Video marketing evolves again! It is no longer surprising that users prefer audiovisual content over text presentation; furthermore, the trend of 15-second short videos has swept the world in recent years - the rise of the social platform TikTok confirms this. The interaction between water helping fish and fish helping water has made short videos a hot spot for online consumption, and at the same time led to changes in marketing platforms and materials. The 2022 report pointed out that TikTok has a usage rate of 35.2% and has jumped into the top five social platforms favored by netizens in Taiwan. One out of every three people is keen on using TikTok - want to enter the young people market and use TikTok for marketing? TenMax This article explains the TikTok craze and marketing suggestions for you:
1. TikTok is popular all over the world, 5 important data that you must know
- Global downloads exceeded 3 billion, closely following Meta
TikTok has become popular since 2019 and has topped the global APP download rankings for four consecutive years; data in 2021 pointed out that TikTok (including China’s Douyin) global downloads have exceeded the 3 billion mark, becoming the first to achieve this result The "non-Meta family" application shows that TikTok's strength cannot be underestimated, and it is creating an epoch-making trend in the social world.
- Defeated Google and ranked first in website traffic in 2022
Avoiding the epidemic and reducing going out have greatly increased the public's demand for audio-visual and entertainment content. As a result, TikTok traffic has experienced explosive growth, climbing seven places in one year, surpassing the big brother Google for the first time, and winning the title of 2021 The global Internet traffic champion has become an indispensable part of many people's lives.
- The platform is highly interactive! Excellent performance in stickiness and content engagement
As the number of application downloads and Internet traffic increases, TikTok's monthly active users exceeded 1 billion last year, and it is advancing at full speed with an astonishing increase of 300 million a year, becoming a new generation of social dominance. At this time, TikTok is similar to Facebook in the early days. The community is full of vitality and lively interaction. Not only is user stickiness three times higher than Facebook, but the platform interaction rate is also 15% higher than the average.
- Not only young people like to use it! 30% of users are over 30 years old
"TikTok? Isn't it only used by high school students in Tokyo?" This is the most common myth about TikTok among the public. In fact, as the impact of the epidemic has led to changes in Internet usage habits, the age group of TikTok users is continuing to expand. Taking Taiwan as an example, 30% TikTok users are older than 30 years old; in Malaysia, there are as many as 85% TikTok users who are over 30 years old. Adults 18 years of age. This means that TikTok is filled with a certain proportion of groups with purchasing power, and is naturally a high-potential media for brands and e-commerce marketing layouts.
- Great shopping guide! Ranking first in "Impulse Shopping Ratio"
It doesn’t matter if you have the ability to shop. What’s more interesting is that TikTok users are famous for their weak brainwaves! The survey shows that 89% users have been pushed into making "unplanned" purchases on TikTok; at the same time, up to 90% of users have conducted subsequent searches after seeing product advertisements on TikTok. It’s even popular on the platform “#TikTokMadeMeBuyIt(TikTok made me buy this)" Hashatg, related videos have accumulated tens of billions of views!
2. If you want to wear a crown, you must bear its weight! Platform challenges facing TikTok
With the rapid expansion of market share, TikTok faces two main challenges:
- Creator’s path to monetization
Due to factors such as low barriers to creation, an open community culture, and a relatively fair algorithm, TikTok has attracted a diverse range of creators; and those TikTokers who become famous on the platform and attract a large number of fans are called "celebrities." The core of any social platform lies in its users. If TikTok does not have enough incentives to retain creative celebrities, the platform will naturally lose its appeal.
So, how to retain talents? The simplest, of course, is reward. This is why social giants such as YouTube and Instagram have launched "Creator Funds" for their own short video and audio functions, spending millions to compete with TikTok for high-quality creators. Therefore, providing creators with multiple and reliable monetization channels is an important issue for TikTok; currently, the platform has come up with various solutions, such as:
- Introducing the "Shoutout" function:In July 2021, TikTok opened up creators to make personalized content for users for profit. Shoutout will be priced by the creator. If users can afford it, they can make requests to their favorite creators; creators have three days to choose whether to accept the commission. After accepting, they will have one week to complete the video content specified by the user and send it to the user. mailbox.
- Test the "reward mechanism":In October 2021, TikTok officially confirmed that it was testing the "Tip Jar" reward mechanism. Creators need to be over a certain age, have a good image, and have more than 100,000 subscriptions to be eligible to receive tips. This feature is under testing and has not yet been fully opened; however, TikTok has already allowed users to send "virtual gifts" to creators, and creators can monetize the gifts as one of the ways to expand revenue.
- New "Spark Ads" ad format:The official launch of the "Creator Marketplace" allows advertisers to search for existing short videos on the platform that are related to their own business or their own products. If the advertiser is interested in the video or creator, they can further contact them and use the existing videos to open new ones. Advertising activities, and creators can receive ideal compensation for this.
- Advertising business
- In addition to the income of creators, the platform also needs to establish a monetization mechanism for itself. Now that it has accumulated a large amount of content and a huge user base, the next step is to establish its own advertising system and attract investment from advertisers. The following are the efforts TikTok has made so far:
- Open for uploading 10-minute videos:TikTok started with 15-second short videos. Although it has become a popular selling point, it also brings profit limitations. After all, it is difficult to place advertisements in short-second videos. TikTok officials have long been aware of this problem and have continued to relax the length limit of videos in recent years: from the initial 15 seconds to 60 seconds, followed by 3 minutes and 5 minutes; this spring, TikTok further announced that it would allow users to upload videos within 10 minutes videos to prepare for the development of in-stream advertising.
