Successfully reported this slideshow.

Business on TikTok: After the Hype, the New Norm?

0

Share

1 of 74
1 of 74

Business on TikTok: After the Hype, the New Norm?

0

Share

Download to read offline

Description

The TikTok rush and hype have passed, now is the time to ask yourself: "What can TikTok actually bring to my Digital Strategy?"
We answer in this Vanksen white paper.

Transcript

  1. 1. Business on TikTok: Beyond the hype, the new norm?
  2. 2. AGENDA 01 / TikTok’s XXL performance 02 / But who really uses TikTok? 03 / What opportunities are there for brands? 04 / TikTok: Go or No Go?
  3. 3. 01 / TIKTOK’S XXL PERFORMANCE IN 2021
  4. 4. Let's firstly go back to the origin of TikTok: its merger with Musical.ly 01 / TIKTOK’S XXL PERFORMANCE 4 / TikTok is a video-sharing mobile application, launched in 2016 by the Chinese company ByteDance. / In 2018, TikTok merges with Musical.ly, an app already popular among young Europeans especially. / This merger gives TikTok a boost, which quickly goes on to become one of the most downloaded applications in the world.
  5. 5. The TikTok phenomenon: a meteoric success over the last two years 01 / TIKTOK’S XXL PERFORMANCE 5 689m 2bn monthly active users in the world in August 2020 (54m in January 2018). downloads in April 2020. It is the 4th most downloaded application (excluding games) in 2018 and 2019, ahead of Instagram. Source: Digimind
  6. 6. The growth of TikTok greatly boosted by the health crisis 01 / TIKTOK’S XXL PERFORMANCE 6 / Recently, the health crisis has given a new boost to social media. / In January, TikTok counted 800 million members, since then, it is nearing a billion accounts. / The application recorded its best quarter at the beginning of 2020, with 315 million downloads in three months (155.2 million more than in the first quarter of 2019). TikTok global downloads by quarter. 2017-2020. SensorTower
  7. 7. A trend that is particularly visible in France with lockdown… 01 / TIKTOK’S XXL PERFORMANCE 7 6.5m 35% of French internet users said they spent more time on TikTok during lockdown. of 15-24 year olds used TikTok in May 2020, which is an increase of 27% compared to 2019. Source: Harris Interactive 13% monthly active users compared to 4.4 million in June 2019
  8. 8. … and which is also on the rise in the Grand Duchy 01 / TIKTOK’S XXL PERFORMANCE 8 935k views on #luxembourg 438.9m the number of followers @jasminejessy has, the most followed influencer from Luxembourg (that’s 1.5x the population of Luxembourg)
  9. 9. How can the meteoric and ever-increasing success of the TikTok app be explained?
  10. 10. A USER-FRIENDLY PLATFORM EVERYONE CAN BECOME A CREATOR:
  11. 11. TikTok: infinite possibilities of video creation 01 / TIKTOK’S XXL PERFORMANCE 11 / Lots of effects to try depending on trends Video creation interface / Extensive musical library offered by TikTok / Video format (3 secs to 1 min, slideshow, live) / Speed of video recording / Adjustments: beauty mode, range of filters, self-timer, flash
  12. 12. Two news feeds: “Following” and “For You” 01 / TIKTOK’S XXL PERFORMANCE Welcome page / Thanks to its unique configuration, TikTok offers its users the possibility of switching between two news feeds: Following and For You ▪ The “Following” feed remains classic. Like on all other social media, here you can find content shared by the people you follow. ▪ It is on the personalised “For You” feed that the platform stands out from its competitors, with suggested content tailored to the preferences of each user. / Profile, likes, comments and shares / Tabs: Feeds, discovery, video creation, notifications, profile / Feeds : Following and For You 12
  13. 13. The “Discover” tab, the holy grail of brands 01 / TIKTOK’S XXL PERFORMANCE “Discover” tab / In the “Discover” tab, users can find the current most popular trends and music. Here in particular you can find challenges, launched every day in the form of hashtags. / It’s THE holy grail for brands, who are here able to start a challenge and see content created freely for them, by users. / For emerging brands who don’t have a large community, or simply for those who want to reach their goal more quickly, social media offers a paid option so that the hashtag created is more visible. / Challenges popular with brands as picked up by users and therefore reach a significant number of people. 13
  14. 14. Some examples of hashtag challenges 01 / TIKTOK’S XXL PERFORMANCE 14 Mercedes Benz has launched the hashtag #MBStarChallenge. The brand encourages users of the platform to recreate its world-famous logo in their own style. A way of increasing brand awareness and creating engagement among TikTok’s audience, younger than the star-clad firm’s usual fans. RESULTS 850 million views 185k videos created 73k participants #MBStarChallenge
  15. 15. Some examples of hashtag challenges 01 / TIKTOK’S XXL PERFORMANCE 15 For the release and promotion of the film Jumanji, the account @jumanjimovie called on actor Dwayne Johnson (@therock) to invite all users to respond to the #JumanjiChallenge. This challenge consists of diving into the Jumanji universe and transforming into the character you’d like to be in the game. RESULTS 5.9tn views 48k videos created #JumanjiChallenge
  16. 16. Some examples of hashtag challenges 01 / TIKTOK’S XXL PERFORMANCE 16 McDonald’s, on their @mcdonaldsfrance account, also usually launch challenges. To reach their young target audience about the release of the CBO, McDonald’s launched the #cbochallenge. To do this, they called on three French influencers, putting together a creative challenge that encourages users to participate, by using the audio they created for the challenge. RESULTS 10.8 million views 400 videos created (approx.) #CBOchallenge
  17. 17. Some examples of hashtag challenges 01 / TIKTOK’S XXL PERFORMANCE 17 The television channel @w9lachaine, which has more than 141.7k followers on TikTok, launched the #lesmarseillais challenge for the launch of the new season in the Caribbean. Users were invited to join in with cult phrases of the programme’s stars, by reusing the special “Les Marseillais” playlist. RESULTS 401.3 million views on #lesmarseillais 481 videos created with the audio #LesMarseillais
  18. 18. TikTok stands out from other social media for its interface and functionality, but above all for its algorithm.
  19. 19. How does the TikTok algorithm work? 01 / TIKTOK’S XXL PERFORMANCE 19 The algorithm analyses the views, likes, comments, shares and downloads it receives. The video is presented to a small group of users likely to enjoy it The user publishes their video TikTok analyses the video TikTok predicts an audience Good performance End of cycle Bad performance Widespread circulation This algorithm can also allow new accounts or accounts with fewer followers to grow overnight with quality content, which isn’t possible on “historical” social media. Prioritising quality content
