TikTok Report

@indahash #report
An international
study of over 2000
influencers

photo: @sebastiankowalczykkk
Table of content
A. Intro 3

B. Methodology 4

C. Key insights 5

D. What is TikTok? 7
D.1
Introduction to TikTok 8
D.2
How is TikTok different from other social media platforms? 9
D.3
TikTok is a Gen Z app - true or false? 11

E. TikTok growth in 2020 12

E.1
Comparison 2019 vs 2020 13
E.2
The most downloaded app of 2020 14
E.3
Lockdown’s impact on TikTok’s growth 16

F. TikTok content 17
F.1
What do people want to see on TikTok? 18
F.2
TikTok trends 20
F.3
TikTok challenges 22
F.4
Who are TikTok stars? 24
F.5
Who are TikTok users? 25
F.6
TikTok analytics 27

G. Influencer marketing on TikTok 28

G.1
Influencer marketing campaigns on TikTok 29
G.2
Brands that are killing it on TikTok 31
G.3
TikTok’s algorithm 33
G.4
How to create a successful influencer marketing
campaign on TikTok? 36
G.5
Legal details regarding TikTok campaigns 39
Intro

TikTok was the most downloaded app in Q1

2020, and along with its rise in popularity
came confusion as many tried to understand
the phenomenon behind the platform. Despite
this fact, there are still a lot of open questions.
Questions regards the type of content published
on the platform and the mechanisms of the
application.

Marketers and brands worldwide are currently

analysing the influence potential on TikTok
while figuring out how to create great
performing campaigns and how to start
successful cooperations with TikTokers.

That’s why we have collated the direct

knowledge of TikTokers, experts and specialists
together with our own experience, in order to
present a handbook containing guidelines and
tips regarding one of the fastest growing mobile
apps.
Methodology

The research in this report includes

both qualitative and quantitative
methods. Data collection and
respondent profiles
Qualitative
International survey held in May 2020
2,000 digital influencers
61 countries
age between 18-45

Quantitative
In-depth interviews held in May and June 2020 with
TikTokers Ula Woźniak @ukwozniakk (2.3M TikTok
followers) and Sebastian Kowalczyk
@sebastiankowalczykkk (1.9 million TikTok followers) and
influencer marketing industry experts Michele Tymowski
and Ashwin Chandoesing.
 TikTok Report 5

C.
Key insights

Overall TikTok has been downloaded more than

2 billion times globally and in Q1 2020 TikTok
accumulated 315 million installs, which is more
than any app ever in one quarter

83% influencers state that brands

could surely benefit from promoting
their products and services on TikTok.

TikTok downloads increased by 96%

in 2020 and the engagement rate on
the app increased by 27%.

On average, TikTok users check the

app 1-3 times a day and use it for 52
minutes.

63% of respondents agree with the

statement “Content on TikTok feels
more “real”, it’s more relatable and
less “polished” than other social
media”.
@sabbythecat
87% of influencers want to create
more content on TikTok in 2020,
however 60% of influencers did not 54% of TikTok users believe that there
use the app in 2019 at all. is space for more serious content on
the app.
69% of indaHash survey respondents
like the fact that TikTok videos are so 53% of our survey respondents stated
short and don’t think they should be that challenges are their favorite type
any longer. of content to watch on TikTok. In 2019,
HP took advantage of the trend and
70% of indaHash survey respondents created a TikTok challenge that went
believe that TikTok helped them keep viral and was repeated 181M times on
themselves entertained and raised the app.
their spirits during the lockdown”.
India is TikTok’s biggest market,
accounting for 611M lifetime down-
loads (30.3% of total app downloads).
D. What is TikTok?

D.1
Introduction to TikTok

D.2
How is TikTok different
from other social media
platforms?

D.3
TikTok is a Gen Z app -
true or false?
 D.
What is TikTok?

TikTok is
currently world’s
fastest growing
social media
platform!

