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Beauty's New Challenge BEAUTY'S NEW CHALLENGE TIKTOK IS THE FIRST TIKTOKTIKTOK ININ NUMBERSNUMBERS TRULY GLOBAL SOCIAL PLATFORM, attracting users billion downloads of all ages from all over the world 60% women 150 countries million active users 75 languages 43 minutes/day spent WHAT IS TIKTOK? TikTok is a purely mobile social platform that started in China in 2016, where it is known as Douyin. The platform teems with short, mobile-edited videos with catchy music that show life moments in a fun, ironic and occasionally extravagant way. It’s easy to use, fun and has huge viral potential. ByteDance, the tech company behind the app, took only 200 days to develop it, with the clear intention to become the premiere musical app among youth, following the success of Vine & Musical.ly. In 2017 ByteDance bought Musical.ly and the fusion of both platforms created TikTok as we know it today. TIKTOK IS NOT JUST ANOTHER SOCIAL NETWORK. IT’S A DURING COVID-19 CONFINEMENT, PLATFORM FOR 315 MILLION PEOPLE CREATIVITY & DOWNLOADED TIKTOK ENTERTAINMENT. he app was created for consumers and content creators that have grown up with the smartphone as their primary means of communication, information & entertainment. And for this reason, TikTok has become the preferred platform for centennials. 2018 2019 2020 COVID-19 Although at its beginning content was primarily dance & lip sync, it has since diversified greatly, opening the doors to users of any age and also to brands & influencers, who in recent months have widely turned the app. Source: https://sensortower.com/blog/tiktok-downloads-2-billion THE COMMUNITY TikTok is a social platform very popular among young consumers, with almost half of users between 18-24 years old. But this platform, until now led by Gen Z, has seen millennials, Gen X and some boomers beginning to join. With more than 800 million active users around the world, many companies see TikTok as an opportunity to position themselves among the next generation of consumers. But although the potential lies with Gen Z, we cannot forget that the percent of users from older generations is increasing more and more. 20% OF USERS ARE In the United States, the group of users age 25-34 BETWEEN 13-18 YEARS OLD has grown from 5 million to almost 11 million in just AND ARE CONSIDERED 4 months. Since then, Comscore has indicated HEAVY USERS. that this emerging group will become the next most-represented age group on the platform. Source: GlobalWebIndex 13-17: 27% 42% The majority of users from of TikTo users hispanic countries remain in the 18-24: 42% are between centennial 16-24 years old generation 25-34: 16% 35-44: 8% 45-54: 3% 55+: 4% TikTok users spend México 19,7 millons an average of Brasil 18,4 millons 43 España 14 millons minutes per day on the app Source: GlobalWebIndex Brands, sports teams, actors, singers, influencers… The platform has captured a worldwide audience. IT’S NOT ENOUGH TO LEARN HOW TO USE THE APP, WE MUST UNDERSTAND THE COMMUNITY OF TIKTOKERS. The TikTok community is completely different than any other platform. It’s an inclusive, differentiated, fresh pace where any person can feel included and become a part of it. Not just a random user on the platform, but a person that creates content while at the same time actively participating in the content of the community. And this is the key that brands must keep in mind: “people that create content.” CENTENNIALS OR GENERATION Z Born Always after 1997 want more Digital Multitasking natives Internet is like water, necessary Impatient & to live self-taught Highly concerned Globally with digital minded reputation More committed Creators to change Source: Generation Z Report - J. Walter Thompson Worlwide HOW DOES IT WORK? GETTING STARTED ON TIKTOK Download the free app and 1 create a TikTok profile Consume content everyday to 2 understand how the app works and how it’s different from other platforms Play with the camera & discover 3 all of its possibilities Start to follow TikTokers and brands 4 from your sector, find out what they are doing and how Don’t be afraid to experiment, 5 try to make your first video! TikTok profiles are free to create and allow brands & creators to have viral reach that depends exclusively on creativity. Being a platform mainly dominated by people under 25 years old, if your brand is not known among a younger audience, it is recommended to start on TikTok looking for collaborations with experienced content creators to build community. Sharing videos created on TikTok directly on other platforms (e.g., Facebook, Instagram, Whatsapp) also helps to increase the number of followers & virality of content. Like all social networks, TikTok has a wide variety of advertising formats formats depending on the business objective. Currently, ad purchases are coordinated through a representative of TikTok Advertising. TRENDS