Australia a “key market” for expanding TikTok

While speculation grows that short video sharing platform TikTok is to announce the launch of an Australian office, the Chinese company has signalled that it intends to increase its local presence.

It has appointed PHD as its global agency to manage media planning and buying across all platforms in international markets outside of China.

PHD Australia MD Mark Jarrett said, “We’re very excited to be working with TikTok both globally and locally,

“Australia is a key market for TikTok and we look forward to partnering them in both their brand & Adtech journey here in Australia.”

The $75 billion Chinese media company ByteDance-owned company was the fastest growing social media app in the world in 2018 and reached the 1 billion download mark in February.

It’s received a lot of attention from Australian brands, including music firms, because of its traction with the younger set,

Fashion clothing company Superdry used TikTok influencers Caleb Finn, Rory Eliza and Ricky Chainz when it opened its latest store, and helped draw the consumers.

Its marketing manager Matthew Iozzi, in an interview with Ad News, explained the platform’s Australian appeal and shift in the centre of gravity.

“It’s incredibly popular among the Asian-Australian community and a vast majority of our audience identify as having an Asian background within Australia and globally.

“It’s about fishing where the fish are.”

“We saw a really good opportunity to essentially protect the longevity of the brand by targeting customers that are younger than our traditional customer, therefore providing a brand awareness piece to a consumer demographic that might look to shop with us in a year or two when they have more pocket money.

“In saying this, we selected TikTokers that had a broad appeal across multiple age brackets.”

TikTok’s appeal in Australian music circles is ignited by the way it has turned new artists, especially from rap backgrounds, into viral sensations.

Lil Nas X’s ‘Old Town Road’ is the stand-out success, but other urban acts who have benefitted include Supa Dupa Humble, Ava Max, Joji and ZaeHD.

In April TikTok expanded its Spotlight feature to South Korea and Japan after first piloting it in China.

In a search for new artists to market to the world, unknowns can audition for TikTok digitally.

The successful ones showcase before 21 label and publisher partners.

Whether Spotlight eventually expands to Australia remains to be seen, but could be an important medium for independent talent.