In January 2021 alone, TikTok had over 315 million downloads. Overall, it has been downloaded over 2.6 billion times as reported by Sensor Tower in December 2020. This surge in popularity can be blamed on the global pandemic. With so many of us stuck inside and glued to our screens, it’s no wonder that people are seeking the instant entertainment that TikTok videos provide.
TikTok is a video sharing social media platform that has proved itself a global hit with GenZ audiences. The app may not have anything to do with clocks or watches but it is highly concerned with views. It's more than likely that you will have seen videos of dance routines or heard a song on the radio that initially went viral on the platform. Here, content can go viral in seconds with the biggest influencers possessing nearly 32.7 million followers and receiving almost 46 million likes for a 60 second video. Brands would be silly not to take advantage of the platform to promote their content to the masses.
TikTok offers several options for brands to advertise with interaction videos. For example, IN-Feed Ads, TopView, Brand Takeover, Branded Hashtag Challenge, Branded Effects.
Branded Hashtag Challenge
TikTok Creator Marketplace is an official platform for brand and creator collaborations and videos from creator partners can easily be promoted as in-feed ads for an extra visibility boost. Here, brands can monitor their analytics and productivity of their campaigns.
The Best Brand Use of Interaction Video on TikTok
Motel Rocks: Call-To-Action and Influencer Partnerships
Online retailer, Motel Rocks has been taking advantage of Influencer followings to promote their brand. Their products are shown to millions of viewers via TikTok personalities in In-Feed ads. The clickable call-to-action “Shop now” takes viewers directly to the product page without leaving the shoppable video. With 2.4 million likes, the interaction video has clearly engaged millions of prospective customers.
Guess Jeans: #InMyDenim Branded Hashtag Challenge
“A Cluttered brand space demands unique, engaging content and integrated participation” said Edward Park, SVP of retail and digital at Guess. So, the brand took to TikTok to shake up their video content marketing strategy. The challenge asks users to demonstrate how they style their denim and transform their look from a mess to best dressed. The interactive element of the challenge drew together fans and the brand, successfully generating conversation with a new GenZ and Millennial audience.
Balenciaga: Shoppable TopView Ad
Balenciaga was the first luxury brand to launch a shoppable campaign on TikTok. This was a 24 hour takeover of the TikTok front page and generated 25 million views. The interactive video platform allowed viewers to shop the items in the video. By clicking the call-to-action, viewers could view the collection in a carousel. The interaction videos speed up the route to purchase by displaying the shoppable products directly before the viewer. Since the route to purchase is shortened, there is a higher chance of customers completing a conversion.
Smartzer offers an interactive video platform that provides brands with a tool that turns content into interaction videos on TikTok.
Smartzer MINI Shop:
Smartzer Interactive Experience
With more and more users downloading TikTok everyday, the clock is ticking for brands to utilise the platform to reach millions of new and existing customers.