India is the biggest market for TikTok in terms of the number of users after China. It has gained about 200 million users in India and is providing immense competition to the social media giants like Facebook & Instagram. As of today, TikTok has 170 million monthly active users. The top 10 cities include – Mumbai, Delhi, Bengaluru, Pune, Hyderabad, Chennai, Ahmedabad, Jaipur, Kolkata, and Indore. It is simply a no brainer that brands today need to leverage the unmatched reach TikTok provides to create a brand presence online. The organic reach TikTok provides as of today is like no other social media platform. Brands who look to be trendsetters and a market leader need to leverage this unmatched opportunity today! A great way brands can use TikTok today is to educate its customers on industry trends, a problem they are solving and how they are solving it. Brands selling products can do the same by educating its customers on current problems people face and how they are solving it with their products. Using micro-influencers similar to the ideology of the brand for some of their videos and revolving a campaign around the product/service and the micro influencer can be another great way for the brand to reach a wide audience. Doing a small paid campaign on TikTok is another great way to reach a mass audience. This can be a great way to further expand the reach of the campaign. This can be pooled in together with the consumer education videos as well as the micro-influencer campaigns. Using relevant Hashtags for the brand keeping in mind context and constantly using hashtags is another great way to create a great digital IP for the brand. Upon further establish the brand can also go ahead with a paid Hashtag Challenge to reach and amass the wide TikTok audience. Hence, in order to conclude and reiterate the fact that today TikTok has an audience unlike any other platform and brands need to leverage this opportunity by producing constant content and creating a digital IP like never before with the help of TikTok. If this opportunity is lost today one may never know when such an opportunity is likely to return if it ever is!
Current Status India is the biggest market for TikTok in terms of the number of users after China. It has amassed about 200 million users in India and poses a serious threat to the dominance of social networking giant Facebook. While the Bytedance-owned company didn’t impact the revenue churn by the Facebook ecosystem in India till the second half of last year, it’s no more the case as TikTok started a push to make money over the past months. TikTok has set a target to cross Rs 100 crore in the July-Sep quarter this year.Brands whose target audience fall under age bracket 18 to 36 have been seeing TikTok as a more engaging platform than Facebook and Google ecosystems. Pepsi – #SwagStepChallenge Objective – Pepsi’s unique Swag Step Challenge comes of the association with the super hit movie franchise Dabangg 3. Users can make a Swag sign using their hands to trigger Pepsi branded sunglasses and nod to flip the glasses in the air. Views: 5.4 billion + UGC: 100,000+ Swiggy Starhunt Objective – Swiggy worked to launch Swiggy Starhunt, a platform for delivery partners to showcase their talent by uploading videos on popular video-sharing app TikTok. These videos come under the categories of acting, dancing, singing and musical instruments. They worked 11 languages to reach a pan-Indian audience, which resulted in 44+ million views. Moov – #MakeYourMoov TikTok collaborated with Moov for a first of its kind brand fitness campaign #MakeYourMoov. Moov initiated a unique Hashtag Challenge called #MakeYourMoov where users were encouraged to post a video performing at least one fitness move of their choice which witnessed a humongous response with participation across age groups. Views: 9 billion + Bingo! Starters Objective – The campaign amassed a great response since the launch while encouraging users to start their day with healthy snacking. With brand ambassador Ranveer Singh, Bingo! launched an interactive campaign #StartWithStarters where users accepted a dance challenge. Views: 8.5 billion + Lay’s – #Wavez4India Objective – The challenge celebrates Lay’s Wavez, the latest offering from PepsiCo, and leverages the popularity of TikTok. The video and hashtag were created urging fans to join in the fun while creating a ‘Wavez4India’ step. Besides Yuvraj, dancing star Shakti Mohan has also accepted the challenge and participated by creating her own version of the Wavez4India step. Hopscotch Objective – At Hopscotch, the objective was to speak in fun, creative ways to talk to the customers. Hopscotch and TikTok partnered on a fun Rap-Challenge asking moms across the country to create videos that capture their experiences while styling their kids. Views: 2 billion + Ads on TikTok Current Ads – Indeed Top Influencers Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. – Yash Sanghvi