  20. 20. When the cycle skyrockets on TikTok: the example with Bella Poarch 01 / TIKTOK’S XXL PERFORMANCE 20 / An influencer specialising in lip sync (lip synchronisation), Bella Poarch is a very good example for illustrating the effects of the TikTok algorithm. ▪ When she had a growing community (1 million followers), she released a new video on 16 August 2020, where she lip-synced to a popular mash-up. ▪ The video was incredibly popular, you can see the gain in followers building up over several days, with a following that increased six-fold in less than one month. / So, it only took one piece of content, that was sufficiently effective, for Bella Poarch to multiply her community on TikTok by 6.
  21. 21. 02 / BUT WHO USES TIKTOK IN 2021?
  22. 22. WORLDWIDE DEMOGRAPHICS AND USE
  23. 23. TikTok users worldwide 8,1 36 50,5 100,6 10 FRANCE 3 BRAZIL 2 UNITED STATES 1 INDIA In which countries is TikTok the most downloaded in 2020? • In millions, as of 6 July 2020 • Source: Priori Data … 17 11 10,7 9,8 8,8 1,6 0 2 4 6 8 10 12 14 16 18 Great Britain France Germany Italy Spain Norway Distribution of active users in the 6 main European countries IN EUROPE AROUND THE GLOBE * In millions of active users in 2020 Source: Bloomberg o India represents 30.3% of installations, generating 611 million downloads. o The United States are the third country with 165 million installations, making up 8.2%. o France comes in 10th position, with 11 million users. 02 / BUT WHO USES TIKTOK IN 2021? 23
  24. 24. Active and loyal TikTok users / TikTok has a very high engagement rate, higher than Instagram and Twitter, evidence of the application’s success. The percentage of monthly users who open the application several times a month is over 73%. o Engagement among users in the USA has increased over the past year, with frequent users representing 22.6% of total users. Average engagement rate on TikTok vs Twitter and Instagram in 2019 Source: Influencer Marketing Hub 02 / BUT WHO USES TIKTOK IN 2021? 24
  25. 25. An application to which more time is dedicated 25 52 MINUTES/DAY 66 minutes/day 74 minutes/day 82 minutes/day UNITED STATES GREAT BRITAIN NORWAY 02 / BUT WHO USES TIKTOK IN 2021?
  26. 26. Focus on France: social media that's young and female 26 Men Women 67 % 33 % Source: Digiday Pitch Deck 02 / BUT WHO USES TIKTOK IN 2021? 11-24 years old 78% 25-49 years old 19% 50+ years old 3% Age distribution on the platform Sex distribution
  27. 27. TikTok in France, 2019: 27 spent on the application per user and per day, on average videos created by French users videos shared hashtag challenges created hearts received by French videos hearts given by French users 48 mins 270m 12bn 11bn 10m 248 02 / BUT WHO USES TIKTOK IN 2021?
  28. 28. 60% of TikTok users are part of Generation Z, a young and ultra-digitised population… let’s take a look at the reasons for this popularity:
  29. 29. GENERATION Z
  30. 30. Who is this Generation Z? 02 / BUT WHO USES TIKTOK IN 2021? 30 16 million+ in France: great potential for brands 1995 - 2012 “Digital natives”: born with the internet / Born: / Distinguishing features: / Demographics: IDENTITY PROFILE
  31. 31. Focus on Gen Z: hyper-connectivity 31 On average, Generation Z use their smartphone for 4 hours a day. It is a multi- purpose tool for staying informed as well as interacting with a wider network. Digital use is intuitive and habitual. GEN Z TikTok responds to this hyper-connected tendency. The user-friendly app suits everyone - there is nothing simpler than scrolling with your thumb. The variety of content available on TikTok also meets the expectations held by different types of user. 02 / BUT WHO USES TIKTOK IN 2021? TIKTOK Source: BFMTV
  32. 32. Focus on Gen Z: a rationale of immediacy and fluidity 32 Generation Z’s relationship with time has been transformed through the use of phones. This generation has developed a culture of immediacy, in terms of communication as well as consumption and access to information. They are comfortable and capable of great reactivity. They also grew up alongside the culture of zapping. GEN Z TIKTOK On TikTok, the video clips are very short. Thanks to the functionality of the app, it is possible to watch hundreds of videos very quickly, particularly by zapping, only devoting time to those that you enjoy or that interest you the most. 02 / BUT WHO USES TIKTOK IN 2021? Source: comarketing-news
  33. 33. A window to the world 33 Thanks to social media facilitating communication between individuals, Generation Z is more open to the world. For example, almost 70% of them would be willing to work internationally. GEN Z TIKTOK Depending on the country and culture, the application can be used differently. European users love comedy, fashion and beauty. Chinese users prefer sketches and fake hidden cameras. Japanese users regularly enjoy choreography. 02 / BUT WHO USES TIKTOK IN 2021? Source: Team RH
  34. 34. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS IN 2021?
  35. 35. DISCOVER “TIKTOK FOR BUSINESS”
  36. 36. Don’t make ads: How do you best use the platform as a brand? Make TikToks Make a new trend Make it interesting Make a connection
  37. 37. Communicating on TikTok as a brand 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS? TIKTOK ADS TikTok officially launched its advertising offer for French advertisers at the end of 2019. The application offers 4 different categories of advertising: brand takeovers, in-feed videos, hashtag challenges and filters. INFLUENCE TikTok sees new influencers emerging very quickly. A collaboration allows you to create distinctive content. An influencer allows you to address your target audience on their turf, with their codes. CONTENT More and more brands are starting to use TikTok’s services. For a brand, posting content on TikTok demonstrates their creative talent, and allows them to increase their visibility and engagement. 37
  38. 38. VARIED ADVERTISING OFFERS TIKTOK ADS
  39. 39. The different paid formats offered by TikTok BRAND TAKEOVERS Allows you to broadcast a video lasting 3 to 5 seconds upon opening of the mobile application. IN-FEED VIDEOS An in-feed video format allowing you to redirect traffic to a landing page or grow a brand’s account. HASHTAG CHALLENGES The promotion of a hashtag for 6 days to encourage users to use it for their TikTok videos. FILTERS Brands are able to offer filters (2D or 3D) which users can use in their videos. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS? 39
  40. 40. Too Faced – Brand Takeover 40 To raise mainstream awareness and stimulate direct sales, Too Faced created a Brand Takeover advertisement which, upon opening TikTok, presented a full-screen video for five seconds, attracting maximum attention with a precise and instant message. RESULTS 7.6 million impressions Too Faced is a cruelty-free beauty brand. With its “Lip Injection Extreme” gloss, it hoped to reach young women from Generation Z in the United Kingdom. CONTEXT SOLUTION 1.3 million clicks 18.38% CTR 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  41. 41. MINI – In-Feed Video 41 A creative TikTok campaign, with energetic music, to emphasise the timelessness of the MINI Electric Hatch, while making the concept of electric cars entertaining to this new audience. Thanks to In-Feed video-format advertising, it was one of the first advertisements users saw in their For You stream, with a native feel. RESULTS 1.2 million impressions The launching of the new MINI Electric Hatch in Australia and New Zealand led to the creation of a new campaign to reach new audiences. CONTEXT SOLUTION 1.24 % CTR 4.6 % Engagement rate 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  42. 