Zhenya Tretyakova , Head of Influence Marketing at BlackLight  , an official partner of TikTok in Russia,   shares her work techniques, personal experience and observations.

Figures and facts that speak for themselves 

It is no secret to advertisers that TikTok is becoming the fastest growing social network: the service currently has  800 million  monthly active users worldwide. According to the latest data from Medialogy, 20 million people use the app per month in Russia.

Speaking about the audience, 27.3% are  accurate mobile phone number list people ag 25–34, and 15.8% of users belong to Generation Z (18–24). The social network is usby 56% of women and 44% of men.

A simple conclusion can be made: the site is visit by the most independent and solvent audience, and not just schoolchildren, as is often believ.

How We Got to TikTok. Personal Experience 

Personally, I, like the agency, have always been interest in working with TikTok. Over the past year, when the lockdown suddenly came, I began to study the platform more closely, saving interesting advertising integrations. Self-isolation help me dig deeper, understand how the algorithms work – in TikTok they work in a special way. How advertisers are plac, opportunities, visits and most importantly – how to make videos soar to the recommend and get viral reach.

In the spring, we launched an advertising  to make a semantic core faster campaign for a client on TikTok in partnership with an agency that specializes in this platform. But then we realized that we wanted to work with the social network more deeply and independently. So we contacted TikTok directly to become their partners. We succeeded, and now we can officially make cool creative challenges and other formats for clients.

What’s Cool and Useful for Brands on TikTok  

The platform is very attractive for young creators, it allows you to become popular without investing money : to get views on TikTok, you just need to post a cool creative video. It will be included in the recommended ones, and if users like it, there is a chance to get a lot of views.

For example, in May I posted my video, which has already gained over 700 thousand views, and I felt like a small TikTok influencer. It was very nice

There are a lot of cool creative guys on TikTok – this gives the brand space for collaboration to jointly create such creative work that will not only fly into recommendations and bring viral views, but also which brands can use on their european union phone number page as paid social (put on promotional posts – so the creative work will also bring additional value).

In terms of working with bloggers, TikTok is a social network about campaigns for reach , not performance. But at the same time, nothing prevents you from engaging talented creators to make a cool video for the brand. Traditionally, many brands launch targeted advertising on TikTok, and these are both individual creatives and creatives that are difficult to distinguish from standard content on TikTok. Funny videos, real people, a similar plot – this really catches the eye.