Complete marketing strategy for Digster's TikTok presented to VP, Director, and Manager of Global Streaming Marketing department. Collaborated with co-intern to research and develop this plan.

1. A N N A A N T O N I A D I S & S H E L B Y D U R K I N
S U M M E R 2 0 1 9
TikTok
MarketingStrategy

2. Overview
T I K T O K M A R K E T I N G S T R A T E G Y
1. WHAT IS TIKTOK?
2. OUR PROFILE
5. SWOT ANALYSIS
6. STRATEGY
7. VIRAL SKITS
8. CHALLENGES
9. TRACK PROMO
10. SUMMER HITS PARTY
11. CONTENT CALENDAR
12. RECAP
4. GOALS BY END OF SUMMER
3. CURRENT STATS

3. T I K T O K M A R K E T I N G S T R A T E G Y
What is TikTok?
• Previously known as musical.ly
• Users post videos that are approximately 15 seconds
long
• TikTok app downloads has now surpassed that of
those of YouTube, Instagram, Facebook, and Snapchat
• For You page vs. Following page vs. Discover page

4. T I K T O K M A R K E T I N G S T R A T E G Y
Advertising on TikTok
TikTok.
• Content-based strategy instead of ad-focused strategy
• TikTok offers a variety of (very expensive) ad options
• They currently do not have biddable ads, but it will
become available soon

5. T I K T O K M A R K E T I N G S T R A T E G Y
TikTok
Stats
68%
of users
engage others’
videos
41%
of users are age
16-24
500M
monthly active
users
407%
growth in
worldwide
downloads
130M
worldwide
downloads of
TikTok in 2017
660M
worldwide
downloads of
TikTok in 2018

6. T I K T O K M A R K E T I N G S T R A T E G Y
OPPORTUNITIES
• Younger demographic
• Fast growth of app
• Focus on tracks
• Use views, followers, and
likes to measure success
CHALLENGES
• Label approval
• Timeliness
• Links
• Discover page hashtags
• Importance of influencers

7. OurProfile:Posts

8. OurProfile:Posts
48
3
63
4
20
2
Copy: calm down and click the link
https://taylor.lnk.to/
TSYouNeedToCalmDownTi
#showyourpride #fyp #pride
Copy: CHECK OUT OUR PRIDE
PLAYLIST! #showyourpride #pride
#foryou https://
digsterplaylists.lnk.to/PRIDETT
Copy: Songs to get ready for
Summer 2019! #digsterpop

9. T I K T O K M A R K E T I N G S T R A T E G Y
@DIGSTERPLAYLISTSUS
CURRENT STATS
likes9
followers7
most views on a post (Pride post)63
total views131

10. T I K T O K M A R K E T I N G S T R A T E G Y
@DIGSTERPLAYLISTSUS
GOALS BY END OF 2019
followers300
total views1000
Increase TikTok following so as to make it a useful platform
for UMG & boost streams for focus tracks
Measuring our success through number
of followers and views

11. T I K T O K M A R K E T I N G S T R A T E G Y
strategy.
• Increase number of posts (testing-based)
• Utilize tracks by artists that are popular in TikTok’s
16-24 demographic
• Connect with influencers (paid options & organic
options)
• Hashtag best practices #foryou
• Duet feature
• Using existing Digster socials

12. T I K T O K M A R K E T I N G S T R A T E G Y
Viral
Skits.
Ashley O, “I’m On A Roll”
TikTokers use the song’s lyrics in a skit
#ohhoney has 609.7 million views
Case Study:
Ashley O, “I’m On A Roll”
Utilize popular artists to increase interest
Use short hashtags with common phrases
Method:

13. T I K T O K M A R K E T I N G S T R A T E G Y
Viral
Skits.
TikTokers transformed into cowboys to
the song’s beat drop
“Old Town Road” has now been #1 on
Billboard Hot 100 Chart for 18 weeks
Case Study:
Lil Nas X, “Old Town Road”
Utilize light-hearted songs with a good
beat
Use short hashtags with common phrases
Method:

14. T I K T O K M A R K E T I N G S T R A T E G Y
UMG Viral Skit Ideas
The Lion King
“Can You Feel The
Love Tonight”
#love skit
Copy: Is it Beyoncé? Maybe pizza? We #love our
coffee. Show us what you #love 💕 #lionking
#beyonce #foryou #digster

15. T I K T O K M A R K E T I N G S T R A T E G Y
UMG Viral Skit Ideas
Post Malone
“Goodbyes”
#goodbye skit
Copy: It breaks our heart to say our
#goodbyes… but sometimes we have to 😭
What are you saying #goodbye to? #posty
#goodbyes #foryou #digster

