The figures shown were collected at source, from TikTok | Bytedance Inc on May 4, 2020.<\/strong><\/p>\n Is it any surprise that the mobile video-sharing app comes to us from the tech continent? And here we are, in 2020, you’ve all heard about it. You have to put on gloves and take precautions to dissect such a young social network. Admittedly, a Tiktok video takes time. Content, because each medium has its own use. To deploy your communication, you can multiply channels without fear, as long as you adapt your messages. What about Tiktok?<\/p>\n The target is young, very young. The audience has aged. Content, here we come. Admittedly, the tool is creative and the emerging side of the application is more easily suited to young brands and an uninhibited tone. The question arises, and it’s up to us to decide its future. Let’s get to the heart of the matter: how are we going to make money with Tiktok? We can’t repeat it often enough: your digital communication goes through 3 essential phases, in order: awareness (making people know you), acceptance (making people like you), sales (making people act). Inspiration is the first step towards purchase. We put the question to Bruno Maltor<\/a>, France’s leading Travel influencer, who this week reached 100k subscribers on the app.<\/p>\n It’s been over 2 years now, back in the days of Musica-ly, an app on which you sing playbacks to music. Of course, you can’t compare it to Youtube, which is currently thinking about a competing application (“Short”), but I think there’s real potential with Tiktok and it’s still underestimated today.<\/em><\/p>\n How would you define yourself on your Tiktok account? Super interesting question (laughs), whether on Facebook, Instagram, Twitter, Youtube or Linkedin, I have a different positioning and way of communicating. I try to create something that’s specific to the social network and what makes it different from the others. Do you have any idea of the audience you reach on your Tiktok videos?<\/strong><\/p>\n I have some information, like gender and interests, but I don’t yet have their ages, for example.<\/em><\/p>\n Do you see it as a creative tool or a social network with a community? <\/strong>community?<\/strong><\/p>\n A bit of both, because despite the size of the community, I’m still struggling to understand the algorithm, which differs from video to video. Since you invest time in this network, can we deduce that you predict a professional future for it?<\/strong><\/p>\n Yes, I want to believe it. Can you imagine doing a Destination or Travel brand campaign on Tiktok <\/strong>in the next few months?<\/strong><\/p>\n I’m lucky enough to have a lot of subscribers on each of my networks, so I never offer a partnership on just one medium, it works as a package and the communication is deployed across all my communities.<\/em><\/p>\n Can you recommend a few accounts for us to follow?<\/strong><\/p>\n Kodyantle, Sachasmiles, the Redbull account, Zachking, Riotravelers and Lotterlive.<\/p>\n The importance of video in our tourism communications, as mentioned in a previous article<\/a>, must be at the heart of our concerns.![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/05\/tiktok-influenceur-voyages-tourisme-travel-insight-157x300.png\")
<\/em><\/strong>TikTok, Kezako?<\/h2>\n
\nNo, not the USA, this time it’s a social network made in Asia that emerged in 2016.
\nIts logo evokes a musical note, and everything is clear: fun, dancing, singing, 60 seconds of clips to entertain.
\nCelebrities and teenagers were quick to jump on board to show off their creativity and humor.
\nYou may have discovered it under the name Musical-Ly just a few months ago… After a $1 billion buyout in 2018, TikTok is reborn to expand worldwide. <\/p>\n
\nTikTok videos have appeared on your Instagram feed, Facebook, and maybe even the “social network for teens” has caught your eye and you’ve downloaded it. <\/p>\n
\nUses evolve very quickly, and despite all the statistics we can produce, it’s clear that the only decision-makers on the future of a social medium are its users themselves.
\nAnd everything rests on their shoulders: as a free application, they are the product that we agencies – and by extension, brands, advertisers and influencers – seek to identify.
\nIf we’ve already demonstrated the KPIs of effective influencer marketing<\/a> on solid, historic media like Instagram, Facebook, or even Linkedin for the B2B network, when a new tool arrives, it’s the same question that arises: who, how, and why? <\/p>\nThe social network for teens or creatives?<\/h2>\n
\nIt even takes longer to create than an IGTV on Instagram.
\nAnd it’s teenagers, perhaps because they have free time, who have taken to it.
\nBut it’s a phenomenon we’ve seen before.
\nThink back to the arrival of Instagram 10 years ago.
\nVisualize your reaction: “I already have Facebook, what’s the point?”
\nThe answer lies in 2 words: targets and content.
\nTargets because they evolve from one network to another, one chasing the other with the arrival of elders and new generations (who wants to be on their parents’ social network?).
\nDemographics differ from one network to another, and that’s why digital marketing campaigns are effective, because they take this data into account to adapt format and message. <\/p>\n
\nYoutube and its videos longer than 15 minutes in horizontal format, Instagram and its stories that generate more engagement than posts, Facebook and its multi-photo posts and external links. <\/p>\n
\nRemember, targets and content. <\/p>\n
\nBut since the beginning of the year, it has been evolving.