42. Shein – Brand lenses 42 To promote their show, Shein created a brand filter. It offered TikTok users the possibility of using this filter and sharing their nicest outfits on the occasion of PFW 2019. Shein opted to use a 2D filter for the face in addition to a 2D effect in the foreground. SHEIN is an international online B2C platform selling clothes. In 2019, the brand organised their first show for Paris Fashion Week. CONTEXT SOLUTION 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  43. 43. ALDI Nord – Hashtag Challenge 43 To achieve this goal, ALDI Nord launched a dance challenge #FeaturingALDI, which asked users to show off their dance moves. The TikTok community responded in their thousands, submitting their own versions of the dance - all put on a main “challenge page”. RESULTS 200 million views ALDI Nord is a discount supermarket brand popular in Germany, known for being a real innovator in its sector. ALDI Nord needed to reach a market of young digital natives to promote its new national campaign based on low prices. CONTEXT SOLUTION 168k videos created 12.92% Engagement rate 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  44. 44. REPRESENTING YOUR BRAND THROUGH AN INFLUENCER INFLUENCE
  45. 45. Influencers from all walks of life It should also be noted that many more traditional celebrities (singers, athletes, reality TV stars, youtubers, etc.) have joined TikTok and, since they already have a strong following, can also act as influencers. TikTok has facilitated the emergence of new influencers very quickly. On this app, audiences tend to climb at full speed, which is also a plus for brands hoping to activate the levers of influencer marketing. 45 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  46. 46. The most represented content categories on TikTok 46 Fashion and beauty influencers are very present on TikTok, which offers a format that’s just as visual as Instagram. You can find a number of beauty tutorials and fashion inspiration. Dance and lip sync remain the main content present on TikTok, be it professional dancers or amateurs reproducing challenges. Comedy is becoming increasingly prominent on TikTok. In particular, the app favours self- deprecation and acceptance. ART & DIY DANCE AND LIP SYNC The video format lends itself to small DIY tutorials but also to artistic performances and tips of all kinds. HUMOUR COOKING AND FOOD The short TikTok videos allow the sharing of recipes in a visual and creative way. A very current trend, especially during lockdown. FITNESS FASHION AND BEAUTY Another trend that has made a giant leap forward with lockdown: sport. The app lends itself well to tips and daily routines, and sport blends in perfectly with the rhythmic and musical side of TikTok. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  47. 47. Top global creators CHARLI D’AMELIO @charlidamelio – 92m Dance 47 ADDISON RAE @addisonre - 63.7m Dance/lip sync ZACH KING @zachking - 50.3m Entertainment LOREN GRAY @lorengray - 48m Singing/lip sync/challenges SPENCER X @spencerx - 45.3m Beatboxing RIYAZ AFREEN @riyaz.14 - 43.4m Entertainment 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  48. 48. Top French creators Rose @rose.thr 3.8m Entertainment/challenges/lip sync 48 Léa Elui Ginet @leaelui 12.7m Belly dance Cyril Schreiner @cyrilschr 3.5m Entertainment 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  49. 49. Top Luxembourg creators Wen @wen.xx 247.2k Entertainment 49 Jasmine Jessy @jasminejessy 936k Entertainment Claudina Monteiro Silva @cleumonteirosilva 218.7k Entertainment 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  50. 50. What type of influencer should you choose for your brand? / Celebrities are personalities who are now part of pop culture. TikTok has already made certain influencers into real muses who sometimes pursue their career in music or cinema. / Macro-influencers offer strong visibility to campaigns. They can allow a brand to improve their image. Their engagement rate is weaker, but they have a wider reach. CELEBRITIES 2.5 MILLION+ FOLLOWERS 750,000 - 2.5 MILLION FOLLOWERS MACRO-INFLUENCERS / Their community is growing and they have often already worked with one or multiple brands. They allow a balance between reach and engagement. 150,000 - 750,000 FOLLOWERS MID-INFLUENCERS 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS? 50
  51. 51. What type of influencer should you choose for your brand? / Micro-influencers have a community that is often more engaged and responsive. A micro-influencer will tend to have a more focused audience, which enables you to take advantage of high engagement and conversion rates. Micro-influencers also have the advantage of offering lower rates, which means different profiles can be used for the same campaign. / Nano-influencers are consumers who guide other consumers. They have a small community with which they’re close and they in fact have strong powers of direction. There are lots of them and thus they represent a strong potential to unlock. MICRO-INFLUENCERS 50,000 - 100,000 FOLLOWERS 5,000 - 50,000 FOLLOWERS NANO-INFLUENCERS 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS? 51
  52. 52. Yes to influencers, but for which audience? Source: HypeAuditor 27,31 24,03 7,21 1,16 0,34 0,12 10,78 12,82 12,78 2,69 0,62 0,14 0 5 10 15 20 25 30 13-17 18-24 25-34 35-44 45-54 55+ The audience of TikTok influencers in France, in % Female Male / The profile type of potential audiences for influencers in France in 2020 is made up of 60.2% females and 39.8% males, mostly aged between 13 and 24 years. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  53. 53. WHICH RESPECTS CREATIVE CODES CREATING CONTENT
  54. 54. There is one final way to communicate with your brand on TikTok: creating content which respects the creative codes of the application.
  55. 55. How do you create good TikTok content? MAKING YOUR CONTENT ATTRACTIVE Since the description is limited to around a hundred characters, it is important to fully utilise the video and audio. 55 You should share the right message in less than one minute, in a creative and native way. To reach creative users: access to an extensive musical library and to several effects offered by the application. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  56. 56. How do you create good TikTok content? FOLLOWING A TREND / BEING ORIGINAL 56 When creating your own trend, it is important that the action to carry out is simple and that everyone can reproduce it by watching and adding their personal touch. Joining in with a trend or challenge can guarantee a specific audience. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  57. 57. How do you create good TikTok content? NEITHER INTRUSIVE NOR AGGRESSIVE / To convince them, opt for storytelling rather than classic advertising. The ideal is creating advertisements integrated with TikTok content as well as in the form they’re created: advertising that respects the user experience and combines performance and discretion. 57 / Gen Z rejects traditional marketing and often tends to avoid advertisements. It is important they don't feel “marketed to” and that the video is of genuine interest to them. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  58. 58. How do you create good TikTok content? HASHTAGS / The use of hashtags means videos on TikTok can be indexed. Since the caption of the video is limited to around a hundred characters, it needs to be concise and relevant. / The key is choosing relevant hashtags. For example, a challenge is always linked to a particular hashtag. There are certain hashtags that are very popular and used on a lot of videos, while others are more niche. It is also important to track statistics to find the best hashtags. 58 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  59. 59. The #1: The NBA 59 / The NBA was one of the first brands to use TikTok. Today, it is the most followed brand on the app. The group has seven employees working full-time on TikTok content. 11.8 MILLION followers 255.9 million likes Contrary to their Instagram account, which focuses mainly on games and highlights, the NBA’s TikTok account is a place where you can get your dose of comedy, memes and motivation. They often share videos of players practising to dramatic music, spinning around the basketball court or team mascots doing their best dance moves. KEY TO THEIR SUCCESS 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  60. 60. A French success: Merci Handy 60 / Merci Handy is a French cosmetics brand founded in 2014 which specialises in making hand gels. The brand is very skilled with social media and already very popular on Instagram (2nd brand in the world with the best engagement rate). 308.2k followers 12 million likes KEY TO THEIR SUCCESS Attracted by the freedom and interactivity TikTok offers, Merci Handy cultivates the image of a fun company by sharing videos that are mostly humorous. To do this, it doesn’t hesitate to ride the waves of trends and challenges of the moment, to show its premises, but also its employees. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  61. 61. A local example: Clean and Car 61 / Clean and Car is a brand of car wash based in Luxembourg. The brand already has a small presence online (Facebook, Instagram, website), and has had a TikTok account for less than two months, which has already taken off well. 830 followers 6,592 likes KEY TO THEIR SUCCESS Clean and Car posts regularly on TikTok. Its video content is adapted to the TikTok platform and allows it to showcase its business. Even though its account does not have a huge following, this does not stop certain videos from performing on the platform. One of its videos received more than 280k views. 600k+ views 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  62. 62. 04 / TIKTOK: GO OR NO GO?
  63. 63. / TikTok represents a real opportunity for brands with a target audience of 30s and under, and is becoming more and more key for influencer marketing. / The platform has completely exploded in popularity with the health crisis of 2020 and lockdown, offering a new means of entertainment, at your fingertips. 63 TIKTOK: A REAL OPPORTUNITY 04 / TIKTOK: GO OR NO GO?
  64. 64. BEYOND THE HYPE, SHOULD YOUR BRAND (STILL) BE ON TIKTOK? 6
  65. 65. 04 / TIKTOK: GO OR NO GO? 65 Ask the right questions: The question may appear simple but in the sometimes blind enthusiasm for TikTok, it merits an answer. 75% of TikTok users are younger than 25. Among them, more than two thirds are female. Does that correspond with your target audience? /1. Is my target audience on TikTok? 1. Time passes and young people (also) get older. Whilst an audience may not currently be your target, it could be in the near future. It can be useful to plant your brand in the minds of these target audiences. 2. Frankly speaking, it is unlikely you will find your next B2B lead on TikTok. Incorporating TikTok into your digital strategy / Tips
  66. 66. 04 / TIKTOK: GO OR NO GO? 66 Ask the right questions: Unfortunately, not all brands start with the same “capital success” when it comes to performing on the TikTok platform. Depending on the consistency of their audience, their image, identity or even their editorial tone of voice compared to those on TikTok, a brand starts with more or less of an advantage. /2. Does my brand universe lend itself to TikTok’s codes? Depending on the consistency of their audience, their image, identity or even their editorial tone of voice compared to those on TikTok, a brand starts with more or less of an advantage. It is crucial to find “common ground” and to create synergy between your brand universe and the highly specific codes and mechanisms of TikTok. Do not try to distort your brand and change everything to try and make yourself a place on TikTok. Incorporating TikTok into your digital strategy / Tips
  67. 67. 04 / TIKTOK: GO OR NO GO? 67 Ask the right questions: Many brands have already invested in the platform to then abandon it for lack of time, resources and eventually results. Producing content on TikTok is an intense and time-consuming process that needs to be followed to the letter. /3. Do I have all the resources required to guarantee a relevant presence? To avoid wasting your time and resources, you should clearly define the range of possibilities and think up your strategy within this defined perimeter of budget and skills. Don’t hesitate to seek assistance from a digital agency. Incorporating TikTok into your digital strategy / Tips
  68. 68. 04 / TIKTOK: GO OR NO GO? 68 Ask the right questions: Sporadic campaigns, influencer activation, year-round community management? Depending on your goals, there are many possibilities for profiting from the platform’s power and immediate ROI, But never overlook the possibility of a long-term presence. /4. What type of presence do I want to develop for my brand? Approaching TikTok with a long-term attitude and situating yourself firmly at the outset can become a winning bet on the future when we consider the prospects of potential development of the platform, such as the integration of social commerce like Instagram, for example. Incorporating TikTok into your digital strategy / Tips
  69. 69. WHAT DOES THE FUTURE HOLD FOR TIKTOK? 71
  70. 70. What does the future hold for TikTok? 04 / TIKTOK: GO OR NO GO? 72 / Still not widely used by French and Luxembourg brands, it's the ideal time to get started on TikTok! / We can already predict the appearance of e-commerce functionalities on TikTok, as its equivalent “Douyin” in China shows. The point is to start establishing yourself now to anticipate the wave of social commerce and attract the interest of users with relevant content.
  71. 71. “THE HYPE HAS NOW PASSED, TIKTOK HAS ESTABLISHED ITSELF AS THE HIGHEST PERFORMING SOCIAL MEDIA AMONG GEN Z/MILLENNIALS AND INTENDS TO STAY THAT WAY! ” - Joffrey Martin, Social Media Director at Vanksen 7
  72. 72. SOCIAL MEDIA DIRECTOR email: jmartin@vanksen.com Twitter: @MartinJoffrey THANK YOU for your attention, please don’t hesitate to get in touch with us. Joffrey MARTIN INTL. BUSINESS DEVELOPER email: jbastin@vanksen.com Jeremy BASTIN BUSINESS DEVELOPER email: flepage@vanksen.com Florence LEPAGE Thank you to Maxine Putoud-Daise for her contribution to the conception of this official report. PARTNER email: clorenzini@vanksen.com Cécile LORENZINI email: acamus@vanksen.com Anne-Lise CAMUS BUSINESS DEVELOPER

