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It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.
Cosmetics brand e.l.f. is one of the latest advertisers to launch a paid campaign targeting TikTok’s Gen Z user base. Using the popular “Hashtag Challenge” ad unit, the brand recently launched its #eyeslipsface campaign, encouraging TikTok users to create videos showing off their makeup using an original song created for the activation. e.l.f. Beauty also purchased a 24-hour takeover ad, which prompted users to participate in the challenge upon opening the app.
“Gen Z is a huge audience for us,” said Kory Marchisotto, CMO of e.l.f., in an interview with eMarketer about the news of the partnership. “It’s of critical importance to make sure we’re not only where they are, but also serving up content that’s relevant to them.”
Marchisotto says it’s not just TikTok’s demographic that has e.l.f interested in the platform. “I think [TikTok] is bringing something very different. Instagram has become highly polished, it’s still the coffee table book, it’s very curated. On TikTok, everybody’s out there to have fun and express themselves in unique ways.”
Below is a roundup of TikTok’s current ad offerings and some of its biggest brand partnerships to date.
Though the video app has yet to roll out all its ad capabilities—such as augmented reality lenses and full-screen video ads, as listed on its website—some early adopters are testing select formats.
Brands like Guess and Chipotle Mexican Grill partnered with TikTok on sponsored “Hashtag Challenges,” which placed branded hashtags on the app’s Discover page. Food delivery app Grubhub was reportedly testing video ads on TikTok as early as January 2019, and fashion retailer Hollister Co. ran a series of in-feed video ads last spring. TikTok has also become a popular platform for influencer marketing, especially for brands looking to work with the platform’s up-and-coming video creators.
A representative from TikTok confirmed that its hashtag unit was still the only ad product officially available in the US, but it is conducting early experiments with other models. Last month, sponsored hashtags were expanded under the name Hashtag Challenge Plus and now include an in-app shoppable component.
Walmart TikTok’s list of advertisers also includes the largest company in the world. Walmart …read more
Source:: Business Insider