the most popular social platforms in the world – in 2018 it was already available in 150 countries and in 75 different languages.

In August 2018, as a result of the acquisition, both applications were combined into one, whose functions are most often referred to as “the combination of Snapchat and Spotify”.

TikTok can be described as a combination of Snapchat and Spotify. Users create short, 15-second recordings mixed with popular music. The effects that we managed to get in TikToku can be shared, also sharing them on popular platforms such as Facebook or Instagram.

The community has at its disposal filters and special effects that diversify the appearance of the recorded material and an extensive database of music tracks. The application, like other social networks, allows you to add reactions to movies that attracted our attention. However, undoubtedly the biggest plus of Musical.ly and TikTok is the unification of two powerful communities.

The possibility of using the front and rear cameras, as well as extremely easy and intuitive options for editing, editing and adding special effects (e.g. doubling the character, acceleration, flashes) give creators great creative possibilities. However, the leitmotif of the former Musical.y and today’s TikToka is so-called lip-sync – the artist dances to a well-known song in front of the camera, pretending to be singing. The background music can be selected from a large cult base and currently popular songs.

Young target

Due to the fact that TikTok is the youngest social application of this type, which additionally focuses on a dynamic form of communication, its recipients are primarily children and young people (according to GetHero, 97.6% of users are under 18).

Does this mean that you can’t advertise anything there?

Short film forms and many options in the application give a lot of possibilities for young creators. If only the concept of the film fits into the character of the brand, then usually agencies and companies interfere too much in the content itself.

The form of movies is, however, predictable, because the application has a certain number of effects for editing the film, which can be seen by most creators.

What is different in the movies is obviously the story, context and the idea for the film itself. Sometimes movies are strange, funny and sometimes they show life situations. Tiktokers know what’s hot at the moment, although probably many adults will not understand why.

Application prepared for marketers

Not only an interesting assembly and original concept allow an interesting approach to the topic, but also the formats proposed by the application itself, which TikTok gives a lot. In the application there are ads in the form of video reminiscent of Stories (Infeed native content), a full-screen 3-5 second advertisement that starts immediately after opening the application, or Hashtag challenge, i.e. hashtags appearing on the banner in the “Discover” tab, which are in promoted at a given moment. The latter form of advertising encourages users to create content as part of the challenge of a given brand. Another option encouraging viewers to interact is to create their own filters (Brand Ienses), which can be freely used by users.

Do users like Tik Tok ads?

Every third user (33.1%) likes that application users create creative content with brands. It is also worth noting that 34% of respondents declare that they are not disturbed by commercial cooperation of influencers with various brands.

Therefore, it cannot be surprising that this platform has great potential and brands are starting to use it and invite young influencers to cooperate.

It is difficult to reach the sales data of individual companies, but from the survey conducted by Get Hero we find out that almost every fourth respondent (24%) admitted that he decided to buy the product under the influence of advertising.

Probably no other age group is so “absorbent”, which is a great opportunity to promote products. What’s more, marketers planning their advertising campaigns on TikTok do not have to be so careful that the ad is not properly balanced and discreet.

Is it enough to post content like on Face Book or Instagram?

As you probably already guessed, TikTok has its own specificity and a completely different form of film very characteristic of this channel.

Of course, TikTok is not only sponsored material that is shown on influencers, but also brand accounts that have recognized the advertising potential of this platform. However, achieving such direct content is not easy – it’s not enough to upload photos or

We have more time in recent weeks because many of our existing projects have been canceled. Therefore, we can focus on other topics. This time we are analyzing a new/old application for you, which in relation to the film form seems very interesting. This application is TikTok, in which, in addition to purely entertainment content, we will also find many examples of marketing activities.

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