Business on TikTok: Beyond the Hype, the New Norm? — A Brand Strategy Guide by Vanksen
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Business on TikTok: Beyond the Hype, the New Norm? — A Brand Strategy Guide by Vanksen
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Title slide with TikTok and Vanksen logos, B&W smartphone app icons and desk workspace background
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Four sections: 01 TikTok XXL performance, 02 Who really uses TikTok, 03 Opportunities for brands, 04 TikTok Go or No Go
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Section divider showing TikTok app store listing (4.1 stars, 1B+ downloads)
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TikTok launched 2016 by ByteDance, merged with Musical.ly in 2018, became one of most downloaded apps worldwide
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689M monthly active users (Aug 2020, up from 54M Jan 2018), 2 billion downloads (Apr 2020), 4th most downloaded app
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800M members Jan 2021, nearing 1 billion. Best quarter Q1 2020 with 315M downloads. SensorTower quarterly download chart 2017-2020
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13% of French users spent more time on TikTok during lockdown, 6.5M MAU (up from 4.4M June 2019), 35% of 15-24 year olds use TikTok
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438.9M views on #luxembourg, 935k followers for @jasminejessy (1.5x Luxembourg population)
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A user-friendly platform — section title on black background
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Annotated TikTok video creation interface: music library, beauty mode, filters, speed controls, effects, video formats (3s to 1min, slideshow, live)
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Two feeds: Following (content from people you follow) and For You (personalized recommendations). For You is where TikTok differentiates from competitors
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Discover tab shows trends, music, and daily hashtag challenges. Holy grail for brands to start challenges and get free UGC. Paid options for visibility
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Users recreate Mercedes logo in their own style. Results: 850M views, 185k videos created, 73k participants
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Dwayne Johnson invited users to transform into Jumanji characters. Results: 5.9 trillion views, 48k videos created
Jumanji logo, description, results metrics, phone mockup right
Three French influencers created CBO burger challenge with custom audio. Results: 10.8M views, 400 videos
McDonald's logo, description, results, phone screenshot
TV channel challenge for new season — join in with cult phrases using special playlist. Results: 401.3M views, 481 videos
W9 logo, description, results, phone screenshot
TikTok stands out for interface, functionality, and above all algorithm
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Flow: User publishes → TikTok analyses → predicts audience → shown to small group → algorithm measures views/likes/comments/shares/downloads → good performance = widespread / bad = end of cycle. New accounts can grow overnight with quality content
Four-step flow at top, performance decision tree below, quality content callout box
Bella Poarch went from 1M to 6.7M followers in two weeks with one lip-sync video. Social Blade follower growth table showing daily gains of 100k-2M
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Global: India 100.6M, US 50.5M, Brazil 36M, France 8.1M (10th). Europe: GB 17M, France 11M, Germany 10.7M, Italy 9.8M, Spain 8.8M, Norway 1.6M
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Engagement rate comparison: TikTok (9.38% for <1K followers) vs Instagram (7.2%) vs Twitter (1.4%). 73% open app multiple times per month. 22.6% frequent US users
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Daily usage: Global 52 min/day, US 82 min/day, GB 66 min/day, Norway 74 min/day
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Age: 78% aged 11-24, 19% aged 25-49, 3% aged 50+. Gender: 67% women, 33% men
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48 mins/day per user, 270M videos created, 10M videos shared, 11B hearts received, 12B hearts given, 248 hashtag challenges
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60% of TikTok users are Gen Z — transition to Gen Z deep dive
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Born 1995-2012, 16M+ in France, Digital natives born with the internet
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Gen Z uses smartphones 4 hours/day, intuitive digital use. TikTok suits everyone — simple thumb scrolling, variety of content meets diverse expectations
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Culture of immediacy and zapping. TikTok clips are short, hundreds of videos can be watched quickly, only devoting time to what interests you most
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Gen Z is open to the world (70% willing to work internationally). TikTok used differently by culture: Europeans love comedy/fashion/beauty, Chinese prefer sketches, Japanese enjoy choreography
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TikTok philosophy: Make TikToks, Make a new trend, Make it interesting, Make a connection. How to best use the platform as a brand?
