Social Media: 2 brands that have made their comeback on TikTok
Claire Gallic
10 minutes
TikTok is a social media application that offers short videos in a mobile format. Its differentiation: challenges set to catchy music that sticks in your head.
The creative potential of TikTok and the genuine fun that emanates from its universe has already captivated a good number of teenagers and pre-teens. Like any successful area, brands are never far behind and are eyeing this new golden goose. However, it is essential to know how to properly fit into the social network.
SOME KEY FIGURES
805 million active users worldwide (source: June 2020 – Les Echos)
100 million people in Europe are present on TikTok each month (source).
6 million active users in France (Source: CnetFrance – June 2020)
TikTok is the 2nd most downloaded mobile application in the world
57% of users are between 13 and 24 years old (source: June 2020 – Les Echos). A percentage that is almost mirrored in the French market.
TIKTOK: THE RULES OF THE GAME
Wanting to attract a new generation and therefore a new audience is one thing. Adopting the specific codes of a creative space is another.
TikTok is based on the creation of challenges involving choreography, stickers, and video editing. There are rules of the game, a language, an attitude. Like a culture, one must understand the codes to integrate into the group.
EXAMPLES OF 2 BRANDS THAT HAVE SUCCEEDED ON TIKTOK
La Redoute and the Red Cross recently invested in TikTok by relying on young influencers present on the application whose allure is strong among an audience that brands find hard to grasp.
LA REDOUTE
To find its future young models, the ready-to-wear brand launched a challenge on TikTok that consists of creatively showcasing outfit changes.
La Redoute collaborated with 4 well-known influencers on the application to promote the initiative through the hashtag #LaRedouteChallenge. To perfect this campaign, a special piece of music was composed.
The results are quite astounding! + 240M views and over 100K videos created. La Redoute is making a significant marketing move here.
THE RED CROSS
In partnership with Konbini, the Red Cross launched the PLS Challenge to raise awareness among young generations about first aid gestures.
Relying on 4 influencers, the French association created choreographies composed of useful actions to save lives.
+22M views and thousands of videos created, a great operation that is useful and full of meaning.
