In this online event“Entertainment connects people and accelerates action”As a key message“Cognition creates action” “Brands and creators promote attitude change with full funnel” “Always-on communication creates business” “Creators lead the community”From these four aspects, we have unraveled along with advanced cases that lead each industry.
1. Cognition gives rise to action
-Keynote: The dawn of entertainment-type video commerce
-Those that control cognition control acquisition.Forefront of Sega’s TikTok utilization
-Importance of TikTok capture in TV Tokyo video distribution application promotion
2. Brands and creators promote attitude change with full funnel
-How to use TikTok of “Fit me” that splendidly caused “TikTok selling” by TikTok full funnel measures
3. Always-on communication creates business
-Forefront of EC industry: The secret of medium- to long-term marketing strategy utilizing TikTok
– [SMB向け]Anyone can do it! From introductory creative to ad settings ~ Explanation and latest examples ~
4. Creators lead the community
-TikTok usage status & tips for creating content that resonates with TikTok talked by popular creators
In this way, we hope that TikTok, a marketing platform that creates changes in people’s behavior, will be added to one of your media strategies and create synergies for overall marketing activities.
At the beginning of the first day of the event, Takashi Tezuka, Vice President of TikTok for Business Japan, talked about TikTok as a platform for marketing activities, business achievements in 2021, and the possibility of future consumption behavior through TikTok.
“At TikTok, the diversification of content is further accelerating, and communication between brands and consumers is evolving from one-sided from companies and brands to ones that are created together with consumers. As a new consumer behavior We believe that the phenomenon of “TikTok selling” that attracted attention also symbolizes that TikTok is able to change people’s consumption behavior and provide new encounters to users.
TikTok is the gateway to interest, and by activating the user’s interest, it connects with other media and leads to the user’s behavior. That is TikTok. “
We also introduced brand safety activities that are important in brand activities.
* Related article: New brand safety center
In the keynote speech, under the theme of “The Dawn of Entertainment-type Video Commerce,” Nikkei Cross Trend / Nikkei Trendy publisher Akihiko Sugimoto and eBay Japan GK Morano Ayaka were invited as guests, along with TikTok for Business Japan Seiichiro Komazaki and TikTok. We held a talk session on the background of the success of Qoo10 “Megawari” using advertising.
Qoo10, which is a latecomer to the EC mall but has achieved rapid growth, has a mission of “creating fun and delivering joy.” I used it.
We are developing a promotion for the purpose of recognizing Qoo10 services and sale information while enjoying TikTok advertisements. As a result, both advertising performance and brand lift surveys performed better than expected.
Also, from the standpoint of actually working on promotion, I introduced the differences between TikTok and other media, the characteristics of TikTok users, etc. with actual examples.
TikTok for Business Japan Paul Chen introduced the “2022 Product Solution” that makes “creating, purchasing, and measuring” easier with TikTok, and TikTok for Business Asia Pacific Thomas Chou introduced the “TikTok Marketing Partners Program”.
With diversified content and being used as a promotion platform in various industries, TikTok has an ever-expanding user base. TikTok for Business regularly conducts user surveys by generation and attribute, and based on the results, unravels the actual situation of TikTok users and publishes it as a report.
■ Click here for the TikTok user survey report
In this program, TikTok for Business Japan Harman Chan introduced the latest TikTok usage.
As shown by the fact that “#TikTok Classroom” has been played about 40 billion times, more and more users are using TikTok as an “information gathering app”. In the user survey, 44.2% of the respondents answered, “I have seen valuable information that I did not know by watching TikTok’s recommended videos,” which is about half.
He also explained the characteristics and trends of hashtags found in each industry for the popular categories “Beauty,” “Food & Beverage,” and “Entertainment.” With guests from Shinnosuke and Shuichiro, who are active as top TikTok creators, a toe cushion was held on the TikTok trends in each category.
In the latter half of the program, two guests who are familiar with TikTok talked about the points of “Tips for creating content that pierces the hearts of viewers” in each of the three categories.
On the second day, we invited marketing professionals from the cosmetics industry, EC industry, game industry, and entertainment industry as guests to explain marketing strategies using TikTok with actual examples.