Description

The TikTok rush and hype have passed, now is the time to ask yourself: "What can TikTok actually bring to my Digital Strategy?"
We answer in this Vanksen white paper.

Transcript

  1. 1. Business on TikTok: Beyond the hype, the new norm?
  2. 2. AGENDA 01 / TikTok’s XXL performance 02 / But who really uses TikTok? 03 / What opportunities are there for brands? 04 / TikTok: Go or No Go?
  3. 3. 01 / TIKTOK’S XXL PERFORMANCE IN 2021
  4. 4. Let's firstly go back to the origin of TikTok: its merger with Musical.ly 01 / TIKTOK’S XXL PERFORMANCE 4 / TikTok is a video-sharing mobile application, launched in 2016 by the Chinese company ByteDance. / In 2018, TikTok merges with Musical.ly, an app already popular among young Europeans especially. / This merger gives TikTok a boost, which quickly goes on to become one of the most downloaded applications in the world.
  5. 5. The TikTok phenomenon: a meteoric success over the last two years 01 / TIKTOK’S XXL PERFORMANCE 5 689m 2bn monthly active users in the world in August 2020 (54m in January 2018). downloads in April 2020. It is the 4th most downloaded application (excluding games) in 2018 and 2019, ahead of Instagram. Source: Digimind
  6. 6. The growth of TikTok greatly boosted by the health crisis 01 / TIKTOK’S XXL PERFORMANCE 6 / Recently, the health crisis has given a new boost to social media. / In January, TikTok counted 800 million members, since then, it is nearing a billion accounts. / The application recorded its best quarter at the beginning of 2020, with 315 million downloads in three months (155.2 million more than in the first quarter of 2019). TikTok global downloads by quarter. 2017-2020. SensorTower
  7. 7. A trend that is particularly visible in France with lockdown… 01 / TIKTOK’S XXL PERFORMANCE 7 6.5m 35% of French internet users said they spent more time on TikTok during lockdown. of 15-24 year olds used TikTok in May 2020, which is an increase of 27% compared to 2019. Source: Harris Interactive 13% monthly active users compared to 4.4 million in June 2019
  8. 8. … and which is also on the rise in the Grand Duchy 01 / TIKTOK’S XXL PERFORMANCE 8 935k views on #luxembourg 438.9m the number of followers @jasminejessy has, the most followed influencer from Luxembourg (that’s 1.5x the population of Luxembourg)
  9. 9. How can the meteoric and ever-increasing success of the TikTok app be explained?
  10. 10. A USER-FRIENDLY PLATFORM EVERYONE CAN BECOME A CREATOR:
  11. 11. TikTok: infinite possibilities of video creation 01 / TIKTOK’S XXL PERFORMANCE 11 / Lots of effects to try depending on trends Video creation interface / Extensive musical library offered by TikTok / Video format (3 secs to 1 min, slideshow, live) / Speed of video recording / Adjustments: beauty mode, range of filters, self-timer, flash
  12. 12. Two news feeds: “Following” and “For You” 01 / TIKTOK’S XXL PERFORMANCE Welcome page / Thanks to its unique configuration, TikTok offers its users the possibility of switching between two news feeds: Following and For You ▪ The “Following” feed remains classic. Like on all other social media, here you can find content shared by the people you follow. ▪ It is on the personalised “For You” feed that the platform stands out from its competitors, with suggested content tailored to the preferences of each user. / Profile, likes, comments and shares / Tabs: Feeds, discovery, video creation, notifications, profile / Feeds : Following and For You 12
  13. 13. The “Discover” tab, the holy grail of brands 01 / TIKTOK’S XXL PERFORMANCE “Discover” tab / In the “Discover” tab, users can find the current most popular trends and music. Here in particular you can find challenges, launched every day in the form of hashtags. / It’s THE holy grail for brands, who are here able to start a challenge and see content created freely for them, by users. / For emerging brands who don’t have a large community, or simply for those who want to reach their goal more quickly, social media offers a paid option so that the hashtag created is more visible. / Challenges popular with brands as picked up by users and therefore reach a significant number of people. 13
  14. 14. Some examples of hashtag challenges 01 / TIKTOK’S XXL PERFORMANCE 14 Mercedes Benz has launched the hashtag #MBStarChallenge. The brand encourages users of the platform to recreate its world-famous logo in their own style. A way of increasing brand awareness and creating engagement among TikTok’s audience, younger than the star-clad firm’s usual fans. RESULTS 850 million views 185k videos created 73k participants #MBStarChallenge
  15. 15. Some examples of hashtag challenges 01 / TIKTOK’S XXL PERFORMANCE 15 For the release and promotion of the film Jumanji, the account @jumanjimovie called on actor Dwayne Johnson (@therock) to invite all users to respond to the #JumanjiChallenge. This challenge consists of diving into the Jumanji universe and transforming into the character you’d like to be in the game. RESULTS 5.9tn views 48k videos created #JumanjiChallenge
  16. 16. Some examples of hashtag challenges 01 / TIKTOK’S XXL PERFORMANCE 16 McDonald’s, on their @mcdonaldsfrance account, also usually launch challenges. To reach their young target audience about the release of the CBO, McDonald’s launched the #cbochallenge. To do this, they called on three French influencers, putting together a creative challenge that encourages users to participate, by using the audio they created for the challenge. RESULTS 10.8 million views 400 videos created (approx.) #CBOchallenge
  17. 17. Some examples of hashtag challenges 01 / TIKTOK’S XXL PERFORMANCE 17 The television channel @w9lachaine, which has more than 141.7k followers on TikTok, launched the #lesmarseillais challenge for the launch of the new season in the Caribbean. Users were invited to join in with cult phrases of the programme’s stars, by reusing the special “Les Marseillais” playlist. RESULTS 401.3 million views on #lesmarseillais 481 videos created with the audio #LesMarseillais
  18. 18. TikTok stands out from other social media for its interface and functionality, but above all for its algorithm.
  19. 19. How does the TikTok algorithm work? 01 / TIKTOK’S XXL PERFORMANCE 19 The algorithm analyses the views, likes, comments, shares and downloads it receives. The video is presented to a small group of users likely to enjoy it The user publishes their video TikTok analyses the video TikTok predicts an audience Good performance End of cycle Bad performance Widespread circulation This algorithm can also allow new accounts or accounts with fewer followers to grow overnight with quality content, which isn’t possible on “historical” social media. Prioritising quality content
  20. 20. When the cycle skyrockets on TikTok: the example with Bella Poarch 01 / TIKTOK’S XXL PERFORMANCE 20 / An influencer specialising in lip sync (lip synchronisation), Bella Poarch is a very good example for illustrating the effects of the TikTok algorithm. ▪ When she had a growing community (1 million followers), she released a new video on 16 August 2020, where she lip-synced to a popular mash-up. ▪ The video was incredibly popular, you can see the gain in followers building up over several days, with a following that increased six-fold in less than one month. / So, it only took one piece of content, that was sufficiently effective, for Bella Poarch to multiply her community on TikTok by 6.
