• Previously known as
• Users post videos that are approximately 15 seconds long
• TikTok app downloads has now surpassed that of those of YouTube, Instagram , Facebook and Snapchat
• For you page vs Following page vs. Discover Page
• Content-based strategy instead of ad-focused strategy
• TikTok offers a variety of (very expensive) ad options
• They currently do not have biddable ads, but it will became available soon
68% of users engage others' videos 41% of users are age 16 -24
500M monthly active users
130M
worldwide downloads of TikTok in 2017
600M worldwide downloads of TikTok in 2018
407% growth in worldwide downloads
• Younger demo
• Fast growth of app
• Focus on tracks
• Use views, followers & likes to measure success
• Label approval
• Timeliness
• Links
• Discover page hashtags
• Importance of influencers
Our Profile: Posts
300 Followers
1000 Total Views
Increase TikTok following so as to make it a useful platform for UMG & boost streams for focus tracks
Measuring our success through number of followers and views
• Increase number of posts(testing-based)
• Utilize tracks by artists that are popular in Tiktok's 16-24 demographics
• Connect with influencers (Paid options & organic options)
• Hashtag best practices #foryou
• Duet Feature
• Using existing Digester social
Method:
Utilize popular artists to increase interests
Use short hashtags with common phrases
Ashley O, “I’m On A Roll”
Ashley O, “I’m On A Roll”
TikTokers use the songs lyrics in a skit #ohhoney has 609 million views
Method:
Utilize popular artists to increase interests
Use short hashtags with common phrases
Lil Nas X, “Old Town Road”
Lil Nas X, “Old Town Road”
TikTokers use the songs lyrics in a skit #ohhoney has 609 million views
The Lion King “Can You Feel The Love Tonight”
Copy: Is it Beyonce? Maybe pizza? We #love our coffee. Show us you #love #lionking #beyonce #foryou
Copy: It breaks our heart to say our #goodbyes... but sometimes we have to What are you saying #goodbye to? #posty #goodbyes #foryou
Method:
Only do challenges for high priority tasks
Offer prizes to increase participation
Challenges: dace, sing-a-longs
#gitup has 491.6 milion views
#gitupchallenge has 249.4 million views
Now at 58 million streams across 1,068
Spotify playlists
“How
Post a clip of the dance in the music video Copy: Can you dance like #SamSmith? Show us your best version of the “How Do You Sleep” dance. You might be lucky enough to win some merch #foryou
Method:
Post clips from new releases or other UMG tracks
Add in liners to make viewers feel like they are getting exclusive content Post on weeks/days where we are not running a challenge or skit campaign
Method:
Post clips from new releases or other UMG tracks
Add in liners to make viewers feel like they are getting exclusive content Post on weeks/days where we are not running a challenge or skit campaign
Example: James Bay & Julia Michaels, “Peer Pressure”
Sing-a-long challenge
Use most engaging content to hook them Users post a video of them singing along
Copy: Who’s ready for a Summer Hits Party? Follow along all week long to see what we’ve been listening to this summer. Do you have what is takes to sing alongside Shawn+ Camila? Post a video of you singing their new song “Señorita” with the hashtag #senoritasingalong and tag us for a chance to win a ~surprise~ #foryou
Tactics:
Track Promo.
Copy: #NowPlaying this track from 5 Seconds of Summer that’s made our summer much easier #summer #5sos #foryou
Tactics: Tag a Friend.
Users comment under post
Copy: Are you a Sucker for Jonas Brothers? Tag who you’re a #sucker for! #jobros #foryou
Tactics:
Track Promo.
Copy: #NowPlaying the most dance-able track of the summer! Grab a friend and dance to ME!
#taylor #me #foryou
Tactics: Viral Skit.
Copy: Ever run into your ex flirting up?
Show us what you wish you could do vs what you actually do! #boyfriend #ariana #foryou
Subject to change
• Upon release of remixes: Sam Smith, "How Do You Sleep" Dance Challenge
• Tuesday, 13th: Lion King, "Can you Feel That Love Tonight" #Love Skit
• Thursday, 15th: Post Malone, "Goodbyes" #Goodbye Skit
• Monday 19th - Friday 23rd: Summer Hits Party
• Monday, 19th: Shawn Mendes "Senorita" Sing Along Challenge
• Tuesday, 20th:5SOS, "Easier"
• Wednesday, 21st: Jonas Brothers, "Sucker"
• Thursday,22nd: Taylor Swift, "Me!"
• Friday, 23rd: Ariana Grande, "Boyfriend" Skit
• User base is growing extremely quickly
• Can serve as a direct line to the 16-24 demographics
• However, it is harder to track exact data
• Track-focused vs. playlist-focused
• Timing and posting
• Influencers
• Our Ideas
• Increase number of posts
• Move to more engaging material & work with influencers
• Create a content calendar every 2 week (approx.)
