Tik Tok is an app and social network that started out as a social network for music videos, but is now massively popular with teenagers. Including in Russia.
The essence of the social network is that you shoot short music videos that your fans see, and you can also subscribe to bloggers who shoot content that interests you. And also — to participate in challenges.
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How brands use TikTok
TikTok has public accounts, statistics are available in them, you can add a category and a short description, as well as a link to Instagram, upload videos on behalf of the brand.
For example, Sberbank makes good use of all this, which promotes its youth card in Tik Tok.
Targeted advertising is not yet available on TikTok, only blogger ads and free coverage.
At the same time, bloggers spend more time creating content than on Instagram, in fact, all popular videos are ironic sketches or dances, so bloggers need filming, cutting, editing + often voice acting.
What are the restrictions in Tik Tok
More than 40% of the audience is under 18 years old, and these are not only teenagers, but also children of 9-11 years old. The total audience is 1.5 million, that is, over 18 years old — 900 thousand people. On a social media scale, that’s not much.
No geolocation: bloggers cannot be searched by city
The audience of bloggers is also wide, all regions are represented, there are both large cities and villages and villages.
Analytics of posted blog posts is almost impossible. Only likes and actions, who was the target audience of the post — we will not be able to see.
Tik Tok is still a purely entertainment social network for a wide audience of teenagers, the responsibility of bloggers will be lower, purely by age
An obvious risk factor: it is not clear how long the application will be popular, it will take off or disappear. Snapchat, Periscope, Tumblr — were also on the hype wave of popularity, but faded when large social networks implemented their similar functionality. What will happen to TikTok is not yet clear.
On the plus side: though a very young audience (there are practically no people over 28 in TikTok at all), also low cost of advertising, a small number of accounts with markups, and a long watching time — in Russia it is 13 minutes.
A very recent example is the advertising company Maybeline in Russia, in which girls put the hashtag #will dance with their eyebrows and shoot a video.
Everybody dances with their eyebrows helping the Maybelline advance
How to work with TikTok right now
As long as there is low competition in TikTok, the cost of advertising is low, and bloggers are gladly ready to cooperate. So roll up our sleeves to start promoting our customers on TikTok!
And here are the ways that seem to me to be obviously suitable for this:
Yes, yes, it still exists. In this regard, TikTok is generally an exotic social network: it provides free coverage even to those posts for which no one has subscribed at all. And if you create good content, then a large number of reactions to your videos will immediately increase your reach significantly.
In a word, if viral content is something that you are good at, then you can really try to promote exclusively with the help of content. Look at what is trending right now and you will get to the point.