We continue to explore TikTok at tigrz with three new campaigns for players in the Sport, Banking and Telco universes, across branding, engagement and acquisition dimensions. A good way to get concrete feedback on the platform’s potential for advertisers in France. Remember also that TikTok in France means 4.6 million addressable people, including 2.3 million aged 13-17 and 1.3 million aged 18-24.
TikTok offers 4 main types of advertising products
To decipher the opportunities, we present the different ad formats available to brands.
✦ Brand Take Over and Top View : display formats that let you occupy the most premium screens of the app
✦ In Feed Video: full-screen video formats (equivalent to Instagram or Snapchat stories)
✦ Branded Effect: filters or animations that let brands insert themselves in the app.
✦ Hashtag Challenge: a competition organised by a brand that challenges the TikTok community to reproduce an action, a movement, a challenge.
While In-Feed stories and AR effects are the closest to Instagram & Snap, we propose to look back at two other formats available to brands in France: Brand Take Over and Hashtag Challenge.
Brand Take Over: buying the app’s first screen
TikTok offers a premium visibility space to its advertisers with its Top View & BrandTakeOver formats. They let you buy the app’s opening screen through a format occupying 100% of the screen. This format lets brands guarantee strong visibility and a powerful ramp-up across all the app’s users. These formats show CPMs of between 6 and 9 euros, in line with their premium environment.
Hashtag Challenge: TikTok’s trending topic
The hashtag challenge is an advertising window that lets advertisers sponsor a hashtag listed in the app’s “Discover” space.
It must generally be engaging and invite users to take part in a music, dance, agility or other challenge. It is promoted through a banner and a description of official videos referenced by the brand showing users and influencers performing the challenge.
It is today one of the most used formats, run both by advertisers and by media brands with an affinity for the target such as Les Marseillais from W9, or Fraîches from Minute Buzz.
In France, two interesting initiatives stand out: Paris2024 and its #Paris2024Allez challenge to get young people moving, and the film Birds Of Prey, which invites the community to transform into Harley Quinn, supported by major TikTok influencers in France.
Internationally, Chipotle’s hit is worth noting: it has already run its second Hashtag Challenge for the Super Bowl after the success of its “GuacDance challenge”, which consisted of staging dance moves to celebrate Guacamole Day. A challenge that, in 6 days, according to Mobile Marketer, brought together a large community of creators (25,000 videos shared and 430 million video starts).
If you are craving guacamole, find out more about this case on MobileMarketer.
Going further: our Social Ads and media buying expertise ; tigrz’s TikTok expertise.
On the same topic: « TikTok: 2020 trends and case study with Sephora and TF1 » and « TikTok, Snapchat and Pinterest: how and why to be on these platforms? ».
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