TikTok, the key driver in 2022

TikTok, which has been thought of as a social platform particularly for GenZ generations, is an entertaining content platform created for all, according to Sherif Omar Ali Khalil, who is the Client Partner Manager for Tik Tok EMEA region. As the most downloaded app in 2021, with 656 million downloads and reaching of 1 billion MAU (Monthly Active users) worldwide, TikTok has become a strong player in the landscape of digital marketing. Its increasing popularity and impact could soon bring it to surpass other giants.

When it comes to marketing efficiency, reach is the ultimate currency that every marketer struggles to measure. As consumer behavior evolves when social media stands out as the primary source of information, the approach to reach customers needs to follow as well. Thanks to a sophisticated algorithm based on interests and content consumption behavior, the short video & graphic content Tik Tok served is a personalized message, thus, would have higher likelihood to be watched and engaged.

As advertising has evolved with programmatic and artificial intelligence, our customers have upgraded from passive receivers to savvy engagers. Thus, it is not surprising to find that relevant content enjoys an advantage when it comes to creating natural associations between brands and consumers, from cognical understanding, to emotional resonance, which became the new currency when we speak of digital marketing. By leveraging massive authentic content producers on Tik Tok, a trustworthy & intimate relationship is now possible for brands to build with consumers. Once this mechanism is established, it would bring enormous benefits for brands.

An Ipsos study reveals that Tik Tok enjoyed a much higher preference when it comes to ad recall lift and purchase intent, benefiting from the tailor-made consumer experience that was created by TikTok

That’s the success story of KIKO Milano, who is our first client in the EMEA region who tried TikTok. Firstly, the platform allows brands to identify those audiences that demonstrate similar interests towards beauty products by tagging different audience labels behind the scenes. Secondly, we introduced A/B testing for 2 types of content (UGC vs. Branded) to see which one is more effective to convey the brand message and optimize along the campaign journey. Finally, with a store locator set up on the video, it provides an entry point for consumers to explore the offline stores of the brands, which bridged an omnichannel experience by closing the loop from online targeting to offline store visits.

 

“It definitely meets or exceeds our expectations, although we had concerns when we were planning for this trial Nov last year, but the result of the reach of our target audiences is extremely relevant. For us, the ads, and the experiences are very positive so in March this year, we are going to do the same through our UGC content.”
Jonathan Lantoine General Manager at KIKO Milano MEA

 

The best cases are not limited to the Beauty category, we have seen cases from Tefal and Banking industry as well, which showed that the KPIs measured outperformed the general benchmark.

Abandon the cliche that TikTok is only for young people. It’s easy to be convinced when there is some strong trendy momentum. Conducting a customer profiling analysis for your audience is the first step to assess whether it’s the right platform you should go for or not. Moreover, keep an eye on the product portfolio that TikTok offered to understand how it could be integrated into your marketing plan. Last but not least, consider it as an ecosystem, not somewhere you buy a placement only. Implement with 3 pillars listed below and make them work hand in hand:

• Owned media–Build it as an integral part of your brand equity where you actively upload authentic content of your brand to maintain brand visibility.
• Paid media–Utilize it when you want to make an entry or buzz in the market as there are promotional tool kits to leverage from the TikTok platform.
• Content generator–As soon as the backbones are set, the content creation is the key element which drives the attention of consumers. Getting in touch with the professional content producers to come up with the most authentic and credible narrative in a most efficient manner to amplify the commercial impact of your brand activities.

The ultimate golden rule to drive brands to grow is to create brand salience and provide easy physical availability when customers have desire to purchase. At Numberly, we help clients to identify their strengths, design a strategy, and find the right platform to achieve both objectives. If you think your brand has defined the right narrative and has fun & creative content, we will make sure our Tik Tok experts amplify them in a most efficient and effective way.