Quick
facts
800M
monthly active 51% of TikTok
Videos last Average daily
users (to compari- users check the
up to 1 min time spend
son Instagram app 1-3 times
52 min
has 1B) daily

The background: The Content:

The video-sharing app was founded TikTok started off as an social media
in 2012 by Zhang Yiming. The app was app with rather light, humortistic
launched on the Chinese market as and entertaining content focused
Duoyin in 2016 and later TikTok was on talent, comedy, dance, music or
launched for iOS and Android on lip-sync, mainly targeted towards
markets outside of China in 2017. In Gen Z. However recently, as TikTok
2018, TikTok became available on the has been growing rapidly, content on
US market after merging with musi- the app has become more diverse
cal.ly, an app focused on short and suitable for different age groups.
lip-sync videos. Based on indaHash’s
internal TikTok survey conducted on
more than 2000 TikTok users, 43%
used musical.ly before switching to
TikTok.

indaHash internal TikTok 2020 survey

https://www.businessofapps.com/data/tik-tok-statistics/
https://sensortower.com/blog/top-social-media-apps-world-
wide-february-2020
 8 TikTok Report

D.1
Introduction to TikTok
TikTok is a very user-friendly and intuitive app
and here is a quick TikTok crash course that will
help you understand how to navigate the app.

Discover Page Creator Function

Allows you to get a Allows you to take pictures and videos though
quick overview of the app and edit them. The editing tools on
what is trending at TikTok are quite advanced compared to many
the moment. The other platforms. Users can add filters, music,
Discover Page shows speed up or slow down their videos and add a
some of the most variety of effects.
popular hashtags

For you Page

The first thing that
pops up when you
open the app is the
For You page and that Following Page
is also where TikTok This is where you
users spend majority scroll down to see the
their time on the app. content created by
For You page is what TikTokers you already
makes TikTok unique, follow.
because it shows you
content made by
creators you are not
following based on
what the algorithm
thinks is best for you.
 TikTok Report 9

How is TikTok different from other

D.2

social media platforms?

TikTok is different to many other social media
platforms out there. Its approach to content and
its distribution is fresh and new, and it resonates
well with today’s social media users.

1
63% of our survey
TikTok is more focused on the content respondents agree with
itself and less on the aesthetics (in
contrast to Instagram). On TikTok,
the statement “Content
what counts is not how your feed on TikTok feels more
looks, but whether your content is “real”, it’s more relatable
good or not, which many consider as
more authentic.

63% agrees with the

statement “Content on
TikTok feels more “real”,
it’s more relatable and
less “polished” than other
social media.”

2
Shorter format of TikToks videos
works well in today’s world where the
average attention span is estimated
to be only somewhere around 8 to 12
seconds. Plus it makes it easier to fall
into the “Just one more video” mind-
set. The short format also forces
creators to be more creative and put
only their best work out there. There is
no need for “fillers” in contrast to
YouTube where creators often feel the
pressure to publish longer videos since
their income depends on it.

indaHash internal TikTok 2020 survey

https://www-nytimes-com.cdn.ampproject.org/c/s/www.ny-
times.com/2020/06/03/technology/tiktok-is-the-future.amp.html
10 TikTok Report

4
Thanks to TikTok’s FYP - For You Page
you don’t need thousands of followers
to be seen, and this is possibly the
biggest advantage of TikTok!
For You Page shows users a stream
of popular content and it is the first
thing you see when you open the app.
For You Page is also where people
spend the most of their time on the
app!

69% of our survey respond-

ents like the fact that
TikTok videos are so short
and don’t think they should
be any longer.

76% of TikTok users watch

videos on FYP

What you see on the For You Page

is decided by TikTok’s algorithm,
3 however you mostly still see
Unlike other platforms, TikTok made content from creators you are not
it really easy to edit content inside following. This is why it is easier for
the app. TikTok’s editing function is new creators to start from scratch,
extremely user-friendly and offers be seen and even go viral on
a large variety of different tools, TikTok. There have even been
effects etc. cases of TikTok creators going
viral and getting 1M views after
According to Shira Ovide from
publishing just 1 video!
The New York Times

TikTok is the first entertainment

powerhouse born in and built for the
smartphone age — and it might change 84% TikTok creators get
everything. inspired to make their own
content after watching FYP

39% of TikTok creator use

hashtag #FYP

indaHash internal TikTok 2020 survey

https://www.eurekalert.org/pub_releases/2019-04/tuod-aoi041119.php
https://www-nytimes-com.cdn.ampproject.org/c/s/www.nytimes.com/2020/06/03/technology/tiktok-is-the-future.amp.html
 TikTok Report 11

D.3
TikTok is a Gen Z app - true or false?

