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1.TikTok 101 - David Vega y Efrain Mendicuti
Introduction
Welcome to "Videocast for You," a TikTok for Business space where we discover together the magic of TikTok with the help of brand experts and creators who have managed to decipher the rules of the game to boost their business. This videocast is designed for marketing agencies, marketing teams of companies, and business owners. In our first episode, we feature two heavyweights: David Vega and Efraim Mendicuti.
Introduction
Hello Maca and welcome to our viewers. My name is David Vega, and I've been responsible for media in Nu México for almost two years. My career spans over eight years in media and marketing roles. What fascinates me is leveraging technologies to connect with people at the right moment and staying relevant to our audiences.
I’m Efraín Mendicuti, responsible for TikTok for Business in Mexico and have been a part of the marketing and advertising industry for nearly 30 years. I’ve had the privilege of contributing to the digital transformation of the advertising industry in Mexico and am presently excited to be talking about TikTok for Business.
TikTok’s Unique Value Proposition
Efraín explains that TikTok’s success isn’t tied to the pandemic; it has a clear sense of purpose: to inspire creativity and bring real joy to users. Unlike traditional social networks, TikTok is an entertainment platform where the user experience is driven by personalized content that caters to individual interests, not what their friends are interested in.
Advertising on TikTok
David highlights the shift in how brands approach their advertising strategies. Earlier, there were straightforward pathways where large influencers dominated. Now, brands are leveraging micro-influencers who generate trust and have a deeper connection with their community. This has diversified ad strategies and made them more effective.
TikTok users are creating new opportunities and forming communities based on shared interests. Efraín notes that brands should think more in terms of communities rather than audiences to be more effective in their marketing efforts. It creates a sense of belonging and makes content more engaging and relevant to users.
Building Connection Through Content
Brands need to create relevant and authentic content. The days of long attention spans are gone, and with TikTok’s platform, the need to be captivating from the start is crucial. Efraín emphasizes that brands must integrate the concept of "moments of receptivity," understanding when and how users are most open to their messages.
Community and Brand-Audience Relationship
The difference between creators and influencers lies in their ability to produce engaging content pertaining to specific topics which captivate micro-communities. Brands must invest equally in maintaining their brand relevance and pursuing performance marketing campaigns to achieve short-term sales goals.
Personalizing the 'For You' Page
Both David and Efraín explain how their personalized 'For You' pages reflect their interests and professional lives. David’s feed is geared towards personal development, entrepreneurship, and insights from global thought leaders. Efraín’s incorporates elements of talent development, leadership, and musical theater due to his background in advertising.
Recommendations for Brands on TikTok
David advises brands to differentiate themselves and constantly innovate, even at the risk of failing fast. Efraín adds that brands should continuously test and optimize their campaigns rather than turning them off prematurely to allow platforms to learn and improve results. Furthermore, brands should shift their focus from solely targeting audiences to serving communities.
Conclusion
In essence, TikTok provides ample opportunities for brands to creatively engage with their communities. From relevance in communication to quick adaptability, the platform fosters an environment where meaningful connections are made between brands and users.
This was our first episode of "Videocast for You". Stay tuned for more insights in the coming weeks.
Keyword
TikTok, Business, Marketing, Communities, Content Creation, Influencers, Brand Strategy, User Engagement, Advertising, Personalization
FAQ
Q: What makes TikTok different from other social networks? A: TikTok is primarily an entertainment platform focused on inspiring creativity and bringing joy, with a user experience tailored to individual interests.
Q: How have brands adapted to the shift from influencers to micro-influencers? A: Brands now distribute their efforts across various influencers to ensure trust and authenticity instead of relying solely on large influencers.
Q: What are "moments of receptivity"? A: These are specific times when users are more open to receiving certain messages from brands, like promoting breakfast menus the night before.
Q: How do TikTok's segmentation tools help in targeting audiences? A: TikTok allows for targeting based on hashtags and keywords, which helps brands engage more effectively within communities that align with their interests.
Q: What strategies should brands follow when creating content for TikTok? A: Brands should differentiate their content, continually innovate, and be prepared to connect with users at different moments of interest and intent.
Q: How should brands approach TikTok campaigns? A: Brands need to test and optimize their campaigns regularly rather than turning them off, focusing on building community engagement and long-term brand relevance.