How to use TikTok in your content strategy and prove ROI
The short video social media app has become extremely popular, and brands are looking to capture some of the audience that is flocking to the format.
Editor’s note: This article is a re-run as part of our countdown of top stories from the past year.
Brands began experimenting with TikTok in 2019 to connect with Gen Zers and millennial consumers who are less likely to respond to Facebook posts, YouTube videos and other platforms that have become essential elements of communication between companies and consumers.
Yet even two years later, brand marketers face a challenge in determining whether their TikTok strategy is moving the needle in attracting shoppers in these crucial demographics
Take Chipotle’s #GuacDance, a challenge crafted for National Avocado Day that grossed over 1 billion views and quickly became the highest performing branded challenge to date. Chipotle closed out Q4 2020 with $1.6 billion in revenue for the quarter, up 11.6% year over year—and TikTok might have been a factor, but it is impossible for the company to determine that with certainty or identify the precise role that its TikTok campaign played.
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