TikTok once again imparts a new set of insights, this time around the power of marketing during major events in the app. TikTok decided to release this info in line with rising in-app engagement rates, especially during the latest events, providing markets with new opportunities.
Maximizing Ad Knowledge
Major annual events, like the Super Bowl, provide social media platforms with major opportunities to launch branded content tie-ins and promotions. Those that manage to get it right can drive significant branding and engagement benefits, as is evident in almost all Super Bowl campaigns.
Given its growing audience, TikTok now also helps to drive response, with its latest statistics showing major engagement boosts around big events. There also seems to be associated ad recall increases on TikTok campaigns as well, especially for the ones they tied in with TV promotions.
As always, there are a couple of interesting insights in TikTok’s latest release, which we will briefly discuss. If you want to access the full overview, you can do so by going here
First off, on the topic of engagement, major events like the Super Bowl tend to highly influence discussion and related conversation, thus significantly contributing to higher interaction rates. The #SuperBowl Hashtag increased by 200% from 2021 to 2022, with related content for the same tag going up by as much as four times.
Next up is connectivity. TikTok has the uncanny ability to easily link people together, regardless of other considerations. Since the platforms had always been centered around community interaction. The same roughly holds true for brands, where the report states that around 55% of users feel closer to brands they see on TikTok. There’s also a 7-is-to-10 ratio where users say that communities on the platform can affect culture.
Lastly, on performance, TikTok ads have been found to operate 23% better than TV ads overall. Furthermore, adding one more tool to your kit really helps boost media mix, affecting memory encoding within TV ads by as much as 13%.
It’s a fairly short and simple report, yet one that can potentially pay off well, should TikTok be able to master its approach. Though these analytics speak of a seasonal element that’s slightly different in terms of TikTok’s standard format, they line up well enough to still spell good opportunity for growth.
The Wrap
Again, this fairly simple update has some underlying implications for the future growth of TikTok marketing around major events. In the future, it’s highly possible that more TikTok tie-ins will be present at occasions like the Super Bowl, Major annual holidays, The MLB World Series, and many more.
Though it has been a general observation that social media engagement does spike during special events, the numbers can end up doubling or even tripling depending on the respective platform. If you take this potential and couple it with a very popular app like TikTok, the result could be one heck of a serious marketing force.
Subscribe to our ‘Bottoms Up!’ Newsletter. Get the latest social media blogs about news, updates, trends, and effective social media strategies to take your business to the highest level from Tristan Ahumada and Jeff Pfitzer.
Sources