Whenever a social network appears, companies think of ways to insert themselves and interact with the public. So it was with Twitter, Facebook, Instagram, and even Snapchat. The challenge now is to learn how to enter the world of TikTok, a Chinese short video application that is a fever among teenagers, was the second most downloaded in the world last year, according to SensorTower, and reached the mark of more than 1 billion users.
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How to use Tiktok for Business 2020
The corporate performance at TikTok is completely different from other social networks, in the view of MD marketing specialist Denis Santini. He mentions the case of the American Starbucks, which was presented at the last edition of the International Franchise Association (IFA) Convention, in February. “The company is not in TikTok, but a brand attendant already has millions of views teaching how to make local recipes. This is increasingly common among companies. ” Santini says that, in this way, the brand encourages communication to be made from “people to people”, as are the mechanics of TikTok.
The expert explains that the terrain of social media is constantly evolving, so this strategy may work now, but it will become obsolete tomorrow. “I usually say that nobody can be an expert on social media, given the speed with which they evolve. But you need to be studious and try to understand how brands move with this type of novelty ”, he says.
Fast food got engagement during the SuperBowl
The restaurant chain Chipotle Mexican Food has been identified as a case of engagement within the platform. Last year, it launched the #GuacDanceChallenge challenge, in which consumers had to dance to a song that mentioned avocado, an important ingredient in Mexican cuisine.
The company received more than 250,000 videos with the hashtag in six days and sold 800,000 portions of guacamole on National Avocado Day, during the campaign.
At the Super Bowl 2020, the brand partnered with singer Justin Bieber to promote his new song, Yummy. The idea was to encourage users to create their own ads against the background of the composition. The challenge called TikTok Timeout impacted 95 million people, according to the company.
Brazilians start to feel the ground
The Brazilian cleaning services franchise Maria Brasileira took its first steps on the social network with a bet similar to that of the American Starbucks, but with an influencer. The network closed a partnership with tiktoker Patricia Alves (@patriciapamm), which has almost 140 thousand followers. She recorded dubbing videos and mentioned the brand. “We grew the number of followers by 800% in one week with this action”, says the brand’s founder, Felipe Buranello.
The target audience of TikTok is not the same as that of Maria Brasileira, and the entrepreneur knows this. But it has indirect impacts. “One of our franchisees discovered the action because of their children, so we see the potential to generate this curiosity in the elderly. We adopted an attractive language that we had never used to talk to young people who will also be our consumers, soon. ”, He says.
“Most successful brands embrace creativity”
TikTok himself is excited about the Brazilian adhesion to the tool. They do not disclose numbers but have installed one of the company’s 12 global offices in São Paulo. “We can say that we are very excited about the overwhelming response from our Brazilian users and our continuous growth trend in the country”, says the community manager of TikTok in Brazil, Rodrigo Barbosa, in a communication sent to PEGN.
It also does not reveal how many companies are already on the platform but hints at the performance profile with the greatest potential. “The most successful brands are those that embrace the creativity and authenticity of the community. The content on TikTok is unique. What resonates most is the moments in real life, so the practice we recommend for brands is to stay true to its essence, ensuring that the content is authentic for the format “, he says.