In the beginning TikTok’s potential was widely

underestimated, however, through research we
have found out that many seem to have
changed their opinion on TikTok once they
actually started using the app!

52% of our survey respondents state that they thought

TikTok was “just an app for kids” but then changed their
mind when they downloaded the app!.

100%
We asked our respondents
what is it that they like Number 1
about TikTok? in Entertainment
on App Store

69

37
28 27 26 25 24
0%

The videos It’s a good The content I love the It seems less It’s more The content
are funny way to relax is more music “polished” relatable is not too
and forget unique than than other long
about all the other social social media
issues for media
a little bit
E. TikTok growth in 2020

Comparison
E.1

2019 vs 2020

The most downloaded

E.2

app of 2020?

Lockdown’s impact
E.3

on TikTok’s growth
 TikTok Report 13

E.1
Comparison 2019 vs 2020
When TikTok entered the market in 2016 it was
gradually gaining popularity and recognition,
especially among Gen Z. However, in 2020 inter-
est in TikTok skyrocketed and TikTok became of
the the strongest player in the social media
world! In 2020 TikTok saw:

96% increase in downloads

27% increase in engagement rate
1B

TikTok
1B

900M

875M vs Instagram 800M

750M
vs Snapchat
625M
Worldwide User Growth
500M

375M
200M
250M

125M

2014 2015 2016 2017 2018

Google trends also shows clearly the increasing interest in TikTok. Search
terms “TikTok” and “TikTok challenge” have been becoming increasingly popu-
lar and growing rapidly and steadily over in Q1 of 2020 and
continuing in Q2.

indaHash internal TikTok 2020 survey

https://sensortower.com/blog/tiktok-downloads-2-billion
https://trends.google.com/trends/?geo=US
14 TikTok Report

E.2
The most downloaded app ever?

Overall, according to Sensor Tower,

60% of influencers did TikTok has been downloaded more
than 2 billion times globally on the
not use TikTok in 2019! App Store and Google Play.

87% of influencers want In Q1 2020 alone, TikTok accumulated

to create more content 315 million installs, which is more than
any app ever in one quarter!
on TikTok in 2020!

350M
TikTok 315.0M

300M Global Downloads

250M by Quarter
205.7M
199.4M
200M 183.8M 187.3M
175.9M
156.0M 155.9M
150M

110.3M
100M

46.8M
50M 33.6M
22.4M 26.6M

1Q17 2Q17 3Q17 4Q17 1Q18 2Q18 3Q18 4Q18 4Q19 2Q19 3Q19 4Q19 1Q20

Note: Does not include downloads from third-party Android stores in China or other regions.
Source: Sensor Tower Store Intelligence
@pothefluffychow
16 TikTok Report

Lockdown’s impact on
E.3

TikTok’s growth
Lockdown had tremendous impact on TikTok’s
growth, 56% of our survey respondents
downloaded TikTok in February - May 2020!

When did you TikTok helped many to keep their

download TikTok? spirits high and fight the boredom
during the lockdown months!
1-2 3-4 More More More
months months than than than
ago ago 6 months 1 year 2 year
ago ago ago
70% of our survey
31% 25% 17% 16% 11%
respondents agrees
now
with the statement
2 months “TikTok helped me to keep myself
entertained and keep my spirits up
during the last couple of months of
4 months
lockdown”

6 months

Why did you choose to

download TikTok?

I was curious about what it was

54%
1 year ago
I was bored with other social media platforms

25%
I was having a hard time being stuck at home
and needed something light and fun content

19%

All my friends have it

13%

2 years ago
F. TikTok content

What do people want

F.1

to see on TikTok?

F.2
TikTok trends

F.3
TikTok challenges

F.4
Who are TikTok stars?

F.5
Who are TikTok users?

F.6
TikTok analytics
18 TikTok Report

What do people want to see

F.1

on TikTok?
TikTok is known for it’s humoristic and light-
hearted content, so we asked our influencers if
they think there is also space for more serious
content on the platform?

