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Spreading joy and staying relevant through TikTok
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(Courtesy of Tiktok)
L
eading social media platform TikTok hosted a virtual called TikTok: The Stage at the end of September to introduce the latest creative, branding, and commercial solutions to help brands engage with their respective communities and to increase their performance.
As more social media users flock to TikTok, so do businesses and brands. The platform is now introducing new strategies for brands to create a meaningful and valuable presence online.
Online content in Southeast Asia is getting more diverse, with sports earning the number one spot with an eightfold increase in content from last year. It is closely followed by entertainment, which grew 3.8 times, 3.2 times for gaming, 1.9 times for beauty, 1.8 times for education, and an increase of 1.6 times number of contents for food and beverages.
With the rise of digital contents also came hashtag trends such as #TikTokMadeMeBuyIt, #BookTok, and #GaraGaraTikTok (#BecauseofTikTok) or #RacuninTikTok (#InfluencedByTikTok), which have changed customer behavior because of content seen on the social media platform.
“We can't wait to help brands in the region, not only to grow their business, but also to follow the mission to bring happiness to more people in Southeast Asia,” said Sam Singh, TikTok Head of Global Business Solutions for the Asia Pacific.
Therefore, TikTok is introducing three marketing strategies to help brands attract consumers: “flawsome” content, “shoppertainment,” and unleashing each brand’s creativity.
Flawsome is a new slang derived from the words flaw and awesome. It is revealed that products become more attractive if brands can show their authenticity, presenting them as they are. Audiences will appreciate brands with content that is honest and relevant.
The second strategy is to dive into shoppertainment, which is basically the confluence of content with sales. By targeting the right audience through social media, they will find consumers that resonate with their products and turn engagement interaction into an increase in sales.
“We all need a positive spirit, and happy users make themselves more engaged consumers. With this in mind, we're launching the next phase of advertising on TikTok that allows brands to bring everyday moments of happiness to our community, in an authentic and entertaining way," Singh said.
Another way to gain engagement is simply by letting consumers unleash their creativity. On TikTok, brands are encouraged to invite their audience to participate and be a part of the creative process and brand stories. TikTok audiences welcome interactive brand campaigns and participate in voicing brand messages through their interpretations. To get more information, please visit: https://www.tiktok.com/business/id
According to Ng Chew Wee, TikTok Head of Business Marketing for the Asia Pacific, “People tend to look for entertaining content. If they don't find it, they will create their own version.”
It is revealed that one out of two users have created content in the last 30 days. With the application’s easy-to-use nature, creators will gravitate toward brands that tend to appreciate their creativity.
TikTok has more than 1 billion active users worldwide, with almost a quarter being based in Southeast Asia. In the region itself, user base surpassed 240 million per month in June, an 85 percent increase year-on-year.
