MARKETING
The Other Side Of TikTok
By Jonathan Phillip Kyetume
Launched in 2016 by ByteDance , TikTok which was initially launched as a short-form video sharing platform has morphed into a fully-fledged video service , with personalized content available for all types of viewers . According to the TikTok 2022 App Report , TikTok was the most downloaded in 2020 and 2021 with over one billion global active monthly users as of Q2 2021 . TikTok is steadily gaining ground as a marketing platform in Africa , with increasing usage by consumers and brands . A consumer-centric approach to digital marketing might dictate that brands target channels where their customers are , or are going .
Engagement Reborn
Consumer numbness is at an all-time high , and this has greatly stressed digital marketing content performance for various industries . Analysing consumer trends revealed a steady transition in consumer information-seeking behaviour , from brand communication channels to creators . According to TechCrunch , there ’ s reported growth in Gen Z consumer segments preferring to make searches using TikTok over Google and related products . This has eventually led to the growth of the creator economy , with the global creator economy market size projected to reach $ 104 Billion in 2022 .
The past three years have seen increased adoption and usage of influencer marketing by brand managers in Africa to support various marketing campaigns . Content creation and influencer marketing have evolved at an extremely fast pace . Influencer marketing is still a key tool in ensuring the integration of digital marketing communications for various short or longterm objectives in line with various brand strategies .
According to the Influencer Marketing Hub ’ s 2022 report , the global influencer marketing industry is projected to grow to $ 16.4 Billion in 2022 , the report further reveals the growing engagement through TikTok as compared to other social media platforms . TikTok has developed a Creator marketplace that can be used by marketers to discover and collaborate with content creators or influencers based on the industry , budget , and brand objectives . The creator marketplace has also been configured to support digital campaign management , analytics , and reporting .
The Safety Call
As marketers , truth is , we are all confused , mainly about how we move past the preconceived notion that surrounds the platform . Reputational risk surrounds the idea of ‘ extreme ’ organic content creation for TikTok and incorporating the platform as a marketing communication channel in the digital marketing strategy . The platform is transforming to deliver on reach and the much-desired conversion , especially the Gen Z and millennials key segments .
According to App Ape , TikTok users spend an average of 95 minutes . Brands can ‘ slowly ’ adopt the platform through paid TikTok Advertising , through embedded video ads developed to achieve the desired call-toaction , and can be optimized to drive traffic
to brand landing pages , app downloads , |
websites , |
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other |
communications |
channels . |
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For representation , to understand the prospective total available market , data analysed from respective African government communication regulatory authorities and commissions as of March 2022 revealed Smartphone device penetration in Kenya to be 54.6 %, Uganda at 29.7 %, and South Africa at 63 %. There are still notable challenges surrounding the professionalism , and generalism of influencers and content creators in Africa , but this presents an exceptional opportunity for the growth of influencer and digital marketing agencies in the region .
From the consumer behaviour perspective , we need to assess the impact of TikTok on impulse buying behaviour , and how brands can leverage the platform to maximize reach and conversion for both short and long-term brand objectives . There are key ethical marketing concerns , surrounding data protection , community guidelines enforcement , and addiction through increasing average in-app screen time that needs to be addressed . Again , influencer marketing return on investment remains a key topic of discussion .
Jonathan Phillip Kyetume is a Marketing and Communications Specialist . You can commune with him on this and related issues via email at Jonathankyetume @ gmail . com .
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