According to the Global Digital Report 2021, there are now more than 4.88 billion Internet users worldwide, accounting for nearly 62% of the world’s population. Global Smartphone User Statistics That rose to 5.29 billion in October last year.
These numbers indicate that Access to online platforms is now at your fingertips. In addition to creating a connection between person and person. and individuals and businesses It also results in people all over the world being driven by the content that is around them all the time. whether in terms of business or everyday life
from the epidemic situation and the global lockdown According to the Wyzowl report, by 2021, video will become the dominant form of marketing material.
With 86% of businesses using video as a marketing tool, another 91% of marketers think the epidemic has made video more important to brands.
At the same time, the entry into the Digital Mainstreamed Era has made a big difference in the media landscape, with more ad spending being directed towards the digital media side.
By the end of the year, global ad spend is expected to increase by about 66% from a year ago. and advertising spending on digital media around the world this year will go up to 60% (zenithmedia data)
The stats are in line with the rapid global growth in just a few years of the TikTok platform, most recently with more than a billion monthly active users. Today, TikTok has become a place of happiness online and connected. people together
Sirini Wirayasiri, Head of Business Marketing, Global Business Solutions, TikTok Thailand, revealed that the TikTok user base is more than 240 million per month in Southeast Asia, almost a quarter of users worldwide. and in Thailand We are constantly seeing increased user growth. both in a broader age group and from various parts of the country
TikTok continues to be the No. 1 fastest growing platform for the past two years. One of the reasons is probably from Covid-19 that affects the economy and the problems surrounding it. make people look for happiness and comfort
TikTok has become one of the online spaces where people look for entertainment and happiness in their daily lives. According to a recent survey, 7 out of 10 users use TikTok because they want to be happy. want to increase positive energy And most of them like creative content or content.
Including the variety in a way that can’t be found anywhere else And it’s also a video that really tells a story. Makes it feel easy to reach and touch. More than 86% of users said they use TikTok because they are looking for content that brings joy and entertainment.
Additionally, 85% said they discovered a new kind of content. or a new favorite genre And with algorithms that help curate content that is uniquely tailored to the interests of each user, more than 50% of users say After viewing various content on TikTok, I feel happier and more comfortable.
By collecting data, we find that the most popular TikTok content in the past year was entertainment, lifestyle and talent shows. The surprise is Home and garden decoration group content family and children and tourism, education, sports and games that have grown rapidly during the past two years.
There is also one very interesting information. For brands and businesses, 70% of TikTok users enjoy ad campaigns on TikTok, choosing to watch to the end rather than swipe through.
This is a great opportunity for brands and marketers. to be able to create content that is connected and aligned with the interests of various target groups And even more so, it’s not something that exceeds expectations. As more brands and businesses succeed in using TikTok to engage with their target audience, we see TikTok as a rapidly growing space of opportunity where brands are able to reach their target audience. able to reach target customers in different ways than other platforms
TikTok itself has solutions to help brands achieve every marketing objective. Meet the needs of all brands, no matter the size of the business. Here are some of the highlights of each solution for 2022:
- Reach Solution: With ads that blend in with the user’s feed page, it helps to build awareness and reach audiences who are interested in products and services.
- Reach & Frequency, which can lock CPM (cost per 1000 impressions) makes ad impressions transparent and accurate. TopView, which is TikTok’s largest ad billboard, is the video that users see in the first 3 seconds after opening it. They are rendered in the same format as the videos in the feed. According to Nielson, 71% of users think it’s an attractive ad format.
- Creative Solutions The fact that ads on TikTok are interesting and make people like them. because besides having fun Still full of creativity, TikTok has designed a solution that meets the needs of businesses in terms of creating new ideas, including:
TikTok Creator Marketplace, the official platform for brands or marketers. to be able to easily find creators that fit the brand
by myself - Creative Center, a unique tool to help you figure out which ads are performing the most at the moment. You can also visit case studies to inspire and adapt to the campaign.
- New Innovative Ads Formats, the new ad formats created by TikTok to meet every consumer communication, including Pop-Out Showcase, Gesture Ads, Super Like 2.0 and Spark Ads.
- Commerce Solutions Most TikTok users favor product reviews. cause to buy and tell It is therefore an important opportunity for brands to create content that is fun and interesting.
TikTok also offers solutions designed to lead to close sales, including:
- Lead Gen Ads for time-consuming products such as high-value products. Or have specs, Lead Gen Ads formats will help you build and grow your brand’s customers. It provides users with information so brands can contact you back safely and smoothly.
- Collection Ads help brands showcase the collections they want to offer. with the form of a series of products
- Dynamic Showcase Ads Promotion of thousands of products in the form of videos tailored to the interests and experiences of individual viewers.
- Measurement Solutions Measuring success while creating a safer society for brands includes:
- Brand Lift Study, a survey to measure whether users have seen or never seen an ad. How you feel about brands will help brands understand the influence their ads have on users on TikTok and influence their future orientation.
- TikTok Inventory Filter, Brand Safety Helper With machine learning technology that can help brands filter the content they want their ads to show. Comply with world standards and the advertising industry
For this year’s approach to content creation, TikTok shared three interesting basic ideas:
Be ‘flawsome’, derived from the word Flaw merged with Awesome, confidently expressing the fragile or imperfect parts of the brand. It’s a drawback to use. Benefit Democratise Creativity Equal Creativity Brands can invite users to engage in content creation and share good stories. Let’s go together on TikTok
even using a smartphone alone and finally, Embrace Shoppertainment. A blend of content and commerce is that brands can find the right customers from those who are interested in content. before turning from discovery to future customers.