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Three pillars: TikTok Ads (4 ad categories: brand takeovers, in-feed, hashtag challenges, filters), Influence (new influencers, collaboration, target audience), Content (creative talent, visibility, engagement)
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1. Brand Takeovers (3-5s video on app open), 2. In-Feed Videos (redirect to landing page/grow account), 3. Hashtag Challenges (6-day hashtag promotion), 4. Filters (2D/3D branded filters)
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Cruelty-free beauty brand targeting Gen Z women in UK. Brand Takeover ad for Lip Injection Extreme. Results: 7.6M impressions, 1.3M clicks, 18.38% CTR
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MINI Electric Hatch launch in Australia/NZ. Creative campaign with energetic music. Results: 1.2M impressions, 1.24% CTR, 4.6% engagement rate
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SHEIN created 2D face filter + foreground effect for Paris Fashion Week 2019 promotion
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German supermarket chain launched #FeaturingALDI dance challenge. Results: 200M views, 168k videos created, 12.92% engagement rate
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TikTok facilitates new influencer emergence quickly. Audiences climb fast. Traditional celebrities (singers, athletes, TV stars) also joining and acting as influencers
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Six categories: Dance/Lip Sync, Humour, Art & DIY, Cooking/Food, Fitness, Fashion/Beauty
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1. Charli D'Amelio (92M, Dance), 2. Addison Rae (63.7M, Dance/lip sync), 3. Zach King (50.3M, Entertainment), 4. Loren Gray (48M, Singing), 5. Spencer X (45.3M, Beatboxing), 6. Riyaz Afreen (43.4M, Entertainment)
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1. Lea Elui Ginet (12.7M, Belly dance), 2. Rose (3.8M, Entertainment/challenges), 3. Cyril Schreiner (3.5M, Entertainment)
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1. Jasmine Jessy (936k, Entertainment), 2. Wen (247.2k, Entertainment), 3. Claudina Monteiro Silva (218.7k, Entertainment)
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Celebrities (2.5M+ followers) — pop culture, muses, pursuing music/cinema careers. Macro-Influencers (750K-2.5M) — strong visibility, weaker engagement, wider reach
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Micro-Influencers (50K-100K) — more engaged/responsive community, focused audience, lower rates. Nano-Influencers (5K-50K) — guide consumers, small close community, strong powers of direction
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Bar chart: TikTok influencer audience is 60.2% female, 39.8% male, mostly aged 13-24 (51.34% combined). Age/gender breakdown from HypeAuditor data
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Final way to communicate: creating content which respects the creative codes of TikTok
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Three principles: 1. Right message in less than one minute, creative and native. 2. Use extensive musical library and effects. 3. Description limited to ~100 characters, fully utilize video and audio
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Creating own trend: keep action simple and reproducible. Joining existing trend: guarantees a specific audience
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Gen Z rejects traditional marketing. Opt for storytelling over classic advertising. Create ads integrated with TikTok content that respect user experience
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Hashtags index videos on TikTok. Keep concise and relevant within ~100 character limit. Choose relevant hashtags, track statistics
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NBA was first brand on TikTok, now most followed. 7 employees working full-time on TikTok. Key: comedy, memes, motivation instead of game highlights. 11.8M followers, 255.9M likes
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French cosmetics brand (hand gels), 2nd best engagement rate globally on Instagram. Humorous content, rides trends and challenges, shows premises and employees. 308.2k followers, 12M likes
Merci Handy logo, description, phone grid screenshot, stats
Luxembourg car wash brand, TikTok account less than 2 months old. Posts regularly, adapted content. One video got 280k views. 830 followers, 6,592 likes, 600k+ views
Clean and Car logo, description, phone grid screenshot, stats
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TikTok is a real opportunity for brands targeting under 30s, increasingly key for influencer marketing. Exploded in popularity during 2020 health crisis and lockdown
