TikTok could hold strong potential as a marketing channel for brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 14, 2019, 12:19 PM UTC

Guess and Coke have run influencer marketing campaigns on TikTok to target Gen Z audiences.

TikTok, the short-form video platform launched in 2016, looks promising for marketers targeting Gen Z and millennials as 41% of its user base is between 16 and 24 years of age and its average user spends 52 minutes on the app per day. The author points out that currently TikTok has “minimal adverts” but that could change as the platform has been testing ads and might enable paid advertising soon. 

For successful campaigns on TikTok, brands should drive engagement with core audiences by collaborating with the platform’s most popular users. The content creators brands collaborate with, should have the freedom to produce natural and authentic content.

Brands could also leverage the app’s perennial content as TikTok’s posts do not carry a watermark with the time and date of posting, stretching their shelf life. Marketers could also explore collaborations with ‘Crowned’ (verified) users to leverage the engagement these accounts generate.    

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