The dawn of a new age of advertising


Scott Thwaites | Head | Emerging Markets | TikTok Global Business Solutions | mail me

Consumer behaviour is ever-changing, but several changes we’ve recently seen have and will alter the way brands do business and approach advertising. For one, consumers now have very high expectations for brands, especially when it comes to social, environmental and political issues.

It is these expectations that are reshaping advertising, and leading brands onto a more authenticity-driven path. Brands who want to be successful today and, in the future, must without question act authentically and with purpose.

Creativity and authenticity

Brands who’ve had the most success on our platform in other regions have embraced the creativity and authenticity of our community and used the platform to amplify their unique brand voice.

Having purpose and being authentic takes commitment, and it’s all about leveraging technology to communicate personally and predictively. We achieve this by opening up opportunities for advertisers to drive value and engage with one of the most active communities in the country.

And it certainly looks like our users agree; this according to a recent Nielson study, commissioned to understand the value of the platform compared to other channels and explore user perceptions on content and advert authenticity.

The results of the study saw us ranking the highest amongst users for being more authentic, and it also revealed that users love our platform for its unique and authentic content.

From an advert point of view, the study says that users see our platform as an ad-friendly environment, believing the platform to be more trustworthy, less intrusive, more creative and entertaining. Feedback of this kind bodes very well for brands wanting to live up to consumer expectations, with the rise of big data, consumers today judge brands on their ability to predict individual preferences and needs.

This is particularly noticeable in social media with audiences that are more dialled-in than ever before, it’s crucial for brands to have a deep understanding of the core DNA of their own company and fully understand their target customers and their values.

It’s only through this knowledge that we can truly predict consumer actions and act with authenticity.

The humanisation of brands

Just as important today is the humanisation of brands, which allows companies to share their purpose with their audiences, often seeing their consumers share their values. The rise of purposeful brands has seen advertisers addressing real issues like inclusivity and actually tailoring content to suit the individual rather than the masses.

But just as crucial are the platforms that can bring these narratives to life, and we are confident that the platform has just the right formula for success.

Our platform allows brands to connect with their customers in new and innovative ways.  Brands are given the tools to be creative storytellers and meaningfully engage with the community. They can start trends, connect communities, bring awareness to critical public service initiatives, and actually experience the impact their campaigns have on people.

No other platform has users becoming so engaged and inspired by a marketing campaign, that they create their own version of it. So, what can the growing South African user base expect from brands now that we are available in the country?

In conclusion

There are currently five different ad formats available for brands to explore, and these options have been designed for brands to open up an entirely new window of opportunity for themselves, and to create content that speaks to people and invites the community to join the conversation.

Central to our experience is the power of authenticity. Through the platform, brands can now see the value in being their true selves, especially as they realise consumers connect not only with what the brand stands for but also with how it makes them feel.



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