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The fact that agencies are now producing content for TikTok before its competitors is yet another indication that the short form video app is snatching up more ad cash.

The days of TikTok advertising being recycled versions of material from Facebook or Instagram are long gone. Instead, as they compete for the attention of the app’s sizable, younger audience, marketers are placing more and more emphasis on creating content for TikTok.

Agencies have begun setting up specialised content production arms and teams focused on the app because they see an opportunity to help advertisers navigate this change.

Seeing this change, and in order to capitalize and enhance revenue, TikTok is coming up with new ways to support agencies. This time, it’s through a program called Agency Center, which, once engaged, will let talent agencies know that the user is open to any further advice and support that may be offered.

Creators now have the ability to tap through to the ‘Agency Center’ menu thanks to a recent update to TikTok LIVE settings. You can switch on the “Agency invitation” option there, allowing “any agency” to look for and invite users from your TikTok profile. You may also choose to revoke your interest at any time.


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To be fair, it’s understandable that big agencies for so long used videos from other social media platforms on TikTok. The application does adhere to the short-form video principle that is currently fundamental to other well-known social networks like Facebook, Instagram and Twitter. However, TikTok viewers act in a different way; they watch full-screen videos with sound on and with far less polish than what they would regularly see on YouTube and Instagram.

As contrast to clear content on YouTube, we use humour and satire in our TikTok messages, according to Sean O’Brien, CEO of Brisbane Agency. We regard YouTube as a slightly declining platform because our company used it before switching to TikTok. Because of the newer, longer content that appeals to a little older demographic, we continue to use it; it really depends on the client and you can’t beat TikTok for reaching younger viewers.

According to social media management software Buffer, Facebook has 2.9 billion monthly active users, YouTube has 2.2 billion, Instagram has 2 billion, and TikTok has 1 billion.

Audiences on TikTok appear to value the platform’s significantly more authentic, humorous material as opposed to audiences on YouTube or Instagram, where viewers are used to seeing exotic settings and well edited films peppered with sponsors.

Naturally, when marketers capitalise on such advantages, it succeeds.

According to O’Brien, who didn’t give specific numbers, “We’re able to increase traffic to our clients by over 15% and it’s bringing in much more shares and interactions than Facebook or Instagram. It’s working for us.”

Similar reactions have been reported by other big agencies in the digital space. It illustrates how crucial it is to modify the production process and take into account all of its peculiarities in order to make risks like this pay off; TikTok is giving great gains to bold agencies who are jumping in to the space quickly.

Video production used to be handled by a single production team, but we see now and many big agencies that things have changed significantly.

Continuing to stay on the pulse, TikTok launched the new Creative Agency Partnerships (CAP) University program on April 19. The course assists in making agencies more adept at using social media.

The five-week training teaches business owners and people how to use TikTok so they may scale their marketing initiatives and become familiar with the platform’s quirks.

According to a TikTok statement, “CAP University’s mission is to inspire next-level creative material on the world’s fastest-growing entertainment platform.”

Participants can lead conversations with their clients, conceptualize and develop for the platform, and continue advancing their clients’ businesses once the program is through. Most importantly, participants will have a fresh perspective on the creative opportunities available both on and off the platform. The course is presently being offered as live webinar sessions, and it begins with an introduction to the platform and ends with a discussion of how to increase engagement utilizing TikTok’s own influencer marketing tool, the Creator Marketplace.

TikTok is hoping to gain the favour of holding groups as it looks to nurture a portfolio of backers in face of it’s rapid expansion in the past 2 years. Are agencies on board? YES!


What is TikTok?

TikTok is a social media site where users can make, share, and find brief videos. The software gives young people a platform to express themselves through lip-syncing, dancing, comedy, and singing. It also enables users to make movies and share them with their social networks.

Before starting to record oneself miming along to the music, users can choose the song they want to utilize in their video. As an alternative, users can choose a song and/or add a voiceover after they have recorded their video. The program offers a variety of choices for users to make their movies more entertaining, such as the ability to record in slow motion, time lapse, fast forward, apply filters and effects, or even reverse the music. When users are satisfied with their video, they may upload it to their accounts and share it on other social media sites like Instagram, WhatsApp, and Messenger. Additionally, you can link with another user via the duet feature.

Users can watch other videos using the search function. On the “For You” page, users may also access content under the most popular hashtags. Users that utilize trending hashtags can browse popular material and add their own videos to that trend by using the same hashtag. TikTok occasionally offers challenges with specific themes, enticing viewers to make videos with that particular theme in mind, such as the #Lipsncychallenge, #Comedychallenge, etc.

What kinds of advertising is available on TikTok?

TikTok provides businesses with a variety of advertising options despite not focusing on selling ads. These commercials fit well with the TikTok platform. Here are the various categories of TikTok advertisements.

In-feed Advertisements

These adverts are seen by users as they scroll through their feed. In-feed advertisements can connect to a website or app store but are brief, lasting only up to 60 seconds. Because they are more organic content, these advertisements also allow viewers to like, comment, and share.

Brand Takeovers

Brand takeover advertisements occur when a user launches the TikTok app. Three-second pictures or movies are part of the format. Advertisers are only permitted to run one takeover ad each day based on interest, and they are often more expensive than in-feed advertising.

TopView Ads

Full-screen videos with TopView advertising are the ones that show up first in the user’s feed. The average duration is up to 60 seconds. This vista is clear of all interruptions. According to a TikTok survey, 72% of respondents favored this version of the advertisement. Participants in this study also expressed a preference for the platform’s natural placement.

What do brands love TikTok?

TikTok creators are sought after by brands trying to increase their brand awareness because they are the only official product they have to advertise on the platform.

How can agencies leverage UCG on TikTok?

User-generated content (UGC) is written by followers or consumers who are interested in a company or its goods. The reason UGC is used by most brands is because it is effective: people are always producing content on their own, so there is no need for marketers to constantly create new content from scratch.

How are individuals supposed to start producing this content? Promoting a branded hashtag is one method businesses may entice consumers to create and share videos on TikTok displaying their goods. Then, brands can choose UGC to display on the brand page (thereby increasing the creator’s exposure) or even encourage participation with a gift or competition.

One of the numerous ways TikTok differs from other platforms is its culture: Its popularity comes from its sincerity.

Project Manager at CreatingREM Janira Planes asserts that “most companies and artists on TikTok find success posting a lot of content without really caring if it is of excellent quality.” Victoria Paris, a TikTok celebrity, was highlighted by Planes as an example of someone who posts up to 60 TikTok videos each day.

Sean O

Sean is the CEO of Brisbane Agency and represents Australia on the PWA World Tour. He shares his insights on OOH, SEO & SEM for brands.

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