According to Statista, TikTok’s user base in Switzerland amounts to around 1.7 million users in 2021 and is growing fast. The platform is known to be the place for brands to reach and connect to Gen Z audiences. We’ll cover best practices and what successful brands are doing.
What is TikTok?
Considering TikTok was the most popular and most downloaded app globally in 2020, and so far in 2021, you’ve probably already heard of it. TikTok was originally released in the Chinese market in September 2016 and became available worldwide after merging with another Chinese social media service, Musical.ly, on August 2, 2018. As the world’s most downloaded app in 2020, TikTok is available in over 150 countries and has over 1 billion users. TikTok users are younger, with 60% being Gen Zers. About one third, 32.5%, of U.S.-based TikTokers are 10-19 years old.
TikTok has been strategic in recruiting and compensating content creators, knowing that they’re key to the success of any platform.
TikTok has recently created a $1 Billion Creator Fund. This money will be paid by TikTok directly to its creators in an effort to further solidify its relationships with influencers.
TikTok’s Swiss Audience
The Swiss "import" most of the content they consume. Swiss creators account for only 23% of all video views in Switzerland.
Why TikTok for Brands?
TikTok empowers brands to communicate with younger generations in a way that captures their attention: through creative short videos. TikTokers are highly engaged.
Some good news is that the high engagement rates include brands as well. Incoming engagement on brands’ social posts has increased during the pandemic, and TikTok users are increasingly active when interacting with brands online. The following average increases have occurred across all networks and industries:
- 44 more engagements received per day
- 7.3 more engagements per post per day
TikTok users are also 31% more likely to engage with brands than users of other platforms.
TikTok‘s unique algorithm allows it to tailor content to the users‘ preferences in a detailed and accurate way. Among the 4 key reasons TikTok will grow and broaden its appeal in 2021, it’s the easiest platform algorithm for users to train to feed them content they love.
Some excellent news is that not only are people present and active on TikTok, they’re not shying away from ads. According to Adweek,
Fortunately for advertisers, Gen Z doesn’t mind being advertised to—as long as campaigns demonstrate inherent entertainment and brand values they can get behind.
Not a day goes by that TikTok isn’t in the news. TikTok is also growing substantially, having grown 37.5% in the year 2020. The social media powerhouse is constantly releasing new features and functions.
What Can Brands Do on TikTok?
TikTok is the new battleground for the hearts and minds of consumers, now and for the future. While the platform may be particularly popular with a younger audience, brands of all kids are still striving to connect, including Porsche.
TikTok is also the first digital entertainment platform to sponsor the UEFA EURO 2020 European Football Championship. “TikTok is looking to cement its position as the home for football fans to share their passion for the game, following a number of football clubs across the world signing up to the platform and creating content for its fans.”
For brands looking to connect and engage on TikTok, many of our social media tips apply, such as:
Keep it relevant
Make campaigns interactive
Prioritise the human
Display your values
How are Brands Getting Creative on TikTok?
For brands which are inherently visual, such as fashion or makeup, coming up with ideas for posts can be straightforward. But what would a bank post? Well, PostFinance, one of the largest banks in Switzerland, which belongs to Switzerland's national post service, has found success on TikTok. They share a mix of funny home office videos and short videos showing their services. PostFinance has also shared many HR marketing videos, displaying their work environment, which should help position them as a sought-after employer.
Ceylor Switzerland, the most popular condom company here in Switzerland, uses humor accompanied by current, pop music to inform the public of the importance of always practicing safe sex. This creative brand makes posts that are clear to non-German speakers that there’s no reason to avoid using these condoms because they might be too small.
How Can Brands Drive Conversions & Sales on TikTok?
In a recent study, about half of users said they discover new products through advertisements posted by a product or brand.
A large audience is great, and a large, engaged audience is even better. And best of all when the platform makes it easy for that audience to act and convert to customers within the platform <- That’s a formula to surpass other leading social media platforms.
The platform is investing heavily in its social commerce and features to help brands advertise. The TikTok Pixel, a small piece of code that you place on your website, helps you find new customers, optimize your campaigns and measure ad performance.
On 27 October, 2020, TikTok announced a global partnership with Shopify, an e-commerce platform for online stores and retail point-of-sale systems, to help merchants create and run campaigns geared toward TikTokers. The partnership makes it easier for Shopify merchants to tap into the creativity of the TikTok community, be discovered, and optimize their marketing campaigns.
Some Surprising TikTok Trends
While TikTok’s largest demographic is Gen Z, older users are becoming increasingly active. TikTok shared new data on this growing trend. “Every day, millions of parents, teens, grandparents and in betweens come to TikTok to share snippets of their day-to-day life. Here’s what’s unique: often, the whole family participates together—even teens don’t shy away. It used to be a challenge getting everyone to sit still for a photo; now we see perfectly choreographed dance routines from the whole family, including grandma.”
TikTok also notes that parents are sharing "tips, tricks, and in-depth knowledge."
How Can Brands Get Help? Kingfluencers’ Full-Service Approach
We are here for you - from strategy to execution and optimization, including:
Kingfluencers makes great brand + influencer matches, drives successful campaigns such as Joung Gustav posting for Samsung Switzerland’s #Samsungs21 campaign, achieving 346K views. Mimoza Lekaj shared a fun dance video for Dosenbach, retailer of trendy shoes, accessories, and budget-friendly sportswear, reaching 54K views.
Author: Megan Bozman, Owner @Boz Content Marketing