KEY POINTS
- According to a news release, TikTok is joining hands with Vimeo to incorporate the software solution provider’s video-creation tools into its application.
- The Vimeo Create feature, now on tap in the TikTok Ad Manager, aims for small-and-medium-sized businesses (SMBs) to help them reduce the cost and time of production. Vimeo is the first TikTok partner to end up in a new Creative Tools subcategory under the ByteDance-owned platform’s massive Creative Partners program.
- Accelerating the rollout, both the companies asked the novice marketers of TikTok to test the product, with NaturalAnnie Essentials – a soy-based candle brand reporting conversion rates over five times greater than those on other online platforms. Pursuing more SMBs provides another sign that TikTok is maturing fastly into a digital advertising heavyweight that can compete with competitors such as Snapchat and Instagram.
TikTok’s more strenuous drive for SMB ad dollars reflects how rival social media platforms have matured into digital empires. For instance, Facebook has a pool of over eight million advertisers, most of which are SMBs. Some calculations recommend that blue-chip brands account for only single-digit percentages of Facebook’s total advertising revenue, as the pandemic has demanded smaller companies to transfer more of their operations to digital and social media.
TikTok encourages ease of use for marketers by incorporating Vimeo’s tools and its existing tools that lack the resources or may not be aware of how to agitate high-quality videos regularly. Vimeo Create makes use of artificial intelligence to help brands directly produce and publish content to TikTok, with a focus on volume. According to TikTok, it’s ceaselessly scrolling For You Page – the main feed that surfaces videos algorithmically from throughout the app – needs fresh and frequent posting and content to remain in front of highly engaged users. TikTok recommends the brands which share new organic videos numerous times in a week, if not daily.
For instance, NaturalAnnie Essentials said, now it generates around 30 to 75 videos for TikTok every month. According to the release, the heavy output comes across as being able to deliver results, with pre-release test brands seeing up to 50% higher click-through rates when compared to the other platforms and their efforts. Also, Vimeo has exclusively developed new custom video templates for TikTok.
This partnership with Vimeo might cool worries that TikTok is becoming a pay-to-play platform where fat-purse marketers overpower the main feed. Brands are hurrying to the app en masse as it becomes a larger cultural trendsetter, with products endorsed by creators quickly selling out. TikTok has become the first non-Facebook mobile app to excel 3 billion downloads, per Sensor Tower, as its audience continues to shoot up.
However, SMBs are enduring going through struggles on other platforms. According to the reports, Facebook advertisers are becoming agitated as Apple’s mobile identifiers – a crucial way to keep tabs on iPhone users – become opt-in. The turmoil might be an opportunity for TikTok to shore up its gains further.
TikTok has built out a more expansive roster for TikTok Marketing Partners with its rising profile, which debuted in September with participants like Bidalgo, WinClap, and Sprinklr. In recent months the ByteDance-owned app has also formed closer ties with major advertising agencies, counting Interpublic Group and WPP, whose clients are demanding TikTok proficiency.
