Launched in 2016, the TikTok application has seen and achieved meteoric growth 1 billion active users in 2022. A number that has exceeded 15 million in France alone. So much to say that the short-term video social network has distanced itself from that reputation as a platform for teenagers that still clings to its skin…
Next to the Format “TikTok” is being imitated in the world of social networks. Facebook, Instagram or Youtube are giving him more and more space in their environment, even if that means being more or less officially inspired by it. In April 2022, an internal meta memo made this development goal clear, which should result in a news feed that should give more space to recommendations and… short videos.
At the same time, however, TikTok gives the impression of not wanting to get involved in this addiction format, the effects of which on the health of young users are being questioned by more and more studies. After the app by the Chinese company ByteDance revolutionized the digital everyday life of hundreds of millions of people around the world with ephemeral videos, the starting shot seems to have been fired diversification phase. Evidenced by the sustained pace of new feature implementations over the past few months.
2022 was certainly the crowning year for TikTok. From now on we can call ourselves “TikTok consultants” without having to blush because the application subsequently generated results marketing strategy Brands from all walks of life. A level has been reached this year, both in terms of ambition and achievement.
Back to these TikTok novelties 2022 who have finally established the platform as a major digital leader:
Compensation of authors: Priority for 2022
At the very beginning of 2022, YouTuber Cyprien joined the anthill of TikTok content creators. He then denounced the low incomes that the designer background allows, despite generating videos that benefited from several million views.
Direct consequence or not, this year the platform has prioritized its influencers and the announcement of the new “TikTok Creation Program” today seems to deliver what it promises. We’re talking about an RPM (earnings for 1000 views) that ranges from €0.50 to €1 depending on the topic and audience of the monetized videos. In other words, enough to make it a professional activity for the most active creators.
But beyond this monetization through views, TikTok has also explored other forms of monetization this year.
This applies in particular to the launch of CreativeExchangea marketing influencer that allows you to directly connect TikTok influencers and brands based on very precise specifications.
This also applies to setting up a system of Payment of Tipsin partnership with Stripe, allowing fans of a creator to pay for their work through donations.
In short, everything has been done to encourage these creators to professionalize and offer better quality videos to TikTok customers (users and brands).
Unblock long format videos
The quality of videos, previously considered a blind spot of TikTok, has been massively boosted in 2022. Point of contention: the decision to authorize long format videos to compete with Youtube. In 2021 the limit had already increased from 1 to 3 minutes. In 2022 the new limit was raised 10 mins.
Of course, many stories and short videos continue to cause a stir thanks to their potential for virality. But under 1 minute a video cannot be monetized. A sign that the platform wants to encourage its creators to: a editorial inclination worked more.
In doing so, TikTok demonstrates its desire to play in the big social media tribunal and attract companies with more traditional goals to their brand strategy. The borders are shifting and the social media landscape is being rebuilt at high speed under the influence of the TikTok revolution.
The integration of mini video games directly into the app
This might seem trivial for companies using TikTok, yet the platform used 2022 to accelerate the delivery of a not-so-trivial feature: mini video games. The idea is to allow creators to include a link to one in their videos HTML5 game hosted in the app.
At the moment ByteDance has not communicated much on this topic. And with good reason, they give themselves a few months Observe the behavior of the creators and see how they incorporate these mini-games into their relationship with their audience. It should also be an opportunity to observe how users interact with this new feature and thus get to know them better and better.
What is certain for the time being is that this new development axis is a engagement and holding levers additionally. But above all, ByteDance allows to enter a new market where all the digital giants are present. In addition, the company recently acquired Moton Technology studio, which for once is an expert in the industry.
This is another sign of TikTok’s rapid rise to the top of digital players and, with it, its growing credibility as a medium For companies
TikTok trends: an observatory of what’s new in 2022
Among the leading social networks, TikTok is the fastest growing in recent years. Billions of social interactions happen there every day, so much real-time information changing trends around the world.
You have already been told about it in this blogInterest from Pinterest for your business when it comes to perceiving such situational elements. However, from this point of view, the Big Data generated by TikTok is even bigger and benefits from permanent updates. It’s up to you to extract the relevant elements to identify the current promising novelty for your activity.
In the fashion sector, for example the development of engagement In terms of content, TikTok devoted itself very early on to oversize accessories (bags and glasses) or checkerboard prints, two trends that have had a strong impact on the sales side.
If it worked in 2022, it should work at least as well in the future.
Ecommerce: TikTok’s social shopping breakthrough
Instagram, Facebook and Pinterest have long since developed social shopping tools. On TikTok, this possibility is more recent.
The platform has been communicating about its conversion performance for some time. The 7 billion cumulative hashtag views #TikTokMadeMeBuyIt testament to this power that TikTok has to discover and buy products. But until recently, users had to exit the app to purchase items that were previewed in the app. And as stimulating as the social experience provided to these users was, moving to an external site had a negative impact on the Exchange rate.
ByteDance understood this well and started TikTok shopping a few months ago. If you would like one of our consultants to show you the potential of this new tool for your business, do not hesitate to arrange a call:
TIKTOK SHOPPING DISCOVERY APPOINTMENT
The partnership with Shopify that made this new feature possible now allows brands to integrate their products directly into the app. The purchasing process is thus streamlined and this eliminated risk of friction makes the platform a leading e-commerce partner for brands and retailers.
Given the Addictive power of TikTok and its ability to maintain the attention of its users, today it has become an almost unprecedented virtual space to highlight a commercial offer and launch a conversion path.
From this point of view, the arrival of the functionalities was announced for the next few months live shopping (promotion of products during a live) and Direct integration (Managing all stages of the sales cycle in the app, including shipping) will further increase TikTok’s appeal for brands.
The launch of TikTok Ads in France
In 2022, whoever says social shopping is bound to say so Social Ads. Even though organic marketing on TikTok has real potential, especially thanks to powerful virality levers, online advertising is expanding perspectives and enabling a shift in scale.
Therefore, advertisers accustomed to Google Ads or Facebook Ads campaigns have been impatiently awaiting the arrival of this feature in the rising star of social networks. This happened in April 2022 with the launch of TikTok Ads in France. And the results seem to be there, as 49% of users say they’ve already purchased a product after discovering it through TikTok Ads.
There is no photo, this new advertising agency has introduced leading tools for e-merchants to deliver their offers. The integration of personalized product sheets directly in sponsored videos with strong appeal offers a particularly promising marketing support that is based on the usage habits of today’s consumers.
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