TikTok is the trendy social network of the moment! With 732 million active users per month in 2021, the platform developed in 2016 by the Chinese company ByteDance is experiencing a meteoric rise.
TikTok is the social network of 2021! The platform’s algorithm and content format allow for a considerable increase in sales, to the point where on YouTube we’ve seen trending videos like ‘What TikTok Made Me Buy.’ It’s also the ideal social network for setting up original and creative collaborations with passionate influencers. Margot, Head of Marketing at Favikon.
Proximity, creativity, and entertainment are the key words of the application that is attracting more and more brands across all sectors: beauty, health, ready-to-wear, luxury, food, gaming, home… Faced with this wave that everyone is talking about, you’re probably wondering if it’s relevant to launch your brand on TikTok? Here are the main reasons why you should seriously consider it!
Table des matières
The Platform for 15-24 Year-Olds, But Not Only!
In 2020, TikTok was the most downloaded application in the world, even surpassing Facebook and WhatsApp. The simple concept of short, ultra-viral videos appeals to many users, particularly Generation Z. According to official figures released by the platform, today 14.9 million French people use TikTok every month. The increasingly popular application in France has seen a 27% increase in usage among 15-24 year-olds since the first lockdown.
On average, each subscriber connects to the application at least 9 times a day and spends a total of 48 minutes per day on it. The visibility potential for your brand is therefore enormous!
However, while TikTok is known for its teenage target audience, recent data from a HypeAuditor study reveals that among French people who follow influencers on this social platform:
- 38% are aged 13 to 17;
- 37% are 18 to 24;
- And 20% are 25 to 34.
As you can understand, TikTok’s audience is expanding to include thirty-somethings, and the exclusivity of use by the younger generation is becoming less and less true.
Ultra-Creative Content
TikTok is a universe that has its own codes and rituals! On the platform, fun, playful, and spontaneous content reigns supreme and drives the application’s success.
Challenges, gags, tutorials, and choreographies, home-made content is promoted by the algorithm and creativity is highly valued. Moreover, the very short video format ranging from 15 to 60 seconds perfectly matches the way today’s internet users consume content, connecting several times a day on social networks to escape and entertain themselves.
To sustainably establish your brand and stand out, it’s necessary to reinvent your way of communicating! If you want to win over your targets, you must learn to stage yourself, show yourself differently, adapt your editorial strategy, and offer content that’s truly different from what you publish on other social media.
Finally, know that the viral potential offered by the platform is enormous and within everyone’s reach. Indeed, all content is public, which is why when quality, creativity, and originality are present, published videos can be shared very quickly, multiple times, and all over the world.
Numerous Formats for Advertisers
Depending on your marketing objectives (visibility, awareness, engagement, conversion) and your budget, TikTok offers you 5 advertising formats to boost your visibility.
Thus, Top View and Brand Takeover give you the possibility to broadcast an advertisement to every person who opens their application for a duration of 24 hours. These two rather expensive formats guarantee more than 15 million impressions for each sponsored video.
Other formats exist such as in-feed videos, hashtag challenges, and branded effects.
The “branded effects” allow users to showcase your brand in their video through augmented reality. By choosing this format, you give a voice to your community members who generate content for you, which is called User Generated Content (UGC).
A Social Network to Create Engagement
In France, a very good engagement rate on social networks is around 6%. According to a recent study, the average engagement rate for TikTok videos in France would be 19.32%!
An original idea, creative content, and a viral hashtag are the key ingredients in the recipe that will allow your brand to activate your community and engage users.
Moreover, one of the platform’s flagship formats is the hashtag challenge. This sponsored format is a hit and allows you to launch challenges to the app’s users and promote them. These fun challenges work very well and make users want to participate in the movement by creating their own video in turn.
To maximize the effects of these operations, you can choose to partner with one or more influencers whose community corresponds to your target audience.
Thus, hashtag challenges allow you to significantly increase your visibility and engagement on the platform.
A Valuable Monitoring Tool
TikTok is the social network of influence par excellence, the place where trends are born and where content can quickly go viral!
Strategically, being present on this platform can represent a real opportunity for your brand. The creativity demonstrated daily by users and influencers can allow you to detect the latest trends to capitalize on.
By subscribing to all the popular hashtags on the platform, you are in the front row to discover the types of content that work best. You can thus draw inspiration from them for your own creations and offer content that’s right on trend, aligning with the real aspirations of your followers.
TikTok is currently a channel very little used by brands. However, by adopting an adequate, well-honed strategy and appropriating the codes of this platform (humor, fun, and creativity), this medium can become a real asset in your marketing strategy!
The most important thing is to define a unique editorial line that is not copied and pasted from other social networks, to vary the content, to publish regularly, and above all, to involve the members of your community! Indeed, the reason for TikTok’s success lies in the fact that the platform focuses entirely on User Generated Content (UGC), and it’s thanks to user engagement that a video goes viral.
