When Ke$ha released her song “Tik Tok” quickly climbed the charts, becoming the best selling-single worldwide in 2010, especially popular among teenagers. Today, TikTok app is popular among Teenagers and young generations. As a social network, people can make the music videos by themselves. While many of my Chinese friends was so keen on this new app, I had no clue what the app was even for and why it was so popular.
TikTok was originally called Musical.ly, founded by Chinese entrepreneurs Alex Zhu and Luyu Yang. In November 2017, it was acquired by ByteDance, a Beijing-based media and technology company, for a reported $1 billion.
According to Wikipedia, Tik Tok (Chinese: 抖音; Dǒuyīn) is a video-sharing social networking service. It is used to create short lip-sync, comedy, and talent videos. The app was launched in 2017 for iOS and Android in markets outside of China. ByteDance had previously launched Douyin for the China market in September 2016. TikTok and Douyin are similar to each other, but they run on separate servers to comply with Chinese censorship restrictions. The application allows users to create short music and lip-sync videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds. The app also allowed users to browse popular "musers", content, trending songs, sounds and hashtags, and uniquely interact with their fans.
15 Seconds are the upper limit for recording within the app, but users can string those clips together to make stories of up to 60 seconds long. TikTok also have the option of uploading longer videos that were not recorded within the app. For each video, dancing is its musical roots and base for movement activity.
Through the app, users could create lip-syncing music videos and choose sound tracks to accompany them, use different speed options (time-lapse, fast, normal, slow motion, and epic) and add pre-set filters and effects. On TikTok platform, there is a lot of variety in the types of videos ranging from challenges, dance videos, pranksters, fashion buffs, budding beauticians, magic tricks, and funny videos. Some Tiktoker are sharing videos featuring them using their favorite products. It is no longer just music like Musical.ly platform.
Given its popularity, TikTok is becoming a new and cheaper alternative acquisition channel for many businesses that want to promote their products or services. As per one of the articles talking about TikTok, one of the examples is that the influencer marketing factory helped universal music Denmark launched a new song by the K-Phax, using only 5 influencers (by creating a hashtag challenge), and in only three weeks the results have been1M+ views on the hashtags, 1000+ videos created, 5M+ reach of the song, and 10M+ combined reach of users. The article also mentioned how to integrate TikTok into a marketing campaign, with the goal to boost brand awareness, market a song viral, launch a new product or promotion of an app that can be easily found on the App Store using the search feature. Although for now, the only way to get a link on TikTok is to spend money on its platform ads, the article mentioned three interesting points to take into consideration to create a successful marketing campaign on TikTok.
1) Find the right influencers
A great influencer has a community of followers that can be influenced. When looking for an influencer, a metric to take into consideration is the Engagement Rate (ER). In TikTok’s case, this can easily be calculated by: (hearts + comments) / n. Of followers * 100.
2) Use the right song
Using a catchy song helps in achieving higher engagement, this also creates a potential domino effect of duets (that means other users make a duet video using the original) that will considerably increase the overall reach of the marketing campaign.
3) Use The Right Tone Of Voice
Young influencers know what their followers want, so the content creator shouldn’t be forced to use a business or marketing tone. They should be allowed freedom and creativity to express themselves as this is part their brand image.
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