In Focus: e.l.f.'s TikTok Success
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Subtítulos (59 segments)
Downloadwith almost as many articles trying to
describe what a tick-tock is as there
are posts on the platform tick-tock
remains an enigma for those not already
in the know so how do you build an
advertising campaign on the platform
without resorting to magic tricks tik
toks roughly 30 million active monthly
users in the US pales in comparison to
the over 100 million active users on
Instagram but tik-tok offers a unique
opportunity this is Katy Groody research
principle for beauty at Gartner for
marketers Gen Z represents roughly a
quarter of the US population and has
estimated purchasing power at forty four
billion dollars over two-thirds of users
on Tik Tok fall between the ages of 16
and 24 so this is really allowing brands
to reach a younger demographic despite
this opportunity only 10% of brands
tracked in our digital IQ index Beauty
us have tik-tok accounts
unlike Instagram where we see highly
curated and polished content perform
well that doesn't necessarily translate
to tick-tock instead content on
tick-tock has more of a homemade feel
and allows users to put their own
creative spin on it and that same desire
for authenticity directly impacts
purchase decision but what is tick tock
originally a lip syncing app the
platform is now home to a wide variety
of short form video content tic toc
fills in the gap that vine left behind
so this is where elf cosmetics enters
the ring with their eyes lips face
challenge which topped into the popular
lip-sync Chandra on tick-tock elf
cosmetics created their own song and
sponsored a hashtag on the platform
allowing users to participate in the
challenge the hashtag generated over 3
billion views within its first month and
in the same time period net sales for
elf cosmetics rose by 6 percent
the song became a hit in its own right
entering the charts on Spotify the music
video for the song generated millions of
views on YouTube so what can brands
learn from elf content is not
transferable so what works on other
social platforms like Instagram isn't
necessarily going to work on tick-tock
instead scaled awareness comes from
participation and creating open-ended
content
you
Key Vocabulary (50)
toward
"Go to school."
belonging
"Cup of tea."
also
"You and me."
inside
"In the house."
specific
"That book."
Used to show who is intended to have or use something, or to explain the purpose or reason for an action. It is also frequently used to indicate a specific duration of time.
A function word used to express negation or denial. It is primarily used to make a sentence or phrase negative, often following an auxiliary verb or the verb 'to be'.
A preposition used to indicate that something is in a position above and supported by a surface. It is also used to indicate a specific day or date, or to show that a device is functioning.
A preposition used to indicate that people or things are together, in the same place, or performing an action together. It can also describe the instrument used to perform an action or a characteristic that someone or something has.
A conjunction used to compare two things that are equal in some way. It is most commonly used in the pattern 'as + adjective/adverb + as' to show similarity.
Used to refer to the person or people that the speaker is addressing. It is the second-person pronoun used for both singular and plural subjects and objects.
A preposition used to indicate a specific point, location, or position in space. It is also used to specify a particular point in time or a certain state or activity.
Used to identify a specific person, thing, or idea that is physically close to the speaker or has just been mentioned. It can also refer to the present time or a situation that is currently happening.
A coordinating conjunction used to connect two statements that contrast with each other. It is used to introduce an added statement that is different from what has already been mentioned.
An is an indefinite article used before singular countable nouns that begin with a vowel sound. It functions to indicate a non-specific person or thing, similar to the number one.
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Description
TikTok, the video-sharing app that’s skyrocketed in popularity, is a good reminder that social media prowess isn’t a one-size-fits-all affair. Katie Groody, Research Principal of Beauty...
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