The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users.
During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the world shared their videos on the platform in an attempt to feel a sense of connectivity.
According to Dan Connor, TikTok’s brand strategy lead for ANZ, the company is currently in the process of “re-imagining entertainment”, with the platform being branded as a “soap opera 2.0” for the innovative ways it gathers people’s attention.
Now, almost seven years after its initial launch, TikTok is attempting to find a way to make use of that global appeal, giving brands new ways to reach consumers under the #TikTokMadeMeBuyIt banner.
The #TikTokMadeMeBuyIt hashtag has already gathered the eyes of over 12.4 billion viewers from across the globe, based on numbers from the company’s internal Marketing Science Global Retail Path to Purchase Study, which was released last year.
This research showed that consumers go through what is called an “eternal loop”, from discovery of a product to consideration of buying it, all the way to its review and their participation in the overall process, with the midway point being the actual purchase.
TikTok is the starting point of this consumer journey, as people then go into websites to find out more about the products they’re interested in before heading to the store to complete their transactions. Consumers are 1,5 times more likely to buy something they see on the video sharing platform than they would be if they saw it on any other social media outlet.
That can be attributed to the fact that most of the people who use the platform say they feel like they belong to something greater, while promotional content made by TikTok creators has a sense of authenticity behind it. Which means users are more likely to go out and buy a product that they might see on a video from an account that they follow, than they would be if they saw it on a random ad on YouTube.
And as if that wasn’t enough to make the platform sound appealing for marketers and agencies, there are a number of different options available to them to make their lives easier. They can choose to team up with an already established creator on the platform to help get the word out for their product, or they can make their own ads using tools such as the built-in video editor. Both methods have proven to be equally as efficient according to Yan Hofmann Cassiani, head of product marketing ANZ for TikTok.
ROI optimisation is also available so that companies can have greater insights on their campaigns.
As the company themselves pointed out, for an ad to be successful it requires two key elements: the creative part and the technological aspect.
TikTok have also announced the publication of a new ebook targeted towards businesses dubbed ‘Why TikTokMadeThemBuyIt’ in which it provides greater insight of the enormous potential of platform as a marketing tool.
Brett Armstrong, global business solutions general manager for TikTok said about the new ebook’s launch: “As TikTok continues to be the destination for entertainment around the globe, we’re excited to open up new pathways for our local partners to help them re-imagine the possibilities of eCommerce on TikTok.
The Why #TikTokMadeThemBuyIt eBook provides an insightful look at trends on our platform and how TikTok can help brands drive sales with creators and content led marketing.”