TikTok doesn’t need advertisers to create adverts for its platform.
At its NewFront presentation on Thursday, TikTok informed entrepreneurs that as a way to achieve success with its viewers, they’ve to point out up natively on the platform.
On the occasion, hosted by TikTok creator Tai Verdes, the platform touted its attain and cultural affect by way of survey information and case research, and introduced itself as a culturally related leisure app, fairly than a social platform.
TikTok desires advertisers to understand it’s not all nearly branding, however can drive actual gross sales. Sandie Hawkins, GM of North America and international enterprise options at TikTok, cited the #TikTokMadeMeBuyIt pattern as proof that the platform turns impressions into purchases.
It additionally desires manufacturers to know that it’s not only a platform for Gen Z. TikTok is “pushed by natural content material from audiences of all ages,” mentioned head of world advertising Nick Tran.
TikTok has 100 million month-to-month energetic customers within the U.S., 30% of which report watching much less TV since becoming a member of the platform, and 93% of which say they “really feel glad” after spending time on the app, in response to an inner survey.
All indicators point out that the TikTok obsession gained’t decelerate because the world reopens. Eighty-eight % of TikTokers plan to spend equal or extra time on the app when issues return to regular, in response to the survey.
As for advertisers, customers truly like adverts on TikTok,, with 61% of describing adverts on the platform as “distinctive.”
TikTok can be efficient. Ninety-percent of TikTok campaigns exceed a return on advert spend (ROAS) of $2.50, whereas half exceed a ROAS of $5. In the meantime, TikTok exceeds Kantar international norms for model favorability, consciousness and buy intent by not less than 2x, primarily based on measurements from This autumn.
So the place’s the proof?
TikTok introduced on outgoing U.S. CMO of Kentucky Fried Hen, Andrea Zahumensky, and CMO of American Eagle Outfitters, Craig Brommers, to debate the affect TikTok had on their enterprise.
After a video of a TikTok creator carrying American Eagle leggings went viral, the model’s Google searches spiked 200% and the leggings have offered out each time they’ve been restocked previously yr, Brommers mentioned.
In the meantime, Zahumnesky attributed the success of KFC’s rooster sandwich marketing campaign to TikTok grandma creator, Lily Hayes, who has over 3.4 million followers on the platform.
You’re getting appitized! lol ♂️ @kentuckyfriedchicken #trythekfcsandwich #satisfiedcustomers #advert
♬ authentic sound – Lili Hayes
TikTok do’s and don’ts
TikTok hosted a “advertising recommendation” phase throughout its NewFront the place creators and executives informed manufacturers to belief and provides artistic freedom to influencers for the very best outcomes, highlighting the necessity for fluidity and pace.
Manufacturers also needs to lean into TikTok’s relationship with music. Three-fourths of TikTokers say they uncover new artists on the platform, and 68% favor movies from manufacturers that function new music they have not heard earlier than.
Sixty-eight % of TikTokers additionally agree they bear in mind a model higher in the event that they function a track they like,and 72% affiliate songs with the platform.