Has your brand worked with TikTok influencers yet? If you are still hesitant about venturing your campaigns into a new platform, this should probably convince you – TikTok has been named as the fastest-growing app of 2018 and Indians consume most of the app usage.
Launched in 2012 in China, the majority of its vast 1 billion users reside in China. After aggressively expanding worldwide over the last few years, ByteDance merged Musical.ly into TikTok and brought its users over to the platform in August 2018.
Reasons why TikTok is so popular
TikTok has short-duration videos uploaded by users that showcase a variety of skills. The content varies from dubsmash kind of videos, dance routines, pranks to many more. The key demographic being a very young audience, the users have used this tool for instant virality.
The Gen Z, being tagged as the generation with a short concentration span, has flocked to this app for its user-friendly and short span of entertaining and addictive content. Over the years, TikTok has created its own sense of trends which brands can use it for their campaigns.
Current top 3 trends on TikTok
Influencer partnerships with brands
The nagging question in every brand’s mind is that if TikTok is a relevant platform for brands and influencer marketing. A lot of huge brands have launched products and run big campaigns on the app.
Max, India’s fashion brand came up with a dance campaign with a hashtag #BehenKuchBhiPehen. The brand, while marketing on other platforms, also delved into TikTok where the dance challenge is being recreated by the users.
Dancing and peer duet collab
Before TikTok, users on Musical.ly did this often. Two users collaborate together to form a split-screen duet. The duet feature in the app allows the users to create videos and display on split screens. The other person doesn’t even have to be a friend, so TikTok users use this feature to perform with celebrities, bigger stars and even themselves.
Some brands collaborate with one celebrity to create a video and challenge the users to create videos on spit screen with the celebrity using a custom hashtag.
One of the top trends of the app is to create videos based on challenges. Challenges usually have a high chance of going viral. Users record themselves attempting to perform a challenge and often challenge others to do the same.
Examples of TikTok challenges include:
One innovative and widely popular brand ad format is a play on #HashtagChallenge brands challenge TikTok users to create videos inspired by the brand’s initial video. Musical.ly also tried to initially go this direction before the merger with TikTok.
Some of the popular challenges include
‘Fake Travel Challenge’ – Using everyday objects and pictures to mimic travel photos to comedic effect.
‘Raindrop Challenge’ – Adding dramatic visual effects that mimic a rain shower and halting the rain in accordance with music beats.
The platform’s hashtag challenges like #RaindropChallenge has over 685.7 million views on TikTok and Jimmy Fallon’s #TumbleweedChallenge created 8,000 videos with over 9 million views in seven days. Jimmy Fallon is currently incorporating these challenges into “The Tonight Show.” Though it looks like the show has no transactional dealing with the app, as the host himself enjoyed the app and wanted to integrate it in the Tonight Show. TikTok even beat Instagram in the #InMyFeelings challenge videos where it managed to produce 5 million views when compared to Insta’s 1.8 million.
Quality of users
With so many users in the app, TikTok has caught the attention of celebrities too. With TikTok becoming more popular and more monetized, celebrities have been trying out the platform for branded sponsorships, awareness or just out of curiosity.
As more celebrities are turning to using this app, the awareness has been constantly growing. This is a good move fo ByteDance which is looking to position itself as the next big social media platform to be on. Having an established presence of conventional celebrities—many of whom use the platform much like Instagram Stories—will do wonders for widening the reach of the network.
TikTok is quickly becoming the go-to platform for this kind of collaborative content for brands and influencers. The app gave its users the opportunity to create short-form videos for a large community and it has been thriving. No wonder TikTok has a great growth rate.
Has your brand considered implementing a campaign on TikTok? Is TikTok’s success exaggerated? As a brand, do you think the app evolve into something more than an entertainment platform? Do share your ideas and opinions with us below in the comments section or visit our website, Facebook, Twitter or Instagram pages to reach out to us.