SOM7020 Final Project

1. TikTok
HOW TIKTOK HAS CHANGED THE SOCIAL MEDIA
MARKETING GAME & HAS BECOME THE PREEMINENT
MARKETING PLATFORM FOR “GEN Z ERS
NIGEL COELHO- FINAL PROJECT PPT SUMMARY
SOM-7020 SOCIAL MEDIA MARKETING
DECEMBER 17, 2023
DR. DAVID CASTLE, PHD.

2. Table of Contents
How TikTok Functions
How TikTok Has Impacted SM
Marketing
TikTok In Action
History of TikTok
The Future of TikTok

3. TikTok: Its
History
 Created by Byte Dance under the app
name “Douyin” in September 2016
 Filled a need as both Facebook and
Instagram were banned in China
 Byte Dance acquired Musicl.ly in 2017
which was a platform that allowed users
to post short lip-sync videos
 Byte Dance combined that attributes of
Douyin and Musical.ly into one global
reach application known as TikTok in
August 2018
 Musical. Ly's creators based the
functionality on a need for short form
educational content, but the initial app
launch was not successful.
 Today the app has grown to 1.2 million
users worldwide (as of November 2023.)

4. TikTok: Its History
Source: https://www.bbc.com/news/technology-53640724
Current Downloads by Country

5. How TikTok Functions:
 Users can select from a large database of
music, filters and movie clips to lip sync and
create content.
 The “For You” platform allows users to surf
content based on content they have already
viewed.
 The app builds communities based on the
type of content users view and enjoy.
 It’s appeal has grown in particular with
younger audiences who are attracted by the
apps flexibility and use of music to create
“cool” content.
 The app is designed for “high engagement”
with features such as duets which encourage
users to respond to and interact with each
other’s posts.

6. How TikTok Functions:  TikTok has introduced advertising options for
businesses, including in-feed ads and
sponsored hashtag challenges. The platform
is increasingly becoming a space for
influencer marketing and brand partnerships.
 TikTok is known for the rapid virality of
content, with trends and challenges spreading
quickly across the platform. Discoverability is
high, even for new and lesser-known creators.
 TikTok has cultivated a sense of community
and inclusivity. Users feel encouraged to
participate, and the platform has become a
space where individuals of diverse
backgrounds, talents, and interests can share
their content without judgment.

7. How TikTok Has
Impacted Social Media
Marketing:
 TikTok has upped the ante in terms of creativity, with its
creative filters, editing tools, and AR effects. TikTok has also
inspired businesses to be more creative in their social media
marketing campaigns.
 TikTok videos are often personal and intimate, which helps to
create a connection between the user and the brand. This is in
contrast to other social media platforms such as Instagram,
which can be more curated and less personal.
 TikTok videos are highly engaging, with users spending an
average of 52 minutes per day on the app. This is in contrast
to other social media platforms such as Facebook, which has
an average engagement time of only 35 minutes per day.
 TikTok does not have the same barriers to entry as other social
media platforms such as Facebook and Instagram, which
require businesses to have a certain number of followers
before they can run ads.

8. How TikTok Has Impacted Social Media Marketing:
TikTok’s market penetration by age group.
Source: https://www.insiderintelligence.com/content/bytedance-us-government-seek-middle-
ground-TikTok-s-future

9. TikTok In Action: The Nike Football (Soccer) Campaign
 Nike Football (soccer) launched its "Future Lab" pack
with a multichannel campaign and, on TikTok, it came
to life as a Branded Hashtag Challenge called
#MagicBoots, where fans were urged to showcase a
football trick whilst wearing their Nike boots.
 Nike used a popular football TikTok Creator, @ben, to
lead the campaign and add authenticity. Ben, who has
2.2M followers, kick-started the campaign with
collaboration videos alongside prestigious Nike
Football stars, like Liverpool defender Andy Robertson
and Manchester City's Phil Foden.
 The numbers rocketed past benchmarks and Nike
drove mass exposure for its product launch, with more
than 317 million video views and 160,000 user entries.
Fans interacted with the campaign over 46 million
times, including likes, shares and comments, and Nike's
TikTok profile grew by 215,000 followers in just six days.

