TikTok to entrepreneurs: Go native and multigenerational | Digital
TikTok doesn’t want advertisers to create ads for its platform.
At its NewFront presentation on Thursday, TikTok told marketers that in order to be successful with their audience, they need to appear natively on the platform.
At the event, hosted by TikTok inventor Tai Verdes, the platform promoted its reach and cultural impact using survey data and case studies, and presented itself as a culturally relevant entertainment app rather than a social platform.
TikTok wants advertisers to know that it’s not just about branding, but that they can generate real revenue. Sandie Hawkins, GM of North America and global business solutions at TikTok, cited the # TikTokMadeMeBuyIt trend as evidence that the platform is converting impressions into purchases.
Also, brands should know that this isn’t just a Gen Z platform. TikTok is “powered by organic content from audiences of all ages,” said Nick Tran, director of global marketing.
TikTok has 100 million monthly active users in the US, 30% of whom say they have watched less TV since joining the platform, and 93% say they feel “happy” after spending time on the platform, according to an internal survey Have spent app.
All the signs point to the TikTok obsession not going away when the world reopens. Eighty-eight percent of TikTokers plan to spend at least the same amount of time on the app, according to the survey, if things return to normal.
For advertisers, consumers like ads on TikTok, with 61% of ads on the platform being labeled “unique”.
TikTok is also effective. Ninety percent of TikTok campaigns exceed a return on ad spend (ROAS) of $ 2.50, while half exceed a ROAS of $ 5. Meanwhile, TikTok beats global Kantar norms for brand preference, awareness, and purchase intent by at least two-fold, based on measurements from the fourth quarter.
So where is the evidence?
TikTok got outgoing U.S. CMO of Kentucky Fried Chicken Andrea Zahumensky and CMO of American Eagle Outfitters Craig Brommers to discuss the impact of TikTok on their business.
After a video by a TikTok developer wearing American Eagle leggings went viral, the brand’s Google searches soared 200% and the leggings sold out every time they were restocked over the past year, Brommers said.
Meanwhile, Zahumnesky attributed the success of KFC’s chicken sandwich campaign to TikTok grandma creator Lily Hayes, who has over 3.4 million followers on the platform.
You are appited! lol ♂️ @kentuckyfriedchicken #trythekfcsandwich #satisfiedcustomers #ad
♬ Original sound – Lili Hayes
TikTok does and doesn’t
TikTok hosted a “Marketing Advice” segment during its NewFront where developers and executives challenged brands to trust influencers and give them creative freedom to get the best results.
Brands should also be guided by TikTok’s relationship with music. Three quarters of TikTokers say they discover new artists on the platform, and 68% prefer videos from brands with new music they haven’t heard before.
Sixty-eight percent of TikTokers also agree that they remember a brand better when they feature a song they like, and 72 percent associate songs with the platform.