Tiktok is the new destination for short-form videos. Teenagers are already ruling the app, so are worldwide influencers. Knowing they represent a large percentage of fashion houses online revenue, show brands add a new social media to their digital channels?
Tiktok, also known as Douyin in China, is a mobile app for creating and sharing short or looped videos with special effects and musical overlays. Launched in 2017, under the umbrella of Beijing ByteDance Technology Co. Ltd., this recent platform currently has an impressive number of 800 million active users per month.
Currently, Tiktok is the most popular application out there, even surpassing Facebook and Instagram. It is available in more than 150 countries and has already exceeded 1.5 billion downloads on the App Store and Google Play.
As with most apps, it was Generation Z that first discovered the functionalities of what would become the success of today's digital world. Thus, the largest population of users is around the age group of 13 to 22 years old, followed by generations from 17 to 30 years old.
Teenagers are influencing brands and command a large percentage of digital marketing strategies in companies. What kind of brands should bet on this social media channel?
The fashion sector has one of the biggest online spending among teenagers
Fashion brands are one of the greatest interests of research, debate and comparison among teenagers and consequently one of the segments that young people invest the most and buy online. This is an industry with a great weight in the development of personal identity and acceptance among social groups.
To get inspired, before buying, teenagers check digital content produced by influencers, as 70% admit that they trust these digital entities more than traditional celebrities. In the end, a brand and / or product that was advertised by influencers on social networks will be acquired by about 40% of users who saw the published post or story (image / video).
So, if the younger layers, as well as influencers, are using Tiktok, it is normal for fashion brands to start slowly adapting.
Following in the footsteps of potential consumers has benefits
Brands like Guess and Calvin Klein have already proven how beneficial Tiktok can be for brand awareness.
The most relevant techniques now focus on:
#1. Paid Ads - a cost-effective method that has the power to target the audience. This paid advertising can come in different formats: brand takeover; in-feed native video; challenge hashtag and lens 2D, 3D, and AR.
#2. Hashtag challenges - this is content that can be paid or not and involves one of the most common games on Tiktok: creating a challenge on the Internet and encouraging followers to replicate it, using the hashtag. Usually choreographies and lip-sync challenges get more viral.
# 3. Influencer marketing - one of the most effective forms of marketing on Tiktok, because although it sometimes involves an initial investment (ie, paying the influencer to talk about a certain product) it is guaranteed that the message that is associated with the brand is always positive, emotional and human.