TikTok’s Anny Havercroft on Why the Platform Is Sparking Aussie Joy
TikTok is so often considered the gateway to gen Z, but in truth it’s increasingly connecting with users of all ages. According to Anny Havercroft, head of business marketing for AUNZ, she’s been finding that sincere and purposeful content has been helping the platform transcend and reach beyond its stereotypical audience.
Here she talks about the way TikTok is forging connections in the region and shares her tips for brands and agencies looking to hit viral gold.
LBB> In the landscape of social media platforms, where similarities in functions/features exist, how does TikTok manage to stand on its own with a following of users that only seems to be surging and going across generations?
Anny> We describe ourselves as an entertainment platform as it is where brands and individuals can express their true, authentic selves in a way that is creative, positive and entertaining. A global study from Nielsen found two of the key reasons users love our platform is due to this discovery as well as content authenticity. This connection is something that appeals to humans in general, no matter the demographic, I'm humbled by the growth we've seen.
LBB> In terms of consumer behaviour in markets that respond to TikTok content, what do you think works and does not work? What insights can you share that will be useful for other brands to note as well as in their advertising?
Anny> Our recently published study, Sparking Aussie Joy, provides great insight into what's working well on the platform and the opportunities available for brands to engage with our community. It may sound counterintuitive, but brands shouldn't try to 'fit in' on TikTok. Some of the best performing content we've seen is when brands have created their own spin on a trend or embraced the quirks or nostalgia surrounding their identity. McDonald's 50th birthday campaign is a great example of a brand engaging with the community. I think another important insight is you don't have to create super polished or curated content the same way you do with other mediums - authenticity rules at TikTok, so all you need is your phone and a bit of creativity!
LBB> What are the common misconceptions and strategies about TikTok as a key platform for brands?
Anny> I think the key misconception I hear is that TikTok is a platform reserved solely for younger generations, when we actually have a wide spread of ages on our platform. Another would be that videos on TikTok need to be funny to gain traction. We've our community resonate and connect with content that is truly moving and heartfelt. An example of this was The Reluctant Shanty campaign with UNHCR; a campaign which helped raise awareness on World Refugee Day and to tell the story of the reluctant sailor, refugee survivors. Using the sea shanty trend on platform to tell the real stories of refugee survivors, The Reluctant Shanty song, was created and inspired by interviews with five refugees. With over 13.4 million views in one week, and an average increase in donations to UNHCR by 80%, Reluctant Shanty truly demonstrated how our community supports and engages with social causes.
LBB> In terms of social and community agendas, what is TikTok looking to address as a brand that has an impact on its positioning? How is it getting involved at those grassroots level as part of its brand outreach?
Anny> 83% of TikTok users care about social causes and want to see positive change in the world (TikTok Marketing Science, Custom Social Cause Survey via Suzy, September 2021). We've also seen a number of creative agencies and organisations engaging communities on TikTok to move our world forward. An example of this is the UN Women's Empower Moves campaign, as it successfully leveraged the community to educate and engage young women in their physical safety.
It is these types of inspirational campaigns that led us to launch the TikTok for Good: Launchpad initiative in Australia; a global first initiative dedicated to helping creative agencies and organizations surface worthy causes that better our society.
LBB> What success stories and significant learning points would you like to share?
Anny> We've been thrilled by how brands have embraced our platform and have successfully experienced the full-funnel impact TikTok has driven for their business. We have advocates readily sharing how TikTok Works generates returns from their marketing investment. From brand impact to ROI, we've seen strong growth results from household names such as Maybelline through to technology brands such as Canva.
LBB> What are the trends that B2B and B2C marketers should look out for in 2023?
Anny> There are two trends that will gain momentum in 2023. First is the evolution of AI and automation for personalisation and streamlining marketing activities. The second is an increasing appetite for voice and visual search, which will enable brands to deliver hyper-personalised customer experiences and allow a new level of audience interactivity.
LBB> What do brands need to know in terms of matching trends with brand value in their digital strategies?
Anny> It's no secret that TikTok is known for its trends. We often find brands come to us asking 'how can my brand get in on the action'? It's easier than you think, with two approaches we advise they can take to be 'trending' OR to be 'on trend'. We believe both hold value in a bigger strategy for helping brands be a part of culture and win share with an audience's attention, engagement and love.
'Trending': These are singular moments as they singular in format and time, and easy to spot. If brands want to participate, they need to act fast, find their authetic angle and adapt their message. Doing this well creates deeper bonds and brand love with audiences.
- 'Being on trend': There are two speeds here. Signals and macro forces which we recommend using as a foundation of a brand's engagement strategy:
- Signals are clusters of moments that start to create new and emerging behaviors.
- Forces are signals and moments that start to build new transformations that affect values and expectations.
LBB>What is the right way to do brand advertising on TikTok?
Anny> We're seeing brands maximise the way communities engage with creative ideas by using three key approaches: Recut, Remix, Reimagine. Brands that are winning on TikTok are taking advantage of a combination of these approaches to maximise the creative possibilities to best tell their story.
Recut is taking existing creative assets, like a TV ad, and recutting it so that it’s fit for a vertical screen experience.
Remix is taking your creative assets and making them TikTok native by leveraging trends, native style captions, and effects.
Reimagine is making bespoke ideas for platform by inviting the creator and broader TikTok community to join the conversation by giving them the power to expand the creative idea and create alongside your brand.
LBB> What is the right way to do performance marketing on TikTok?
Anny> Creative is an art but we've analysed the top performance marketing campaigns and distilled five elements they all have in common:
Refresh creatives regularly: Add three to five ad creatives per ad group and refresh every two to three weeks, if possible.
Multiple ads: Campaigns with multiple ad creatives are more effective at driving results for brands.
Adding creators: Using creators can also enhance performance over time, by more than 5x in some cases.
Make it native: Fun and engaging creatives that feel native to the platform are one of the best ways to capture an audience’s attention and drive viewers to a website
Show the product in action: Product demonstration videos have also proven to be very effective.
