Brands can take advantage of TikTok “challenges” to establish an organic presence on the app

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2019, 5:17 PM UTC

Under-20’s constitutes 40% of TikTok’s user base and 66% is below 30.

Brands that are looking to advertise on TikTok should understand that the platform is geared towards children and young adults. While it might not be the right forum for people above-30s to build a personal brand, but businesses can take a cautious approach to the app.

Companies can use TikTok’s “challenge” concept and provide music clips to get users to interact and create their videos to reach out organically. There is also an opportunity for sponsoring TikTok competitions, especially for brands that depend on cultural relevance.

The ByteDance-owned company can also allow brands to scout for the next generation of online-influencers. TikTok has already launched features which enable influencers to link their videos to eCommerce sites, giving brands an opportunity to put out sponsored content.     

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