{"id":19007,"date":"2020-04-24T17:03:01","date_gmt":"2020-04-24T15:03:01","guid":{"rendered":"https:\/\/trilogi.com\/blog\/tiktok-ecommerces-big-opportunity-to-reach-gen-z\/"},"modified":"2020-04-24T17:03:01","modified_gmt":"2020-04-24T15:03:01","slug":"tiktok-ecommerces-big-opportunity-to-reach-gen-z","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/tiktok-ecommerces-big-opportunity-to-reach-gen-z\/","title":{"rendered":"TikTok: eCommerce\u2019s big opportunity to reach Gen Z"},"content":{"rendered":"

TikTok was born as an app combining Musical.ly and Vine, for recording and posting user-created lip-sync and comedy videos straight from the app. These videos keep appearing in the main feed with no apparent criteria, creating practically endless entertainment.<\/p>\n

In just under a year its user base grew exponentially and big companies like Coca-Cola and Nike started investing in advertising there. It has now become the most downloaded social network, with more than 400 million downloads, ahead of Facebook, Instagram, YouTube and Snapchat, and is the go-to app for Gen Z.<\/strong> Fashion, video game and music streaming companies have already made TikTok their main channel for reaching younger audiences.<\/p>\n

So, what opportunities does it offer for eCommerce and marketing?<\/strong> In this post we\u2019ll look at how it works, who its target audience is and some tips for starting a marketing and advertising strategy on TikTok.<\/p>\n

How does TikTok work?<\/h2>\n

\"\"
\nIt\u2019s a free app for iOS and Android that\u2019s very simple to use: just tap the button in the center at the bottom of the screen and start recording short videos of 3 to 15 seconds or longer ones of 30 to 60 seconds. You can add filters, visual effects, stickers or sound effects to these videos<\/strong> to dance or lip-sync to.<\/p>\n

To watch other users\u2019 videos, just open the app and the main feed will show you videos based on your interests and previous views. Among the most popular themes are music videos, whether for short dance challenges or Musical.ly-style lip-syncs. Another of the most common themes is comedy sketches<\/strong>, creating your own content with your voice or using a viral sound uploaded by another user or by TikTok itself.<\/p>\n

How do I know if I should advertise on TikTok?<\/h2>\n

\"\"
\nTo decide whether to advertise on TikTok, you need to consider two things:<\/p>\n

    \n
  • Target audience:<\/strong> 41% of users are young people aged 16 to 24, the well-known Gen Z. 66% of users are under 30<\/strong>, many of whom joined especially since the start of lockdown, and this percentage is expected to grow in the short term. If the user niche you want to reach matches TikTok\u2019s audience, don\u2019t hesitate: start investing time and money in this app to boost your business\u2019s visibility.<\/li>\n
  • Creativity:<\/strong> advertising on TikTok is completely innovative and very different from what was used on other social networks. The goal here isn\u2019t direct sales, but visibility.<\/strong> Conventional, aggressive advertising doesn\u2019t work; it has to match the style of videos users create: entertaining, original and lighthearted.<\/li>\n<\/ul>\n

    How do you start a marketing strategy on TikTok?<\/h2>\n

    \"\"
    \nThe first thing you need to do is create a business profile<\/strong> under Manage account > Switch to PRO account<\/em>; the process is similar to Instagram\u2019s. Once you have a business profile, you\u2019ll be able to access analytics to improve your account\u2019s performance<\/strong>. Start by exploring the social network, understanding user behavior and analyzing the kind of content other brands create; that way you can build a strategy that fits your user niche\u2019s interests as closely as possible. Once you\u2019ve explored it, keep several things in mind:<\/p>\n

      \n
    1. \n
        \n
      1. When to post:<\/strong> the best time to post on TikTok is from 7:00 p.m. to midnight<\/strong>, since that\u2019s when most users are online. Even so, posts in the network\u2019s main feed aren\u2019t shown in chronological order, so a video can go viral some time later. The network\u2019s creators recommend posting five times a week<\/strong>, so the algorithm sees you as an active user and shows you more often in the main feed.<\/li>\n
      2. What to post:<\/strong> TikTok puts marketers\u2019 creativity to the test<\/strong>, leaving behind the ad formats they\u2019ve been using for Social and Google Ads.Using sound effects in your posts is a must on TikTok<\/strong>: adapt to these formats and make fun videos with music to grab users\u2019 attention. Don\u2019t make overly polished videos, TikTok is all about spontaneity and originality<\/strong>. And build community with hashtags<\/strong> to appear alongside other users in the trending section, and join or create your own fun challenges to make your content go viral with your audience.<\/li>\n
      3. Influencers:<\/strong> although it\u2019s still very early to talk about influencers on TikTok, the truth is that the network already has a group of users with huge numbers of followers and views, so it\u2019s a good idea to start collaborating with them. The difference from other social networks is that users here reject traditional advertising, so it has to be done through duets or by creating a fun video that involves your brand.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n

        Online investment in TikTok Ads<\/h2>\n

        \"\"
        \nTikTok\u2019s creators have built their own platform for managing advertising on the network. To start investing in ads, you need to sign up for their Ads platform to access the four types of ads available:<\/p>\n

          \n
        1. Native Ads \/ Biddable Ads<\/strong>
          \nThese are ads similar to Instagram Stories ads: 9- to 15-second videos that appear in the main feed with a button that sends users to your website or app<\/strong>. It\u2019s the option most similar to Instagram and Facebook, since it uses CPC, CPM or CPV bidding and you can target them to reach your specific niche. It\u2019s the most widely used ad, as there\u2019s no minimum spend.<\/li>\n
        2. Brand Takeovers<\/strong>
          \nThis is one of the most expensive options, as it lets the brand take over the social network for a day<\/strong> with ads when the app opens, custom GIFs or linked videos. Only one brand per day per country can use this ad format.<\/li>\n
        3. Hashtag Challenges<\/strong>
          \nThis ad is built around a video posted by the brand to promote a challenge through a hashtag<\/strong>. Once it\u2019s posted, you promote it and it\u2019s featured in the trending section for 6 days.<\/li>\n
        4. Branded Lenses<\/strong>
          \nThis involves creating a filter for users to apply when recording their videos<\/strong>, very similar to those on Instagram Stories or Snapchat. This way you gain visibility every time a user uses your brand\u2019s filter.<\/li>\n<\/ol>\n

          So, if your brand fits TikTok\u2019s audience, start exploring the TikTok world and gain visibility by taking on a creative challenge like TikTok advertising.<\/p>\n","protected":false},"excerpt":{"rendered":"

          TikTok was born as an app combining Musical.ly and Vine, for recording and posting user-created lip-sync and comedy videos straight from the app. These videos keep appearing in the main feed with no apparent criteria, creating practically endless entertainment. In just under a year its user base grew exponentially and big companies like Coca-Cola and […]<\/p>\n","protected":false},"author":2,"featured_media":14308,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2509],"tags":[],"class_list":["post-19007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etrends"],"yoast_head":"\nTikTok: eCommerce\u2019s big opportunity to reach Gen Z | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"TikTok is here to stay. 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