Dynamic, visual, and fast. TikTok is an application with all the characteristics to attract the attention of the new generations. It bets making daily life events the essence of its content, so originality and authenticity are the protagonists of this app that increased its users in Spain by 50% in just five months.
Considering its potential, it is worth asking: should we include TikTok in our digital marketing plan? The answer depends on your target and your product. However, it is a platform that offers many advantages:
Content consumption model
TikTok is easy, attractive, and straightforward. Its platform is based on two fundamental principles to catch the new generations’ attention: audiovisual content and short content. Moreover, it offers a seamless experience in which users slide a finger across the screen to immerse themselves in an infinite ocean of images and laughter. Besides, as some experts believe, the content creation process in TikTok is an excellent differential to other social media platforms because brands can be shown as they are and can establish a close relationship with users with fast and affordable content.
Growing target
TikTok is an app designed to attract the younger generations. However, not everything is limited to Generation Z (1997 – Present); it also expands to the Millennial Generation (1981 – 1996) and even Generation X (1965 – 1980).
This is due, among other things, to the wide variety of content that day by day includes more themes and new formats, becoming a powerful tool that can be very effective in the digital marketing plan for branding, promotion, or sales.
Differential algorithm
Unlike other apps, the TikTok algorithm is structured to make content going viral. This allows any user, regardless of their number of followers, to viralize content and position it worldwide.
Authenticity is essential for content to have an impact on this network. It is encouraged to focus on showing how a product is enjoyed daily and how it is lived.
Advertising
Aware of its rapid expansion, TikTok has dramatically developed its advertising offerings, and now it provides many advantages to promote products that no brand should ignore. Among these are: In-Feed Ads, Brand Takeovers, and Branded Lenses.
Creators. These are divided into three groups:
Segment 1:
It is made up of celebrities, musicians, and actors with more than a million followers. As you might expect, it is a segment with tremendous reach and broadcast power.
Segment 2:
They are creators who have approximately half a million followers, influence important communities, and present good returns.
Segment 3:
Finally, segment three are creators who have between 10 thousand and half a million followers.
Beyond the creator and the segment, brands need to be clear about their objectives and vision to establish a relationship with the appropriate creator. As the experts argue, the key to success is to achieve the perfect connection between organic content, paid content, and content generated by creators.
If you would like to know more, please contact:
Mar Camps | ATREVIA Digital Area Director
mcamps@atrevia.com