46% would rather see fun 56% of our survey

and light content respondents believe
69% of people love that the choice of music
TikTok memes! in a TikTok video is
extremely important.

What kind of content do you like the most on TikTok?

Entertainment 62%
Lifestyle 50%
Fashion 42%
Tutorials 37%
Challenges 37%
Fun facts 30%
Memes 28%
Health & fitness 23%
Celebrities 19%
Education 16%
Vlogs 15%

marketers, a completely undiscovered

opportunity for exposure. I believe that
thanks to a report like this, people’s
misconception of TikTok as a place
where only kids hang out, can be
effectively changed.

Artur Kurasiński Co-Founder of Three Headed Monster

TikTok is a very interesting, rapidly
andauthor of one of Poland's most
growing platform, and for many popular tech blogs: kurasinski.com
 TikTok Report 19

Davide Anica
@daveanica UK
211K TikTok followers

What do you think is the key to keeping

people entertained on TikTok?
What do you think brands that want to work
You need to have a hook on your videos for with TikTokers should keep in mind?
something that provides value, regardless of
its dance fashion you need to provide value. Make sure you work with someone that has
a very good community, and find what works
What kind of content does best on your for your product, but the most important is do
TikTok profile? more then one off collaboration with a content
creator the followers need to see the
Right now I would say my cabin Crew videos product/service / brand multiple times.
or my dance challenges.
What advice would you give to influencers
How is TikTok different to other social media who want to start out on TikTok (what they
platforms? should keep in mind? how often to post?

It is a people’s app where people go there to Consistency is the key to success. Make sure
find entertainment or get inspired but mostly you post multiple times a day and that you
to get away from all that is happening in the have fun with the followers you get along the
world. Do you get something out of TikTok way.
that you don't get from other places? 1000%
the engagement and exposure it’s incredible What are your best tips for How to create
and I love my followers. a successful advertising content on TikTok?

What do you think brands that want to work Let the creator tell you what works for him/her,
with TikTokers should keep in mind? and keep in mind that every account is
different.
Make sure you work with someone that has
a very good community, and find what works
for your product, but the most important is
do more then one off collaboration with
a content creator the followers need to see
the product/service / brand multiple times.
20 TikTok Report

F.2
TikTok trends

TikTok is all about the trends, and understanding

TikTok trends is crucial for succeeding on the
app. There are two ways to go about it. Either
you choose to create content that aligns with
current trends or you attempt at create your own
trend.

47% of influencers from

our survey attempted to
start their own challenge
and create a new TikTok
trend!

What are the current Trends

on TikTok?

TikTok is a very dynamic platform

and we see many trends come and go.
If you want to stay up-to-date and
find out what the new TikTok trends
are, check the TikTok Trending page,
Discover page and scroll through For
You page. The app is designed to
highlight any big trends happening
at the moment so spotting the trend
is usually not a difficult task!

“Twins” was a big trend on

TikTok that accumulated
billions of views.
 TikTok Report 21

The right music is the key?

56% of our survey
Based on our analysis of how TikTok respondents believe
trends come about, the right song
with the right lyrics is often what that choice of music
stars a new TikTok trend in a TikTok video is
extremely important.

Jannik Pehlivan:
posting too much or too little. A good
start would be one video a day and
after that 1-2 videos daily. Plus It is
as important, as on other platforms, to
interact with the community as much as
possible. It is also important to keep in
mind that the talent on TikTok should
always be shown in a free, open way. For
me personally it’s football. All my videos
are on the sportsfield, I am showing for
example battles or new shoes, but also
how to shoot better goals, it all depends.
Everybody should post the content
that they personally like. When it comes @Jannikpehlivan, Germany
to TikTok, there is no such a thing as 154K TikTok followers
22 TikTok Report

F.3
TikTok Challenges

You cannot talk TikTok without mentioning the

challenges. TikTok challenges are one of the
biggest trends on the platform and have made
many TikTokers go viral in no time. 53% of our
survey respondents stated that challenges are
their favorite type of content to watch and 51%
say challenges are their favourite content to
make on TikTok.

