zara larsson tiktok

We reported earlier this week on Spotify’s rollout of a global campaign to get more brands advertising on its service. There is plenty of competition for their digital budgets however, including from TikTok. Fresh from announcing that it has more than one billion monthly active users, TikTok has been setting out its latest tools to tempt brands and small-to-medium sized business alike.

It’s all happening under the banner of TikTok World, and there’s a big emphasis on connecting brands with TikTokers. For example a self-serve Creator Marketplace portal to help brands identify who to work with, and an API for that marketplace to help marketing agencies use it for their clients.

A feature called Open Application Campaigns will let brands post campaign briefs on the marketplace and encourage TikTokers to apply to take part. Meanwhile there’s a Branded Content Toggle to make sure sponsored videos are clearly marked as such, and new landing pages for brands’ own TikTok presences.

TikTok’s blog post on these and other new tools is a good snapshot of the company’s determination to continue growing its advertising revenues into 2022. In 2021, the company saw a 500% increase in the number of companies running ad campaigns on TikTok in the US, despite its well-publicised tangles with President Trump and the threat of a ban there.

Ads aren’t the only revenue stream that TikTok is hoping to grow, though. It’s also keen on carving out a business for itself in ecommerce via ‘shoppable’ videos and livestreams. Its latest move here has a music angle: artist Zara Larsson will be playing the “first shoppable livestream concert” on TikTok tomorrow (1 October) in partnership with fashion brand Ellesse.

Larsson will be wearing various items of clobber from the company’s Autumn/Winter collection, and viewers will be able to tap on their screens to see more details and buy them from within TikTok as she plays. “Taking it straight from Zara’s concert wardrobe to their own,” as the blurb puts it. The event will be a showcase that TikTok hopes will get more brands using its recently-launched TikTok Shopping tools.

Finally, back to that one billion users milestone. The latest episode of our Music Ally Focus podcast sees journalists Joe Sparrow and Stuart Dredge chewing over the news, and what it means for TikTok, for rivals like Instagram, and for the music industry. Give it a listen (and find links to the show on various podcast services) here.

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