- Publish research reports and host summits:After all, TikTok is an emerging social platform. To attract investment from advertisers, it must prove that the marketing content on its own platform can be effective and create benefits. In view of this, TikTok has actively commissionedthird party agency, evaluate the effectiveness of platform advertising, publish research results, and organize summits to deepen relationships with brands.
- Actively develop advertising formats:In addition to proving the effectiveness of advertising, it must also provide more diverse advertising formats to meet the various business needs of advertisers. TikTok is actively developing new advertising formats, such as "Spark Ads" launched last year to solve the pain point of advertisers' lack of audio and video materials; or "Collection Ads" to add powerful tools for conversion goals.
3. TikTok marketing, introduction to advertising formats
If a brand wants to reach young consumers and test the waters on TikTok, a rising platform, it might as well start with advertising. As for what advertising formats TikTok offers? The following is a brief introduction to four common and practical types:
- In-feed video
The simplest and most common form of TikTok advertising. Advertisers provide video materials, copywriting, destination URLs and other information, which can appear in the user's "Recommended (For You)" dynamic timetable in the form of videos. It is worth mentioning that advertisers do not need to open a TikTok account and can place TikTok ads directly through the ad account; in addition, the advertising destinations include "link direct" and "Instant Page"Optional, the latter is similar to Facebook's "Instant Experience", which does not require jumps and has faster loading speed. Users can browse brand/product information directly within the platform. After becoming interested in the brand and purchasing intention, they can finally Click the export button to enter the brand website to complete the purchase. The length of the video material must be between 5-60 seconds, and 9-15 seconds is recommended!
- List advertising (Lead)
Like Facebook, TikTok also provides list-based advertising. Advertisers provide video materials and can create forms in the TikTok advertising backend. After users see the advertisement and click it, they can complete the form filling in the platform. In addition to downloading the form data in the background, advertisers can also package the audiences who have filled out the form and similar audiences for marketing in the next advertising campaign.
- Featured Ads
In order to attract more small and medium-sized enterprises to use its own advertising products, TikTok is actively developing catalog sales and conversion-type performance-based advertising formats. The featured ads launched last year were born for this purpose. Collection ads are like an online showcase that showcases a variety of products from your catalog.
- Hashtag Challenge/Filter Advertising
Two types of advertising formats combined with the characteristics of the platform. As we all know, various Hashtag challenges and filters are popular on TikTok, and the booming UGC trend has driven viral spread. If a brand wants to increase its visibility and increase mindshare, it can achieve its goals through this type of advertising.
4. TikTok marketing, 10 major material suggestions
In addition to advertising, it is recommended that brands if they are willing can seize the social dividends of TikTok's growth period and open their own TikTok accounts to reach a wider consumer group. Remember! Avoid uploading audio and video materials that the brand publishes on Facebook and Instagram to TikTok for use intact. If you are worried and don’t know how to create video content exclusive to TikTok, you may wish to refer to the top 10 officially released material suggestions:
- Keep it real
Compared with ads on Instagram, which must be high-quality and pleasing to the eye, the TikTok community places more emphasis on "real presentation". Whether it is behind the scene of the brand, the shipping/packaging process, etc., they are all feasible creative directions!
- Carry out demonstration
Clearly and concisely show how to use the product, and the visual display is eye-catching.
- Story-telling
TikTok users love surprises and creativity, and content with before-and-after contrast and unexpected drama is sure to win their hearts.
- Entertaining
TikTok once defined itself as a "fun-filled platform", and video and audio content that is entertaining and makes people smile is even more popular!
- Dare to experiment (Experimental)
Compared to Facebook and Instagram user groups, TikTok users are more willing to accept innovative and weird ideas! If you didn’t dare to try marketing inspiration in the past, you might as well try the water temperature on TikTok.
- Essential Sound-on
Sound is an integral part of TikTok content. Most users will turn on the sound to watch videos, and even like and resonate with the content because of the soundtrack. When producing TikTok content, be sure to include soundtrack and sound effects in your planning.
- Short and sweet
Today's consumers only have 7 seconds of attention left, and TikTok is a platform that started with 15-second videos. If you want to be favored on TikTok, short and concise works will definitely have an advantage over long articles.
- Punchy Caption
If you want to grab the audience's attention and impression in the first place, it is very important to have a strong and powerful title that highlights the key points at a glance. Want your content to go viral on TikTok, or even create a UGC craze? You can take it a step further and come up with catchy and fun slogans!
- Stay with safe zone
Since there are buttons for like, comment, share, music source, etc. on the right side of TikTok, it is recommended that brand owners be careful not to focus the video on the buttons when creating TikTok video materials to avoid the information being blocked; conversely, when planning You can also add some ingenuity to the materials, including the placement of like, comment, and share buttons, and CTA to guide audience interaction.
- Call to Action (The CTA button)
It’s hard to attract the audience until the end. Don’t forget to include a clear and concise call to action! Allow consumers who are interested in the brand/product to follow the instructions and take appropriate actions.
Even though TikTok still faces concerns such as political censorship and harm to young people’s mental health; however, it is undeniable that TikTok is leading the trend and becoming a new generation of social overlord. Competitors Facebook, Instagram, and even the White House have all registered TikTok accounts, hoping to reach a new generation of audiences through this window. As brand marketers, there is no doubt that you need to understand this new social trend and get in early. Make arrangements in advance and include short video marketing in your planning.
Web advertising, adding short video and audio materials will be more eye-catching?
Cross-border e-commerce in Southeast Asia, TikTok marketing layout?
——Contact TenMax now to seize the big audio and video marketing bonus!
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