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Exploring the relevance of TikTok at Nedbank IMC

Scott Thwaites, Head of Emerging Markets for TikTok Global Business Solutions, is one of the international thought leaders who will inspire us at this year’s Nedbank Integrated Marketing Conference (IMC).

Scott Thwaites is Head of Emerging Markets for TikTok Global Business Solutions

Dale Hefer, CEO of Nedbank IMC, said, “With this year’s conference theme of relevance, we think marketers will be interested in exploring the potential TikTok has to offer. With Scott as our guide, our delegates may well explore a valuable new frontier of relevance marketing.

Ahead of the conference, we caught up with Scott and his team to learn more about TikTok’s relevance for African and South African marketers. If this whets your appetite, be sure to sign up for the virtual Nedbank IMC on July 29.

Q: Recent research indicates that TikTok, which initially had a young population, is “aging” rapidly. Is it true?

A: Yes, that is absolutely true. TikTok’s community is hugely diverse and it truly is a platform for everyone, regardless of user age. While brands can reach younger audiences on the platform if that is their target audience, they can also speak to other age groups based on their interests on the platform. TikTok has proven itself as a platform for the masses.

Q: What is one unique aspect of TikTok?

A: Its ability to tap into multicultural niches, resulting in the development of special interest groups or subcultures. We see subcultures as the new demographic. There has been an emergence of TikTok-specific subcultures, including #MomTok, #FinTok, #GreenTok, and #CraftTok. These represent a unique opportunity for brands to convey their messages in a more targeted and authentically engaging way.

TikTok is also unique in that it engages multiple senses, including sound, full screen, touch, and more. This creates relatable experiences for users and influences how they consume information.

Q: How can marketers leverage the appeal of TikTok in their marketing strategies?

A: Many industries have found opportunities to incorporate TikTok into their channel mix. Take the retail industry, for example: here, TikTok is having a catalytic impact and defining the culture on modern retail as the platform continues to dominate brand and product discovery. There’s a whole conversation going on under #TikTokMadeMeBuyIt where our community and creators discover new products.

Brands such as Zara successfully used #TikTokMadeMeBuyIt, with an unboxing video of Zara’s most popular jeans garnering over 760,000 likes. Maybelline New York’s Sensational Sky High Lash Mascara also sold out four times in two weeks, with 470 million video views. Brands go viral and see their awareness and sales increase, all because people watch TikToks, use them, and recommend their products.

Q: Is advertising on TikTok different from advertising on other social media channels?

A: When it comes to advertising engagement, we aim to exceed our users’ expectations. From our research, we know that up to 87% of an audience is multi-tasking, on multiple screens. TikTok has changed the way people consume mobile content; it’s all about happy, edge-to-edge content with the always-on sonic approach. As a result, only a very small number of TikTok users will be on the platform while doing something else at the same time.

Q: Why should marketers include TikTok in their marketing mix?

A: The participatory nature of the platform creates a whole new way for brands and creators to connect with their communities. Our mantra, “Don’t advertise”. Make TikToks is an invitation for all brands to be more creative, more authentic, and to create content that truly speaks to people and is generated by people. When we invite brands to create TikToks, we challenge them to transform the way they connect with their audience and harness storytelling because we know it has the power to transform their business.

Virtual tickets are available at R1,999/$125. Group discounts are available.
Book now at imcconference.com.
Nedbank IMC Bursaries 2022 are available at imcconference.com/imc-bursaries/