This report was written by KANTAR at the request of TikTok, aiming to explore user-generated content (UGC) on TikTok, especially the value of Hashtag Challenges for brands, and to provide brands with practical and feasible guidance for creating breakthrough, brand-building UGC marketing.
1. Why choose TikTok: TikTok has created a new world of online sharing where users can quickly express themselves. Its growth rate is astonishing, with a large number of monthly active users worldwide, and brands can leverage its energy to attract users.
2. Research content:
- Expert interviews: Interviews were conducted with 16 experts, including advertisers and agency specialists, to discuss the current state of TikTok content, success factors, and future development.
- Data analysis: Metadata from over 60 TikTok brand Hashtag Challenges across 16 markets was analyzed, including views, audience, shares, likes, and comments, as well as their performance on social media.
- User survey: Through Kantar's TGI Global Quickview, demographic data from over 67,000 people in 25 countries was surveyed to understand TikTok users' behavior, age, and usage.
3. Main findings:
- TikTok creates large-scale engagement: Hashtag Challenges can generate huge impact, with the most successful challenges even surpassing iconic TV moments and YouTube ad views.
- TikTok can trigger participation: TikTok's success factors, such as celebrities, social media tags, voice-overs, characters, and music, align with the features of Hashtag Challenges, enabling them to trigger users' emotional responses and memory formation.
- TikTok requires a new mindset: TikTok's scale and speed are different from other platforms, and brands need to think and act in new, creative ways to fully leverage its advantages.
4. Ten truths about TikTok:
- What makes TikTok unique:
- TikTok stands out: TikTok is an entertainment space where anyone can be a creator. Its unique elements include simple creativity, relevant authenticity, short video format, and challenge mechanisms, which enable TikTok to create deep audience engagement and recognition.
- Creators are the foundation: TikTok is a community, and Hashtag Challenges require active collaboration with key creators. Brands should co-create with them, listen to their opinions, and make them powerful brand advocates.
- Music is key: Music is TikTok's unique advantage. Sound is on by default, and music can evoke emotions and memories, increasing engagement. A catchy, unique soundtrack can make Hashtag Challenges more recognizable and memorable.
- TikTok's role for brands:
- Broader audience: TikTok's audience age range is broader than people imagine. It not only attracts young users but is also attracting older users.
- Suitable for all brands: Any brand aiming to reach Gen Z and Millennials should consider TikTok. Even brands less suited to the platform can communicate with hard-to-reach audiences by understanding the platform and creative ideas.
- May shorten the marketing funnel: TikTok can drive brand awareness and intent. Some innovative features are designed to shorten the gap from awareness to purchase. Hashtag Challenges have already begun to influence offline behavior, and brands are seeking new ways to engage people.
- How to make the most of TikTok:
- Allow user creative freedom: Brands need to give users creative freedom while balancing user creativity and content management through certain measures. Collaborate with creators to fully realize the potential of Hashtag Challenges.
- Simplicity is best: TikTok challenges should be simple and easy to participate in, based on existing platform behaviors, allowing brands to naturally integrate into challenges while inspiring user creativity. Provide simple creative features to encourage great content that aligns with the brand.
- Combine with offline activities: Hashtag Challenges can be combined with offline celebrations and events to attract attention and participation. Many successful challenges revolve around these activities.
- As part of the marketing ecosystem: TikTok can be used alone or in combination with other marketing activities to reach new audiences. It can enhance the communication of TV ads or social media messages, and working with other platforms creates maximum impact.
TikTok has unique advantages and potential. Brands can fully utilize features such as Hashtag Challenges by understanding its characteristics and user behavior, creating breakthrough brand-building content.
