Before we dive into the workings of TikTok and TikTok advertising let’s take you back to the early to mid 2000s.
Yes, we want you to remember the years that were dark and full of terrors – courtesy of load shedding, slow dial-up Internet, and the absence of mobile data.
Before TikTok was a thing, platforms like Vine and Dubsmash held the big guns.
As a 6-second video-making platform, Vine reportedly had 200 million monthly active users (MAUs) until 2015, when it was finally shut down. Similarly, Dubsmash – a video lip-syncing platform turned full-featured video messaging app – has 100 million MAUs.
With this wealth of MAUs, brands used to flock to these platforms to promote themselves. After all, more users meant a wider coverage and traction. Remember this Dubsmash video of Bonus noodles? Aah, nostalgia.
But of course, like everything else on the Internet, these platforms began to die out.
Enter: TikTok – a social media platform that creeped its way in, stretched its legs out, and spread like wildfire.
For brands, this means another platform to connect with their audience – hence, the rise of TikTok advertising.
Ready to learn about TikTok advertising in Nepal? Let’s begin.
What is TikTok?
Most people often confuse the platforms Musical.ly and TikTok to be one and the same – and you’re somewhat right too. Confused? Let us explain.
You see, Musical.ly was actually bought by a Chinese company called ByteDance, which had already owned a similar platform named TikTok. What ByteDance did was a simple textbook acquisition of Musical.ly; it combined the two platforms into one brand name – TikTok.
From all the stuff people have been posting and sharing about TikTok advertising, you probably have a rough idea of the type of content the platform is built for. Initially similar to Dubsmash for its lip-syncing videos, TikTok is now popular for a wide variation of video content.
Typically, TikTok users can shoot videos up to 15 seconds long, but this can also be extended to create 60 second videos by combining videos. Furthermore, you can also add a lot of different elements to your content. This includes filters, music, snappy edits and special effects – all of which are built in the app itself.
Here’s a catch – you don’t have to follow anyone on TikTok. You can simply open the app, go to your Discover page, and watch videos that you find interesting. This simplicity makes it all the more viable for TikTok advertising.
In 2019, TikTok released a list of videos that gained the most traction.
So, what exactly were in these videos? Memes, Internet challenges, animals, celebrities, dances, influencers, special effects, beauty and style, sports highlights – you name it.
If you’ve checked that list, then you know how diverse the video content is. Unlike its predecessor Musical.ly, the content doesn’t solely include music. From emerging comedians doing some stand-up comedy, budding beauticians preparing their skincare routine, to pranksters and DIY artists – TikTok is a platform for one and all.
This makes it a great platform for TikTok advertising.
Another key thing to note when it comes to TikTok advertising is the presence of influencers, also known as TikTok Musers. We’ll explain more on how brands can leverage these Musers in the blogs that follow in the coming days.
Who uses TikTok anyway?
As of 2019, TikTok has over 1.5 billion users.
Undoubtedly, millennials and Generation Z are the key audience and content creators at TikTok. This isn’t surprising considering the deeply embedded meme culture and flurry of Internet challenges that spur TikTok advertising.
To give you a snippet, here’s a quick rundown of user-generated TikTok challenges that went viral:
It’s important to note how these challenges went viral.
Globally, nearly two-thirds of TikTok’s audience is under 30. This is a user base that has phones in their hands 24/7, actively create a buzz about things they like, and essentially create their own content.
User-generated content is one of the major factors that makes it oh-so lucrative for TikTok advertising.
What does this mean for brands?
If you’re a brand that wants to target younger audiences and connect with them, then TikTok advertising can be your jam. As a brand, all you have to do is come up with a concept, a trend, a hashtag to get people going – TikTok’s users will create their own content, which can make your TikTok advertising effective.
Let us elaborate how some brands used TikTok advertising to engage with their audience.
- #InMyDenim by Guess
This campaign encouraged users to share how they styled their denim by transforming their outfit from a mess to best-dressed.
- #GuacDance by Chipotle
As one of the best TikTok advertising campaigns, under this, users were asked to dance to the catchy tune of Dr. Jean’s The Guacamole Song.
- #winningRL by Ralph Lauren
With the US Open theme, users were encouraged to make their own videos where they’re winning – either in tennis or in real life. The ones with the most engagement were rewarded with some Polo Ralph Lauren U.S. Open gear.
- #WeReady by NFL
Under this TikTok advertising campaign, fans were encouraged to show their pride for their favorite team by creating their own unique TikTok videos with the #WeReady hashtag.
TikTok Advertising in Nepal
In the context of Nepal, TikTok advertising is still in its earlier phases, but is gaining popularity meteorically.
Unlike other social media platforms that base their algorithms on personal connections, people you follow, your personal preferences – TikTok simply shows what’s trending. Its algorithm is triggered by the velocity of engagement a video receives. So, for Nepalese brands looking to try TikTok advertising, engagement is your keyword.
You don’t have to take our word for it. Take the example of Reshma Ghimire, Manjil Basnet and Madnish Dahal. They started out as TikTok Musers, created entertaining content, garnered huge fan followings, and eventually landed silver screen gigs.
This goes to show just how much buzz there is to TikTok advertising.
Looking for some help with TikTok advertising?
At Lone Tree Nepal, our enthusiastic team of creative talents and digital marketing experts will stop at nothing to help you with TikTok advertising. Along with this, we also provide a plethora of digital and inbound marketing services like Branding & Design, Social Media Marketing, Search Engine Marketing, Search Engine Optimization, and Content Marketing.
As we move forward with campaigns, expertise, and motivated customer service, we make sure that we never miss the mark and carve out newer possibilities. We ensure to keep ourselves and our clients updated with the latest digital marketing and social media trends.
Want to do some TikTok advertising but don’t know where to start? Connect with us!