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THREAD: Are you on TikTok? Yes / No? Is your brand on TikTok? No?? I’m obsessed and I know a lot of others are too, so wanted to share some interesting stats from a variety of sources, as I think a lot of brands are potentially missing out.
Firstly, look at the Google Trends data on searches for TikTok over the last 90 days (I've highlighted when lockdown started) - there's a massive audience on this channel right now, but as an avid user, I'm not seeing many brands take advantage
This graph is compared to Instagram, and considering how many people I've seen talk about going 'live' during lockdown, I think brands need to be thinking about TikTok too
I joined TikTok in Jan, one of my videos went viral and now has over 1million views. My next highest views are about 1000, but I have over 2000 followers (of which I maybe know about 5!) - I try and post every day. This is the most followers I have on any social platform.
I found this tweet inspiring when I first joined - I love the platform, but I want to be able to help brands understand how it can work for them, so this is an amazing case study - ~$50k in sales from a ~£2k investment, wild! @AugustNoble https://twitter.com/AugustNoble/status/1222974669084430336
This tweet from @Eggroll is also incredible, second biggest revenue driver from $0 of ad spend?? WHAT?
Later in the thread he mentions the brand is Doe Lashes - so quite a small, low-cost product to gift but 90% of those gifted, posted about it! https://twitter.com/EggrolI/status/1242906522679529475
Later in the thread he mentions the brand is Doe Lashes - so quite a small, low-cost product to gift but 90% of those gifted, posted about it! https://twitter.com/EggrolI/status/1242906522679529475
If you're already gifting products to influencers, TikTok is a no brainer, you just need to be able to find the influencers, understand the platform and then measure the effectiveness, but those things are all possible.
This is a nice case study too - @LEVIS doubled product views by running a campaign with influencers where the videos then appeared as in-app ads. TikTok has recently added a Shop Now feature too - this is early stages but makes everything more trackable! https://techcrunch.com/2020/04/20/levis-partnered-with-tiktok-on-social-commerce-and-doubled-its-product-views/
But, what about creating your own content for TikTok? There are some brands doing this so well right now - you have to make sure it's the right channel for your product and your target audience, but if you think it could be, TikTok videos don't need tons of investment.
The platform favours content that taps into existing trends in the app (we all saw the Blinding Lights dance?), uses in-app sounds and looks like a natural piece of content
This isn't about investing ££ in video - Lush have shop pages that appear like they are run by the staff!
This isn't about investing ££ in video - Lush have shop pages that appear like they are run by the staff!
Final thoughts - if your target audience is 18-30 yrs, you need to be considering TikTok as a viable platform to reach them. I think more and more people outside of this demographic are joining, but whether they will be long-term users or lockdown users remains to be seen
I'd LOVE the opportunity to talk to marketers who are already using TikTok for their brand / their clients - how are you finding it? Is it worth the investment?
If you got to the end of this - thanks for reading!
If you got to the end of this - thanks for reading!
Will continue to add any news articles and resources I spot to this thread!
This is a handy development if you’re using #TikTok as part of a brand’s social media strategy! https://twitter.com/socialmedia2day/status/1253462436998459394
This is a handy development if you’re using #TikTok as part of a brand’s social media strategy! https://twitter.com/socialmedia2day/status/1253462436998459394
