TikTok is here to stay. In a very short time, it has become the ideal social network for brands and businesses that want to connect with an audience. millennial in a daring and fun way, through challenges, contests, virals and games. Since 2019, at IMAGINA, we trust in the proliferation of this platform and we have already developed different content and advertising actions for a dozen clients, in addition to launching internal creativity, video editing and strategy training for the entire team. The close relationship we have with TikTok in Spain has allowed us to manage their statistics and advertising tools in a practical way, in some cases automatically and integrated with other services we offer.
TikTok allows you to create content for exclusive use, but requires a higher level of creation than any other platform. Knowing the social network, its mechanism, how to make content viral or how to fit it with clients’ existing strategies are some of the challenges that we have set for 2020. Below, you can read the interview we conducted with Noel Nuez, Country Manager from TikTok in Spain, where he explains to us what long-term objectives they have with the platform and what type of opportunities it can bring us.
- What is the user profile?
It is impossible for us to profile what the average user is like on TikTok. Currently, the majority of users who use TikTok in Spain range between 16 and 25 years old, but, in the last year, we have been seeing the average age of our users increase more and more.
The truth is that in TikTok any user can find a multitude of creators with different talents and skills that still surprise us today. You can find from the Spanish soccer champion freestyle, even comedians, dancers, photographers, magicians, singers… and even pets! In addition to all ages and nationalities.
Users on TikTok love the app, discover content, create their videos, and share their skills with the rest of the world.
- What do you think the future of TikTok will be like?
Our goal is to continue offering our users a positive, fun and safe experience. TikTok is a platform whose editing tools are very powerful and easy to use and that is why, more and more, we see how users are more creative and publish incredible videos to the point that not even we ourselves know how they are going to surprise us next time. Thus, at TikTok we are sure that if we continue down this path and continue providing users with these types of tools we will be able to continue growing and gain everyone’s loyalty.
- What comparative advantages exist with advertising platforms?
In relation to the previous question, another of our objectives is to continue working on TikTok Ads, our advertising platform, with the aim of attracting more and more companies and helping them connect with their brand and the target audience they want to target and, in this way, optimize all their communications from the top of the funnel until conversion.
To achieve this, we are constantly innovating in new formats that are not limited to the mere placement of a simple banner or an advertising insertion, but rather allow our users to participate in these campaigns. Formats like Hashtag Challenge in which brands can create their own challenges tailored or as the Hashtag Challenge Plus in which brands can even include the links and the landing page of the product so that users can purchase them directly within the application. These formats are what really generate value for brands and incredible results for them.
At its core, TikTok is a platform for creative, fun and positive experiences, and the brands that are most successful are those that embrace the creativity and authenticity of the TikTok community.
- What is the added value of advertising on TikTok?
I believe that one of the added values that advertising has on
The League, For example, he launched the challenge #HelloLaLigaSantander with a personalized filter in which users could nod a virtual football value and achieved more than 60 million views in more than 40 countries.
Continuing with the example of football, the FC Barcelona also launched the #BarcelonaChallenge on the occasion of the opening of the account in July and achieved more than 11 million views through super creative videos that generated a lot engagement and helped them become the first football club in the world to surpass one million followers with almost 15,000 new followers every day.
