Category: tiktok


TikTok’s Influence In 2020

With COVID-19 keeping the world indoors this year, TikTok has experienced a surge in growth as the social media platform was the go-to place for many in 2020.  As we head out of a year gripped by a global pandemic, let’s take a look at TikTok’s influence in 2020.

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Promoting Authenticity

TikTok’s laid back feel and goofy nature encouraged users to embrace themselves, ushered in an era of unfiltered authenticity. Three-quarters of people in a Nielsen study of TikTok said the platform is a place where people can express themselves openly.

Unlike veteran social media platforms like Instagram that pressure users to show highly idealized versions of themselves, TikTok leaves little room for users to retouch their look and provides a platform for users to have fun without the pressure of being perfect. This makes the content on TikTok less polished, more relatable, and genuine. We saw TikTok creators flood social media feeds with pajamas and makeup-free posts.

Another way the video-first platform promotes authenticity is by celebrating imperfections. For instance, TikTok users embrace authentic self-presentation under the guise of comedic videos and help other users feel empowered. Vi Lai is a popular skincare influencer on TikTok who makes her videos about beauty products and her mental health struggles.

TikTok has redefined what realness means in a social media world driven by picture-perfect posts. Moving forward, smart brands will leverage the authentic spirit of TikTok to give users a new way to discover and engage with their products.

Building Community

TikTok has become a platform for networking and community building among various groups. In fact, 60% of TikTok users said they felt a sense of community while on TikTok.

TikTok has proven to be a space for connecting with like minds. From #VintageGirls to #HarryPotter, TikTokers assign labels for their different communities within the platform based on interests in particular types of content.

TikTok has broken barriers created by social distancing and become a tool for creative collaboration. For instance, with Broadway going dark due to the COVID-19 pandemic, composers, singers, actors, musicians, dancers, and set designers on TikTok coordinated and choreographed songs for a Ratatouille musical that doesn’t exist.

TikTok is also a safe space for creators to feel comfortable with expressing themselves creatively and openly with unfiltered rawness. For instance, TikTok “skinfluencers” are switching the skincare marketing playbook by dropping candid product reviews and calling out brands.

Community or cult, TikTok communities are growing and have a stronghold on their fan base.

COVID-19 Lockdown

From educating users about ways to minimize the risk of contracting COVID-19 to bored in the house lip syncs, TikTok was a lock down essential that provided a steady stream of additive content to get people through the difficult lockdown period. TikTok’s algorithmic curation drives a sticky, addictive user experience and had people spending a lot of time on the platform.

The average time spent per visitor for the app and websites combined was nearly 8 hours for the month of March. By comparison, US visitors on Instagram spent an average of roughly 5 hours on the app and website combined in March.

TikTok unleashed everyone’s inner content creator during quarantine and unearthed new celebrities overnight. With TikTok’s easy to use format and laid-back vibe, users were able to create a steady stream of playful and entertaining content from their own homes without worrying about looking perfect. Sienna Mae Gomez became a TikTok sensation in August when a video of her making fun of the unrealistic body image standards while dancing in her kitchen was widely shared.

Why does fame come fast on TikTok-unlike YouTube or Instagram?

Discovery is at the heart of the TikTok experience. TikTok’s algorithm continually searches for new clips and promotes the videos of relatively unknown accounts rather than the latest videos from already popular users or users that people already follow. This makes it easy for users to explore new videos and creators from across TikTok and allows those with small followings to go viral.

The Resurgence of Old Music

Although TikTok isn’t a traditional music platform, it appears to be influencing music discovery and dramatically revitalizing old hits.  Fleetwood Mac’s Dreams is a well-known case.

A TikTok video of TikTok user @420doggface208 skateboarding while lip-syncing to Fleetwood Mac’s Dreams and sipping from a bottle of Ocean Spray Cran Raspberry juice went viral and put Fleetwood Mac back on the charts. The video, which resonated with viewers for its laid back mood, had over 70 million views and helped propel “Dreams” first released as a single in 1977 to the charts.

The video seems to have also provided a business boost for Ocean Spray. Ocean Spray CEO, Tom Hayes, said in an interview with Yahoo Finance that the company can’t say yet if there will be an increase in sales but that retailers have said there has been “additional draw off the shelf.”

The story speaks to the continued power of TikTok as a platform for more timeless hits to be introduced to younger audiences.

Defining Skincare for Gen Z

TikTok is helping Gen Z shift from expensive beauty products to embracing affordable skincare options that can easily be found at CVS, Target, or Dollar Tree. This year, some Skin influencers used TikTok to share skincare-related information and entertainment in short, digestible, and visual parcels.

These TikTok posts made products go viral and incited the purchasing power of Generation Z. For instance, 15-year-old brand skincare CeraVe established itself as a cult favorite and saw an increase in sales after TikTok user @hyramapproved shared a post raving about the brand.

The Ordinary’s AHA 30% + BHA 2% Peeling Solution also went viral after TikTok user @kaelynwhitee shared her results when she used it to treat her acne. In just a few weeks, The Ordinary, one of the beauty brands owned by Deciem, sold 100,000 bottles of the serum.