The idea of a TikTok challenge is

simple, something intriguing enough
to get people’s attention and easy #WipeItDown
enough for anyone to participate. challenge has 5.2B
views on Tiktok!
Participating in a challenge and
using the unique hashtags assigned
to that particular challenge (e.g.
#FliTheSwitchChallenge) can help
users get discovered on the platform
and boost their engagement.

As TikTok is growing rapidly, we are

witnessing a birth of a new challenge
almost everyday. Some challenges,
just like trends, come and go in a blink
of an eye, but some stay for longer
and are constantly updated by new
creators who put their own twist on
it. We created a list of some of the
most popular TikTok challenges
worth checking out if you want to
understand what TikTok challenges
are all about:

#FlipTheSwitch #KUWTKChallenge #HariboChallenge

#StairsChallenge #HeroineChallenge #RaindropChallenge
#SavageDance #TheFridgeChallenge #JustAKid
#WipeItDown Challenge 5.3B #Whoa Challenge 146M
Huge viral TikTok trend! One wipe Sometime one single word from
is enough to turn you into a com- a catchy song is enough to create
pletely different person or turn an a viral challenge! It is all up to you
ugly duckling to a beautiful how creative you get with it.
princess and so on.

#SweetAndSalty Challenge 32M #FakeTravel Challenge 190M

Another trend based on a catchy We might not be able to travel for
song and cool editing effects, used a while but TikTok creators came up
by many to collaborate with with a great alternative for travel
different TikTokers. content creators!
24 TikTok Report

F.4
Who are TikTok stars?

TikTok created a whole new generation of

influencers- TikTok stars. TikTok stars have
communities of millions dedicated fans that
cannot get enough of their content. Here is
a run down of some of the most popular TikTok
stars at the moment.

Charli D'Amelio Loren Gray

@charlidamelio, 59M TikTok followers, @lorengray, 43.6M TikTok followers,

16-year-old Charlie is the biggest TikTok star, Loren started by posting lip-syncing videos on
called the “reigning queen of TikTok” by The musical.ly in 2015 and later switched to TikTok.
New York Times. She started her TikTok She used to be the most followed person on
account only in june 2019 and went viral in a the platform (but has been recently surpassed
couple of short months mainly thanks to her by Charlie). She is currently 18 and her content
choreographed dances to popular songs! is mostly focused on dance, comedy and
Beside dance routines she also creates memes, music.
comedy and lip-sync content.

Spencer Knight Ariel Martin

@spencerx, 31M TikTok followers @babyariel, 33.2M TikTok followers

27-year-old Spencer gained huge following on 19-year-old Ariel was the first ever user to
TikTok thanks to his beatboxing skills. His surpass 20M followers on musical.ly. After
main focus are his beatboxing videos often switching to TikTok her career continued to
accompanied by his family members or other grow and beside TikTok, she starred in Disney
TikTokers, but he also creates popular TikTok Channel and Nickelodeon shows and released
content as memes and comedy sketches. a couple of singles.

https://www.businessinsider.com/tiktok-most-popu-
lar-stars-gen-z-influencers-social-media-app-2019-6?r=US&IR=T#3-riyaz-afreen-329-million-38
https://www.tiktok.com/@charlidamelio?lang=en
https://www.tiktok.com/@babyariel?lang=en
https://www.tiktok.com/@spencerx?lang=en
https://www.tiktok.com/@lorengray?lang=en
 TikTok Report 25

F.5
Who are TikTok users?

TikTok started of as app targeted towards Gen Z,

but lately we have been noticing a rapid increase
when it comes to popularity of the app among
all different age groups.

How old are TikTok users?

(based on indaHash internal TikTok 2020 survey)
Age
15-18 18-20 21-23 24-27 28-32 more than 32

5% 12% 22% 27% 21% 13%

What are the biggest markets for TikTok?

USA
165M lifetime downloads CHINA
196.6M lifetime downloads
8.2%
9.7%

INDIA
611M lifetime downloads
30.3%

Who spends the most

on TikTok? (total lifetime
user spending)
CHINA USA GREAT BRITAIN
$331 million $86.5 million $9 million
72.3% 19% 2%
@roque_80
 TikTok Report 27

F.6
TikTok analytics

What does TikTok tell you

about the audience through
its analytics?