We invited Eri Takase of L’Oreal Japan Co., Ltd. as a guest and explained the utilization of TikTok in the beauty industry with Ayumu Nanbu of TikTok for Business Japan.
The liquid foundation “Fit me” of the cosmetics brand “Maybelline New York” of L’Oreal Japan Co., Ltd. has set the goal of “No. 1 in liquid foundation” as a self-makeup brand, and “promotes understanding in videos x spreadability using the community”. Use Tik Tok in anticipation of. We launched a full funnel-type campaign to generate sales.
In the “cognition” phase, which maximizes cognition by utilizing key visual materials, the ad menu “TopView”, which can have an overwhelming impact, lifted ad recognition by 18.7%. It was also effective in the “promotion of understanding” and “purchasing intention” phases, and ultimately succeeded in leading to sales.
TikTok for Business Japan Takagi, with guests from Premier Anti-Aging Co., Ltd. Hayato Iwamoto, who handles e-commerce brands for skin care and cosmetics, and Mitsuki Ichimura, Piara Co., Ltd., which conducts total planning from product development to customer nurturing centered on the D2C brand. Together with Shiori and Kanako Tsuji, we introduced the use of TikTok in the EC industry.
In this program, under the talk theme of “Strategic introduction of TikTok for Business”
1. Criteria for selecting advertising media in marketing
2. The deciding factor for introducing TikTok
3. TikTok’s role in multi-media utilization and its strategy
He explained in detail about “The secret of medium- to long-term marketing strategy using TikTok”.
We invited Mr. Daichi Sega Co., Ltd. as a guest and introduced TikTok for Business Japan with Naoto Sakai about the use of TikTok in the game industry.
SEGA has started operating SEGA official accounts on TikTok with the aim of acquiring users of Gen Z and Millennials. TikTok has the characteristics that the number of video views is easy to increase and the engagement is overwhelmingly high, so even with the SEGA official account, the engagement is 8.9 times that of the major video sites.
In addition, SEGA has introduced various TikTok advertisements such as startup screen advertisements, in-feed advertisements, and brand effects, and introduced new game examples that contributed to the acquisition of recognition.
We invited Mr. Toru Sasaki of TV TOKYO Communications Corporation and Mr. Tomohito Imada of TV TOKYO Co., Ltd. as guests and introduced TikTok utilization in the entertainment industry with TikTok for Business Japan Taketo Yasuda.
With “explosive expansion and power to move people,” TikTok is attracting attention from the television industry as a touch point with users.
At the same time, TikTok is increasing its presence as an advertising medium with high customer sending efficiency through advertisement distribution. Compared to other advertising media, it has a great advantage in terms of click through rate (CTR) and CPM, and it is possible to make impressions at low cost and it is easy to click.
In this program, we explained the important points to use TikTok to get more viewers of the program content.
We invited Eina Hashimoto of BASE Co., Ltd., which provides the online shop creation service “BASE”, as a guest, and introduced the tips for creative production of TikTok advertisements with Mari Suto of TikTok for Business Japan.
How BASE developed into TikTok ads and created effective creatives, devised expressions that make viewers “personalize”, and the importance of TikTok-likeness like the videos posted by TikTok. Was explained together with the experience story.
In the second half, we introduced the functions and tips of “TikTok for Business” that even beginners can easily do from creating ad creatives to setting ad delivery.
In addition, a special collaboration between popular TikTok creators Nakanekana and Sashio will be realized at the opening act! Mr. Nakanekana played a special version of the song “Motesugitekusa, Invite and Forest”, which became a hot topic at TikTok last year and made its major debut. Mr. Sashio also showed the best performance to the music and made the venue lively.
If you would like to know more details about the solutions, user surveys, and use cases introduced at this online event, please contact your sales representative. You can also watch the archive for a limited time, so please take advantage of it.
* Archive delivery period: April 29, 2022 (Friday) 9:00 to May 26, (Thursday) 23:59
In the future, TikTok for Business will continue to provide the latest information and event information on TikTok advertising, which will be useful for each industry as a marketing platform.
TikTok for Business is a platform that enables marketing solutions. By naturally connecting companies / brands with audiences who are looking for new interests and interests, we have realized communication that goes beyond the traditional framework of advertising. From increasing awareness to acquiring customers, we will help you solve business issues in various funnels.