TikTok doesn’t need advertisers to create adverts for its platform.
At its NewFront presentation on Thursday, TikTok informed entrepreneurs that with the intention to achieve success with its viewers, they’ve to indicate up natively on the platform.
On the occasion, hosted by TikTok creator Tai Verdes, the platform touted its attain and cultural influence by way of survey information and case research, and introduced itself as a culturally related leisure app, fairly than a social platform.
TikTok desires advertisers to comprehend it’s not all nearly branding, however can drive actual gross sales. Sandie Hawkins, GM of North America and world enterprise options at TikTok, cited the #TikTokMadeMeBuyIt pattern as proof that the platform turns impressions into purchases.
It additionally desires manufacturers to know that it’s not only a platform for Gen Z. TikTok is “pushed by natural content material from audiences of all ages,” mentioned head of worldwide advertising and marketing Nick Tran.
The numbers
TikTok has 100 million month-to-month lively customers within the U.S., 30% of which report watching much less TV since becoming a member of the platform, and 93% of which say they “really feel blissful” after spending time on the app, in accordance with an inner survey.
All indicators point out that the TikTok obsession received’t decelerate because the world reopens. Eighty-eight % of TikTokers plan to spend equal or extra time on the app when issues return to regular, in accordance with the survey.
As for advertisers, shoppers truly like adverts on TikTok,, with 61% of describing adverts on the platform as “distinctive.”
TikTok can be efficient. Ninety-percent of TikTok campaigns exceed a return on advert spend (ROAS) of $2.50, whereas half exceed a ROAS of $5. In the meantime, TikTok exceeds Kantar world norms for model favorability, consciousness and buy intent by a minimum of 2x, based mostly on measurements from This fall.
So the place’s the proof?
TikTok introduced on outgoing U.S. CMO of Kentucky Fried Rooster, Andrea Zahumensky, and CMO of American Eagle Outfitters, Craig Brommers, to debate the influence TikTok had on their enterprise.
After a video of a TikTok creator sporting American Eagle leggings went viral, the model’s Google searches spiked 200% and the leggings have bought out each time they’ve been restocked up to now yr, Brommers mentioned.
In the meantime, Zahumnesky attributed the success of KFC’s rooster sandwich marketing campaign to TikTok grandma creator, Lily Hayes, who has over 3.4 million followers on the platform.
@lilihayes You’re getting appitized! lol ♂️ @kentuckyfriedchicken #trythekfcsandwich #satisfiedcustomers #advert
♬ unique sound – Lili Hayes
TikTok do’s and don’ts
TikTok hosted a “advertising and marketing recommendation” phase throughout its NewFront the place creators and executives informed manufacturers to belief and provides inventive freedom to influencers for one of the best outcomes, highlighting the necessity for fluidity and velocity.
Manufacturers also needs to lean into TikTok’s relationship with music. Three-fourths of TikTokers say they uncover new artists on the platform, and 68% choose movies from manufacturers that function new music they have not heard earlier than.
Sixty-eight % of TikTokers additionally agree they bear in mind a model higher in the event that they function a tune they like,and 72% affiliate songs with the platform.