🚀 🚀 A new teen trend, a application superfluous, a publicity stunt with no future, or even a is the international treasure for " teens who are fans of lip-syncing (Editor's note: excerpt from the newspaper) Le Monde) ? Well, no! Team We Are COM deciphers this new "phenomenon" for you. An appropriate term, since the number of downloads of TikTok has now surpassed that of Facebook et Instagramwhich were thought to be unassailable. The unique and playful formats offered by the platform attract more than 100 million monthly users in Europe. A revolution in the world of advertising, which many companies have already understood. OK boomers: let us explain! ????
TikTok, an original concept
« Our mission is to inspire creativity and bring joy "Creativity is key," that's TikTok's slogan. Yes, the entire operation and success of this application is based on... creativity 🎨! Far from the narcissistic concept that unfortunately plagues so many social networks, cutting us off from reality, TikTok offers us the chance to be ourselves, authentic and original. And that's refreshing! What sets it apart is its short video format (15 to 60 seconds). Anyone can talk about their daily life however they like. The videos are fun and positive. content are then sent to customized feeds.
🎬 Note that creating a video is intuitive: everything happens within the app. Editing is simple and generates spontaneous sharing, sometimes even resulting in amusing content.
In other words, TikTok has managed to reinvent the rules of Social MediaThe originality of the post now takes precedence over clicks. By placing the uniqueness of each individual at the heart of its priorities, TikTok stands out more than ever!
TikTok, a colossal audience
But who is the community TikTok? Actually, it would be more accurate to talk about "communities," in the plural. Indeed, The only characteristic common to all TikTokers lies in their taste for original creation.
First of all, contrary to our preconceptions, it should be noted that the application reaches users of all generations:
- 32% of them belong to the 25-34 age group.
- 35% of them belong to the 35 and over age group.
The content is also regularly shared within the family.
This new practice simulation This also extends to people of public renown. Besides various celebrities or online influencers, we find figures of authority. 🇫🇷 Emmanuel Macron He too took the plunge, opening an account in July 2020. He notably congratulated recent graduates, embracing the platform's codes, and his message generated no less than 10 million views!
TikTok, a network for brands?
Trends that originate on TikTok often transcend the app's boundaries. Some content becomes a true viral phenomenon.
A recent example: on September 25, 2020, an American man made a video of himself skateboarding while drinking fruit juice and lip-syncing to a song by the band Fleetwood MacOn October 9th, his message surpassed 45 million views! The man behind the post was offered $10,000 by fans, and Fleetwood Mac benefited from a surge in popularity.
So what about the brands?
TikTok offers businesses the opportunity to reach a very wide public via, and beyond the platformThe brand can thus enhance its image, attract a new audience, and boost sales by generating buzz. Communicating through a support audio-visual It's quite traditional. So what's the advantage? Well, it's targeting that COM strategy. Pop culture is born on TikTok. So, it's up to companies to establish themselves with these new players through this new platform.
The formats formats The proposed methods are not intrusive; they know how to engage their target audience in a playful way. In other words, The brand has the opportunity to integrate into the TikTok ecosystem, bringing its own original and interactive experiences, intrinsically connecting with its customers and prospects. « Don't make ads, make TikTok " is the motto of the social network, as far as businesses are concerned. Indeed, if you get involved, you'll see that the application can replace a advertising campaign traditional, generating just as many, or even more, spectators, all for a lower cost. 👌
???? What are the TikTok formats for brands?
In-feed : This is the format users prefer. It's the standard audiovisual medium, integrated into highly targeted recommendation feeds. This advertising channel performs very well.
TopView This even shorter video (3 to 5 seconds) is launched when the TikToker opens their app. The content, adjusted " just for you This allows you to draw a target audience's attention to a topic that concerns them. A great way to prospect!
TopViewLite This is yet another unique format, where the video (5 to 60 seconds) has a 24-hour exclusivity period. Only one TopViewLite ad is broadcast per day in France. This type of ad guarantees millions of views in a very short time. It is generally the preferred communication tool for partner brands.
Branded Hashtag Challenge What's more commonly known as a #challenge is a unique audiovisual channel where users' full creative potential is expressed. It's ideal for interaction. The TikToker takes on a video challenge launched by a brand. It's a "real-life" campaign, blending sincerity and authenticity. Original creations are shared, and #challenges often (and very quickly) go viral.
Branded effects A brand has the option of offering users filters or special editing effects. This generates high visibility when content is shared. New augmented reality technologies allow for the development of an attractive technique, which will be promoted by influencers and then used extensively by TikTok users.
The key for brands lies in targeting the interests and understanding the practices of the TikTokers they wish to reach. They must be original and stand out, regardless of the format. Arouse theinteractionThat's what it's about: generating engagement! The social network recently implemented software designed to optimize communication campaigns. Creator marketplace ", is a meeting platform between a brand, a creator and a influencerThis allows for a better understanding of the strategic issues and challenges, but also for the certification of content.
But is TikTok a safe platform?
TikTok has decided to implement numerous community guidelines. Users are thus targeted by awareness campaigns about the risks of digital transformation. As technology is constantly evolving, and very rapidly, TikTok also guarantees a certain level of data protection for its members. The Dublin-based data center will be operational by 2022, according to the platform. A way to strengthen the cybersecurityIt should be noted that their data, previously stored in Beijing, has led to a number of fears and criticisms.
TikTok, a good plan for everyone?
Not really, the communities present on the platform are quite unique. Particularly interested in fashion 👗, beauty 💄 and food 🍗, they won't necessarily be receptive to content that goes beyond these sectors.
Furthermore, the new TikTok influencers, generally quite concerned about their e-reputationcan sometimes be quite reluctant to integrate advertising content into their posts.
Examples of successful collaborations on TikTok
Balenciaga and TopView
The renowned luxury brand quickly realized that TikTok is an exceptional communication channel. Why not take advantage of it? To strengthen its image, but above all to attract a new audience, the fashion house created a TopView video in June 2020. The result was undeniable: over 25 million views and 4.5 million clicks!
Danette and its #Challenge
We all remember the "We all stand up for Danette!" advertising campaign. Recently, the brand decided to play on this old slogan to launch a #ToujoursDeboutChallenge (AlwaysStandingChallenge). They enlisted seven TikTok creators to generate even more fun! This PR campaign resulted in over 17,000 unique entries, more than 40 million views, and over 5,2 million interactions.
La Redoute touch all
Finally, La Redoute, seeking to rejuvenate its image, also rode the TikTok wave. The brand's posts, using a variety of formats, garnered 225 million views. As for its #laredoutechallenge, launched in August 2020, it attracted over 112,000 participants. Its promotion lasted only six days, yet this #challenge remains relevant.
What are the key takeaways from TikTok?
You understand, TikTok is reinventing the communication campaigns. Forget everything and rethink your strategy! This new advertising channel blends creativity and interactivity with playful, fun, and positive content. It's a way to engage your target audience in a different way and revitalize customer relationships. 🤓 TikTok is constantly evolving and is likely to surprise us even more in the coming years. So, are you ready to join the adventure? 🙌
