Digital marketing company Engage:BDR has announced today the expansion of its IconicReach model to social video platform TikTok.
TikTok is currently the world’s fastest growing social media platform. Initially, under the name Musical.ly, the lip-syncing app was acquired by Chinese startup ByteDance.
In December last year, over 70 million people installed TikTok worldwide and 500 million monthly active users. Engage’s IconicReach platform is based on a roster of social media ‘influencers’ to advertise products and companies online.
Engage plans to use well-known TikTok content creators to start ‘viral dance contests’ as part of marketing campaigns.
The company recognises TikTok’s reach to the Generation Z market that overlaps with other popular platforms such as Snapchat and Instagram.
Engage states that popular TikTok personalities are not present on other forms of social media, presenting a unique opportunity for branding and advertising reach.
Engage has been celebrating a strong year, recently announcing plans to represent over 12 cannabis brands through IconicReach. The company also announced last week a Facebook integrated advertising strategy that also includes Instagram, Snapchat, Pinterest and Youtube.
However, earlier today, tech-savvy Instagram users discovered internal code showing Instagram toying with the idea of hiding ‘likes’ on posts.
“We want your followers to focus on what you share, not how many likes your posts get,” Instagram stated to TechCrunch today.
“During this test, only the person who shares a post will see the total number of likes it gets.”
If the design choice goes live, though unlikely, Engage’s IconicReach model will face changes on the Instagram platform.
Engage is yet to release a quarterly report, but stated the first 22 days of April have been the company’s strongest start to a quarter yet. IconicReach plans for TikTok are effective immediately.