TikTok has released a report based on Kantar’s analysis of the value of User Generated Content (UGC), specifically Hashtag Challenges, for brands on TikTok.
The ‘Power of TikTok’ report combines 16 global experts, data analysis from 60 Branded Hashtag Challenges, and demographic data from 67,000 TikTok users around the world. The research highlights the value of TikTok to brands and the factors that underpin the most successful campaigns on the platform.
10 Things you did not know about TikTok
The report exposes 10 truths about the platform that brands might not know:
- TikTok is just different. It is an entertainment platform, not a lifestyle platform, that gives anyone the power to be a creator. Its simple creativity, authenticity, short format, and built-in challenge mechanism signal its success as an advertising platform.
- Creators are the foundation of successful campaigns. The most successful hashtag challenges involve brands, who work with creators, to identify the creative elements found in the community, and give them a creative license to make the content.
- The music hits the right key. The right music can turn a good campaign into a great campaign. The River Island #GlowingOut campaign challenge in the UK used a custom soundtrack for the campaign, which was a critical part of the campaign’s success.
- TikTok’s global audience is larger than expected. 32% of global users are between the ages of 25 and 34, and 35% are over 35, according to the report.
- Due to this reach, TikTok encompasses all brands, in all categories. From AIB bank to BMW Motorsport. All brands can be successful on TikTok.
- TikTok campaigns can shorten the conversion funnel. Users who interact with Hashtag Challenges go out and buy the brands they connect with. Kantar’s measurement of TikTok campaigns shows that branded hashtag challenges lead to a 5.1% increase in brand awareness, compared to 2.8% by Kantar’s standards. The study also reveals that these campaigns lead to a 3.4% increase in message association (compared to 2.8% for their standards), a 4.6% increase in brand acceptance (compared with 1.8% of standards) and a 3.2% increase in purchase intention, versus 1.8% of its standards, according to Kantar.
- Allow users creative freedom. Working directly with creators means that Challenges can be designed right from the start. Thus, the “The Play with Pringles” campaign used creators from all over Europe to adopt a trend on the platform and turn it into a brand campaign, with Pringles as the protagonist.
- The best is simplicity. Offering everyone the opportunity to participate in the campaign.
- Hashtag Challenges have begun to show an impact on offline behavior. Brands are finding new ways to engage consumers beyond the challenge itself. Improving the “customer journey” and taking people from brand awareness to purchase intention, and even to purchase. This can give brands a bigger impact at peak times like Black Friday, Halloween or Christmas.
- Use TikTok as part of the entire marketing ecosystem. As part of a full multimedia campaign, TikTok can appeal to a harder-to-reach audience, ensuring that brands are cut across generations.