- Flipkart recorded over three billion views in three days on the popular short-video app TikTok for a campaign on its upcoming Big Billion Days Festive Sale.
- TikTok is emerging as a very important tool for marketing and brands are using it very extensively.
TikTok is emerging as a very important tool for marketing and brands are using it very extensively. Flipkart recorded over three billion views in three days on the popular short-video app TikTok for a campaign on its upcoming Big Billion Days Festive Sale.
This comes as the first instance where one of the e-commerce giants using the ByteDance-owned app to push their campaign with TikTok having such a huge user base.
The campaign features superstars like Amitabh Bachchan, Alia Bhatt, and MS Dhoni and is running it under the hashtag next #BigBillionStar, with the winners taking away Realme 3 phones.
Chief Executive of Flipkart Kalyan Krishnamurthy, “We have partnered with TikTok to reach out the current age generation through a challenge which increased user-generated content. The challenge has clocked over 4.1 billion views on the platform”.
Experts analyzing the app said that after a two-week ban was lifted by the courts in April, TikTok has been collaborating with brands and advertising agencies to onboard influencers.
The company is partnering with a host of regional and local influencers and a diverse range of offline and online brands. They aim to reach out to the next 200 million consumers who belong to the smaller cities and will need easy discovery and they are not accessible through mainstream media channels anymore.
Chinese brands such as Oppo, Vivo, Club Factory and brands like Pepsico have already enjoyed the success on TikTok, but the home-grown Indian brands are yet to see the app’s advertising value.
Emerging startups and brands such as Bounce, Dunzo, dating app TanTan, social commerce platform Meesho and short-video social network app Vigo have also been advertising on the Byte Dance-owned app to reach out to a different set of people.
In India, TikTok has more than 120 million monthly active users and using trending hashtags as a challenge has emerged as its big money-making tool. TikTok also gains money through cost per mile, cost per day and cost per click methods. While some hashtags are TikTok selected, other specific ones are advertisers paid.
In India, TikTok claims to have over 120 million monthly active users and throwing trending hashtags as a challenge has emerged as its big money-making tool. TikTok also makes money through what is known as cost per mile, cost per day and cost per click methods. While some hashtags are selected by Tik-Tok, other specific ones are paid for by advertisers.
“These packages are sold for over Rs 50 lakh and trend for three days. The brands get a complimentary, in-app, full-day advertisement along with these packages. TikTok promises 300 million views for the silver package, and 600 million views for the gold package,” an expert said. An influencer with 10 million followers charges Rs 80,000-1,20,000 for generating over a million views, while a celebrity charges Rs 2-4 lakh for the same.
With TikTok being such a huge market, it will be interesting to see how brands utilize this platform and we can see possible brand wars too.