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TikTok and Influencer Shoppable Opportunities

December 11, 2020

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In a short space of time, TikTok has become one of the most downloaded apps in the world, no wonder marketers are trying to find the best ways to promote their brands on the app. Adimo explores how influencer marketing is the best way to do so...

Ok, so we all know what TikTok is by now and with 850 million active users worldwide it’s hard to believe that only a few years ago the app was only just starting out in China. After the owners of TikTok bought out Music.ly in 2018, it soon became one of the most downloaded apps in the world. Appealing mostly to people from the ages of 16 to 24, who make up 41% of its total user base, the most successful content on the app are the music videos. These, however, do not give brands the opportunity to successfully promote themselves, and this is where TikTok’s influencer marketing comes into play. Influencers promoting fashion and beauty tips, cooking demonstrations, and even short clips of sports activities can be fantastic ways of getting brands out there. 

TikTok and Influencer Marketing 

When using an influencer to promote your brand on TikTok there are a few things that you need to consider. The demographic is a massive factor in the success of a TikTok post, your brand has to be sure that it will appeal to the younger audience that uses the app. Being too serious, promotional or sounding too scripted can have an adverse effect on the engagements and success of the video you are posting. Brands find Generation Z notoriously difficult to reach because of their total disdain for anything that resembles a traditional advertisement. Key to success on TikTok is working with influencers whose followers match your target market. According to Influencer Marketing Hub, a successful video on a brand page with 500k followers on average will have an engagement rate of 7.23%. 

Direct-to-consumer brands selling products under $200 are seeing better conversion rates than even Facebook or Instagram, proving the app’s young user base is willing and able to purchase. An example of this is the E.L.F Cosmetic’s campaigns. The ‘eyes lips face’ challenge went viral in 2019, Videos with the #eyeslipsface hashtag were viewed more than 4 billion times. Celebrities started spontaneously joining in the challenge and in turn acted as influencers for the brand. 

But how do you make it easier for consumers to purchase goods on TikTok? That’s where we come in… 

Adimo’s Proposition

In first half of 2021, it’s expected to integrate the buying and selling of consumer products into the app experience itself, harnessing the purchasing power of its growing Millennial and Gen Z audience. Here at Adimo, we are constantly looking for new ways to innovate and make the path to purchase as easy as we can. That’s why we have integrated our technology into marketing on TikTok so that we can catch your brand’s customers in the moment of consideration, turning your ad engagements into shoppable opportunities. Below is an example from a campaign that we have been working on with McCain. As you can see by swiping up on the content, you are then taken to a landing page where you are given a choice of retailers. After the retailer is selected, you can then select your product and you are taken directly to the chosen retailer to finish the purchase in just a few short taps. 


What does the Future Hold?

It is easy to see why so many brands are now using TikTok, with its user base already overwhelming social media competitors like Snapchat and Instagram’s reels. The app is expected to generate $500 million in revenue this year, almost entirely from advertising. It looks as though the growth of the app is set to continue into the new year as TikTok plans its next monetization model; eCommerce. It is rumoured that leading retailer Walmart are set to invest TikTok. As one of the world’s leading e-commerce companies, Walmart would presumably know how to help TikTok build an e-commerce platform of its own and turn it into a sustainable business model. Could there be a better time for your brand to invest in TikTok and Influencer marketing?  You decide… 

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