Introduction
TikTok, a short-form video sharing app started in China in 2016, has become a sensation worldwide. With over 800 million active users globally, it is one of the fastest-growing social media platforms. In the UK alone, TikTok has over 12 million active users. Despite its rapid growth, TikTok has faced challenges in the UK market. This article will explore TikTok's marketing strategy in the UK and the promotional tactics used to overcome the challenges.
The Challenge in the UK Market
TikTok faces unique challenges in the UK market, specifically in terms of compliance with age-appropriate content. The UK is strict about online safety, and many social media platforms have faced fines for not complying with applicable laws. TikTok has faced criticism that it is not doing enough to protect children from inappropriate content.
TikTok's Promotional Strategy in the UK Market
TikTok has taken several measures to promote its platform and overcome the challenges in the UK market, focusing on collaboration, brand awareness, and influencer marketing.
Collaboration
TikTok UK has collaborated with various organizations, including charities and brands, to promote its app. For instance, it has partnered with England's National Health Service (NHS) to promote #mindfulmovement, a campaign that encourages people to use exercise as a way to cope with their anxiety and stress. This collaboration showed that TikTok is not solely focused on gaining popularity but is also interested in promoting a healthy lifestyle. Another collaboration was with Samsung in 2020 to promote the then-new Samsung Galaxy S21 Ultra. TikTok UK created the #filmwithgalaxy challenge, which encouraged users to create films using the new phone's camera. This collaboration showed TikTok's interest in promoting other relevant brands, thereby enticing more users to the platform.
Brand Awareness
TikTok has invested heavily in brand awareness to overcome the challenges in the UK market and increase its popularity. Activities in their brand awareness strategy have included:
Sponsorship - TikTok UK has sponsored various events such as the Capital Summertime Ball and Station FM Grime original series. This sponsorship allows the app to engage with new audiences and showcase its features, encouraging people to use it.
Outdoor Advertisement - TikTok UK has embarked on outdoor advertising to drive brand awareness and encourage downloads. For instance, in September, TikTok UK displayed three-finger "TikTok hands" across London's bus shelters, continuously reminding people to download and try the app.
Ambassador Programs - TikTok UK has engaged influencers to promote its app and ensure that there is a consistent flow of unique content on the app. This strategy ensures that the app stays relevant and fresh, making it more appealing to newcomers to the app.
Influencer Marketing
TikTok has been successful in using influencer marketing to popularize its app in the UK. TikTok's "Creator Fund" offers remuneration to influencers to create quality content, which can be shared on other social platforms too. This fund has attracted more influencers to join the app, offering a platform for them to showcase their talent and monetize their content.
Conclusion
In conclusion, TikTok has faced challenges in the UK market, mainly concerning compliance with age-appropriate content. Despite these challenges, TikTok has taken measures to increase its popularity, such as collaboration, brand awareness, and influencer marketing. These strategies demonstrate that the app is not solely focused on gaining popularity but is committed to promoting a healthy lifestyle and other relevant brands. Through influencer marketing and the creator fund, TikTok has managed to attract more influencers to the platform, offering content diversity and monetization. All the strategies employed have increased the app's popularity in the UK and built the app's brand.
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