The TikTok success story: How the video-sharing app is helping brands grow


The rise of TikTok as an efficient advertising medium is a reasonably latest phenomenon. Not so way back, the identical medium was seen as trivial, largely juvenile and unfit for a critical advertising initiative. However now, the story is completely different.

Prime manufacturers throughout classes, even public establishments just like the police power, have give you progressive methods to make use of the platform as an efficient engagement software. The turnaround story of TikTok is one price telling, and right here’s what went proper for the model.

Kamal Gianchandani, CEO of PVR Footage, is a agency believer within the energy of TikTok as an efficient advertising platform. Explaining the turnaround story of Tik Tok, he says that the intensive shareability mixed with stackable entertaining content material has helped the platform to turn out to be extra acceptable to entrepreneurs.

“On the onset, we’re among the many first leisure manufacturers to be on the platform. What labored nicely for us with TikTok is the truth that the audiences on the platform are eager to eat entertaining but snackable content material. Furthermore, TikTok as a platform works nicely for us owing to its millennial wealthy and leisure wealthy nature. We as an leisure model are innovation first and leverage the intensive shareability of the platform”, said Gianchandani.

In keeping with Sanket Shah, CEO, and Managing Director AHS India and the Center East, TikTok’s format of content material consumption matches the design necessities of the present occasions. 

“Smaller consideration spans however greater decisions to select from. With the extent of its attain, the platform is definitely now being one thing to be checked out for advertising and branding communication as nicely. The extent of influencers is simply going to extend with the passing day because of the greater variety of customers the appliance can garner”, provides Shah.

Amit Sethia, Head Advertising Syska Group phrases empowerment of shoppers as the principle purpose for TikTok’s fast mainstreaming as a advertising platform.

“TikTok has been constantly ticking spectacular numbers. Each when it comes to its 500+ Mn consumer base throughout the globe and particularly its 42 % share coming from India. It has empowered the shoppers to propel the user-generated content material for varied classes like vogue, courting, OTT. EdTech, e-commerce and even FMCG the place Syska is positioned. Reputation and natural development from customers from vernacular languages as soon as once more replicate the momentous potential of Bharat vis-vis-vis India. Bonhomie is witnessing fascinating moments via progressive advert codecs such because the Hashtag Problem, Model Takeover, and In-feed Native Video, for manufacturers to create distinctive campaigns and romance the shoppers.”

However can the success be attributed to TikTok alone? Saumil Mehta, Nation Head, Kraft Heinz India, begs to vary. He says the credit score additionally goes to the rise of the 4G community.

“Tik Tok depends on video content material which may be made viral owing to 4G solely and with 4G, the size of the video would not stay a constraint. Influencing cannot occur in a 5-30 sec video. It requires a barely longer run time. However, 4G enabled the sharing of prolonged video content material. TikTok supplied the back-end know-how required for such video sharing”, states Mehta.

Mehta additionally argues that entrepreneurs all the time needed prolonged storytelling alternatives to drive residence their level and TikTok supplied the choice.

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