TikTok has been in the press these days. The social media has passed the 2 billion downloads mark, notably by attracting a new target of users, and is testing new advertising formats to attract advertisers and content creators. Decryption!
Containment benefits TikTok, which is posting record figures
The Covid-19 crisis and the associated containment had a direct impact on the use of social media. Beyond the committed speeches and solidarity initiatives from brands and influencers, it is clear that Facebook, Instagram, and TikTok have indeed played their roles as generators of social links and entertainment.
Their use has only exploded since the beginning of containment: + 61% use of the Internet and social networks during containment, according to Kantar.
The proof is even more obvious if we believe the latest figures of downloads and revenues of TikTok in the first quarter of 2020:
- +2 billion downloads since its creation. TikTok is one of the applications to reach such a volume of downloads (with Facebook, WhatsApp, Instagram, and Messenger),
- +65 million downloads in March 2020,
- +456.7 million (‘411.5 million) in revenues, compared with $175 million in the last quarter of 2019 (Sensor Tower data)
From a qualitative point of view, it is also important to note that the social network, with 800 million users, has attracted an older target group. Personalities, YouTubers, content creators… They are in their thirties and many of them have joined TikTok to be entertained and creative. The launching of challenges has also contributed to attracting more and more people on the platform.
TikTok tests a buy button to boost its advertising offer
Even if advertisers are still shy on the Chinese social platform, the latter does have the ambition to develop its advertising offer. The latest test to date is a “Shop Now” button that simply allows you to proceed to the purchasing act directly from the video format.
This feature offers the possibility for influencers to monetize their content. For brands, it is a way to boost their sales via a new channel.
As a reminder, TikTok has other advantages for brands:
- Reaching a young target: TikTok is mostly known and frequented by young people between 16 and 24 years old (almost half of its audience),
- Rejuvenate its brand image,
- Produce and distribute creative content: the video creation tool has been designed to be intuitive and accessible to all.
The American brand Levi’s was one of the first to be able to test this direct purchase functionality during the containment period. It partnered with several TikTok influencers (Callen Schaub, Cosette Rinab, Gabby Morrison, and Everett Williams) to promote its “Future Finish 3-D” jeans personalization offering.
Everyone was able to create their own model and promote it on TikTok. The “Shop Now” button then allowed users to acquire the same template in just a few clicks. The brand confirmed that it had an increase in traffic on its e-shop during the same period.
To be followed, therefore, on the evolutions within the social media TikTok which, for the moment, does not offer a shopping experience “integrated” to its platform as on Instagram.
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