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TikTok Influencers Being Used By Brands For Holiday Season Campaigning


TikTok Influencers Being Used By Brands For Holiday Season Campaigning
The Chinese app TikTok that was launched just about a year ago in the United States is being used extensively by major brands for promotions of their products for the holiday season on the platform making use of influencers on the app.
In recent months, a string push has been made to attract US advertisers for the app despite it being under the scanner of the US authorities and regulators because of their concerns about the manner in which the company handles and moderates data of US citizens. In the case of certain ads, the app is testing a biddable option and has launched pilot in-app shopping features. Representatives of the app are now regularly attending marketing events such as Cannes Lions Festival. A test “creator marketplace,” a service which matches up brands and influencers, was launched by the app in September.
“I think if we do a good job surfacing creators and brands to one another then that’s winning for us,” Vanessa Pappas, TikTok’s U.S. general manager, said in a media interview.
According to report in Reuters based on a number of interviews of marketing heads and agencies who had recently taken part in campaigns organized by TikTok for cosmetic companies eos, NARS Cosmetics, e.l.f Cosmetics, whose ‘Eyes. Lips. Face.’ campaign recently scored more than 4 billion TikTok views as well as Estée Lauder-owned MAC Cosmetics that expends about 75% of its media budget on digital and influencer marketing, claimed that TikTok was a cost-effective way to increase brand awareness among their younger audiences.
TikTok is owned by Chinese tech giant Beijing ByteDance Technology Co.
One of the major tactics that companies use to advertise on TikTok is its “hashtag challenges” in which video trends are started by high-profile influencers.
An improvement of analytics and use of more in-app shopping features is required by TikTok to enhance the experiences of the brands on the app, said the cosmetic companies and agencies, claimed the Reuters report.
More focus is already being accorded to its e-commerce by Facebook-owned Instagram as the company launched trialing features allowing its US users to shop directly from the app as well as tagging products in posts by some creators.
As host of e-commerce features such as attaching shoppable product links to videos is being tested by TikTok.
“We went into it (the holiday campaign) very much knowing that commerce and revenue coming through TikTok wouldn’t be the goal,” said Soyoung Kang, chief marketing officer at eos. “The goal was specifically to engage with a platform that’s just growing like wildfire.”
However the marketing and branding opportunities at TikTok had not been able to convince some brands. There were concerns among brands and companies about whether TikTokers’ DIY musical content suited prestige brands and the manner in which they could track returns on their investment, said social marketing agencies.
“We know there’s a lot we could be doing in terms of providing third-party data and beefing up on some of those industry metrics,” TikTok’s Pappas told the media.