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This document discusses the opportunities and challenges of digital marketing with reference to TikTok. It identifies TikTok as a rising social media platform popular among younger users for sharing short videos. The document outlines some key opportunities for brands on TikTok such as lower costs and reaching a large target audience. It also discusses influencer marketing on TikTok and lists some of the top global and Indian influencers. However, the document notes that ensuring content moderation and safety are important challenges for TikTok.

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DIGITAL MARKETING CHALLENGE AND OPPORTUNITY WITH

REFERENCE TO TIKTOK-A NEW RISING SOCIAL MEDIA
PLATFORM

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INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY EDUCATIONAL RESEARCH
ISSN:2277-7881; IMPACT FACTOR :6.514(2020); IC VALUE:5.16; ISI VALUE:2.286
Peer Reviewed and Refereed Journal:VOLUME:9, ISSUE:10(3), OCTOBER :2020

DIGITAL MARKETING CHALLENGE AND OPPORTUNITY WITH

REFERENCE TO TIKTOK-A NEW RISING SOCIAL MEDIA PLATFORM

Dr.Nilam Choudhary1 ,Chitra Gautam2 and Vivek Arya3

1&3
Associate Professor, Process Developer & HR2
1
CSE, JECRC, Jaipur, Rajasthan,2Genpact Pvt. Ltd and 3ECE, FET
Gurukul Kangdi University, Haridwar India
Abstract: Recent years have witnessed a totally speedy adoption of new digital
channels that allowed billions of people to connect share and collaborate like by no
means before. These new channels described a brand new advertising and marketing
surroundings complete of demanding situations. And with Great Challenges Comes
Great Opportunities. In this research, I define foremost definitions and characteristics of
digital media. Then identify challenges that include the significance of consumer
insights, impact of social media on branding, virtual metrics and expertise gap. And
within every task, I spotlight solutions and opportunities that lie in the shifting virtual
landscape.

Keywords- Social Media, Digital Marketing, Tiktok , Entertainment Platform, Influence

of Tiktok

I. INTRODUCTION

The content of the 15-second short video innovated the “micro narrative” model. It
greatly satisfies the user’s curiosity. According to the American scholar E. M. Rogers,
“theory of diffusion of innovation”, refers to a “concept, practice, or thing” that is
considered novel by an individual or other adopting organization. It spreads among
members of a certain social group through certain channels over a period of time. The
novel narrative mode of the short video has enriched the expression of the content and is
loved by thepublic.

II. REVIEWLITERATURE

The operation of TikTok has been trying to strongly guide the content production
behaviour of users. In the 1970s, American scholar of communication McCombs and
Donald Shaw’s agenda setting theory: there is a highly corresponding relationship
between the public’s understanding and judgment of important issues in social public
affairs and the reporting activities of the media[4]. That is to say, the “big things”
reported by the media are also reflected in the public’s consciousness as “big things”.
The challenges and hot topics of TikTok reflect the guiding role of agenda setting
theory. Challenges and topics motivate netizens to create content and engage in
interaction. It is easy to get millions and billions of users’ attention. It can guide users
to content production and implement boot functions. Under the guidance of specific
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topics, whether it is watching or participating in it, the user is concerned with similar
content, providing the user with the focus of triggering common interests or actions.
Therefore, there is interaction between the TikTok users. The mutual attention and
interaction of users further stimulates the sharing experience of each other’s
emotions[1]. TikTok often combines the topic of online hotspots to create shared themes
such as finger dance and seaweed dance. This encourages users to create and upload
audio and video. Hot topics can attract hundreds of millions of people to payattention.
TikTok is an app to be had in 154 international locations that changed into formerly
TikTok’s reputation is growing rapidly and there may be a center of influencers growing
on the platform. In India, it has 20 Million energetic customers. In the method starting
stage foTikTok (Musically) maximum of its top stars are female however now male
customers are also showing their talent through this app. TikTok’s Users add greater
than thirteen million videos every day.

Users Number in 2018 Mid and 2019: In mid-2018, TikTok cross 500 million customers
globally. TikTok allows more youthful performers to percent quick performance videos.
The most well-known of these are lip-sync motion snap shots, despite the fact that
people are definitely importing more quick movies of genuine content material.

