TikTok is developing a series of functions for entrepreneurs, with the idea of continuing to grow in Latin America and changing the concept of dance floor for generation z that some people have on the platform. According to Tatiana López, director of TikTok For Business for Latin America, this is nothing further from reality, since the application is consolidated for entrepreneurs as an entertainment site that generates business results.
In an exclusive interview with TechSmartLópez indicated that the idea is to offer solutions so that entrepreneurs create creative, authentic, and positive content. He also added that the platform is different from typical social networks, since It does not only show the publications of your contacts, even if they are not attractive, but content of interest that may be interesting to your users according to what they have consumed lately.
Something very important is that this happens just when the daily consumption of the platform is 80 minutes per person globally, but in Latin America the number of views grows much more. Similarly, the number of registered users has reached 1,398 million worldwide, although in Latin America this application is very recent, so this type of initiative seeks to continue attracting audiences in the region.
These new TikTok For Business tools are arriving in this part of the world in an incipient and gradual way, since They are already in Brazil and will soon arrive in Mexico. The idea is that this platform works in a democratic way, so that anyone who has a business can enter and access the different ways of advertising.
Tatiana said that one of the platform’s objectives is to work hand in hand with advertisers to achieve their business goals. She also points out that in Colombia, for example, they have already worked with large companies like Davivienda, with whom they won a Lion of Cannes.
Another case is the one that occurred in Peru, where the Central Bank organized a series of advertisements on TikTok that managed to receive 2,500 new registrations for savings accounts in less than 10 days.
What’s new about TikTok for advertisers?
Tatiana Lopez explained that, on the one hand, the idea is that it can be scheduled in different formats; mainly through short videos, which are the main feature of the application. The idea with this is to attract people and include them as part of the campaign. Also offered the possibility of showing the campaigns in the Top Viewwhich is the first video shown when you open the app.
However, the different guidelines can also be shown in the feed so that users can find the advertisers’ proposals. But the most promising strategy to help entrepreneurs is the so-called hashtag challenge: Through dissemination and the invitation to users to do challenges related to the theme, brands will be able to create their own labels and generate massive trends.
However, Tatiana stressed that it is important for companies to propose creative ideas and plans that become a trend on their own without guidelines, like the well-known Anitta challenge. The director relates that a well-known case of this was that of the skin care company Dove, which joined a very viral trend in Argentina and thereby achieved certain goals.
These hashtags will serve for advertisers can generate trends with their own labels, promote campaigns and achieve specific objectives. In addition, the director of TikTok For Business affirmed that this type of service has been available until now for large advertisers, since they have been the ones who in some way helped develop this type of tool. Nevertheless, the biggest goal is to bring these features and services to anyone who has a small or medium business or you are starting a new project.
That is why the application has been working on the creation of a business site with a Simple and intuitive interface for everyone. The objective is that this type of strategies are not perceived by users as ads but as just another TikTok video. Finally, Tatiana López assured that the power that people have had to tell their own stories will be shared with small and medium-sized companies, so that they can tell their testimonies of success.
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