Followers

Total overall likes

Likes

Comments

Shares

Where do people
find the video?

What is the gender

of the audience?

Where is the
How many times was
audience from?
the video viewed?

How long do people

watch the video?
 TikTok Report / What is TikTok? 12

G. Influencer marketing on TikTok

Influencer marketing
G.1

campaigns on TikTok?

Brands that are killing it

G.2

on TikTok

G.3
TikTok’s algorithm

G.4
How to create
a successful influencer
marketing campaign
on TikTok?

Legal details regarding

G.5

TikTok campaigns
 TikTok Report 30

Influencer marketing campaigns

G.1

on TikTok?

Is there room for influencer marketing on TikTok?

We asked influencers and a big majority said yes!

77% of influencers believe TikTok videos are often

that TikTok is a great very shareable and
platform for advertising engaging.
and 83% states that
brands could surely 66% of TikTok users
benefit from promoting share their TikTok videos
their products and to their other social media
services on the app. platforms and 68%leave
comments on their
89% of influencers favourite TikTok videos.
are interested in
collaborating with
a brand on TikTok.

What kind of industries/products would be the best to be

promoted on TikTok?

Beauty 78% Fashion 76% Food 69% Fitness 59% Self-care 58%

Health 46% Pets 43% Parenting 34% Charity 29%

@outofbarbarasbox
 TikTok Report 31

G.2
Brands that are killing it on TikTok

Here are a couple of brands that understand how

to use TikTok’s potential to create a successful
campaign! Instead of waiting for the next big
challenge to jump on the bandwagon, they
decided to take matters into their own hands,
and create their own custom-made TikTok
challenges!

#CookieWithACause #TossYourCap #SpaDeOlay

Oreo - 2.8B views T-mobile - 1.5B views Olay - 2.0B views

Orea combined a challenge with T-mobile wanted to help Olay understood that the
a good cause. The challenge, Class of 2020 to celebrate their right music can be the key to
place the cookie on your forehead graduation while staying at a successful TikTok campaign.
and then try to move it to your home during quarantine. The Especially, music that contains
month. Oreo committed to make brand encouraged TikTokers to lyrics with a pinch of humor. Olay
a donation depending on the post video with the #TossYourCap encouraged TikTokers to create
number of video uploads! hashtag, and in exchange, they their own DIY Spa Day at home
will donate $5 for every video using the popular line from a song
posted to Jobs for America’s trending on TikTok “I used to be
Graduates. so beautiful, now look at me”.
32 TikTok Report

#InMyDenim
Guess - 50M views
#CoachellaDremland
Guess was one of the first HP - 181M views
clothing brands on TikTok and
they created the #InMyDenim In 2019, HP took advantage of
challenge. The brand asked the social media buzz around the
#JustDanceMoves TikTok users to show how they popular festival, Coachella, and
Ubisoft - 8.2B views style their denim and how (thanks created the hashtag #Coachel-
to their denim) they transform laDremland challenge. Here the
French gaming company Ubisoft themselves from “a mes to element of “transformation” was
challenged TikTokers to recreate best-dressed”. Guess showed their used as well, as users were
dance moves from their video understanding of the platform by supposed to show how music
game and put their own spin on using the popular element of can transform them to their
it. Dancing content tends to do “transformation”. own dreamland.
very well on TikTok and the
campaign was a huge success.
 TikTok Report 33

G.3
TikTok algorithm

Just like every other social media platform,

TikTok has its own algorithm. Hashtags, time of
the upload, engagement rate, music, it all can
affect how well your TikTok video will perform.

During one of indHash’s webinars, we talked to TikTok stars

Ula Woźniak (@ukwozniakk, 2.3M followers) and Sebastian Kowalczyk
(@sebastiankowalczykkk, 1.9 million followers) to find out what are the
most important things you should know about TikTok’s algorithm in other
to succeed on the platform.

1. Watchtime is everything

According to @ukwozniakk:

The longer people watch your video the

bigger the chance that TikTok’s algorithm
will put your video on the For You Page (...)
or even better, sometimes it happens that
the same people are re-watching my
video a couple of times. That’s what
can make a video go viral!