  21. 21. 02 / BUT WHO USES TIKTOK IN 2021?
  22. 22. WORLDWIDE DEMOGRAPHICS AND USE
  23. 23. TikTok users worldwide 8,1 36 50,5 100,6 10 FRANCE 3 BRAZIL 2 UNITED STATES 1 INDIA In which countries is TikTok the most downloaded in 2020? • In millions, as of 6 July 2020 • Source: Priori Data … 17 11 10,7 9,8 8,8 1,6 0 2 4 6 8 10 12 14 16 18 Great Britain France Germany Italy Spain Norway Distribution of active users in the 6 main European countries IN EUROPE AROUND THE GLOBE * In millions of active users in 2020 Source: Bloomberg o India represents 30.3% of installations, generating 611 million downloads. o The United States are the third country with 165 million installations, making up 8.2%. o France comes in 10th position, with 11 million users. 02 / BUT WHO USES TIKTOK IN 2021? 23
  24. 24. Active and loyal TikTok users / TikTok has a very high engagement rate, higher than Instagram and Twitter, evidence of the application’s success. The percentage of monthly users who open the application several times a month is over 73%. o Engagement among users in the USA has increased over the past year, with frequent users representing 22.6% of total users. Average engagement rate on TikTok vs Twitter and Instagram in 2019 Source: Influencer Marketing Hub 02 / BUT WHO USES TIKTOK IN 2021? 24
  25. 25. An application to which more time is dedicated 25 52 MINUTES/DAY 66 minutes/day 74 minutes/day 82 minutes/day UNITED STATES GREAT BRITAIN NORWAY 02 / BUT WHO USES TIKTOK IN 2021?
  26. 26. Focus on France: social media that's young and female 26 Men Women 67 % 33 % Source: Digiday Pitch Deck 02 / BUT WHO USES TIKTOK IN 2021? 11-24 years old 78% 25-49 years old 19% 50+ years old 3% Age distribution on the platform Sex distribution
  27. 27. TikTok in France, 2019: 27 spent on the application per user and per day, on average videos created by French users videos shared hashtag challenges created hearts received by French videos hearts given by French users 48 mins 270m 12bn 11bn 10m 248 02 / BUT WHO USES TIKTOK IN 2021?
  28. 28. 60% of TikTok users are part of Generation Z, a young and ultra-digitised population… let’s take a look at the reasons for this popularity:
  29. 29. GENERATION Z
  30. 30. Who is this Generation Z? 02 / BUT WHO USES TIKTOK IN 2021? 30 16 million+ in France: great potential for brands 1995 - 2012 “Digital natives”: born with the internet / Born: / Distinguishing features: / Demographics: IDENTITY PROFILE
  31. 31. Focus on Gen Z: hyper-connectivity 31 On average, Generation Z use their smartphone for 4 hours a day. It is a multi- purpose tool for staying informed as well as interacting with a wider network. Digital use is intuitive and habitual. GEN Z TikTok responds to this hyper-connected tendency. The user-friendly app suits everyone - there is nothing simpler than scrolling with your thumb. The variety of content available on TikTok also meets the expectations held by different types of user. 02 / BUT WHO USES TIKTOK IN 2021? TIKTOK Source: BFMTV
  32. 32. Focus on Gen Z: a rationale of immediacy and fluidity 32 Generation Z’s relationship with time has been transformed through the use of phones. This generation has developed a culture of immediacy, in terms of communication as well as consumption and access to information. They are comfortable and capable of great reactivity. They also grew up alongside the culture of zapping. GEN Z TIKTOK On TikTok, the video clips are very short. Thanks to the functionality of the app, it is possible to watch hundreds of videos very quickly, particularly by zapping, only devoting time to those that you enjoy or that interest you the most. 02 / BUT WHO USES TIKTOK IN 2021? Source: comarketing-news
  33. 33. A window to the world 33 Thanks to social media facilitating communication between individuals, Generation Z is more open to the world. For example, almost 70% of them would be willing to work internationally. GEN Z TIKTOK Depending on the country and culture, the application can be used differently. European users love comedy, fashion and beauty. Chinese users prefer sketches and fake hidden cameras. Japanese users regularly enjoy choreography. 02 / BUT WHO USES TIKTOK IN 2021? Source: Team RH
  34. 34. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS IN 2021?
  35. 35. DISCOVER “TIKTOK FOR BUSINESS”
  36. 36. Don’t make ads: How do you best use the platform as a brand? Make TikToks Make a new trend Make it interesting Make a connection
  37. 37. Communicating on TikTok as a brand 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS? TIKTOK ADS TikTok officially launched its advertising offer for French advertisers at the end of 2019. The application offers 4 different categories of advertising: brand takeovers, in-feed videos, hashtag challenges and filters. INFLUENCE TikTok sees new influencers emerging very quickly. A collaboration allows you to create distinctive content. An influencer allows you to address your target audience on their turf, with their codes. CONTENT More and more brands are starting to use TikTok’s services. For a brand, posting content on TikTok demonstrates their creative talent, and allows them to increase their visibility and engagement. 37
  38. 38. VARIED ADVERTISING OFFERS TIKTOK ADS
  39. 39. The different paid formats offered by TikTok BRAND TAKEOVERS Allows you to broadcast a video lasting 3 to 5 seconds upon opening of the mobile application. IN-FEED VIDEOS An in-feed video format allowing you to redirect traffic to a landing page or grow a brand’s account. HASHTAG CHALLENGES The promotion of a hashtag for 6 days to encourage users to use it for their TikTok videos. FILTERS Brands are able to offer filters (2D or 3D) which users can use in their videos. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS? 39
  40. 40. Too Faced – Brand Takeover 40 To raise mainstream awareness and stimulate direct sales, Too Faced created a Brand Takeover advertisement which, upon opening TikTok, presented a full-screen video for five seconds, attracting maximum attention with a precise and instant message. RESULTS 7.6 million impressions Too Faced is a cruelty-free beauty brand. With its “Lip Injection Extreme” gloss, it hoped to reach young women from Generation Z in the United Kingdom. CONTEXT SOLUTION 1.3 million clicks 18.38% CTR 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  41. 41. MINI – In-Feed Video 41 A creative TikTok campaign, with energetic music, to emphasise the timelessness of the MINI Electric Hatch, while making the concept of electric cars entertaining to this new audience. Thanks to In-Feed video-format advertising, it was one of the first advertisements users saw in their For You stream, with a native feel. RESULTS 1.2 million impressions The launching of the new MINI Electric Hatch in Australia and New Zealand led to the creation of a new campaign to reach new audiences. CONTEXT SOLUTION 1.24 % CTR 4.6 % Engagement rate 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  42. 