![]() Using TikTok as an extension of its campaign is a key strategy to drive fan engagement and capitalize on trends that start within the app, says Jessie Rau, director of communications for Quaker Foods North America. One using TikTok as a central platform before the Super Bowl is Quaker Oats, whose PR partner is FleishmanHillard. Some brands are very active on TikTok before the big game. These could include sustainability or technology for problem solving. IMGN Media client Panasonic does not have TikTok content planned for before or during the Super Bowl, but Mallin’s team is planning to keep a close eye on what happens during the game to see if anything aligns with topics that are important to the brand. “Post-game, TikTok is a hotbed of trending sounds and moments, so if something happens during the game that is notable and leads to organic content being created that starts to trend, that is an opportunity for brands if it makes sense,” says Mallin. Instead, the opportunity is post-game and pre-game. To meet this challenge, Mallin says brands shouldn’t think of TikTok as a marketing tool to use during an event like the Super Bowl. Unlike Twitter, TikTok requires a user’s full attention, with many videos requiring the sound on, meaning it’s not a second screen while watching TV. TikTok users spent 25% more time with ads on TikTok, watching almost half before scrolling away, according to TikTok’s Brand Building research, conducted by DIRT. 2: nearly half (47%) of consumers say they pay “full attention” to TikTok, which is 21% higher than other platforms, according to TikTok’s Time Well Spent study, conducted by Kantar. Its Global Olympics and Sports Survey found that six in 10 TikTok users say watching sports content on the platform can be more entertaining than watching sports itself. Sports Fandom and Events Insights Survey found that 57% of users watch sports content there weekly. 1: TikTok makes particular sense for marketers to use during sports events, as the platform’s recent U.S. There are major incentives for brands to step up their game on the social network. Even though the content looks pretty straightforward, it requires sophistication and knowledge of how videos on the platform are constructed to make it really work.” ![]() “So you have to be ready to create a video around it. “On TikTok, the potential to be seen is much greater than on Twitter, but the lift is a lot higher than something like Twitter because is a video-based platform,” says Mallin. That’s a big problem, and it’s essential that brands crack the code, as the video sharing app, owned by Chinese company ByteDace, attracts more than 1 billion users each month. Why? It’s extremely different from other “turnkey” social platforms like Twitter, where it is easy to quickly engage users in real-time with text or images, says Noah Mallin, chief strategy officer of social media agency IMGN Media. Want to see the most creative and innovative brand content between plays during Super Bowl LVII? Don’t go to TikTok.ĭespite the social media app exploding in popularity, it’s difficult for brands to effectively use the platform during the big game itself.
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