Based on Ula’s experience, the ideal

length of an average TikTok video is
about 10-12 seconds.

2. Shares, Likes and Comments

As other social media platforms

TikTok decides what is worth
recommending to its users based
on the amount and timing of
shares, likes and comments.
@sebastiankowalczykkk says:
The more people share, like and comment
on your video the bigger the chance that
the video will go viral. It also makes
a difference how fast after you post
a video people are engaging. The
sooner the better.

indaHash “Biggest trends on TikTok, and how to use the platform to advertise your brand?” Webinar
https://www.youtube.com/watch?v=C11fZAj_gJk&feature=youtu.be
https://medium.com/@henryhienton/how-to-crack-the-tiktok-algorithm-to-create-viral-videos-d8a00e38e5ae
34 TikTok Report

Amine Adele
Founder of Producer Sources, UAE

According to you, can TikTok be used for

advertising?

Yes, as any channel that has influence on

people and where impressions are generated,
but the way to approach ads will be different
of course. What would you like to know before starting
your first TikTok advertising campaign?
What are the most important things to keep
in mind when creating TikTok Content? I would like to know more about the targeted
audience.
Important things can be to be brief to match
the length of videos allowed. Use advanced What are your best tips for brands who want
filters, effects, editing even out of TikTok to expand their presence on TikTok?
(using after effects or a similar programs).
The best tip for now is to have some
Have you done any collaboration with influencers as ambassadors to include
influencers on TikTok? if yes why if no why? placements in their content + on a bigger
scale develop and launch an official challenge.
Yes, because I work in Music and TikTok is
becoming one of the best platforms to make
songs go viral, because of the added sound
feature.

Are you still hesitant when it comes to

advertising on TikTok because you're not sure
if the message will reach the right audience?

I tried advertising on TikTok using their in feed

ads but the experience was bad, very high Cpc
and low conversion rate, so the influencers stay
the best way to advertise on TikTok.
 TikTok Report 35

2. The content is still THE KING

TikTok is still a relatively young

platform and according to many
creators, producing good quality,
entertaining content can still be
enough to gain recognition on the
platform (in comparison to other
platforms that are already
oversaturated). Plus the way TikTok is
designed, with the For You Page in the
center, makes it easier for content
to bee seen. @ukwozniakk says:

What I love the most about TikTok is that

it’s an app where everything is possible
and where the good content still counts.
About 70-80% of my views come from the
For You Page.

3. Jumping on the trend-wagon

As mentioned earlier, staying up

to date with TikTok trends is crucial.
However, according to @sebastian-
kowalczykkk it is also extremely
important to be authentic and stick
to your own niche:
My audience knows me and the kind
of content I create. They know what to
expects, and if I would all of a sudden
start jumping on every trend it would feel
inauthentic and fake. If i trends go viral
and received millions of views I might
consider doing it, but most of the time
I just stick to trends in my own niche.

indaHash “Biggest trends on TikTok, and how to use the platform to

advertise your brand?” Webinar
https://www.youtube.com/watch?v=C11fZAj_gJk&feature=youtu.be
https://medium.com/@henryhienton/how-to-crack-the-tiktok-algorit
hm-to-create-viral-videos-d8a00e38e5ae
36 TikTok Report

How to create a successful influencer

G.4

marketing campaign on TikTok?

Michele Tymowski:

Ula Woźniak:

In Q1 of 2020, we delivered
a multi-platform influencer marketing
campaign for one of the world's leading
gaming brands. The activity ran across
four European markets, and by far in
each country, Tik Tok generated the
Aggressive product placement does not best results. 29 influencers from
do well on TikTok. TikTok does not tend France, Germany, Poland and the UK,
to recommend videos where a product is overdelivered each of their individual
constantly visible throughout the whole KPIs on TikTok and this is thanks to the
video and the description is filled up with fact that the content did not appear to
advertisement related hashtags. be an obvious ad, only it was perfectly
in line with the current TikTok clothing
@ukwozniakk, challenge. Instead of asking the
influencers to create product led posts,
2.3M TikTok followers the brand really understood the value of
the platform and aligned it's messaging
to fit the trends. This is what made the
campaign truly successful.