42. Shein – Brand lenses 42 To promote their show, Shein created a brand filter. It offered TikTok users the possibility of using this filter and sharing their nicest outfits on the occasion of PFW 2019. Shein opted to use a 2D filter for the face in addition to a 2D effect in the foreground. SHEIN is an international online B2C platform selling clothes. In 2019, the brand organised their first show for Paris Fashion Week. CONTEXT SOLUTION 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  43. 43. ALDI Nord – Hashtag Challenge 43 To achieve this goal, ALDI Nord launched a dance challenge #FeaturingALDI, which asked users to show off their dance moves. The TikTok community responded in their thousands, submitting their own versions of the dance - all put on a main “challenge page”. RESULTS 200 million views ALDI Nord is a discount supermarket brand popular in Germany, known for being a real innovator in its sector. ALDI Nord needed to reach a market of young digital natives to promote its new national campaign based on low prices. CONTEXT SOLUTION 168k videos created 12.92% Engagement rate 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  44. 44. REPRESENTING YOUR BRAND THROUGH AN INFLUENCER INFLUENCE
  45. 45. Influencers from all walks of life It should also be noted that many more traditional celebrities (singers, athletes, reality TV stars, youtubers, etc.) have joined TikTok and, since they already have a strong following, can also act as influencers. TikTok has facilitated the emergence of new influencers very quickly. On this app, audiences tend to climb at full speed, which is also a plus for brands hoping to activate the levers of influencer marketing. 45 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  46. 46. The most represented content categories on TikTok 46 Fashion and beauty influencers are very present on TikTok, which offers a format that’s just as visual as Instagram. You can find a number of beauty tutorials and fashion inspiration. Dance and lip sync remain the main content present on TikTok, be it professional dancers or amateurs reproducing challenges. Comedy is becoming increasingly prominent on TikTok. In particular, the app favours self- deprecation and acceptance. ART & DIY DANCE AND LIP SYNC The video format lends itself to small DIY tutorials but also to artistic performances and tips of all kinds. HUMOUR COOKING AND FOOD The short TikTok videos allow the sharing of recipes in a visual and creative way. A very current trend, especially during lockdown. FITNESS FASHION AND BEAUTY Another trend that has made a giant leap forward with lockdown: sport. The app lends itself well to tips and daily routines, and sport blends in perfectly with the rhythmic and musical side of TikTok. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  47. 47. Top global creators CHARLI D’AMELIO @charlidamelio – 92m Dance 47 ADDISON RAE @addisonre - 63.7m Dance/lip sync ZACH KING @zachking - 50.3m Entertainment LOREN GRAY @lorengray - 48m Singing/lip sync/challenges SPENCER X @spencerx - 45.3m Beatboxing RIYAZ AFREEN @riyaz.14 - 43.4m Entertainment 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  48. 48. Top French creators Rose @rose.thr 3.8m Entertainment/challenges/lip sync 48 Léa Elui Ginet @leaelui 12.7m Belly dance Cyril Schreiner @cyrilschr 3.5m Entertainment 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  49. 49. Top Luxembourg creators Wen @wen.xx 247.2k Entertainment 49 Jasmine Jessy @jasminejessy 936k Entertainment Claudina Monteiro Silva @cleumonteirosilva 218.7k Entertainment 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  50. 50. What type of influencer should you choose for your brand? / Celebrities are personalities who are now part of pop culture. TikTok has already made certain influencers into real muses who sometimes pursue their career in music or cinema. / Macro-influencers offer strong visibility to campaigns. They can allow a brand to improve their image. Their engagement rate is weaker, but they have a wider reach. CELEBRITIES 2.5 MILLION+ FOLLOWERS 750,000 - 2.5 MILLION FOLLOWERS MACRO-INFLUENCERS / Their community is growing and they have often already worked with one or multiple brands. They allow a balance between reach and engagement. 150,000 - 750,000 FOLLOWERS MID-INFLUENCERS 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS? 50
  51. 51. What type of influencer should you choose for your brand? / Micro-influencers have a community that is often more engaged and responsive. A micro-influencer will tend to have a more focused audience, which enables you to take advantage of high engagement and conversion rates. Micro-influencers also have the advantage of offering lower rates, which means different profiles can be used for the same campaign. / Nano-influencers are consumers who guide other consumers. They have a small community with which they’re close and they in fact have strong powers of direction. There are lots of them and thus they represent a strong potential to unlock. MICRO-INFLUENCERS 50,000 - 100,000 FOLLOWERS 5,000 - 50,000 FOLLOWERS NANO-INFLUENCERS 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS? 51
  52. 52. Yes to influencers, but for which audience? Source: HypeAuditor 27,31 24,03 7,21 1,16 0,34 0,12 10,78 12,82 12,78 2,69 0,62 0,14 0 5 10 15 20 25 30 13-17 18-24 25-34 35-44 45-54 55+ The audience of TikTok influencers in France, in % Female Male / The profile type of potential audiences for influencers in France in 2020 is made up of 60.2% females and 39.8% males, mostly aged between 13 and 24 years. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  53. 53. WHICH RESPECTS CREATIVE CODES CREATING CONTENT
  54. 54. There is one final way to communicate with your brand on TikTok: creating content which respects the creative codes of the application.
  55. 55. How do you create good TikTok content? MAKING YOUR CONTENT ATTRACTIVE Since the description is limited to around a hundred characters, it is important to fully utilise the video and audio. 55 You should share the right message in less than one minute, in a creative and native way. To reach creative users: access to an extensive musical library and to several effects offered by the application. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  56. 56. How do you create good TikTok content? FOLLOWING A TREND / BEING ORIGINAL 56 When creating your own trend, it is important that the action to carry out is simple and that everyone can reproduce it by watching and adding their personal touch. Joining in with a trend or challenge can guarantee a specific audience. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  57. 57. How do you create good TikTok content? NEITHER INTRUSIVE NOR AGGRESSIVE / To convince them, opt for storytelling rather than classic advertising. The ideal is creating advertisements integrated with TikTok content as well as in the form they’re created: advertising that respects the user experience and combines performance and discretion. 57 / Gen Z rejects traditional marketing and often tends to avoid advertisements. It is important they don't feel “marketed to” and that the video is of genuine interest to them. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  58. 