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Behind the magic of ticking: the economy that drives success
The app that came into our lives in a storm has become the queen of short videos, and behind the fun and pan manages money, a lot of money.
Not only for the company, we meant, users can also earn quite a bit
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Sunday, 03 January 2021, 08:03
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Tiktok, the app that took our lives by storm, closed 2020 with revenues of no less than $ 27 billion.
It is not for nothing that advertisers flock to it.
Tiktok is the app with the most downloads in 2020, the app with the longest duration of use in the world at each login, it has about 850 million active users in the world and it is still considered an app with rapid growth.
Unlike other social networks, Tiktok is based entirely on videos.
It has also become the most significant and influential video app.
Tiktok developed from a musical (musical.ly) app that dealt mainly with Lipsync, and was acquired by the Chinese media giant ByteDance for about a billion dollars, and from there it's all history.
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To the full article
Yes, everyone, but everyone, in Tiktok.
Even adults
"Tiktok is a video platform. Although they did not invent the short videos, they have certainly become very significant in the field," explains Omri Argaman, co-founder of Zoomd, the marketing company of Technology Technology, which is also a global partner of Tiktok and runs campaigns in various countries. .
"The main activity of the users is on the 'discovery page where users can see all the videos that match their use. Tiktok in Israel has a younger audience than other social networks, but advertisers must not be mistaken and think that Tiktok is only for children, it is really, really, not true. ".
For advertisers, this is a shiny new platform that is also constantly increasing in number in Israel.
Similar to the social networks we are familiar with, you can purchase media (display ads), but Tiktok has added more options for advertisers.
The first is the "Hashtag Challenge" campaign.
The hashtag challenge calls for the user to upload a video in which the user does a certain action, as the international L'Oreal company did in the #Letsfaceit campaign that encourages people to wear a mask, or in the Pepsi #ThatswhatIlike campaign in which millions of people were sent dancing with a can of Pepsi.
Such a challenge can gain momentum with the help of influencers - we will reach them soon.
On the advertiser's side, a brand can create a wave of videos that includes a dedicated ticketing page that captures all the videos tagged with the hashtag of the challenge for two months, its own brand page that has no competitors.
Another tool that Tiktok offers advertisers is "Top View" full day full exposure in a defined geographic area, which is its significant money maker.
In this type of campaign, for an entire day, anyone who logs into the Tiktok app from a particular country will see the same advertisement.
"Unlike other social networks, Tiktok has a premium tool of per-day payment rather than per-exposure," Argaman said.
"Local Tiktok team only exists in countries where Tiktok generates revenue from the state and advertisements. In Israel there is local activity run by Assaf Harel. As an organization, they are very accompanied and very and very involved, more than other social networks that were at this stage. Can achieve results and the cost of 'touching' the user is 30% -60% less than other platforms. Involvement and percentage of clicks is insanely high, in some cases more than 15% while in other social networks, for example on Facebook, this rate will be 1% -2% I believe that by 2021 almost all advertisers in the world are going to increase their exposure in Tiktok.
These campaigns are not cheap and their price varies from country to country. The hashtag campaign can start at $ 50,000, and in big countries like the US can reach up to 400,000. Dollars, depending on the country and the number of users in the same region.
A Top View campaign can start at $ 20,000 and reach up to $ 200,000 in large countries with many users like the US. "Regular" advertising space will start from thousands of dollars and can reach tens of thousands of dollars.
Everyone will increase the exposure.
Omri Crimson
The influencers, the money and what to watch out for
Network influencers have also gained significant momentum thanks to Tiktok, which knows how to maximize the work of small and large content producers.
This platform is ideal for them, and many of them make considerable sums of money from the exposure.
Influencers are people with a lot of power in social networks, the influencers are classified into micro, B list, A list and famous influencers.
The micro-influencers (who in Israel are classified with up to 35,000 followers on Instagram), have a close relationship with followers and their percentage of interaction is higher, so sometimes it is more profitable for an advertiser to contact them.
"Organic exposure in Tiktok is a kind of lottery," explains Liab Chen, CEO and founder of Humanz, which has developed an artificial intelligence-based system for managing campaigns with influencers in the best possible way. Tiktok, like other platforms, retains the power for itself.
Exposure is the essence for Tiktok, there is no way for advertisers to know which influencer will bring the most views, what is possible is to take an intelligent guess, and predict which influencer to turn to for maximum exposure and interaction with users with advanced technology. "The
influencers themselves also learned how much power they have in hand. , And how much is worth to advertisers every video they upload.When Ticketock just started in the country they took relatively low amounts per video, today these amounts are already more significant and embody within them also the increase in impact, and sometimes also close accompaniment of an agent who cuts a coupon.
Organic exposure is a kind of lottery.
Liab Chen
The power of Tiktok influencers is determined, among other things, by their presence on non-Tiktok platforms such as Instagram and YouTube and the number of followers, this is because watching Tiktok videos does not necessarily come from followers but from recommendation pages.
"Videos of influencers in Israel can start at NIS 1,000 if you have tens of thousands of individual followers, and can even reach more than NIS 20,000 per video. Because the pricing is individual and is usually based on liaison agencies, the invoices vary."
"The trick is to find content producers who have a high percentage of interaction and organic views," Chen explains.
"Humanz knows how to use artificial intelligence and a lot of data to analyze the profiles of millions of influencers around the world, and thus find the right influencer who will give maximum exposure for the advertiser. The problem of fraud on social networks exists and remains with us - buying views, followers, likes. "The problem for the advertiser, we have developed technology for identifying fictitious accounts and suspicious traffic. Every social network has an algorithm that we have developed in order to avoid such phenomena."
The cost of influencer videos in Tiktok according to the number of followers (from an analysis they did for us Humanz)
Up to 30,000 followers - NIS 1,000-3,000 per video
30,000-100,000 followers - NIS 3,000-10,000 per video
Over 100,000 followers - over 10,000 shekels per video, the sky is the limit
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