Marketers should therefore be widening their understanding of the role of the social media app it’s affecting both in and out-of-platform searches, it’s operating across a few different levels, and it’s not only answering queries – it’s inspiring them. TikTok search is disrupting what we know about how young people navigate online, and it’s not only because they’re sticking to their social feeds. You can read more about this phenomenon in our explainer article: Do Influencers Drive Sales? How to Maximise ROI & Measure Influencers ‘ Impact. We’re continuing to spearhead new ways of joined-up thinking across influencer marketing, social media and the wider digital marketing ecosystem.Īs we see TikTok’s own search engine capabilities grow, an exciting step is to quantifiably connect the effect of TikTok influencer marketing with TikTok search growth – something that can feed the inspiration-search-inspiration loop and see brands’ share of voice grow exponentially. This work is the first of its kind within the world of influencer marketing, and we’re excited to bring it to new brands. This means we can now quantify the effect of influencer marketing – finally proving a quantifiable correlation between TikTok influencer activity and an uptick in Google searches. We were even able to isolate the effect of influencer marketing from the brand’s other marketing output to determine exactly how much impact the Tiktok influencer marketing campaign had on Google searches and share of voice. The results of the campaign highlighted that, as the influencer content grew in popularity, related Google searches became more popular – implying that users, having watched the TikTok influencer content, had navigated to Google to search for the brand on the web, eventually landing on the brand’s own landing pages. TikTok Search is therefore fulfilling a completely different role in the discovery process – which is why building a community around your product or brand is so vital to continued TikTok success.įollowing a recent campaign, Fanbytes by Brainlabs were able to see – and importantly, measure – a distinct uptick in Google searches as a direct result of an influencer -led TikTok campaign. This is an important distinction: unlike Google searches, searches taking place on TikTok are not looking for the thing itself – they’re looking for discussion around said thing.įor example, if they search for a TV show, TikTok users aren’t looking to stream that TV show on TikTok, they’re looking for people’s thoughts on the show, their fun edits, fan creations, or notable clips. They join subreddits, start discord channels, and join in active comment sections on TikTok. TikTok users like community – 59% claim that they feel a sense of community when on the app, and they are active members within that online community, spanning wide and varied examples of micro-communities across the platform.Īs we discussed in our guide to using TikTok for TV advertising, Gen Z users enjoy participating in online hubs centred around the content they like to consume.
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