Have you ever heard of TikTok? TikTok is one of the newest social networks and maybe the successor for Instagram and Facebook. TikTok is the trend, especially among young people between the ages of 8 and 18, they are mainly present on TikTok. The app for Android and iOS is already number 1 in the download charts in over 30 countries. There is now also a strong investment in Europe.
Thus, TikTok is establishing itself as a brand and is accordingly becoming more relevant for brands from other areas. This is understandable, since today’s youth is tomorrow’s affluent target group. The target group of the platform is very, very young. A target group that becomes increasingly relevant with age, however, for us as advertisers. This is why we also arrange contacts with influencers from the next generation network.
Consulting, ideas, implementation and production. We help you in all steps of TikTok marketing.
For many marketing agencies and managers TikTok is still a book with 7 seals. Here are a few insights from our agency about the advantages and disadvantages of advertising on Tik Tok:
Advantages
Advantages of TikTok as a social marketing channel for companies:
Less developed than other networks (Instagram, Youtube; much less than Facebook)
Influencers are younger and therefore have less “elaborate lifestyle”; ideas are relatively cheaper and easier to realize.
Postings achieve a high organic reach, as there are few channels (influencers); unlike Facebook, for example, where advertisements are almost standard for reach
Currently growing like Instagram 5 years ago
Disadvantages
Disadvantages of TikTok as a social marketing channel:
Creative content is more than just photos, you need good ideas and viral concepts, as well as regular, new content
Target groups Marketing currently effective up to max. 17 / 18 years of age possible, above this age there is hardly any reach on TikTok
Target groups over 30 years of age are virtually non-existent at present
Channel, target group and competitor analysis with subsequent consultation and goal setting.
Roadmap
TikTok and Instagram strategy development, personal and on-site
Strategy
Instagram concept, production and editorial plan from one source.
Community
Community management ensures organic reach and creates brand fans. Reading tip: Community management
Instagram Ads
Campaign placement, paid coverage for content, dark posts and evaluation. Read tip, example: Facebook Ads
Reporting
Content, community and campaign analysis with subsequent monitoring and reporting. Reading tip: Monitoring
Meetings
Regular meetings with our social media experts for strategy optimization. A small insight into best practice.
Influencer
Brand advocates and recommendation marketing are a central tool in social marketing. Reading tip: Influencer Marketing
Events
With expertise from food to fashion, we organize influencer events with top media output.
Speaker
Our experts impart their knowledge to your employees or guests in a focused manner. Read tip! Instagram Speaker
Workshop
We bring your employees up to date and accompany you as mentors in Instagram Marketing.
Love
We work on brand fans, not followers. We create presence with attention to detail. Reading tip: Social media agency.
TikTok usage – facts and figures
What is the composition of the current TikTok community? How often are users in the app every day? A few facts and figures: In Germany, TikTok users spend an average of 39:00 minutes a day watching new content. On average, they open the TikTok App a full 8 times a day, which is quite often compared to many other apps.
The content in TikTok consists of small videos with a longer of 15 to 30 seconds. Originally it was mainly about singing songs (playback). Users can choose their favorite songs from millions of songs or current songs from the charts. In the meantime, however, a lot of comedy content also makes small stories (Story Telling). The content production is very complex, because the videos always have to offer entertainment. Colourful, loud and young!
With 6.5 billion views per month, TikTok in Germany is definitely relevant and has a growing and aging audience. The users are 54% female and 46% male.
39 minutes daily usage; users in Germany
ideos with 15-30 seconds
6.5 billion views a month.
54 % female and 46 % male users
Here is a current evaluation of Digiday (2018/11):
How does TikTok work?
TikTok is a little bit like Instagram, only more colorful, louder and above all more moving. Just one look at the start screen shows that it’s all about entertainment. While Instagram shows a stream with three pictures next to each other, TikTok shows three videos with animated preview – constant movement!
The videos are mostly about well-known and current music songs, which are sung by young people (playback). TikTok works in partnership with the major music industries and offers almost every song available. Therefore bloggers are allowed to use the songs for their videos for free. Others watch the small videos for amusement. Music is the big main component of TikTok. But besides music there are other small channels that are gradually building up.
target group, users and best practice examples
If you don’t know TikTok yet, you might know Lisa and Lena, currently the most successful German influencers. The two 15-year-old twins already have over 23 million followers across networks. This makes them among the absolute elite and they even produce their own music, with music video shooting in Los Angeles. This shows how powerful TikTok is with a young, very young target group.
Experiences with TikTok
There are only a few TikTok agencies in Germany. The subject matter is extremely new, few have access to their own Influencer Pool and even fewer have the expertise in existing social media strategies.
That’s why we want to give you some insights into our agency work here, in advertising, content creation and of course we also give you a little best practice. In our case study you will see the objectives, as well as the price and costs per follower and can derive possibilities for your own social marketing.
Place advertisements
For advertisers and companies, one piece of information is important first: For TikTok, you still have to fall back on a certified agency. In Facebook’s ad manager, which can be used to control campaigns on Facebook and Instagram, anyone can log in, both private individuals and companies.
TikTok selects its advertisers precisely. Accordingly, you need a certified partner for your campaign.
content creation
Those who know Facebook know that it can be a lot of work to have new creative ideas for graphics and small videos every day. Youtube is even a little more complex. Here influencers (but also companies) have to shoot whole videos. Accordingly the video production needs planning and preparation. The advantage of Youtube, usually a new video is published only once a week. That means, creativity has 6 days break.
Content creation for your own TikTok channel, on the other hand, is costly. Every day new, creative content has to be published. Not just graphics, like on Facebook. On TikTok it needs people, interaction and wit.
Case Study and Best Practice
We would like to present a small, first case study of a large shoe retailer to you here. The rough target of the 30-day campaign was a follower growth for the newly established channel. The 10,000 followers (in the first year) were to be reached by the end of 2019.
Our support lay in the fact that we were able to place first mentions, so-called Mentions, by contacting TikTok influencers in a targeted manner. This branding has 3 advantages:
Brand Awareness (brand awareness in the new social network)
With our 30-day campaign, with 1 influencer alone, we were able to increase the number of followers of the customer by 995 followers.
Goals of the campaign:
10,000 followers in the first year
support in reaching the goal
30 days campaign period
2 influencers (16 and 17 years)
You have questions? We are happy to help you, friendly and direct!
Social Media Agency – Full Service
If you have any questions, please feel free to call us!
Our Social Media Agency is today at Deutsche Welle DW TV as an expert on influencer marketing with owner Stephan M. Czaja and singer / songwriter Luna Farina. In particular, we are talking about Luna Farina (18), whom we accompany and support. Together we produce her own songs and support music videos. Luna is extremely […]
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