The Marketing on TikTok Report from eMarketer

The Marketing on TikTok Report from eMarketer
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It’s now been greater than a yr since TikTok introduced in the United States, and in that quick duration, the Chinese-owned video app has capitalized at the viral nature of its platform by means of partnering with plenty of manufacturers and slowly unveiling a slew of promoting functions.

FILE PHOTO: The logo of TikTok application is seen on a mobile phone screen in this picture illustration taken February 21, 2019. Picture taken February 21, 2019. REUTERS/Danish Siddiqui/Illustration

FILE PHOTO: The emblem of TikTok utility is noticed on a cell phone display on this image representation taken


Cosmetics emblem e.l.f. is likely one of the newest advertisers to release a paid marketing campaign focused on TikTok’s Gen Z person base. Using the preferred “Hashtag Challenge” advert unit, the logo just lately introduced its #eyeslipsface marketing campaign, encouraging TikTok customers to create movies appearing off their make-up the usage of unique music created for the activation. e.l.f. Beauty additionally bought a 24-hour takeover advert, which brought about customers to take part in the problem upon opening the app.

“Gen Z is a huge audience for us,” mentioned Kory Marchisotto, CMO of e.l.f., in an interview with eMarketer in regards to the information of the partnership. “It’s of critical importance to make sure we’re not only where they are, but also serving up content that’s relevant to them.”

Marchisotto says it isn’t simply TikTok’s demographic that has e.l.f within the platform. “I think [TikTok] is bringing something very different. Instagram has become highly polished, it’s still the coffee table book, it’s very curated. On TikTok, everybody’s out there to have fun and express themselves in unique ways.”

Below is a roundup of TikTok’s present advert choices and a few of its largest emblem partnerships up to now.

Ad Formats

Though the video app has but to roll out all its advert functions—comparable to augmented fact lenses and full-screen video commercials, as indexed on its website—some early adopters are testing select formats.

Brands like Guess and Chipotle Mexican Grill partnered with TikTok on sponsored “Hashtag Challenges,” which placed branded hashtags on the app’s Discover page. Food delivery app Grubhub was reportedly testing video ads on TikTok as early as January 2019, and fashion retailer Hollister Co. ran a series of in-feed video ads last spring. TikTok has also become a popular platform for influencer marketing, especially for brands looking to work with the platform’s up-and-coming video creators.

TikTok influencer video

AFP/Getty Images

A consultant from TikTok showed that its hashtag unit was once nonetheless the one advert product formally to be had in the United States, however, it’s undertaking early experiments with different fashions. Last month, subsidized hashtags have been expanded beneath the title Hashtag Challenge Plus and now come with an in-app shoppable element.


Walmart TikTok’s checklist of advertisers additionally comprises the most important corporate on the earth. Walmart introduced its #SavingsShuffle hashtag problem in overdue September and promoted the marketing campaign the usage of a roster of TikTok influencers. “It’s kind of one of those seminal moments when you start seeing those kinds of brands,” mentioned TikTok vice-chairman Blake Chandlee at Advertising Week in New York City. The emblem used the hashtag problem Explore tab—which pops up when a person faucets on a hashtag—to put it on the market numerous shoppable merchandise and ask customers to wager Walmart’s best-selling merchandise. (The resolution: rest room paper.)


In all probability the most important US branding effort up to now, TikTok announced a multiyear partnership with the NFL that will allow third-party brands to sponsor content on the NFL’s TikTok account. When the announcement was made prior to the 2019 season, the NFL began posting using the hashtag #WeReady. Although the NFL told AdAge that it did not pay to promote the hashtag, the organization plans to use the Hashtag Challenge feature in the future. The NFL also hopes to generate user engagement by inviting fans to create TikTok-centric content to support their favorite teams and players.

NFL on TikTok

Business Insider Intelligence

Ralph Lauren

As the authentic clothes shop of the United States Open Tennis Championships, Ralph Lauren was once some of the first manufacturers to make use of TikTok’s shoppable Hashtag Challenge Plus function to sing their own praises its assortment for the 2019 event. The problem requested TikTok customers to publish a video dressed in Ralph Lauren merchandise the usage of the hashtag #WinningRL. At the top of the competition, creators of the highest 3 movies with the absolute best engagement have been awarded loose US Open equipment.


The division retailer kicked off the back-to-school buying grocery season by means of bringing its omnichannel “All Brand New” marketing campaign to TikTok the usage of the platform’s Hashtag Challenge. The problem inspired scholars to publish movies dressed in back-to-school outfits, and if customers tapped at the hashtag, a “Shop Now” suggested seemed above Macy’s authentic movies linking to its site.


For its personal back-to-school marketing campaign, Kroger becomes some of the first manufacturers to make use of TikTok’s shoppable Hashtag Challenge Plus function. The grocery chain promoted its #TransformUrDorm marketing campaign, which inspired faculty scholars to sing their own praises their embellished dorm rooms. Similar to Macy’s, the marketing campaign allowed customers to the faucet at the subsidized hashtag, which ended in a separate Explore tab showcasing Kroger merchandise and direct hyperlinks to its eCommerce channel.


One of TikTok’s maximum notable US partnerships was once with Chipotle, which labored with the video platform two times on hashtag demanding situations. For Cinco de Mayo, the eating place chain requested lovers to publish their excellent “lid flip”—the place customers flipped an aluminum dish lid onto a Chipotle plate after which used the hashtag #ChipotleLidFlip—to advertise its loose supply be offering. The emblem went viral on TikTok in August when it introduced a brand new problem, #GuacDance, which become TikTok’s highest-performing branded problem in the United States.

Want to Learn More?

eMarketer has put in combination an in-depth record, Marketing on TikTok, which discusses the expansion of TikTok worldwide and what entrepreneurs will have to know in regards to the Chinese-owned short-video app.

Topics mentioned on this record come with:

  • TikTok in a Minute: Why It’s Getting All the Buzz
  • Who’s Using TikTok?
  • What Makes TikTok Tick as a Marketing Vehicle?
  • How Is Advertising on TikTok Evolving?
  • Advice and Best Practices for Using TikTok

In complete, this record accommodates:

  • three Detailed information: Exportable information for simple studying, research, and sharing.
  • 31 Data-rich charts: Reliable information in easy presentations for displays and fast choice making.
  • 19 Expert views: Insights from trade and corporate leaders.

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