- [Instructor] If you're a little unsure about TikTok,
you're not alone.
But there's no denying it's become a sensation.
So who's using it and where does your brand fit in?
Let's find out.
TikTok was developed by Chinese AI company ByteDance
and launched in 2016.
It took off in 2018, not long after it acquired
Musical.ly, a short-form video app.
And today, it has over 500 million monthly active users.
TikTok appeals to a younger demographic.
In fact, about two-thirds of its users are under 30.
The app's focus is fun, entertaining videos up to 60 seconds
in length and often synced to a popular song.
Its homepage is called For You and showcases
a collection of popular content that changes
based on your interests, tastes, and what you click on.
Users participate in memes, hashtag challenges,
or create duets, which are essentially a personalized
public video created by one user in response to content
created by another.
What would any social platform be without its influencers?
Like its demographic, TikTok's creators are young
and many are willing to work with brands.
The good news is the content seems fresh and is less costly
than you might pay for a similar program on Instagram.
And the videos can go viral as users seem happy
to spread the sponsored posts.
But agencies are springing up and it likely won't be long
'til the app becomes even more commercialized.
TikTok offers one main ad format, in-feed videos
and three calls to action: cost per click,
cost per view, and CPM.
Right now, brands can run a takeover campaign,
create sponsored augmented reality lenses, stickers,
and other effects or take part
in a promoted hashtag challenge.
Are there any issues to watch out for?
Well, the FTC has contacted a number of influencers
for not disclosing sponsored content.
The FTC also fined the company for collecting
personal information on children.
Plus, some privacy experts worry about all the personal data
people share being used for tracking and surveillance.
But media companies like NBC News and brands
are jumping on.
Luxury apparel maker Ralph Lauren partnered with TikTok
on a digital campaign during the US Open.
The Washington Post created a Christmas elf-themed campaign
to boost subscriptions from younger audience.
And speaking of elves, Elf Cosmetics developed
an original song for a hashtag challenge that went viral
and even sparked organic contributions
from Reese Witherspoon and Jessica Alba.
So how can your company take part in all
the silliness and fun?
Well, for starters you need to make sure your customers
are on TikTok.
If they are, check out some of the trending hashtags
that appeal to your audience's demographic.
Then start small by testing the waters.
If you decide to create a paid hashtag challenge,
make sure it's not too commercial.
And accept the fact that your content
doesn't need perfection.
It just needs a lot of personality.