New marketing
TIME’S UP ON OLD METHODS Social media has changed the rules of marketing, and in that space, Tiktok is about to turn it on its head once again. Fanbytes’ CEO Timothy Armoo explores this changing marketing space, and why the time to act is right now
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f you’re a marketer trying to reach the younger audience, you’ve definitely heard of Tiktok. The short video app leapt into the social networking market a few years ago, and not only is it now growing faster than Instagram, but is also the most downloaded app in the world, with over 1 billion downloads. Most relevant however, is that over 60 per cent of its audience is 25 or younger, creating a massively valuable audience to advertisers. At Fanbytes, we’ve run over 100 Tiktok influencer campaigns with the world's leading brands like Universal, Warner, Burberry, and EA. With an average age of 22 in the company we are firmly in the Gen Z sector - which means we spend the majority of our time talking in memes and spreading pop culture. It's quickly becoming the new social language, and not so much an easy way of wasting time. Understandably many marketers see Tiktok as a perplexing thing and as a consequence are wary of the platform. But Tiktok matters to the modern day marketers. It really does. Tiktok levels the playing field. Everyone is a creator in a way that isn’t apparent on Facebook or Instagram, and in a world where there’s a clear delineation between influencers and anyone, Tiktok provides a fairer way to reach the audience. A user with 500 fans has the same amount of potential to go viral as someone with 500,000 as long as their creativity is inspiring enough.
This provides a massive opportunity for your brand to be seen as a purveyor of content, rather than being seen as simply distributing a message, and the approach can be in using normal Tiktokers to amplify a message. Fanbytes recently ran a campaign with Major Lazer, creating a hashtag challenge for the song ‘Can’t take it from Me.’ We tasked people with showing off their ball skills, involving influencers from the UK, US and Mexico. Incredibly this got 50,000 user submitted videos within the first 10 days of launching with 6 million views of the hashtag and became a trending hashtag on Tiktok. In the world of social, increasingly the variable for success is the creative. In the past, you could easily bombard people with ads and with enough money you could get them to do what you wanted. But this type of marketing no longer works. The way to get real cut through with this audience is through creativity, which Tiktok provides in spades. Tiktok can effectively be used as an outsourced creative network for brands who want to stand out. As a company we’ve activated several campaigns with brands on other platforms using our Tiktok creators, a simple brief out to influencers describing a brand has resulted in 100s of incredibly compelling videos which resonate emotionally with the audience because they are the audience. This can then be repurposed onto other social channels as marketing activity.
Timothy Armoo “Timo” is the 23 year old CEO of Fanbytes, a mobile video advertising platform helping brands like Deliveroo, Apple Music and even the UK Government reach Gen Z through TikTok, Snapchat and Tiktok influencers. Fanbytes has been dubbed by Forbes as “owning the mind of Gen Z” in the securing strategic investors like the founders of Boohoo and Pretty Little Thing as well as ex CEO of IAB Guy Phillipson and ex CEO of Dentsu Aegis Nigel Morris.
September 2019 | toy news | 31
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19/09/2019 07:32