Global short-form mobile video platform TikTok successfully held the 'TikTok for Business Summit 2022' on the 31st. This marketing conference attracted over 9,600 marketing professionals watching via the TikTok for Business Summit microsite and TikTok Live, reflecting the growing interest in digital marketing using TikTok.
Now in its third year, the conference theme was 'Go Global With TikTok,' showcasing success stories of expanding global business through TikTok content creation that stimulates purchasing power and brand appeal, as well as advertising solution utilization. It also provided usage methods for brands seeking to engage with more customers through TikTok.
Sam Singh, Head of Asia-Pacific at the Global Business Solutions team (GBS), said, "Korean brands in various fields including webtoons, games, and apps are connecting with global consumers through TikTok, and the interest is intense. As a global platform, TikTok will continue to help more Korean brands gain diverse opportunities in the world market."
Seol Yunhwan, Head of TikTok Korea GBS, also stated, "TikTok has rapidly emerged as a global platform used by over 1 billion users worldwide without language or border restrictions. It will grow as a trusted platform that provides inspiration and enjoyment to users as an entertainment platform, and for brands, it offers a friendly and unique way to communicate with consumers and expand business opportunities."
At the conference, global artists PSY and Jay Park participated as speakers, sharing their experiences in the global market through TikTok as representative K-artists. Particularly, success strategies and cases targeting global consumers through TikTok in the webtoon (Mantacomics, Naver Webtoon) and game (Dev Sisters) sectors, which have strong IP competitiveness, attracted great attention.
Mantacomics actively utilized hashtag challenges to target the US market for the webtoon 'Sangsuri Namu Arae.' They specially created brand stickers highlighting the charm of the main character 'Riftan' and planned a hashtag campaign encouraging users to showcase creativity. As a result, 1.5 million videos were generated, recording a total of 3 billion video views, with user-created secondary videos going viral and creating a huge buzz. Regarding the secret, Jo Gyudong, Global Marketing Team Lead at Mantacomics, advised, "For a brand to genuinely communicate with fans on TikTok, it is necessary to thoroughly learn how to talk and play together with them."
Naver Webtoon aimed to rapidly increase awareness in a short period before launching the webtoon 7FATES: CHAKHO, a collaboration with global artist BTS, in January. To achieve this, they first opened an official TikTok account and succeeded in quickly attracting global fans' attention through ads displayed on the app's main screen. Choi Yewon, US and LATAM Marketing Leader at Naver Webtoon, said, "We focused on the fact that the global Gen Z actively using TikTok overlaps with the webtoon readership, so we advertised on TikTok. It was effective for the launch campaign to directly communicate with numerous global users and rapidly spread content through TikTok."
Kim Ryeong, CMO of Dev Sisters, the developer of the game 'Cookie Run,' introduced TikTok usage cases for Cookie Run Kingdom. Cookie Run Kingdom successfully entered overseas markets by communicating with global users through brand original content featuring stories of various cookies on its TikTok account. By utilizing trending memes, songs, and hashtags on TikTok, it gained word-of-mouth not only domestically but also among overseas users, currently boasting over 900,000 followers. Kim Ryeong mentioned that content originally targeted at domestic consumers unexpectedly gained popularity overseas through TikTok's recommendation feed, highlighting "TikTok's advantage is that it has fewer language barriers and is a platform easy for global expansion."
TikTok identified three effective ways for brands to utilize TikTok for global market penetration: ▲communication through TikTok business accounts ▲creating content with the brand's unique color ▲efficient advertising execution through clear target setting. Since TikTok's recommendation feed reflects individual content preferences, users tend to consume brand content appearing in the feed without resistance. TikTok emphasized, "Thanks to the recommendation feed, brands just starting TikTok with few followers or new brands can quickly gain explosive popularity." Not only global brands like Gucci, Sephora, and Volkswagen but also an increasing number of leading domestic brands actively communicate with global users through TikTok accounts and various advertising solutions, enhancing positive brand favorability.
The TikTok for Business Summit 2022 can be rewatched from today (the 1st) via the TikTok for Business Summit microsite.
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