Influencer Marketing Team Leader

at indaHash
@theblondeflamingo
38 TikTok Report

Ashwin Chandoesing:

Sebastian Kowalczyk:

Running (influencer) marketing

campaigns on Tik Tok comes with a lot
of opportunities and pitfalls and might
not be for everyone.

Most marketers are attracted by the It’s very important to choose the right
young audience and the potential to go creator that matches your campaign.
viral, but there are many other aspects I was once offered to do lip-syncing
that need to be considered as well. Unlike content for a brand and I normally never
IG and FB, Tik Tok is predominantly an do lip-syncing. My content is mostly
entertainment channel, the audience focused on comedy and dance, so
follow specific types of content rather I think that seeing sponsored content
than people or personalities. that doesn’t match what my followers
usually see on my profile wouldn’t be
While on IG and FB you can easily find very beneficial for me or for the brand.
influencers of all kinds that could fit
your brand and messaging, with TikTok
you have to find the right trend and
@sebastiankowalczykkk,
time. Therefore before we run Tik Tok 1.9M TikTok followers
campaigns with our clients, we always
look at the current trends and see if
a product or service can fit in well, if not
we can still try to start a new trend but
the likelihood of success is significantly
lower.

Above all, the content needs to fit Tik Tok

as a platform, which means that content
needs to be much more entertaining than
on other platforms. Additionally TikTok
needs more of a natural fit between
product and content than on other
social media platforms.

Vice president APAC & China

at indaHash
 Legal details regarding
G.5

TikTok campaigns
You want to give TikTok a chance? Here
are a couple of things you must keep in
mind.
1. Influencers, in scope of advertising campaign, can't use
music/audios/other content made available by TikTok in their
content. Additionally, they can't use any music/audio/other
content which is not created by them UNLESS they have
a relevant licence to do so. Even if the generated content
is published somewhere else (Instagram for example).

2. Influencers should be aware that the content they are creating

may be used and modified by TikTok and/or other users and/or
third parties.

3. If the influencer is affiliated to any performing right

organisation (such as ASCAP or BMI) then the influencer is obliged
to inform such organisation (or any other entity - if applicable)
that (s)he grants a royality-free licence under TikTok's T&Cs

@jesschamilton
Sources

indaHash internal TikTok 2020 survey

https://www.businessofapps.com/data/tik-tok-statistics/
https://sensortower.com/blog/top-social-media-apps-worldwide-february-2020
https://www.eurekalert.org/pub_releases/2019-04/tuod-aoi041119.php
https://www-nytimes-com.cdn.ampproject.org/c/s/www.ny-
times.com/2020/06/03/technology/tiktok-is-the-future.amp.html
https://sensortower.com/blog/tiktok-downloads-2-billion
https://trends.google.com/trends/?geo=US
https://sensortower.com/blog/tiktok-downloads-2-billion
https://www.businessinsider.com/tiktok-most-popu-
lar-stars-gen-z-influencers-social-media-app-2019-6?r=US&IR=T#3-riyaz-afreen-329-million-38
https://www.tiktok.com/@charlidamelio?lang=en
https://www.tiktok.com/@babyariel?lang=en
https://www.tiktok.com/@spencerx?lang=en
https://www.tiktok.com/@lorengray?lang=en
indaHash “Biggest trends on TikTok, and how to use the platform to advertise your brand?” Webinar
https://www.youtube.com/watch?v=C11fZAj_gJk&feature=youtu.be
https://medium.com/@henryhienton/how-to-crack-the-tiktok-al-
gorithm-to-create-viral-videos-d8a00e38e5ae
@buonalima
 How can we
support your
brand?
indaHash is the global leader in influencer marketing with more than 5 years of
experience, running over 9,000 successful campaigns for over 600 brands in 83 markets
worldwide with offices in London, Tokyo, Dubai, Singapore, Warsaw, Johannesburg,
Dusseldorf, Lagos, Bucharest, and Jakarta. Combining technology with human support,
indaHash offers automated end-to-end solutions which underpin and strengthen your
marketing efforts.

Contact:

+48 537 546 422

[email protected]

www.indahash.com
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