TikTok's title of "one of the most popular multi-functional social software in 2020" is not bad. According to the data released by Sensor Tower, in Q1 of 2020, TikTok US has 130 million downloads, and the downloads in January 2021 have approached 62 million! Almost halfway through 2021, according to current trends, TikTok is expected to continue to win this honor.
TikTokers, that is, TikTok users, have used the program innocently during the epidemic. There are many Up owners who rely on their TikTok accounts to have enough food and clothing. Brands regardless of size and size will switch to TikTok to "grab the gravity"-the tide of TikTok The crowd continues to grow, and TikTok is already the best choice for social marketing.
In 2017, Musical.ly, which was acquired by ByteDance (a short video application launched in 2014, whose voice-over dubbing and animated visual effects later became TikTok’s iconic features) was officially renamed TikTok. In the following two years, users The growth is relatively stable, and 2020 will usher in a full-scale outbreak with the help of the new crown epidemic.
The epidemic has forced people to change their habitual life trajectory. How to spend time after being trapped at home has become a common issue for all mankind. It seems that overnight, TikTok has evolved from an exclusive software for teenagers to a leisure and entertainment place suitable for all ages.
Whether it is a famous influencer on other social platforms, or A coffee star with the Hollywood halo, and advertisers who have made good use of TikTok’s incisive and highly infectious short videos for social marketing in recent times, they are all I like TikTok.
When TikTok went online, it inherited the product positioning of Musical.ly when it went online. Users can interact with other users by posting short videos such as dances and "slips". The classic example of old wine in new bottles is mouth-to-mouth lip-synching (acting). TikTok has successfully realized the "Renaissance" of this performance form, and Europeans and Americans have been enjoying this feature for a long time.
The reason why TikTok is so addictive is its duration-no more than 60 seconds. According to the results of a recent study by SimilarWeb, the rise of the mobile Internet has made people’s attention more and more distracted, or that the 2.8 law blossoms through the spring breeze of the Internet, 20% of the time is acquired and 80% of knowledge is mastered, which means People are more likely to be attracted by "transient and beautiful" things, and use a shorter time to obtain spiritual pleasure. The cloud of writings and essays needs to be internalized for a long time, so they have obviously been excluded from this transformation process.
The centralized login methods listed in the figure below must be familiar to everyone. A series of accounts including Facebook and Google can log in to TikTok.
Similar to Instagram and Facebook, users can choose to create a personal account or a corporate account.
TikTok·Creator Fund (Up Main Foundation)
TikTok's video data analysis report is exactly the same as the product report of Amazon Seller Central, which can be obtained from the background. It is worth mentioning that if the number of video views reaches 100,000, the user will be eligible to join the Creator Fund, which means that the user can use the traffic to make money. According to TikTok's latest regulations, starting from March 25, 2021, the 30-day cumulative number of video views (and must be true) exceed 100,000 before it can be approved as a member of the Creator Fund.
Corporate accounts are destined to have no relationship with Creator Fund (according to the platform policy), but corporate users can still get data reports, and can insert links to their own online stores or Amazon store links in their personal data.
TikTok·Content & Homepage
Unlike Instagram, most of TikTok’s content follows the trend, and the trend is like the wind, coming and going without a trace. The commonality of “chasing the wind” does not affect content creators to create personal IP, but the saying goes. Good: The pig can take off even if standing on the air vent. As far as the actual effect of the heat is concerned, following the trend can make the video hits soar in a short time, even if the big oil pipe player Jeffree Star faces the #高光上全妆 challenge. Can't avoid vulgarity, let alone the general public?
When you download the app, you will come across the 5 main pages:
Then enter the TikTok interface, the home page will display the following functions:
Homepage recommendation: follow and "recommend for you";
Discovery: short videos under trending topics;
Create a video: "Record a good life", as the name suggests;
Private message: check the "small note";
"I": personal homepage;
Users can long press the video and click "Not interested" to block related content. Another "cool" feature of TikTok: Users can edit several short videos together up to the upper limit of 60 seconds.
TikTok·Social Marketing Platform
I think that the market positioning of Instagram and Facebook at the time was not a "marketing tool", but after realizing the impact of digital technology on the economy and society, it made strategic macro adjustments to adapt to the transformation of the market and consumption patterns. The two used their own "self" (Instagram was acquired by Facebook in 2012) to bring the natural marketing attributes of social media into flames. Today's TikTok is nothing more than "stepping on the shoulders of giants", and there is a trend of catching up and surpassing them. Imagine that such a large user base is active on the same platform. It is not surprising that TikTok can become a fertile ground for entrepreneurship. After all, where there are people, there are "jianghu".
TikTok·"Joint Name" Effect
Companies that have announced cooperation projects with TikTok include: MAC Cosmetics, Coke, McDonald, XBox, Disney, Target, Walmart... Here is a brief analysis of the cooperation between Wendys, Nike and TikTok.
Fast food chain giant WendysTikTok account fans have exceeded 1.1 million so far. The videos uploaded by Wendys are no different from TV commercials in childhood, but the practice of reposting the videos of consumers @Wendys to form a community effect is indeed in line with the "spleen and stomach" of current users.
Nike moves high, from athletes to square dancers down to Nike products, making Nike get rid of the shackles of "sports performance" products and appear more intimate and grounded.
TikTok Ads Manager
For corporate accounts, you can find advertising management options in the background, which is relatively simple to operate and does not differ greatly from other platforms.
Using some tools can help Xiaobai users get started, using existing materials in their hands, such as adding images to templates to create videos, and adding music from TikTok's built-in music library can also create click-through videos. Specific steps are as follows:
1. Create a TikTok Ads Manager Account. Open TikTok advertising service;
2. Select a goal you want your business to achieve like: reach, awareness, website traffic, or sales. Plan advertising effectiveness, which can be quantified as indicators such as traffic, order issuance, user awareness, etc.;
3. Determine who will see your ads. Determine who will see your ads.
4. Set how much you want to pay. bid;
5. Upload or create your videos on the platform and write your copy. Create and upload advertisements to the platform and make a statement of ownership;
6. Add a payment method. Add a payment method;
7. Publish your ads. Publish your ads;
Amazon sellers who see the topic of #TikTokMadeMeBuyIt will surely smile. A large number of users first saw the target product on TikTok, and then moved to buy Amazon to make a purchase. When they posted the order, they brought this label and made it a joint Amazon X TikTok. effect. After Amazon did not fall behind, it opened its own channel on TikTok.
Obviously, TikTok has become the first choice (one of) for brand social marketing cooperation. If you want to break into such a bizarre "marketing industry", it is indispensable to follow the trend. First, grasp the normal and incubate the "abnormal", which is also an individual ( Brand) The path of IP has been verified by predecessors and is feasible. Brands want to gain a firm foothold on the platform quickly and cannot do without the routine operation of "passion brushing their faces". TikTok is always coming, so come and try!