What Can We Do Better? Content Creators Sound Off On Their PR Pet Peeves
For the past few years, we’ve been chatting with some of our favorite writers, podcasters, influencers and content creators for our TURNER Q&A series...
TikTok is the world’s fastest growing social media platform – and the coronavirus crisis has only seen it grow even faster. In March, there was an explosion in its user base, with downloads since then surging past 2 billion. As they did with Facebook, Instagram and beyond, brands of all stripes are naturally taking notice of the new kid on the social media block. Should destination marketing organizations start caring about TikTok, too? And more importantly, should they be spending their marketing dollars on the platform? The short answer is yes. The long answer is a little more complicated – but we’ll do our best to break DMO TikTok strategy down for you here.
So, where do travel and TikTok strategy intersect? In 2019, TikTok launched #TikTokTravel, a global three-day travel campaign across 100 countries and regions, in the hopes of inspiring users to creatively capture and share their travel moments. Tourism boards from cities and countries including Los Angeles, Dubai, Japan and others joined TikTok during the campaign period, with a few launching in-app activities. It kicked off a popular segment on the platform; according to recent data videos using the #TikTokTravel hashtag have been viewed nearly 10 billion times. Clearly, there’s an audience on TikTok that responds to travel-related content.
How should DMOs use TikTok? Success on TikTok, no matter what industry you’re in, depends less on traditional advertising techniques and more on viral content, product placement, branding, influencers and soft-selling approaches. Because of the platform’s unique algorithm, challenges and contests spread like wildfire, garnering global attention with the right mix of influencer drive and ability to recreate. For destinations, strategy is key.
For the past few years, we’ve been chatting with some of our favorite writers, podcasters, influencers and content creators for our TURNER Q&A series...
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