\nAmong active users, age is catching up closely with Instagram. <\/p>\n![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/05\/tiktok-influenceur-voyages-tourisme-travel-insight-agence.jpg\")
In fact, there’s no denying that Tiktok feeds off Instagram and vice versa.
\nMany users make the connection between the two, and the creators who emerge often have a proven track record on other social media.
\nCQFD, they will be the application’s showcase. <\/p>\n
\nThat’s good news.
\nWill it stay?
\nThat’s what’s at stake for Tiktok over the next few months, as we need to retain a qualified audience that brands can exploit.
\nSo what do we do?
\nWe’re working on our content to improve its quality.
\nBecause the brand image of an application remains its users, or rather: its content creators. <\/p>\n
\nTiktok aims to become the leading tool for creating and promoting vertical videos.
\nAnd the figures prove him right.
\nBut couldn’t we be reducing the application to a trendy, intuitive content creation tool, reserved for influencers, celebrities or brands with an offbeat positioning?
\nIt’s not too early to answer: we say no. <\/p>\n
\nHowever, creativity drives virality, and isn’t that what we’re looking for to reach one of our key audiences with proven buying power: millenials? <\/p>\nSo, tomorrow we’re all Tiktok?<\/h2>\n
\nThe economic balance of Instagram or Facebook, for your digital communication, lies in several optimization pillars.
\nYou need to be able to create advertising and generate traffic, transforming the view into an act of purchase.
\nEasy to write, but in reality, it’s your entire communications strategy that needs to be thought through in order to make your investments profitable.
\nThe CPC (cost per click) on Tiktok is \u20ac0.05, whereas it’s between \u20ac0.50 and \u20ac1 on Instagram.
\nIt’s a wonder we have any potential at all. <\/p>\n
\nToday, the call to action exists, and it would appear that the application is currently in active development on the subject of Add, as well as the traceability of the user path.
\nIf we can reach a target adapted to our prospects, create a communication in our image, and track the impact, then why not give it a try?
\nWith care and moderation, but the application remains a tool that enables us to create original content that can be promoted on other networks, so the ROE is extensible. <\/p>\n
\nAn additional tool to activate your notoriety, and create affect.
\nWe’ll have to wait a little for the tourism sector, though, when it comes to converting sales into purchases.
\nHowever… <\/p>\n
\nYes, we should be able to sell make-up or dresses on a Tiktok dance, but can’t we promote a destination in a creative 60-second format to a millennial target? <\/p>\n
\nBruno Maltor – Travel influencer on TikTok<\/h2>\n
![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/05\/tiktok-influenceur-voyages-tourisme-travel-insight-agence-social-media-scaled.jpg\")
How long have you been on the app?<\/strong><\/p>\n
\nThey had contacted me and other influencers to differentiate the content on offer in order to share videos (for me, travel) and that’s what I did for a few months, in an unpaid capacity.
\nI then abandoned it.
\nAnd I came back to it in a more sustained way at the beginning of the confinement.
\nI found that the content was more varied, creative and intriguing, and that made me want to get involved.
\nToday, I’ve reached 110K subscribers, and I think the application can be considered the benchmark for vertical-format video. <\/em><\/p>\n
\nDo you have the same identity and positioning as on your other social media sites? <\/strong><\/p>\n
\nYou can’t have the same message on Twitter, which limits the number of characters, as on Facebook, where the hashtag is less important than on Instagram, and so on.
\nFor example, on Tiktok, I’ll be able to talk to the community on a first-name basis, and I’ll be able to edit more quickly, because we’re on a 60-second maximum format.
\nI’ll create a storytelling in several videos to encourage subscribers to follow the story and the account. <\/em><\/p>\n
\nTiktok is unique, and you have to communicate in a different way. <\/em><\/p>\n
\nSo I’m trying both to be creative and to develop a long-term community. <\/em><\/p>\n
\nI’ve seen a real evolution, a real development.
\nIt’s still geared towards humor, but not just that.
\nI want to believe in the future of the application, but with an eye to what the competition might come up with (as I mentioned Youtube earlier).
\nGoogle has suffered a number of failures, we remember (or not) Google+ etc., but it’s something to watch. <\/em><\/p>\n
\nThe power of video to influence our travel consumption habits is obvious.
\nTake a look at some figures, and you’ll see that 62% of Americans say they choose their destinations on video, 63% choose their activities on video, and 54% choose their accommodation*.
\nThese figures are 5 years old.
\nThe transition is here, the wave has swept over us, and while Tiktok<\/strong> may not prove to be the revolutionary force in our digital communications in the future, it is a serious player to be reckoned with.
\nOur advice: test and learn. <\/p>\n