Published on January 28, 2020, at 9:58 p.m.
by Katie Poedtke.
With the discontinuation of Vine, a new video application rose from the ashes: TikTok. TikTok is an app where user-generated content is created at incredible rates. The fads include creating original choreography for songs such as K Camp’s “Lottery” with the “Renegade” choreography and Mariah Carey’s “Obsessed.” TikTok has many advantages as a social platform, but its overlooked advantages for marketing and public relations are just as impactful. More brands should consider utilizing TikTok in a social media campaign, and there are several reasons why.
Target audiences for a multitude of brands can be reached through TikTok. The youth of the world dominate the app. According to Konstruct Digital, “66% of TikTok users are under the age of 30,” TikTok is more popular with women, and the app is now available in 75 different languages. To help reach the generations not represented in those statistics, word of mouth is a viable option.
Brands can directly reach audiences through TikTok by fostering strategic relationships with popular content creators or participating in product placement. Some of the most successful campaigns on TikTok are for music promotion. In one of the case studies highlighted by The Influencer Marketing Factory, the song promotion for a new artist went viral with the use of five original content creators and the hashtag #moneydancechallenge. The campaign had a reach of over 20 million users, and the hashtag has over 2.3 million views. Brands can use this information to capitalize on their social media campaigns.
There is also a cross between TikTok and other social platforms. The videos gain so much traction on TikTok that people share the clips on Twitter, Instagram and Facebook. Funny, informational and out-of-the-box videos and ideas find their way onto additional outlets. These brands increase their impact across many different audiences, including their target publics.
Evidence for the success of these campaigns is measured through views and likes. In a case study pioneered by Fanbytes, the team came up with a dance challenge on TikTok for the promotion of a song by Ella Eyre. They selected some of her lyrics to be the centerpiece for the dance challenge. The campaign was a success, resulting in 4.5 million hashtag views, 600,000 likes and 6,000 user-generated videos. By creating an atmosphere of awareness, these campaigns facilitate the opportunity for acceptance and action to promote the company or brand.
TikTok is an unconventional route but one that is worth the time and effort. Social media is completely necessary to reach today’s society, and today’s society is on TikTok.