WHAT’S HAPPENING ON TIKTOK? Spontaneity, naturalness & dynamism are the keys to the content we find on TikTok. But what makes this app highly addictive is its capacity to entertain, amuse and make the user feel part of the community. What are the top content trends on TikTok? VIRAL CHALLENGES DUETS CHOREOGRAPHIES VIRAL CHALLENGES Challenges are one of the most common types of content that you will find on TikTok. Every day new challenges emerge that go viral and are then forgotten to make way for new ones. Challenges can be practically any initiative proposed on the platform by brands or creators that users repeat or adapt over and over again and that quickly become viral through hashtags. The majority are simple challenges accompanied by music, with choreographies or movements replicated in some way that is creative, fun or even absurd. Here, the most important thing is to participate & entertain. But don’t worry, the TikToker community enjoys challenges! Don’t be afraid to launch your own challenge with your own unique element. Quarantine Pillow Challenge: Wear a cushion with a belt, like a dress, and dance to “Single Ladies”. DUETS Screen-share videos are another typical & very popular content format on TikTok. Users can Duet with videos from other TikTokers posted on the platform. For example, to sing a duet with a celebrity, follow a challenge, or react to a video. This functionality makes it possible for the organic reach of the video to be much greater. Duet from singer Carlos Right (Operación Triunfo 2018) with TikToker @itslaiafidalgo, where the challenge is to follow a choreography to his new song. MEMES A big part of TikTok is laughing, and laughing at yourself. Playback by @lolaloliitaa, The “how” is easy and diverse, and the feedback from one of the most influenctial the community is practically guaranteed. From dances, “TikTokers” in Spain. to representing life situations or past experiences, and even parodies. If you follow the network closely, you’ve surely seen that parodies of movies, performances or concerts are increasingly popular. PLAYBACKS Y LIP SYNC Parody of a scene featuring Troy Playbacks were probably one of the first TikTok trends, inherited Bolton in High School Musical 2, from all musers (terminology inherited from Musical.ly) on the by @ellie_clarke20. This TikTok platform. Today, although it does not resonate as much as already has more than 1 million other types of content, we continue to find numerous lip syncs, likes. especially among younger users. Lip syncs are videos in which users move their lips as if they were singing the song in the background. CREATORS One of the best ways to begin on TikTok and understand its functionality is to associate yourself with relevant creators, because finding appropriate talent to position yourself on TikTok is as important as understanding how to use the app. Advice: - Try to find creators that support your product & are aligned to your brand values prior to collaborating. - It’s better to work with a small group of influential creators that relate to your brand rather than a big influencer, as more creators participating in the same content will improve its value in the TikTok algorithm. - Don’t pretend that your product is the main focus in the content. TIKTOK FOR BRANDS The algorithm limitations for organic reach on Facebook & Instagram as well as the saturation of advertising on those platforms have been some of the motives for brands, celebrities and influencers all over the world to turn to TikTok. TikTok is a global phenomenon in constant growth, which can help companies companies increase brand recognition & product affinity, as well as promoting social selling. As a new platform to connect a digitally native audience and a growing adult audience, TikTok offers brands the ability to deliver messages with large scale reach and minimum investment. Content diversification on TikTok is vast and includes brands from all sectors, regardless of size and resources. Any company, from a small beauty salon to a large multinational, can make itself known on TikTok. But to succeed, it’s necessary to clearly understand the differences between this and other social networks. WHAT’S THE DIFFERENCE BETWEEN TIKTOK & OTHER SOCIAL NETWORKS? In recent years, brands have become accustomed to producing aesthetically elaborate content, polishing every detail to show a brand vision that is almost perfect—very typical of Instagram. TikTok, in contrast, is more informal & natural. It’s a platform that drives authenticity where users want to consume content with a real voice. Therefore, brands that want to start on TikTok must be willing to relax, show their most authentic human side, and know how to adapt to the language & characteristics of the platform. This means communications guidelines are not likely to be strictly followed.
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