▷ TikTok: the new brand Eldorado for 16-24 year olds 2020 -

The application is essential and the brands have clearly seen its potential. However, even if the network enjoys a strong reputation among adolescents and young adults, what is its interest for brands?


The marketing influence glossary

alt=”Marketing influence glossary” width=”280″ height=”176″ />Are you planning to launch a marketing influence campaign? How to create the conditions of trust and success between the brand, its partner, and influencers? Speaking the same language! It’s exactly for this reason that we set out to create this Marketing Influence Glossary. From the “influencer capsule collection” to the “influencer fit” to “KPI”, discover more than 50 definitions around this powerful communication lever.


Originally, a merger between two competitors

More than 700 million users, this is what the TikTok application now accounts for, which is the direct result of the merger between the Musical.ly platform and TikTok. The first offered the experience of filming one’s own choreography in music, and was absorbed by the second in August 2018.

More than a year later, the 100 million Musical.ly users have increased 7-fold.

How does TikTok work?

Concretely, it is a video application walking in the footsteps of Vine. The difference this time is in the multitude of filters, video effects, and the music library built into the app.

Conceptually, it’s simple, the main thing is to edit your own 30s videos and share them on the network. Also, the vertical format is required.

The format is short, the content is intuitive, dynamic and instantaneous. To sum up, this is a platform clearly dedicated to raw creativity which encourages 16-24 year olds to be as free, creative and ingenious as possible.

As mentioned above, the main card of TikTok is music. Indeed, no image without music. It sounds harmless, but it is clearly a real change in the social media landscape. Indeed, a lot of current video content is designed to be viewed without audio obligations. Here, it’s the opposite, we come back to the basic sound and video mix.

The consequence is that the platform is inundated with creative, fresh and dynamic content, and gives free rein to unlimited content creation.

The little extra bonus: the content proposition algorithm which is based on the behavior and subscriptions of each user.

What is TikTok’s interest in brands?

Above all, users of the application are clearly not closed to brand content provided that they are consistent with the values ​​that characterize it. As a result, logically, the engagement rates of the 16-24 year old community are considerably high.

Once these findings have been established, it is also necessary to take into account the loss of control of the brand over the content itself. Even if it is the source of the operation, it does not create it directly. The users are the creators and producers, and as a result, the content is highly viral and collaborative.

TikTok seeks to attract brands, but is not yet clear on how it works

TikTok has yet to comment on the details of its monetization, at least in England. Even if tests are in progress, we can only guarantee that the media purchase is linked to in-feed videos, banners displayed at the opening of the app, sponsorship of challenges, and in particular the built-in filters.

In terms of budget, we gravitate between 5,000 and 10,000 € for an entry fee, which is reasonable given the CPM and the engagement rate of the platform.

The proof with some examples of brands having already taken their first step, just to give you some ideas:

  • Michael Kors, who set out to challenge his target of young city dwellers using the hashtag #CityCatwalk. The goal was to parade with a product of the brand, and the challenge was directly promoted by 3 influencers. Result: 30,000 videos created and published on the hashtag;
  • Pizza Hut and its dedicated sticker. Here, the Pizza brand has developed a specific sticker to advertise within the application. So the goal was for users to download the sticker and use it. Result: 1 million downloads;
  • HaiDiLao, Chinese restaurant chain, which has given free rein to the creativity of users to create their own recipes. The “Douyin course challenge” was thus created, and brought together all of the users’ personalized recipes in one place. The result: 15,000 videos published, for a total of 50 million views, and users going to restaurants to taste the associated recipes. A perfect example of on-line and off-line strategy.

Featured image by Numerama