The Youngests – TikTok Whose There?

If the title triggered your interest enough to click on it all you have to do at this point is to continue reading.

Instagram, Facebook, Youtube, Snapchat, Twitter, LinkedIn, they just sound so history compared to the newest social media trend we all know, TikTok. TikTok as mentioned by the New York Times is “Rewriting the world” and is going to change how social media operates in the modern world. This might sound scary but for leading brands and businesses from many industries around the world this sounds like another opportunity to take advantage of in advertising their products. Come on, even if you’re a Boomer, you already know what TikTok is.

TikTok is a social media app used to make short comedy, dance or how to videos that usually end up to challenges and have a duration of 15 seconds to 1 minute and it is the latest “must have” application on your smartphone. Here comes the fear of missing out. Everyone has it, so do you.

What is extraordinary here is the format of TikTok content not only content wise but also dimension wise. The videos are tall, not square and are easy to navigate by scrolling up and down through your mobile phone.

But why am I telling you all these?

Because TikTok is the next social media application you must include to your digital marketing strategy and I’m going to refer to a great example, a campaign launched by the NFL. The NFL has been facing a decline of younger audiences and since the application itself appeals to those, it made a fantastic move to launch the campaign there. Back in 2019, NFL had its team players reach out to fans directly through comments on people’s posts and videos under the umbrella of the hashtag #WeReady which later on became another TikTok challenge.

The team identified influencers who have an interest in sports and asked them to become a part of the hashtag on TikTok with the exchange of the gear they needed in order to participate. What those were? Organic, advertising executions that build relationships with a younger audience that participated in the challenge.

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Since the campaign was extremely successfull, NFL did not stop there. During the covid-19 situation, they launched another TikTok campaign followed by the #GoingPro hashtag which directly sends users of the platform to the official website of National Football League to donate money for those in need.

Do you want to target younger audiences through your digital marketing strategy? TikTok is there, is the answer.