Billy Gleeson is the Partnerships Manager at Amplify. In this piece, he explains how campaigns on TikTok are changing the game in social media marketing.
Whether you love it or hate it, reporting is one of the most important and insightful components of any marketing campaign.
It’s usually a fairly standard narrative: one week, two weeks (or maybe a month for a bigger campaign) after content is live, you pull the data, populate the report, analyse the results, and close the campaign.
But in the uncharted and emerging world of TikTok, it’s a different story.
For the past year at Amplify, my team and I have been managing talent-led TikTok campaigns for some of the world’s biggest brands – NBCUniversal, Canva, Amazon and Menulog to name a few.
And it’s the longevity of these campaigns on TikTok that is setting the platform apart.
Take our #CanvaVideo campaign, which featured 14 creators promoting Canva’s suite of video templates and editing features in the USA and Brazil.
One week after the content was live, we had organically reached almost two million creators on the platform and engaged 350K.
Pretty solid results.
But one week later, 14 days from the live date, our organic reach had nearly doubled to 3.5 million, and so had our engagement and Canva’s TikTok following.
This is when Amplify reported the success of the campaign to our client Canva.
However, more than six weeks down the track, the campaign has now reached just shy of 5 million, engaged over 700K, and Canva’s following has tripled on the platform.
This elongating of campaign life is a trend that just isn’t seen on the Instagrams and Facebooks of the world.
And here’s why.
Unlike other social media platforms, TikTok is focused less on when content is posted, and more on how popular it is with users.
That means, unlike Facebook, Instagram and Snapchat, where the user experience is dictated by your friends, those you follow, or pages you like, the second you enter TikTok, your eyes are on viral content.
And this means that posts being produced by popular TikTok influencers are likely to be served to audiences weeks and weeks after first being posted. But there’s another factor at play too, and that’s User-Generated Content (UGC).
Take Amplify’s Menulog campaign, where creators including the Rybka Twins and Jamie Zhu encouraged users to submit their #DeliveryDance video on the platform.
The TikTok ‘sound’ has now seen more than 1900 pieces of content posted by fans, a trend that lengthens the lifetime and reach of a campaign dramatically.
And while not every campaign generates this level of audience involvement, when it’s done right and with the right talent, TikTok really can be the gift that just keeps on giving.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]