Why temporary tattoo brand Inkbox is shifting its marketing focus to TikTok

Non permanent tattoo firm Inkbox is popping its consideration (and advert {dollars}) to TikTok, in a transfer to spice up model consciousness and get in entrance of Gen Z customers, in line with Inkbox CEO Tyler Handley. 

TikTok has turn into a line merchandise in Inkbox’s advertising and marketing funds because it has for a lot of different firms, together with manufacturers like Studs jewellery, Silk meals and Viv interval care, because the platform strikes from a nice-to-have advertising and marketing channel to vital. In actual fact, TikTok’s world advert revenues are anticipated to hit $11.64 billion this 12 months, outpacing Twitter, Snapchat and Pinterest, according to eMarketer.

“TikTok has more and more turn into a spotlight of our advertising and marketing, particularly because the iOS privateness updates have actually impacted our means to focus on shoppers on-line,” stated Handley, including that the app accounts for between 30% and 35% of Inkbox’s web site site visitors, up from 10% final 12 months. 

Inside the final 12 months, Inkbox has tripled its spend on TikTok. Though the precise particulars about what the corporate spends on TikTok are unclear, as Handley declined to supply particulars. To date this 12 months, Inkbox has spent not less than $300,000 on media, practically doubling the estimated $129,000 spent in 2021, in line with Kantar. These numbers don’t account for social media spend, as Kantar doesn’t monitor these figures.

Relating to technique, Inkbox leverages micro-influencers on TikTok, who’re gifted Inkbox non permanent tattoos and publish a video in return. At the moment, the model has greater than 400,000 followers on TikTok and works with influencers equivalent to Caitlin Lam, who goes by @caitlinnlam and has practically 145,000 followers, and Jenna Evans, who goes by @jennxevanss and has 45,000 followers. 

“We concentrate on that enjoyable, natural, much less polished view of our tattoos and the tales round them on our TikTok,” Handley stated. 

Past that work with influencers, Handley stated Inkbox runs Spark adverts on TikTok, placing paid media spend behind high-performing content material. Since beginning its account in late 2019, Inkhouse’s TikTok account has been run by an in-house workers member, in line with Handley. However lately, Inkbox has partnered with content material creation company Brkaway to ramp up TikTok content material manufacturing. 

Traditionally, Instagram, the place the model has 1.5 million followers, was Inkbox’s bread and butter when it got here to social media advertising and marketing. However in mild of knowledge privateness adjustments and more and more steep CPMs, Handley stated Inkbox has in the reduction of on each efforts and spend on the platform. At one level, Handley stated CPMs have been up 60% year-over-year on Instagram, whereas click on through charges have been down 40%. This meant advertisers have been spending large however not seeing the outcomes. 

“Instagram has turn into extra of a model aesthetic channel than a channel we’re making an attempt to drive development out of,” he stated, including that TikTok continues to be a model consciousness channel for Inkbox. For buyer acquisition, Handley stated Inkbox is leveraging channels equivalent to affiliate gross sales, web optimization and first-party knowledge extra so than TikTok.

This technique is sensible, in line with Jake Brannon, senior content material strategist at advert company Dagger.

Per Brannon, TikTok is shortly changing into the place the place tradition and real-time conversations occur, difficult the community-building qualities of Twitter, for instance. “Relating to real-time, Twitter was lengthy seen because the go-to platform for manufacturers to interact in trending moments,” Brannon stated in an e mail. “However as TikTok continues to develop and extra manufacturers be part of the app, it’s for sure the premiere channel for manufacturers to interact in real-time, trending content material with their followers.”

With that stated, TikTok is evolving to turn into extra of a buyer acquisition channel for quite a lot of manufacturers, Brannon added, making notice of trending hashtags like #TikTokMadeMeBuyIt, which at the moment has greater than 20 billion views within the app. 

Going ahead, Handley stated Inkbox’s TikTok spend will fluctuate on a weekly, as-needed foundation because the model explores various channels, together with video platforms like OTT, Twitch, YouTube and others to diversify the model’s channel combine. 


Why temporary tattoo brand Inkbox is shifting its marketing focus to TikTok

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