16. T I K T O K M A R K E T I N G S T R A T E G Y
Challenges.
#gitup has 491.6 million views
#gitupchallenge has 249.4 million views
Now at 58 million streams across 1,068 Spotify
playlists
Case Study:
Blanco Brown, “The Git Up”
Only do challenges for high priority tracks
Offer prizes to increase participation
Challenges: dance, sing-a-longs
Method:

17. T I K T O K M A R K E T I N G S T R A T E G Y
UMG Challenge Ideas
dance challenge
Post a clip of the dance in the music video
Copy: Can you dance like #SamSmith? Show us
your best version of the “How Do You Sleep”
dance 🕺 You might be lucky enough to win
some merch 👀👀 #foryou #digster
Sam Smith
“How Do You
Sleep”

18. T I K T O K M A R K E T I N G S T R A T E G Y
Track
Promo.
Example:
Mabel, “Mad Love”Post clips from new releases or other
UMG tracks
Add in liners to make viewers feel like they
are getting exclusive content
Post on weeks/days where we are not
running a challenge or skit campaign
Method:

19. T I K T O K M A R K E T I N G S T R A T E G Y
Track
Promo.
Example:
James Bay & Julia Michaels,
“Peer Pressure”
Method:
Post clips from new releases or other
UMG tracks
Add in liners to make viewers feel like they
are getting exclusive content
Post on weeks/days where we are not
running a challenge or skit campaign

20. T I K T O K M A R K E T I N G S T R A T E G Y
Summer
Hits
Party.

21. T I K T O K M A R K E T I N G S T R A T E G Y
Day 1:
“Señorita”
Sing-a-long challenge
Use most engaging content to hook them
Users post a video of them singing along
Tactics:
Copy: Who’s ready for a Summer Hits Party?
Follow along all week long to see what we’ve
been listening to this summer ☀ Do you have
what it takes to sing alongside Shawn +
Camila? Post a video of you singing their new
song “Señorita” with the hashtag
#senoritasingalong and tag us for a chance to
win a ~surprise~! 🎤💃 #foryou #digster

22. T I K T O K M A R K E T I N G S T R A T E G Y
Day 2:
“Easier”
Tactics:
Copy: #NowPlaying this 🔥 track from 5
Seconds of Summer that’s made our summer
much easier! #summer #5sos #foryou
#digster
Track Promo.

23. T I K T O K M A R K E T I N G S T R A T E G Y
Day 3:
“Sucker”
Tactics:
Copy: Are you a 🍭 for the Jonas Brothers? Tag
who you’re a #sucker for! #jobros #foryou
#digster
Tag a friend.
Users comment under Digster’s post

24. T I K T O K M A R K E T I N G S T R A T E G Y
Day 4:
“ME!”
Tactics:
Copy: #NowPlaying the most dance-able track
of the summer! Grab a friend and dance to
ME! 💕 #taylor #me #foryou #digster
Track Promo.

25. T I K T O K M A R K E T I N G S T R A T E G Y
Day 5:
“Boyfriend”
Tactics:
Viral Skit.
Copy: Ever run into your ex flirting it up? 🙅
Show us what you wish you could do vs. what
you actually do! #boyfriend #ariana #foryou
#digster

26. T I K T O K M A R K E T I N G S T R A T E G Y
August 2019
content
calendar.
•Upon release of remixes: Sam Smith, “How Do You
Sleep” Dance Challenge
•Tuesday, 13th: Lion King, “Can You Feel The Love
Tonight” #Love Skit
•Thursday, 15th: Post Malone, “Goodbyes” #Goodbye
Skit
•Monday 19th - Friday 23rd: Summer Hits Party
•Monday, 19th: Shawn Mendes “Señorita” Sing Along
Challenge
•Tuesday, 20th: 5SOS, “Easier”
•Wednesday, 21st: Jonas Brothers, “Sucker”
•Thursday, 22nd: Taylor Swift, “ME!”
•Friday, 23rd: Ariana Grande, “Boyfriend” Skit
**subject to change**

27. T I K T O K M A R K E T I N G S T R A T E G Y
recap.
• User base is growing extremely quickly
• Can serve as a direct line to the 16-24
demographic
• However, it is harder to track exact data
• Track-focused vs. playlist-focused
• Timing and posting
• Influencers
• Our Ideas

28. T I K T O K M A R K E T I N G S T R A T E G Y
next
steps.
• Increase number of posts
• Move to more engaging material & work with
influencers
• Create a content calendar every 2 weeks (approx.)

29. T I K T O K M A R K E T I N G S T R A T E G Y
Thank
you