Your offline business does not believe traditional social networks and does not see itself in them? Perhaps you have too narrow an idea about them? Vkontakte, Facebook, Instagram - not the entire list of social networks in which your business can advance.
Did you know that applications like TikTok and Spotify have found their niche and are actively using location-based marketing opportunities?
TikTok, a video creation application, aims to monetize its popularity, and for good reason: since its inception in 2016, TikTok has reached one billion downloads. TikTok tests ads that direct users to advertisers' sites. This development is not surprising, since TikTok has already engaged in similar advertising in China, where the application is known as Douyin. Since TikTok is committed to growth, it’s worth considering whether location-based services can become part of the company's future — a path that is already exploring the Spotify streaming application.
TikTok has an interesting story that is worth telling. The application, owned by ByteDance, was first founded as Douyin in 2016, and then launched in the USA in 2017 under the name TikTok and combined with the popular video creation application Musical.ly. The application offers users a platform for creating short videos with the ability to synchronize the movement of lips with a recorded track of songs. But not only songs are important. TikTok is also popular because users can add all kinds of filters and challenge each other using hashtags. TikTok is the perfect application for a culture that values self-expression, video and music.
Now TikTok has reached the critical mass necessary for successful monetization. For example, in China, the popular brand Haidilao challenges users to create their own dishes and place them on Douyin.
Spotify goes to the countryside
As we know from applications such as Snapchat and Pokémon GO, applications have much more opportunities to work on brands tied to regular places. As Foursquare has shown, a business that knows how to collect user data and apply it at the location level has a distinct advantage over a company that sometimes just places ads at the local level. This is why Spotify builds its own location-based services. For example:
• Starbucks Spotify partners allow Starbucks customers to create custom Spotify playlists depending on what users listen to in different Starbucks locations. Co-Brand is a great way to attract attention and increase customer loyalty at the location level.
• Spotify works with attribution services to measure the impact of online campaigns on offline business. For example, Spotify and Placed jointly participated in a campaign to promote the new Baskin-Robbins fruit ice cream and ice cream latte with the help of Spotify advertisements based on location. According to Placed, people who have heard the Spotify ad have visited Baskin-Robbins 430,000 times.
Of course, the two above examples from Spotify will work in TikTok.
Our advice for companies operating in various places - find ways to work with TikTok and Spotify now. Let your location data be everywhere. Prepare for more sophisticated location-based marketing services.
The company Futureinapps keeps abreast of and develops a strategy for promoting your brand in any social network.