Understanding The New Kid On The Block

When the disruptive force that is Tik Tok launched, the way social media was used completely changed. Our client, a competitor social media platform, wanted to learn how Tik Tok became so popular, what implications Tik Tok’s success had on the social media category, and what were opportunity spaces for the brand and it’s content.

We first out set on a social media scan – to gain a deeper understanding of Tik Tok’s content, target and strategy, to help grasp the app and it’s performance within the social media space. To bring to life motivations for using the app, occasions, and the functional and emotional hooks, we conducted Digital Video Confessionals across 3 days with social media users. This helped us understand the opportunity spaces for the brand and how it can borrow brilliance from Tik Tok, while carving out it’s own space.

We were able to uncover deep human truths and white spaces within the social media landscape to inform our client’s future content strategy, and helped them identify opportunities for further expansion within the category.

Presented by The Sound