58. How do you create good TikTok content? HASHTAGS / The use of hashtags means videos on TikTok can be indexed. Since the caption of the video is limited to around a hundred characters, it needs to be concise and relevant. / The key is choosing relevant hashtags. For example, a challenge is always linked to a particular hashtag. There are certain hashtags that are very popular and used on a lot of videos, while others are more niche. It is also important to track statistics to find the best hashtags. 58 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  59. 59. The #1: The NBA 59 / The NBA was one of the first brands to use TikTok. Today, it is the most followed brand on the app. The group has seven employees working full-time on TikTok content. 11.8 MILLION followers 255.9 million likes Contrary to their Instagram account, which focuses mainly on games and highlights, the NBA’s TikTok account is a place where you can get your dose of comedy, memes and motivation. They often share videos of players practising to dramatic music, spinning around the basketball court or team mascots doing their best dance moves. KEY TO THEIR SUCCESS 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  60. 60. A French success: Merci Handy 60 / Merci Handy is a French cosmetics brand founded in 2014 which specialises in making hand gels. The brand is very skilled with social media and already very popular on Instagram (2nd brand in the world with the best engagement rate). 308.2k followers 12 million likes KEY TO THEIR SUCCESS Attracted by the freedom and interactivity TikTok offers, Merci Handy cultivates the image of a fun company by sharing videos that are mostly humorous. To do this, it doesn’t hesitate to ride the waves of trends and challenges of the moment, to show its premises, but also its employees. 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  61. 61. A local example: Clean and Car 61 / Clean and Car is a brand of car wash based in Luxembourg. The brand already has a small presence online (Facebook, Instagram, website), and has had a TikTok account for less than two months, which has already taken off well. 830 followers 6,592 likes KEY TO THEIR SUCCESS Clean and Car posts regularly on TikTok. Its video content is adapted to the TikTok platform and allows it to showcase its business. Even though its account does not have a huge following, this does not stop certain videos from performing on the platform. One of its videos received more than 280k views. 600k+ views 03 / WHAT OPPORTUNITIES ARE THERE FOR BRANDS?
  62. 62. 04 / TIKTOK: GO OR NO GO?
  63. 63. / TikTok represents a real opportunity for brands with a target audience of 30s and under, and is becoming more and more key for influencer marketing. / The platform has completely exploded in popularity with the health crisis of 2020 and lockdown, offering a new means of entertainment, at your fingertips. 63 TIKTOK: A REAL OPPORTUNITY 04 / TIKTOK: GO OR NO GO?
  64. 64. BEYOND THE HYPE, SHOULD YOUR BRAND (STILL) BE ON TIKTOK? 6
  65. 65. 04 / TIKTOK: GO OR NO GO? 65 Ask the right questions: The question may appear simple but in the sometimes blind enthusiasm for TikTok, it merits an answer. 75% of TikTok users are younger than 25. Among them, more than two thirds are female. Does that correspond with your target audience? /1. Is my target audience on TikTok? 1. Time passes and young people (also) get older. Whilst an audience may not currently be your target, it could be in the near future. It can be useful to plant your brand in the minds of these target audiences. 2. Frankly speaking, it is unlikely you will find your next B2B lead on TikTok. Incorporating TikTok into your digital strategy / Tips
  66. 66. 04 / TIKTOK: GO OR NO GO? 66 Ask the right questions: Unfortunately, not all brands start with the same “capital success” when it comes to performing on the TikTok platform. Depending on the consistency of their audience, their image, identity or even their editorial tone of voice compared to those on TikTok, a brand starts with more or less of an advantage. /2. Does my brand universe lend itself to TikTok’s codes? Depending on the consistency of their audience, their image, identity or even their editorial tone of voice compared to those on TikTok, a brand starts with more or less of an advantage. It is crucial to find “common ground” and to create synergy between your brand universe and the highly specific codes and mechanisms of TikTok. Do not try to distort your brand and change everything to try and make yourself a place on TikTok. Incorporating TikTok into your digital strategy / Tips
  67. 67. 04 / TIKTOK: GO OR NO GO? 67 Ask the right questions: Many brands have already invested in the platform to then abandon it for lack of time, resources and eventually results. Producing content on TikTok is an intense and time-consuming process that needs to be followed to the letter. /3. Do I have all the resources required to guarantee a relevant presence? To avoid wasting your time and resources, you should clearly define the range of possibilities and think up your strategy within this defined perimeter of budget and skills. Don’t hesitate to seek assistance from a digital agency. Incorporating TikTok into your digital strategy / Tips
  68. 68. 04 / TIKTOK: GO OR NO GO? 68 Ask the right questions: Sporadic campaigns, influencer activation, year-round community management? Depending on your goals, there are many possibilities for profiting from the platform’s power and immediate ROI, But never overlook the possibility of a long-term presence. /4. What type of presence do I want to develop for my brand? Approaching TikTok with a long-term attitude and situating yourself firmly at the outset can become a winning bet on the future when we consider the prospects of potential development of the platform, such as the integration of social commerce like Instagram, for example. Incorporating TikTok into your digital strategy / Tips
  69. 69. WHAT DOES THE FUTURE HOLD FOR TIKTOK? 71
  70. 70. What does the future hold for TikTok? 04 / TIKTOK: GO OR NO GO? 72 / Still not widely used by French and Luxembourg brands, it's the ideal time to get started on TikTok! / We can already predict the appearance of e-commerce functionalities on TikTok, as its equivalent “Douyin” in China shows. The point is to start establishing yourself now to anticipate the wave of social commerce and attract the interest of users with relevant content.
  71. 71. “THE HYPE HAS NOW PASSED, TIKTOK HAS ESTABLISHED ITSELF AS THE HIGHEST PERFORMING SOCIAL MEDIA AMONG GEN Z/MILLENNIALS AND INTENDS TO STAY THAT WAY! ” - Joffrey Martin, Social Media Director at Vanksen 7
  72. 72. SOCIAL MEDIA DIRECTOR email: jmartin@vanksen.com Twitter: @MartinJoffrey THANK YOU for your attention, please don’t hesitate to get in touch with us. Joffrey MARTIN INTL. BUSINESS DEVELOPER email: jbastin@vanksen.com Jeremy BASTIN BUSINESS DEVELOPER email: flepage@vanksen.com Florence LEPAGE Thank you to Maxine Putoud-Daise for her contribution to the conception of this official report. PARTNER email: clorenzini@vanksen.com Cécile LORENZINI email: acamus@vanksen.com Anne-Lise CAMUS BUSINESS DEVELOPER

More Related Content

Related Books

Free with a 30 day trial from Scribd

See all

×