With the image of a “dance app” and “challenge”, the platform has made moves to show that it can deliver many other solutions to advertisers
From a dance app to challenges, TikTok has become an important tool for brands to speak to a wider audience. No wonder, Meta, owner of the Facebook and Instagram networks, seeks to find ways to face the short video app that has dictated the way new generations consume content.
To get to this point, the ByteDance app had to survive the threats of former US President Donald Trump, who wanted to ban the app on charges of passing on information to the Chinese government. Actions that were left alone in the noise and that did not impact the adhesion of Brazilian brands to the social network.
In fact, we noticed a low or, I might even venture to say, no impact on the brands’ interest in maintaining a partnership relationship with the platform, says Rafaela Queiroz, Vice President of Media and BI at DPZ.
Now, the image of “dances app” and teen platform still generates wear and tear and delays adoption by brands that can’t see themselves in the ecosystem, according to professionals interviewed by PROPMARK.
A fact that has led ByteDance’s network to strengthen initiatives to approach and jointly build with peers in the market. The Summit itself, held recently with brands and advertisers, was a space where they tried to show the audience that the network can deliver much more.
I think TikTok came in with a very specific thing and now it is pulverizing and gaining more space on other fronts. I think that’s what has happened, explains Queiroz. According to her, this barrier has been faced at DPZ with the use of data and the construction of cases within a test and learning culture. Among the most advanced clients, the platform already occupies the third position in digital investments, behind Google and Meta.
Indra Sestini, Director of Operations for Content Studio Nestl at Ogilvy, says that the agency has been encouraging customers to join TikTok globally. The platform has been aimed at reaching new audiences, participating in communities, occupying territories and knowing the target. Many brands enter precisely with this intention of knowledge and recognition of territory, she explains.
In Brazil, the creation of Nestl Recipes opened the way for new content possibilities. It brought us a perception of the public, content production and market vision with greater dynamism, speed and creativity, he adds.
Today, with more than one billion users, the platform has its main audience in the United States, 136 million users, according to April data released by the consulting firm Statista.
Brazil ranks third with 74 million, a volume driven by significant increases in the number of users throughout 2021. It surpassed 11 million downloads in each of last year’s quarters and in the second it hit 38.6 million. In 2022, the speed slowed, with 9.2 million downloads between January and March and 10.9 million between April and June, according to the consultancy.
According to Vilma Morais, director of the media group at R/GA, the penetration in the country and the qualification of the audience have made TikTok a fundamental piece in the communication and sales strategies of customers throughout the entire purchase decision process.
Today, we are experiencing that any market segment will find its audience within TikTok. We also left the status that TikTok is made only for brands that communicate for the Alpha generation, as we have already had good results from brands destined for the Y and Z generations, he explains.
In the same vein, Heloisa Goldman, EVP, Creative Connections & Performance at Leo Burnett Tailor Made, says that in the past, actions on the network represented a gamble, but today they are important and make a difference. According to her, there is also a quest to connect initiatives in the most diverse market segments.
We believe that this is one of the lessons learned as the campaigns on the platform are consolidated, he says. The agency has worked on the platform in campaigns to generate awareness, consideration and engagement.
We have lessons learned on all fronts, such as production where we are seeking to produce increasingly inspiring content, audiences where we are increasingly connecting with brands on the platform and also in the financial area where we are increasing the profitability and visibility of our customers through the mix of means where the platform has been growing, exemplifies.
Sought, the platform declined to respond.
