“Eyes Lips Face,” a song the makeup brand produced with the Brooklyn-based agency Movers + Shakers and Grammy-winning producer iLL Wayno, spawned nearly 18,000 imitation videos when it launched in early October. Other TikTok hits, like the 1996 Halloween song “Spooky Scary Skeletons,” have gone viral with amateur creators.īrands like makeup company ELF Cosmetics have also seen enormous success by working with creative agencies to create original songs for the app. Flighthouse works with artists like Ariana Grande and Austin Brown to make music specifically for the app. Music is a core part of the app, and many challenges involve remixed songs. For a company that’s mostly popular with boomers, Gen Z awareness went a long way, even if it didn’t immediately result in sales. The company didn’t pay to promote the #HomeDepot hashtag, but it got 62 million views regardless. The Home Depot jingle, a bizarrely catchy tune, went viral earlier this year. Other companies have simply gotten lucky. “When you go home you open Netflix, but if you’re on the bus you’re on TikTok”
“The cream of the crop is to be the viral challenge,” explains Pace. (It looks slightly cooler than it sounds.) The #ChipotleLidFlip hashtag got more than 230 million views. In May, Chipotle partnered with the app to run a six-day lid flip challenge where people tried to land a burrito bowl lid directly on their food container. Those with bigger budgets can also go directly to TikTok.
“It’s about awareness much more than acquisition,” Bogliari explains. On the app, challenges are videos the TikTok community riffs on, and they can spawn hundreds of thousands of imitations. You put the product inside a video and do a soft sell.”Ĭreative agencies like Bogliari’s work with brands to create TikTok-specific content, with the goal of starting viral challenges. “But on TikTok, it’s about being funny and entertaining. “On Instagram, it’s a lot of buy this, buy that, use my promo code,” says Bogliari. That’s a steep price, even when compared to Instagram’s average price, which is just under $8 per CPM, according to marketing analytics firm Ad Stage.Īgencies like Flighthouse and The Influencer Marketing Factory focus on organic ads, which look more like regular TikTok videos and are particularly good for brand awareness. Now, businesses can access a self-serve platform for an average of $10 per CPM (cost per thousand impressions). Last November, TikTok started allowing companies to buy traditional ads on the app. The platform has fewer advertisers than Instagram or Snapchat, making the potential reach of a campaign that much wider. “With a fraction of what you spend on Insta, you can get amazing reach on TikTok,” says Bogliari. But if a seven-year-old YouTuber can make $11 million a year, age is probably not going to be a good excuse once influencers start demanding more. “If you’re 15 and you’re making $500 to do a video, that’s a lot,” says Alessandro Bogliari, CEO of The Influencer Marketing Factory, who’s hired Baigorri in the past. “With a fraction of what you spend on Insta, you can get amazing reach on TikTok”īaigorri said he makes about $250 per video, which is a nice side hustle but nothing compared to the $10,000 influencers on Instagram and YouTube have been known to command for a single post. Many feature his girlfriend, Magali, who is also a TikTok influencer. While his personal TikToks typically feature impressive gymnastic feats (he’s extremely into parkour and backflips), his sponsored work tends to focus on songs and skits. “They are usually pretty specific, not only on the content of the video but when to publish and what you should put in the description.”īaigorri, who lives in Argentina, has 2.2 million followers and produces videos for Sony and Universal. Some, like TikToker Alejandro Baigorri, have found their niche working with music labels.
Tik tok ads how to#
There are a lot fewer creators knowing how to use it because the barrier to entry is higher.” “You don’t go there to see what your friends are doing - you go there to be entertained. But I think it’s more comparable to YouTube,” he explains. “It’s interesting, right, because there’s a lot of people saying TikTok is the new Instagram. As Pace’s agency lands contracts with startups and corporations, however, many influencers have yet to see the massive gains enjoyed by their peers on other platforms. “If you’re 15 and you’re making $500 to do a video, that’s a lot”Īs TikTok becomes a crucial avenue for companies looking to find a teen audience, these groups are poised to win big.
0 kommentar(er)
