Communicative strategies for brand promotion in social media on the example of Tiktok platform

1.

COMMUNICATIVE STRATEGIES FOR BRAND PROMOTION IN
SOCIAL MEDIA ON THE EXAMPLE OF TIKTOK PLATFORM
Presented by
Veronica Konoplyanik
Darya Meleshko

2. NOWADAYS

№1 app among generation Z and millennials
more than 1, 5 billion downloads
advertising campaigns for well-known brands
500 million of active users
IN
2018
Began its life as a moderately successful
video-sharing app

3.

MAIN WAYS THAT BRANDS CAN MARKET ON TIKTOK
creation of
their own
channel on
the platform
collaboration
with top
influencers
in-feed
native video

4.

THE MOST SUCCESSFUL STRATEGIES
HASHTAG CHALLENGES
Dance music producer and DJ, Alan Walker utilized
TikTok to help market his song, “Different World.”
Walker asked fans to record themselves doing their
part for the environment with the hashtag
#DifferentWorld. The creators of the 60 best videos
received prizes for their efforts.

5.

USER GENERATED CONTENT
Generation Z far prefers to be involved. If you can find
a way to encourage your customers to share videos of
themselves using or interacting with your products in
some way, you’re likely to get a high buy-in.

6.

TRADITIONAL INFLUENCER MARKETING
All the influence marketing techniques you see on
other video-based platforms, such as YouTube, work
on TikTok, too.

7.

REXONA`S ADVERTIZING
CAMPAIGN ON TIKTOK
The objective
a viral campaign that could resonate
with younger consumers
The solution
Hashtag Challenge (#RexonaChallenge)
with a top influencer
The results
93 million video views in just 6 days
156,000 videos generated
14,000 followers

8.

9.

Synergy – the mutual enhancement of two or more different
components
well-known
influencers
hashtag
challenge
user`s
involvement
a
successful
advertising
campaign
on TikTok

10.

WHY ADVERTISING ON TIKTOK IS WAY MORE EFFICIENT IN
CONTRAST TO OTHER SOCIAL PLATFORMS?
SOCIAL MEDIA
platform`s
novelty
more relevant
advertisements
most users and
bloggers are
within the same
age category

11.

Thank you very much for your attention!