10. TikTok In Action: Jack in the Box
 To drive awareness and consideration for the Spicy
Cluck Sandwich, Jack in the Box ran a one-day Reach &
Frequency campaign. Reach & Frequency (R&F) is a
campaign buying type on TikTok Ads Manager that
lets you control the audiences you reach and the
number of times they are exposed to your ad
messaging before delivery.
 To create the campaign creative, the brand partnered
with creators they had a history of collaborating with
to keep their content consistent. It followed TikTok-first
best practices of breaking the 4th wall, introducing the
product early, utilizing upfront branding and sound,
and keeping content to ~15 seconds.
 The campaign successfully drove consumer awareness
and consideration, delivering a 63% more efficient
CPM and generating 110K incremental store visits.
Additionally, Jack In The Box saw a statistically
significant Brand Favorability lift of +7.3.

11. The Future of TikTok
 As TikTok continues to grow and evolve, we can
expect to see more advanced features and
capabilities such as augmented reality (AR) filters,
which allow users to overlay digital images onto
their real-world surroundings.
 As AI technology continues to advance, we can
expect even more sophisticated and
personalized viewing recommendations driving
users to enhanced content.
 The potential blurring of lines between
entertainment and commerce. The rise of "TikTok
influencers" who use the platform to promote
products and services to their followers is a
powerful tool for corporations. As TikTok
continues to grow, we can expect to see more
and more brands jumping on board and
partnering with popular creators to reach new
audiences by creating UGC (user generated
content), which by the way is a great way to
promote products/services on the platform.
 In-app purchases. While TikTok has yet to fully
embrace this model, we can expect to see more
opportunities for users to purchase virtual goods
or access premium content in the future.

12. The Future of TikTok:
Geopolitical Challenges
 A potential US Ban of TikTok was
threatened by the Biden Administration
and previously by the Trump
Administration.
 The stringent conditions discussed could
reshape TikTok’s US operations, potentially
altering the user experience and the app's
autonomy. This increased oversight might
also raise worries about the government's
influence on user content.
 Lawmakers are considering the platform's
potential role in influencing future
elections given its popularity among Gen Z
and younger users.
 If the proposed changes increase the
platform's data security, it could enhance
trust among users. For marketers, this trust
can translate into more willingness from
users to engage with ads or branded
content.

13. References:
 Big 3 Media. (2020, August 31). A brief history of TikTok and its rise to popularity. Big 3
Media. https://www.big3.sg/blog/a-brief-history-of-TikTok-and-its-rise-to-popularity
 Byte Dance and US government seek middle ground for TikTok’s future. (n.d.). Insider
Intelligence. https://www.insiderintelligence.com/content/bytedance-us-government-seek-
middle-ground-TikTok-s-future
 How TikTok Changed Digital Marketing. (n.d.). ASMM Digital Marketing.
https://asmmdigital.com/blog/how-TikTok-changed-digital-marketing
 The Future of TikTok: A Look at What’s to Come (2023-2025). (n.d.). Www.linkedin.com.
https://www.linkedin.com/pulse/future-TikTok-look-whats-come-2023-2025-roland-
hessel/
 Tidy, J., & Galer, S. S. (2020, August 5). TikTok: The story of a social media giant. BBC News.
https://www.bbc.com/news/technology-53640724
 TikTok For Business Case Study: Jack in the Box. (n.d.). TikTok for Business.
https://www.TikTok.com/business/en/inspiration/jack-in-the-box-TikTok
 TikTok For Business Case Study: Nike | TikTok for Business Case Study. (n.d.). TikTok for
Business. https://www.TikTok.com/business/en-US/inspiration/nike-41

14. Thank You!
NIGEL J. COELHO