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TikTok’s new strategy with which it has surpassed its main competition

Date: July 15, 2024 Time: 18:49:45

Within the social media market there are a few applications that stand out from the rest, and become leaders in their sector. Whether through a novel idea, or by perfecting something already invented, companies constantly compete with each other to get ahead of the rest. This is one of Tik Tok’s main strategies towards its main competition: Instagram.

The Chinese platform already exceeds Instagram’s investment in influencer advertising, as stated in the ‘Influencer Economy Study: market data without filters’, produced by the IAB Spain and Primetag team. The year 2023 has been a period marked by the evolution of TikTok’s market strategy, with the aim of strengthening its position against its competitors.

TikTok’s investment in sponsored content

The number of sponsored contents of the American company throughout 2023 has fallen by 15%, to 40 million publications, while the Chinese platform has increased them by an incredible 173%. As for content that presents a product as a form of marketing, also known as ‘branded content’, it has risen 215% on Tik Tok, but on Instagram it has fallen by around 6%.

And thanks to greater investment, the Chinese company has managed to register a content value, or EMV, generated much higher than that of Instagram. Thus, Tik Tok has grown by 66% to 119 million euros, while Instagram has only grown by 2%, to about 93 million. By sectors, the content with the most mentions, paid or not, are sports and fitness, with 25.5% of the EMV of the total companies, along with fashion, with 14.6%, and entertainment, with 11. 9%.

If we customize it to specific brands, the three main leaders are clothing companies. Nike, which occupies the first place, registered an EMV on Instagram and TikTok of 240 million in 2023, a staggering growth compared to 87 million in 2022. In second place is Zara, which registered 49 million in 2022, but has decreased to 44 million this 2023. In third place is the Chinese low-cost clothing company Shein, which enters the podium after dethroning the Suzuki company. Shein registered an EMV of 35 million in 2023, a growth of almost 10 million compared to 2022.

These million-dollar investments are part of the companies’ strategies to gain recognition and presence within the platforms and, consequently, increase their sales. Zara and Shein, for example, have been mentioned on social networks about 40,000 times each in 2023.

New forms of advertising.

Other big brands, such as L’Oréal and Olistic Science, register around 15,000 mentions annually, but in very different ways. While the former has invested around 15 million euros in attracting influencers, Olistic has achieved identical prominence with only 5 million disbursed.

A new market trend is the integration of brands together with other social media users. Almost all large companies open accounts on social networks with which they try to get closer to consumers and potential clients, mainly highlighting those of companies in the sports and automobile sector.

* This website provides news content gathered from various internet sources. It is crucial to understand that we are not responsible for the accuracy, completeness, or reliability of the information presented Read More

Puck Henry
Puck Henry
Puck Henry is an editor for ePrimefeed covering all types of news.
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