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TikTok Marketing Strategy

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Complete marketing strategy for Digster's TikTok presented to VP, Director, and Manager of Global Streaming Marketing department. Collaborated with co-intern to research and develop this plan.

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TikTok Marketing Strategy

  1. 1. A N N A A N T O N I A D I S & S H E L B Y D U R K I N S U M M E R 2 0 1 9 TikTok MarketingStrategy
  2. 2. Overview T I K T O K M A R K E T I N G S T R A T E G Y 1. WHAT IS TIKTOK? 2. OUR PROFILE 5. SWOT ANALYSIS 6. STRATEGY 7. VIRAL SKITS 8. CHALLENGES 9. TRACK PROMO 10. SUMMER HITS PARTY 11. CONTENT CALENDAR 12. RECAP 4. GOALS BY END OF SUMMER 3. CURRENT STATS
  3. 3. T I K T O K M A R K E T I N G S T R A T E G Y What is TikTok? • Previously known as musical.ly • Users post videos that are approximately 15 seconds long • TikTok app downloads has now surpassed that of those of YouTube, Instagram, Facebook, and Snapchat • For You page vs. Following page vs. Discover page
  4. 4. T I K T O K M A R K E T I N G S T R A T E G Y Advertising on TikTok TikTok. • Content-based strategy instead of ad-focused strategy • TikTok offers a variety of (very expensive) ad options • They currently do not have biddable ads, but it will become available soon
  5. 5. T I K T O K M A R K E T I N G S T R A T E G Y TikTok Stats 68% of users engage others’ videos 41% of users are age 16-24 500M monthly active users 407% growth in worldwide downloads 130M worldwide downloads of TikTok in 2017 660M worldwide downloads of TikTok in 2018
  6. 6. T I K T O K M A R K E T I N G S T R A T E G Y OPPORTUNITIES • Younger demographic • Fast growth of app • Focus on tracks • Use views, followers, and likes to measure success CHALLENGES • Label approval • Timeliness • Links • Discover page hashtags • Importance of influencers
  7. 7. OurProfile:Posts
  8. 8. OurProfile:Posts 48 3 63 4 20 2 Copy: calm down and click the link https://taylor.lnk.to/ TSYouNeedToCalmDownTi #showyourpride #fyp #pride Copy: CHECK OUT OUR PRIDE PLAYLIST! #showyourpride #pride #foryou https:// digsterplaylists.lnk.to/PRIDETT Copy: Songs to get ready for Summer 2019! #digsterpop
  9. 9. T I K T O K M A R K E T I N G S T R A T E G Y @DIGSTERPLAYLISTSUS CURRENT STATS likes9 followers7 most views on a post (Pride post)63 total views131
  10. 10. T I K T O K M A R K E T I N G S T R A T E G Y @DIGSTERPLAYLISTSUS GOALS BY END OF 2019 followers300 total views1000 Increase TikTok following so as to make it a useful platform for UMG & boost streams for focus tracks Measuring our success through number of followers and views
  11. 11. T I K T O K M A R K E T I N G S T R A T E G Y strategy. • Increase number of posts (testing-based) • Utilize tracks by artists that are popular in TikTok’s 16-24 demographic • Connect with influencers (paid options & organic options) • Hashtag best practices #foryou • Duet feature • Using existing Digster socials
  12. 12. T I K T O K M A R K E T I N G S T R A T E G Y Viral Skits. Ashley O, “I’m On A Roll” TikTokers use the song’s lyrics in a skit #ohhoney has 609.7 million views Case Study: Ashley O, “I’m On A Roll” Utilize popular artists to increase interest Use short hashtags with common phrases Method:
  13. 13. T I K T O K M A R K E T I N G S T R A T E G Y Viral Skits. TikTokers transformed into cowboys to the song’s beat drop “Old Town Road” has now been #1 on Billboard Hot 100 Chart for 18 weeks Case Study: Lil Nas X, “Old Town Road” Utilize light-hearted songs with a good beat Use short hashtags with common phrases Method:
  14. 14. T I K T O K M A R K E T I N G S T R A T E G Y UMG Viral Skit Ideas The Lion King “Can You Feel The Love Tonight” #love skit Copy: Is it Beyoncé? Maybe pizza? We #love our coffee. Show us what you #love 💕 #lionking #beyonce #foryou #digster
  15. 15. T I K T O K M A R K E T I N G S T R A T E G Y UMG Viral Skit Ideas Post Malone “Goodbyes” #goodbye skit Copy: It breaks our heart to say our #goodbyes… but sometimes we have to 😭 What are you saying #goodbye to? #posty #goodbyes #foryou #digster
