Tik Tok is evolving for the benefit of businesses.

Tiktok, the entertaining video platform, formerly Musical.ly, acquired in 2017, is enjoying huge success and has quickly attracted over 500 thousand users in Switzerland.

Tiktok recently decided to take advantage of its notoriety to set up advertising. However, the implementation of the official advertising program takes time to establish, so companies are opting for another means of communication: inbound marketing, one of the levers of which is influencer marketing.

User content

Inbound marketing is the use of high value-added content to attract potential customers to a company. This technique has the advantage of highlighting the product and the company's values. The prism has been turned upside down, as we often see advertisements highlighting the technical aspects of the product. Today's consumers want to experience a product or service for themselves.
There are many ways of communicating a product's corporate values using this method. TikTok is growing fast because the social network has captured the needs of young people.

On the one hand, TikTok gives you the freedom to sing, dance or make all kinds of easy-to-edit videos. No need for software, it's all integrated into the application! Many visual codes are created between the sketches and the music that's making the buzz. This is where memes emerge.

On the other hand, brands can enter the dance either with challenges or with ambassadors. The aim, as you will have gathered, is to highlight their product using the Inbound Marketing method mentioned above.

• Hashtag challenges : the company will encourage the public by creating a #hashtag. The aim is to challenge them to reproduce a video or give free rein to their imagination by producing original content while integrating the company's products.

This allows consumers to distribute the product indirectly in a fun way.

@myclarinsofficialComplicatedto keep your own products when you have a sister, isn't it @matteopeccol? ????♬sprint - goalsounds

• Brand ambassadors : companies go through influencers (just like on Instagram) and use their notoriety to promote their products to an audience already convinced by the influencer. Depending on the agreements and terms reached, the influencer will promote the company's product on various media (TikTok presentation videos, carrying out a challenge, etc.).

@leaeluiSohappy to be the new face of the IRRESISTIBLE Eau de Parfum by @givenchybeauty #IRRESISTIBLEISYOU????????♬ I Follow Rivers - Lykke Li

Sponsored publications.

The official advertising program features different types of communications:

• In-Feed ads: 9 to 15-second video format, usually published on the home page as the user browses the section.
• Branded TakeOver ads: when the user opens the application, these ads appear directly first, in full-screen video. They're the first thing the user sees when they open Tiktok.
• Top View ads: Similar to Branded TakeOver ads, videos appear full-screen. However, they appear five seconds after opening the application and can last up to 60 seconds.

We see that Tiktok enables businesses to communicate and target a specific audience according to the service or product on offer. The strength of this social network lies in its adaptability to businesses while responding to user demands.

Agence BB Switzerland® is very active on behalf of many companies in the management of social networks.