TikTok is the social media platform where one of its Gen Z users told a group of marketers at a marketing conference that their ads wouldn’t work there, because users won’t pay attention to them. While marketer after marketer proves that statement false — as brands are succeeding there — marketers do need to worry about authenticity before they concern themselves with three success measurements.
Because, as even the app description says on Google Play:
“TikTok is THE destination for mobile videos. On TikTok, short-form videos are exciting, spontaneous, and genuine.”
So in addition to brand campaigns needing to stay authentic, influencers those brands use also need to be upfront with this predominantly young audience. As the Observer reported in July in “Why the Instagram Influencer Backlash Is Making Users Flock to TikTok,” authenticity equals audience value.
“The stars of TikTok stand out aesthetically and tonally from the plastic-smiled, brand-sponsored stars of Instagram. One TikTok user, who goes by the handle @queen.is.back.1 — her second account, so named likely because she’s referred in comment sections as the ‘queen of TikTok’ — has ended up repeatedly on the For You Page by posting videos of herself popping out of various hiding spots to the same song over and over again. Often, she’s in her McDonald’s-employee uniform, presumably on break or after a shift. The queen of TikTok always looks put together, but in every way possible she is the opposite of influencers like Marissa Fuchs [who sold advertisers sponsorships for her fake ‘surprise’ engagement]. [The ‘queen of TikTok’] has an identifiable, relatable job, one that doesn’t vaguely involve posting photos from the beach. And she looks like she’s genuinely having fun, using TikTok as an outlet from her daily grind. The result is an authenticity, goofy and unfiltered, and it has garnered her over 6 million likes and 423,500 followers.”
So it’s still possible to sponsor TikTok influencers, using a guide from this Oct. 14 article in Target Marketing: “How Can Brands, Agencies Unlock the Power of TikTok?”
And in an Oct. 9 post on AspireIQ.com, an influencer marketing platform, marketers learn how best to measure success on TikTok — the platform filled with “Gen Zers, between the ages 16 and 24”:
Right now, TikTok marketers are looking for impressions, says AspireIQ.com:
“Videos with high engagement are featured on the “For You” page or the Discover tab in the app, allowing your brand to get in front of even the users who don’t follow your account. Because of the viral nature of TikTok, an increase in video views exponentially increases potential impressions.”
If TikTok gets this metric right, it’s big. This is a metric Facebook notoriously screwed up, much to the consternation of advertisers like Procter and Gamble. So it’s no surprise that not only are advertisers on TikTok watching this video view metric, but Facebook CEO Mark Zuckerberg is monitoring the platform’s success, as he revealed in his leaked meeting audio and in other criticism.
TikTok users speak their minds.
Dan Thorne of Guinness World Records explains, “The tone of the comments is especially important for us. We tend to attract some cynical comments from our older Facebook fans and YouTube subscribers, but younger users on TikTok tend to engage in a much more positive, excited way. TikTok’s also all about celebrating differences and inclusivity, which fits well with us as a company.”
Sales From TikTok
AspireIQ.com points out that this option is new:
“Since Hashtag Challenge Plus just launched in mid-August, there is no data on how much TikTok’s in-app purchase feature has been producing, in terms of sales. But as time goes on, this metric is one that marketers must keep an eye on.”
Kroger and Ralph Lauren are among the brands using Hashtag Challenge Plus.
One of TikTok’s advertising options with some traction, though, is the Sponsored Hashtag Challenge:
“This past spring, Chipotle became the first restaurant in the U.S. to partner with TikTok by launching its first challenge campaign under the hashtag #ChipotleLidFlip. According to Stephanie Purdue, Chipotle’s VP of Brand Marketing, the TikTok campaign led to the brand’s highest digital sales day.”
What do you think, marketers?
Please respond in the comments section below.
Related story: How Can Brands, Agencies Unlock the Power of TikTok?