We're integrating with TikTok—what does that mean for you?

Max Houde-Shulman
November 2, 2021
#paid TikTok Integration

We're bringing Tiktok's creator marketplace to #paid. This means, brands can source and manage TikTok creator collaborations (and every other channel we support) right in our platform!

Why are we doing this?

TikTok is a new channel for brands and creators to collaborate, and it's an opportunity for you to connect with their audience in a unique way

This is new territory so it can be challenging for brands to understand and manage in a new environment.  #paid integrates TikTok into the platform to help you manage all your social campaigns, and centralize all of your partnerships, no matter the social channel.

Why should you be on TikTok?

Last year was an accelerant for eCommerce growth, screen time, and social media engagement. In 2020 the US eCommerce sales grew by 31.7%—the biggest increase in ten years and almost double the growth rate of 2011.

Since the pandemic hit, influencer engagement rates are up, and video view rates have skyrocketed. We’re seeing a massive shift in content creation and how creators communicate with their audience. TikTok has set the stage for short-form video content, and it continues to prove a success as the platform continues to increase its users and engage audiences for longer periods. TikTok's success has got rivals like Instagram changing gears to become a video-first platform.

According to Adam Mosseri, the head of Instagram, Instagram is no longer a photo-sharing app. In a video posted to his Instagram and Twitter accounts, he said the company is looking to lean into entertainment and video after seeing the success of competitors like TikTok and YouTube.

With the many social media platforms available, it can be hard to choose the correct one. But the conversation shouldn't be about which platform to use but how to work holistically with all platforms to make your brand stronger.

Is TikTok right for my brand?

TikTok has grown exponentially in just a few short years, with over 800M users globally.

On average, consumers spend 85 minutes in the app, opening it over 18 times a day, with 53.2 billion monthly views.

Now is the time for your brand to have a presence on TikTok.

TikTok originally targeted Gen Z users, but other generations are on the rise. Users aged 25 to 34 increased by 22% but more impressively, user engagement by 35 to 44-year-olds increased by 23%

Here’s a breakdown of the platform demographics—ask yourself "Is my target audience on this platform"?

TikTok Data:

The most successful brands on TikTok are:

  • Sharing light-hearted brand content—that focuses on entertainment!
  • Spending time experimenting with content and the platform
  • Leveraging trends that already exist on the platform
  • Creating less curated, raw footage video

TikTok has a saying "Make TikToks, not ads." That’s because the best ads on TikTok aren't ads.

Here’s a great example of an ad with a creator from No-Frills No Name private label.

@yungjackinnanen

#ad Kinda like tape… learn more at noname.ca/simplecheck

♬ original sound - Jack Innanen


Are TikTok users purchasing products on TikTok?

​​Yes!

49% of TikTok users said they purchased a product or service from a brand after seeing it on the TikTok platform. TikTok users might be the most dedicated group of buyers on social media.

As the platform grows, new features are tested to help shopping experiences. Shopify merchants with a TikTok For Business account will soon add shopping tabs to their TikTok profiles. They will also sync their product catalogs to create mini-storefronts that link directly to their online stores for a seamless checkout.

This is just the beginning of the eCommerce evolution of this app!

TikTok v.s Instagram, how are they different?

The way the content is created and consumed on TikTok differs from Instagram. Instagram tends to be more scripted, focused on aesthetic and aspirational content, where TikTok is about entertainment, light-hearted fun, and connecting with a large audience.

  • 75% of people said TikTok is a place where they can express themselves openly
  • 76% of people said TikTok was the only platform strongly associated with feelings of freedom as a form of authenticity by its users
  • 67% of people said they never or rarely feel jealous, bored, or stressed while using the app.

All in all, TikTok is where consumers go for feel-good content.

What sets TikTok apart from other social media platforms is its overall virality, according to marketers. TikTok has a knack for connecting people around shared interests through discovery because it is not based on who you know or follow but rather on the content.

TikTok has a unique algorithm that differs from Instagram. TikTok puts more emphasis on content vs. Instagram which is more about who you follow.

Factors affecting what you see on TikTok:

  • User interactions: videos you like or share, accounts you follow, comments you post, and content you create. (more focused on the user and their previous experience on the platform)
  • Video Information: captions, sounds, and hashtags. (more focused on content and interests)
  • Device information: language preference, country setting, and device type. (show content relevant to your location)

Factors affecting what you see on IG Reels:

  • Users activity. Reels a user has liked, commented on, and engaged with recently.
  • Users history of interacting with the owner of the video: If the user has interacted with them, that gives IG a sense of how interested they might be in the post
  • Information about the reel. Factors about the content within the video such as the audio track, video understanding (based on pixels and whole frames), and popularity.
  • Information about the person who posted. Instagram uses popularity to help find compelling content from people and give everyone a chance to find their audience.

While both platforms consider similar data to determine which content to show you, Tiktok’s algorithm is more sophisticated. It's also constantly learning from stats like video view time, to make sure consumers are only seeing content that they want.

How brands are using TikTok for amplification

1. Spark Ads (In-feed ads)

Marketers can run in-feed video ads, which blend nicely with TikTok’s feed of short videos. In-feed ads run on three action models, including CPC (cost per click), CPM (cost per impression), and CPV (cost per 6-second view).

2. Brand takeover ads

Brand takeover ads can be purchased for several brand categories (e.g. fitness, fashion, food, etc.), as TikTok offers only one brand to take over a category per day. Brand takeover ads display when a user opens the app, meaning brands get immediate attention. The goal of these ads is to prompt users to click on a CTA to visit a landing page—either internal or external to the app.

3. TikTok hashtag challenge ads

TikTok hashtag challenge ads take the challenge culture of TikTok and put it into an advertisement format. These ads promote branded hashtags to encourage the submission of user-generated content featuring their participation in the challenge.

Appearing as a banner on the discover page, the ad directs users to a page with instructions on how to participate while also featuring a feed of other participants’ content.


#paid is here to support your TikTok initiatives with unique benefits that only we're able to deliver! Our integration provides you with more opportunities to build brand awareness on TikTok. It also allows us to provide our creators with more opportunities for brand collaborations. We’re excited about this update and we look forward to being the TikTok experts you can rely on as you build out a presence in this new channel.

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