TikTok’s young fanatics are referred to as “TikToker”. Seventy five% of the TikTok
users are female; 54% are elderly among 13 and 24. TikTok presents live-streaming
with the constructed in function of the app with which you can interact your
targetmarketplace[2].

Nowadays, the TikTok app is in lots of controversies due to the type of motion snap
shots content cloth are created at the app. But later after growing safety for its clients,
this app is again in India. The TikTok app is a great platform for brand spanking new
video creators who has precise content material material[3]. So with out dropping time
permit’s have a observe.Top Indian TikTok Stars and how they earned thisstardom.

Fig.1. TikTok users by age and gender

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OBJECTIVE OF THESTUDY

The objective of study is to find out the opportunity for digital marketing and focus on
challenge for thesame.

OPPORTUNITY AND CHALLENGE FOR DIGITALMEDIA

A. Brand's opportunity- As brands are becoming pissed off with the excessive costs
and declining natural acquire on other systems, they're increasingly turning to TikTok
According to Hub Spot, the ones 7 manufacturers are proactively using TikTok as part
of their Digital Marketingsports[5].

1. Chipotle
2. NBA
3. United NationalFAD
4. The WashingtonPost
5. Guess
6. The San DiegoZoo
7. NBC’s StayTuned

B. Influencer Marketing for TikTok - Influencer Marketing has turn out to be one of
the essential techniques utilized by Digital Marketers a very good way to obtain their
audience by way of way of leveraging the social proportion of clients with a sizeable-
undertaking target audience base.When adopting Influencer Marketing inside your
Digital Marketing approach the maximum essential requirement is that target the types
of human beings you want will become yourclients[6].
According to businessinsider.Com followings are the influencer at international
stage

1. Loren Grey – 32.6 millionfollowers

2. Baby Ariel – 29.8 millionfollowers
3. Mr.Faisu – 23.7 million followers (currentlysuspended)
4. Kristen Hancher – 23 million followers
5. Jacob Sartorius – 20.7 million followers
6. Jiff Pom – 19.4 millionfollowers
7. Jannat Zubair Rahmani – 19.2 million followers
8. Gilmher Croes – 18.4 million followers
9. Riyaz Afreen – 18.3 million followers
10. The Dobre Twins – 16.6 millionfollowers

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Top Indian social media Influencers on TikTok are as follows:

1. RiyazAly – 24.2 Million Followers

2. Faisal Shaikh – 22.7 Million Followers
3. Nisha Guragain – 20.7 Million Followers
4. Jannat Zubair – 20.1 Million Followers
5. Arishfa Khan – 19.7 MillionFollowers
6. AwezDarbar – 19.6 Million Followers
7. Avneet Kaur – 17.3 Million Followers.

Fig.2. Tiktokapp store & play store worldwide downloads

C. Features of TikTok- There are diverse capabilities that TikTok affords with its
customers.

o It we could the users create brief movies of the duration of three seconds, 15 seconds
and 60seconds.
o Videos can be created with heritage song andLip-sync.
o Viewers can “react” to the video with a counter video or with a “duet” on the
samevideo.
o Videos can be created with some of filters, Hash tags, in rapid and in gradual
motion.
o The video may be shared at the consumer’s Tik-Tok account in addition to on the
user’s different social media moneyowed.

D.Security - Tik-Tok takes the security of the users with full concern. It gives the option
to the users to keep their accounts “Public”, “Only Friends” and “ Private”. It also
provides a feature of “For You” were the users 16 and above get recommended video as
theirinterest[7].

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E. Growth and Expansion of TikTok

Fig.3. According to the Douyin, the original Chinese version of the app, over 40% of
their users are aged from 24 to 30, while previously the app’s largest user group was
aged 18 to 24.

TikTok has examined to be one of the maximum famous apps in its section. As
mentioned above it had the larger wide variety of active clients in the time frame of one
year internal its release. As TikTok developed this recognition even celebrities like
Ariana Grande Britney Spears, Disha Patani, Jacqueline Fernandez and Shahid Kapoor
started out the use of it. And faster this reputation gave growth start to TikTok with a
high-quality and a success. Within a year this is on 9th November 2017, TikTok took
over a Chinese organization established in Shanghai named musical.Ly that operated
outside China. Musical.Ly is the app that has similar capabilities as TikTok[8]. Later
TikTok redirected the musical. Ly web page to its up to date model of Tik-Tok.
Similarly, Tik-Tok has taken over organizations with a similar product to abolish the
marketplace competition.
F. TikTok’s Growth

Fig.4. Tiktok growth

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TikTok has faced a lot of issues in its Domestic as well as in foreign markets.

