TikTok makes play for marketers

Looking to be added to the brand-building playbook, the video sharing platform wants marketers to know it offers both creativity and metrics

TikTok has launched its marketing offering, encouraging brands not to make ads, but instead TikToks.

The Chinese-backed platform, which recently open a local office, is owned by ByteDance and specialises in short dance, lip sync and performance videos. The latest social media platform has seen an uptick in use this year, with significant spikes during the COVID-19-enforced lockdown.

The marketing services play should see more brands joining Mini, McDonald's, Samsung, Fanta, Milo and Menulog, which ran a #DeliveryDance hashtag campaign with a Snoop Dogg track, on the video platform. Locally, Australian brands like Optus and Suncorp have also taken to TikTok. 

TikTok Australia GM of global business solutions, Brett Armstrong, explained to CMO local brands have embraced the platform and “see the value in being first to things, rather than playing it safe”.

Armstrong is keen to establish the local operation as an innovation hub for TikTok, “where we roll out world-first solutions for advertisers and marketers to meet that demand,” he said. 

The COVID-19 effect on TikTok

As COVID-19 spread across the world, a lot of brands pivoted their messaging to suit a more sombre mood. “But as we start to emerge from lockdown the tone needs to change again - it’s time to embrace ‘competitive positivity’ to connect with new communities,” Armstrong told CMO.

"It’s a combination of fun and competition that has encouraged Aussies to download TikTok and this sentiment has created a new movement, a search for competitive positivity."

Armstrong saw an opportunity for brands to make messages more memorable by creating campaigns people can take ownership of, participate in, and try to one-up their mates with.

“As we all adjust to the new normal and more Australian households are spending time on TikTok, it’s been inspiring to see our community unite, uplifting one another with compassion, solidarity and good old Aussie banter,” he said. “People are looking for the positive, for fun, excitement, perhaps a little escapism, and of course a sense of community and connection they have been missing in these last few months.”

Is there a TikTok secret ingredient?

TikTok was the third-most installed app worldwide in the first quarter of 2019, behind WhatsApp and Facebook Messenger, and surpassed Instagram and Snapchat as the leading short video application with 500 million monthly active users, according to Gartner. The analyst firm added TikTok is fertile ground for brands to launch low-cost viral marketing campaigns.

TikTok is pushing its credentials as an attractive place for marketers looking to position their brands with audiences with seamless, full-screen videos and it is working with third-party providers to build out its suite of measurement solutions. It now has an augmented reality (AR) offering, Branded Scan, which offers brands AR features for their creative content.

TikTok is also testing Creator Marketplace in some regions, where brands can discover and partner with content creators on paid brand campaigns to drive awareness and attract new customers. In addition, it will be launching dedicated videos showing TikTok creators competing to respond to ad briefs from brands and is on the lookout for brands to feature in the series.

When it comes to finding what works on TikTok, it’s about showing creative, fun expression, Armstrong told CMO.

“Brands we see having the most success are those that embrace the creativity and authenticity of the TikTok community. Content on TikTok is unique, sometimes surprising, and what resonates are the real life moments,” he said.

Armstrong cited men's health charity, Movember, as a good example of a brand evolving its thinking, from using TikTok to driving traffic from new audiences to its MayEight virtual festival, to launching a new campaign encouraging men to check in on a mate - ‘Movember Conversations’.

“We encourage brands and agencies to spend time using TikTok, understand the platform and short-video formats, look at different trends and content, and get a sense of how users engage with other creators and brands,” he said. 

“Best practices for brands would be to stay true to their story, telling it how they want it told, while also thinking about TikTok's unique format, ensuring that content is authentic to the platform, and the way people use it. We have also seen a number of brands collaborate with established TikTok content creators to create fun videos that target their core demographic and drive further engagement."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in