TikTok has captured the attention of the much-coveted Generation Z audience, Caroline Sheesgreen (above) writes. While the Covid-19 crisis helped with recent engagement levels, the app itself was already causing a stir due to its authentic and carefree nature. The platform thrives on being relevant and fun, allowing users to be the best version of themselves.
Gen Z is tired of the picture-perfect image that other social platforms portray and instead choose to embrace their flaws, opt for sustainable fashion and encourage personal creativity. While most appear to ooze confidence, TikTok provides a platform for all. You don’t have to be Beyoncé to succeed, everyone starts on a level playing field towards TikTok stardom.
It’s easy to forget that Gen Z’s grew up with tech. Being on screen is not winced at, in fact, they embrace it. The level of comfort with the front facing camera has allowed our younger population the space to reject perfection, opting for a more carefree attitude. Going from a casual facetime catch up with friends or sending a quick voice note update, they are advanced techies, who embrace speed, expect a flawless product and adore entertainment.
All providing a seamless transition to TikTok. They crave outlets that allow them to express themselves. TikTok complements this trait by providing a light-hearted platform where expression and creativity are celebrated. Originally a music platform, it quickly transitioned into a creative video sharing platform with content running from 15 to 60 seconds.
One of the main differentiators between TikTok and other social platforms is that you tend to spend more time viewing content with the sound on and from people you have not chosen to follow. Ireland has seen a huge explosion in the use of TikTok during the Covid-19 lockdown and Vodafone Ireland saw an opportunity to engage with them for Vodafone X.
As of January, TikTok Ireland recorded 0.87 million monthly active users, many of which were the highly sought-after youth target. However, no advertiser had directly partnered with the platform in Ireland. Monetisation opened in April for the Irish market and without hesitation Vodafone jumped at the opportunity, through its new agency, Carat.
Vodafone could see the impact TikTok was having on raising spirits during what was otherwise quite a fraught time and wanted to be part of the positivity and natural creativity the platform was beaming. Being the first brand to advertise directly with TikTok, we were guided by their team on best practice in terms of content creation and format.
Formats vary depending on the brand KPI; Vodafone opted to use the TopView format. They wanted to ensure they drove high awareness for the current Vodafone X campaign. Level Up is an upskilling platform normally available to those on the Vodafone X contract. For the duration of the Covid-19 lockdown, the service was opened to anyone aged 18-25.
TikTok provided unprecedented audience access without the need for invasive targeting. The campaign delivered 190 times more traffic to site compared to an average day. More impressively, Vodafone saw a major increase in site traffic post campaign, further highlighting the engagement TikTok embodies.The platform thrives on user generated content.
Creative agency JWT Folk delivered a video native to the platform, allowing for a seamless experience. Rachael Crawley, brand advertising manager for Vodafone X, says they want to help young people fuel their future. “With our Level Up campaign, we needed to reach the right demographic on a platform that fits with our brand position,” Crawley added.
“It was an exciting move for us to advertise with TikTok as they promote creativity and individuality – principles that align with Vodafone X. The results have been extremely encouraging and I’m looking forward to a longer-term partnership with the brand.”
Caroline Sheesgreen is an account director at Carat, working on Vodafone
caroline.shesgreen@dentsuaegis.com