 On third July 2018, Indonesia banned TikTok for importing pornographic movies. As a
result, TikTok had to hire 20 personnel to take a look at the motion snap shots clipped
by using the use of the users after which upload them. Later on 11th July 2018, TikTok
becameunbanned.
 In the identical twelve months 2018, Douyin the Chinese variation of this app modified
into objected with the resource of Chinese Govt. For uploading unacceptable content
cloth like depicting adolescent being pregnant motion pictures. And banned videos
associated with human rights and additionally issued a listing of a entire of 100 varieties
of films that could beobjectionable.
 Content associated with remote places leaders like Vladimir Putin, Donald Trump,
Barack Obama and Mahatma Gandhi had been additionallybanned.
 TikTok have become also banned in India in the early section of the year 2019 in India
for sexually explicit content material material, cyber bullying and deepfaux.
 TikTok needed to banned content material material related to homosexuality even in the
ones international locations in which it's miles jail because of some similar instances.

G. Revenue of Tik-Tok - Tik-Tok does not have any form of paid Ads however it has
in-app purchase of emojis and virtual gives. Though this does not sound a proper profits
technology method Tik-Tok earned as a good deal as $3.Five million every month inside
the 12 months 2018. This have become an boom of 275% as compared to the yr2017.
Out of this excellent 42% of the sales modified into been generated via manner of the
united nations and the relaxation have become been generated through China.

Fig.5. Users Spending time with Tiktok

H.This way the Chinese target audience spent over $ 50 million on Doyen within a 12
months. But the answer to the question of how does Tik-Tok plan to generate its in
addition profits stays unanswered. Byte Dance says it has generated $2.Five billion in the
year 2017 and $7.Five billion in 2018 it objectives to generate 521% boom in income
with the resource of 2018-2020. Tik-Tok end up worth $seventy five million and stated to
be the maximum valuable privately held begin-up in the yr2018 which result in Soft bank
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making an funding $3billion.

I. TikTok global downloads –

Fig.6. Tiktok grouth global level

Looking at numerous Southeast and East Asian markets, we are able to see that TikTok
enjoys a immoderate Google Play rank – particularly if we slim the evaluation to video
player apps.

These stats date lower back to March 2018, drastically earlier than TikTok have become
banned in Indonesia (see TikTok controversies below). These markets are mentioned for
having more youthful populations, that means a massive prospective individual base for
TikTok.
J. TikTok rank across Southeast Asianmarkets-

Fig.7. tiktok rank in asian markets

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TikTok’s Google Play download rank in Asia shows it outstripping Instagram across
Asia, with the exception of pre-ban Indonesia. In five of these markets it claims the top
spot.

V. ADVANTAGES OF TIKTOK FOR DIGITALMARKETING

It is a totally popular app that now has more than 500 million month-to-month lively
customers around the arena. It is a quick video sharing social app that allows users to
record and percentage as much as 60 seconds of movies[9]. There are exclusive kinds of
films that may be shared within the app such as Montages, Comedic Shorts, Duets, etc.

VI. CONCLUSION

The authors studied about all of the social media app. Authors highlights the key factor
of social media app of tiktok, as it is the fasted growing app at world level. TikTok
became released to start with as Douyin in China in September 2016. It changed into
driven out globally as TikTok the following 12 months. As of overdue September 2018,
TikTok also have become the most-downloaded free app at the Apple App Store in the
US, and additionally ranked first on Google Play over October. It’s no longer just in the
international’s largest economies where TikTok has verified famous, however. Counting
both Apple App Store and Google Play down load stats, TikTok ranked 1/3 in the
international as of November 2018. It has been in the international pinnacle 4 due to the
fact at least June 2018. TikTok grow to be a sturdy virtual advertising region to spend
proper time proper money on proper platform. Target target audience may be
discovering on this platform for any brandinggroups.

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