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75% of users under 25, two-thirds female. Tips: Young audience will age (plant brand in their minds now), unlikely to find B2B leads on TikTok
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Not all brands have equal success. Find common ground between brand and TikTok codes. Create synergy. Don't distort your brand
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Many brands abandon TikTok for lack of time, resources, and results. Define range of possibilities. Seek assistance from digital agency
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Options: sporadic campaigns, influencer activation, year-round community management. Consider long-term approach and potential of social commerce (like Douyin in China)
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Decision tree: Target (is audience on TikTok?) → YES → Brand Universe (synergies?) → YES → Resources (time and skills?) → YES → Objectives (Promote products / Visibility / Gather community)
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Continues flowchart: Control (total control of message?) and Vision (immediate ROI vs long-term). Outcomes: Focus on traditional platforms, Partner with agency, Self-managed paid media, Influencer partnerships, Self-managed community management
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Still not widely used by French/Luxembourg brands — ideal time to get started. E-commerce functionalities coming (as Douyin in China shows). Establish now to anticipate social commerce wave
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Quote: 'The hype has now passed, TikTok has established itself as the highest performing social media among Gen Z/Millennials and intends to stay that way!' — Joffrey Martin, Social Media Director at Vanksen
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Thank you slide with team contacts: Cecile Lorenzini (Partner), Anne-Lise Camus (Business Developer), Florence Lepage (Business Developer), Jeremy Bastin (Intl Business Developer), Joffrey Martin (Social Media Director)
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This is a comprehensive 74-slide guide by Vanksen, a European digital agency, examining whether TikTok is a viable marketing channel for brands. It covers TikTok performance metrics, user demographics, brand opportunities (advertising, influencer marketing, content creation), and a strategic Go/No-Go decision framework.
This presentation was created by Vanksen, a digital agency based in Luxembourg specializing in connecting performance and creativity. The team includes Joffrey Martin (Social Media Director), along with partners and business developers across France and Luxembourg.
The presentation features 10 brand case studies with campaign results: Mercedes-Benz #MBStarChallenge (850M views), Jumanji (5.9tn views), McDonalds #CBOchallenge (10.8M views), W9 #LesMarseillais (401.3M views), Too Faced Brand Takeover (18.38% CTR), MINI In-Feed Video (4.6% engagement), SHEIN Brand Lenses, ALDI Nord #FeaturingALDI (200M views), NBA (11.8M followers), Merci Handy (308.2k followers), and Clean and Car (Luxembourg local success).
Four paid advertising formats are detailed: Brand Takeovers (3-5 second video on app open), In-Feed Videos (native ads in the For You feed), Hashtag Challenges (6-day promoted hashtag campaigns), and Branded Filters (2D/3D filters users can apply to their videos).
Yes, the presentation includes a complete Go/No-Go decision framework with four key questions brands should ask: Is my target audience on TikTok? Does my brand universe fit TikTok codes? Do I have the resources? What type of presence do I want? It culminates in a two-page visual flowchart mapping decisions to recommended actions.
Extensive demographics: 689M global MAU, regional breakdowns for Europe (GB 17M, France 11M, Germany 10.7M), French demographics (78% aged 11-24, 67% female), daily usage by country (US 82 min, GB 66 min, Norway 74 min), and engagement rate comparisons vs Instagram and Twitter by follower size.
While covering global TikTok data, it has a strong European focus — particularly France and Luxembourg. It includes French/Luxembourg-specific statistics, local influencer rankings, and local brand case studies (Clean and Car Luxembourg), making it especially valuable for brands operating in these markets.
Yes, the PPTX file is fully editable. The structured four-section format (Performance, Demographics, Opportunities, Go/No-Go) provides an excellent framework for customizing with your own client data, brand examples, and strategic recommendations.
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