TikTok is changing how Gen Z learns about skincare brands and influencing purchases. Watch out for brands teaming up with “skinfluencers” on TikTok to drive awareness and sales.

Like it or not, TikTok has won a place in the heart of consumers especially Gen Z.  Start familiarizing yourself with the platform and see how your brand can leverage it to reach your target audience.

The post TikTok’s Influence In 2020 appeared first on Post Funnel.

B2CRM News

B2CRM News Highlights: Wonder Woman, Instagram, and Charli D’Amelio

Launching products became a real headache in 2020—any product. Customer preferences and expectations and behaviors shifted so quickly and sometimes so drastically. As long as things are not back to the normal normal, marketers can’t rely on what used to work for them before the coronavirus outbreak.

Now take that, multiply by 2 or 3 or 10, and that’s what people in the movie industry have been facing. Warner Bros. decision to release Wonder Woman 1984 on this Christmas day, both online+on demand, and in theaters, is a brave attempt to succeed where others failed earlier this year (read: Mulan, Tenet).

This year, one other thing made clear from a marketing perspective is how vital and relevant the influencer industry is becoming. TikTok and Instagram are gearing up on all fronts, perhaps preparing for a heated 2021.

Watch our quick news roundup here:

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B2CRM News

B2CRM News: Ad Spend is Back Up, Under Armour…

I can swear I heard people talking earlier this year about the end of influencer marketing as we know it. Well, then again, many things were said this year. Including something about injecting disinfectants, so, yeah. We’ll give those people a pass this time.

But not before we will tell you that Charli D’Amelio danced with a top from a D2C brand called Adika Style. This resulted in the brand’s stock jumping more than 20% in. A. Day. Take that, Kim. And Addison.

Catch this in the video below, along with the rest of the news on our weekly B2CRM news highlights from the past week, which included Q3 ad spend reports, Under Armour announcements, and Burger King telling you to go to Mickey D.


Q3 ad reports  from Adweek, and Robinhood
Under Armour from CNBC
Charli D’Amelio
Adika Style’s Stock
Burger King’s ad

The post B2CRM News: Ad Spend is Back Up, Under Armour Going D2C. And Charli D’Amelio appeared first on Post Funnel.

B2CRM News

Shopify Partners with TikTok

We’ve seen how major brands have capitalized on TikTok’s reach; now Shopify is making it easy for the smaller eCommerce businesses to get a piece of that action, too.

Using the title, Dancing to a new beat: Shopify brings commerce to TikTok, Shopify just announced “a first-of-its-kind commerce partnership” with TikTok for Business. Now eCommerce sellers can set up and link their TikTok For Business account in Shopify that allows them to “deploy In-Feed shoppable video ads directly within Shopify.”

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It sounds easy enough for anyone to do it even with any video experience. The retailer chooses which items to highlight, the templates on the platform can pull in their images and videos to generate a video ad that will take viewers directly to their Shopify stores to purchase.

The plan is for the two platforms to work together “to test new commerce features over the coming months that will further empower merchants to expand their paid and organic reach in video and on profiles.” They also plan to roll out the feature beyond the US in 2021.

Satish Kanwar, Vice President of Product at Shopify, observed how valuable the channel can be for engaging customers:

“TikTok is one of the world’s fastest growing entertainment platforms with over 100 million highly engaged users in the US alone. The TikTok channel means Shopify merchants – even those without a strong TikTok following of their own yet – can connect with these new audiences using content that feels authentic and genuine to the TikTok experience.”

The news is fantastic for those smaller businesses trying to gain customers in the Gen Z market who don’t have the budgets to launch major marketing campaigns to gain their attention.


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B2CRM News

Revlon Makes a Bold Move on TikTok

#DoItBold is the name of the challenge that Revlon launched on TikTok in October.

It’s not Revlon’s first venture into using the popular app. It has used it before to promote particular products and ran a challenge last year called #SlickUpYourLook. But it now made a conscious effort to connect with Gen Z with the hopes of seeing the kind of success ELF (see Don’t Make Ads: Make Engaging Entertainment) had in selling its makeup to that demographic through the channel that captures their attention.

Revlon did need a jolt of successful marketing, as reported in Glossy, to regain some market share, as its sales declined a whopping 45% for this past quarter. That’s far worse than the category’s 19% decline for that time.

The bold campaign definitely won it attention, as well as new followers who engaged with the brand.

Global Cosmetic Industry reports that at the end of the three-day Tik Tok challenge led by influencers such as Loren Gray, Abby Roberts, Seth O’Brien, and MicahCow – Revlon garnered 2 billion views.

As far as three-day measurements, this challenge topped the counts for the year among those tracked by Movers+S­hakers. It also generated the most songs for a three-day challenge: 3,800.

Engagement rates were impressive, too, averaging between 15% and 20% influencer engagement.

The gains don’t end with the campaign. By October 19, Revlon had obtained 30,000 new followers plus 390,000 likes on @Revlon. The hope, of course, is that these engaged followers will not just follow but also buy products from the brand.

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