Latin Artists, TikTok & Brand Opportunity

It is 2020 and TikTok is everywhere.

Even if you don't have an account, you can often find TikTok content infiltrating other digital platforms as its fun and engaging content gets shared beyond its own digital walls. This cross-posting onto platforms like Facebook and Instagram is bringing a broader crowd into TikTok’s world. Once a teen/tween hub, parents are–now more than ever-engaging and getting in on fun videos with their children. TikTok is elevating average people to fame, and it's making famous people engage with the challenges and dances of average folks. The digital presence of this network continues to grow exponentially, providing opportunities for brands to connect and engage with consumers in an approachable and youthful way. As opposed to other platforms (like the aforementioned Facebook & Instagram), where content is often made to show an almost unattainable, yet enviable, lifestyle. Lately, we have seen an influx of notable Latin artists dancing, singing and participating in challenges while engaging with their audience in a different way. From reggaeton artist Ozuna singing in the shower, to Alex Rodriguez and Jennifer Lopez jumping in on challenges. The latter also utilized the platform to promote her show “World of dance,” according to Variety.The NBC dance show that she judges reaped the benefits, with JLo’s #WODChallenge accumulating about 110 million views in little over 24 hours. However, we’re seeing TikTok being used far beyond the entertainment industry. Many CPG brands, especially Cosmetics, have garnered great results on TikTok by using the platform to promote a new product/project. According to Business Insider, one of the most successful campaigns on TikTok was created by E.L.F. Cosmetics, who started the #EyesLipFace challenge. An effort that collectively resulted in over 1.2 billion views as video engagements and recreations went through the roof. As of today, TikTok represents an opportunity to promote brands by incorporating them into fun challenges and/or partnering with celebrities. When used correctly, TikTok can deliver a high level of reach and engagement. And thanks to the virality of the platform, it can do so within a very short amount of time. TikTok in the COVID19 time: · The platform partnered with The World Health Organization to launch a #SafeHands challenge to encourage proper handwashing technique. The challenge has clocked up 901.5 million views to date. · TikTok is donating $10 million to the World Health Organization’s (WHO) Solidarity Response Fund to fight COVID19. · People in Wuhan and Italy have been making TikToks of life in isolation, and are showing the rest of the world tutorials on how to leave home if they absolutely need to.

by Andres Talavera, Conill, March 12