  16. 16. T I K T O K M A R K E T I N G S T R A T E G Y Challenges. #gitup has 491.6 million views #gitupchallenge has 249.4 million views Now at 58 million streams across 1,068 Spotify playlists Case Study: Blanco Brown, “The Git Up” Only do challenges for high priority tracks Offer prizes to increase participation Challenges: dance, sing-a-longs Method:
  17. 17. T I K T O K M A R K E T I N G S T R A T E G Y UMG Challenge Ideas dance challenge Post a clip of the dance in the music video Copy: Can you dance like #SamSmith? Show us your best version of the “How Do You Sleep” dance 🕺 You might be lucky enough to win some merch 👀👀 #foryou #digster Sam Smith “How Do You Sleep”
  18. 18. T I K T O K M A R K E T I N G S T R A T E G Y Track Promo. Example: Mabel, “Mad Love”Post clips from new releases or other UMG tracks Add in liners to make viewers feel like they are getting exclusive content Post on weeks/days where we are not running a challenge or skit campaign Method:
  19. 19. T I K T O K M A R K E T I N G S T R A T E G Y Track Promo. Example: James Bay & Julia Michaels, “Peer Pressure” Method: Post clips from new releases or other UMG tracks Add in liners to make viewers feel like they are getting exclusive content Post on weeks/days where we are not running a challenge or skit campaign
  20. 20. T I K T O K M A R K E T I N G S T R A T E G Y Summer Hits Party.
  21. 21. T I K T O K M A R K E T I N G S T R A T E G Y Day 1: “Señorita” Sing-a-long challenge Use most engaging content to hook them Users post a video of them singing along Tactics: Copy: Who’s ready for a Summer Hits Party? Follow along all week long to see what we’ve been listening to this summer ☀ Do you have what it takes to sing alongside Shawn + Camila? Post a video of you singing their new song “Señorita” with the hashtag #senoritasingalong and tag us for a chance to win a ~surprise~! 🎤💃 #foryou #digster
  22. 22. T I K T O K M A R K E T I N G S T R A T E G Y Day 2: “Easier” Tactics: Copy: #NowPlaying this 🔥 track from 5 Seconds of Summer that’s made our summer much easier! #summer #5sos #foryou #digster Track Promo.
  23. 23. T I K T O K M A R K E T I N G S T R A T E G Y Day 3: “Sucker” Tactics: Copy: Are you a 🍭 for the Jonas Brothers? Tag who you’re a #sucker for! #jobros #foryou #digster Tag a friend. Users comment under Digster’s post
  24. 24. T I K T O K M A R K E T I N G S T R A T E G Y Day 4: “ME!” Tactics: Copy: #NowPlaying the most dance-able track of the summer! Grab a friend and dance to ME! 💕 #taylor #me #foryou #digster Track Promo.
  25. 25. T I K T O K M A R K E T I N G S T R A T E G Y Day 5: “Boyfriend” Tactics: Viral Skit. Copy: Ever run into your ex flirting it up? 🙅 Show us what you wish you could do vs. what you actually do! #boyfriend #ariana #foryou #digster
  26. 26. T I K T O K M A R K E T I N G S T R A T E G Y August 2019 content calendar. •Upon release of remixes: Sam Smith, “How Do You Sleep” Dance Challenge •Tuesday, 13th: Lion King, “Can You Feel The Love Tonight” #Love Skit •Thursday, 15th: Post Malone, “Goodbyes” #Goodbye Skit •Monday 19th - Friday 23rd: Summer Hits Party •Monday, 19th: Shawn Mendes “Señorita” Sing Along Challenge •Tuesday, 20th: 5SOS, “Easier” •Wednesday, 21st: Jonas Brothers, “Sucker” •Thursday, 22nd: Taylor Swift, “ME!” •Friday, 23rd: Ariana Grande, “Boyfriend” Skit **subject to change**
  27. 27. T I K T O K M A R K E T I N G S T R A T E G Y recap. • User base is growing extremely quickly • Can serve as a direct line to the 16-24 demographic • However, it is harder to track exact data • Track-focused vs. playlist-focused • Timing and posting • Influencers • Our Ideas
  28. 28. T I K T O K M A R K E T I N G S T R A T E G Y next steps. • Increase number of posts • Move to more engaging material & work with influencers • Create a content calendar every 2 weeks (approx.)
  29. 29. T I K T O K M A R K E T I N G S T R A T E G Y Thank you

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