{"id":6776,"date":"2019-10-24T15:40:45","date_gmt":"2019-10-24T13:40:45","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=6776"},"modified":"2025-05-28T13:31:02","modified_gmt":"2025-05-28T11:31:02","slug":"tiktok-une-appli-a-fort-potentiel-pour-les-marques","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/tiktok-une-appli-a-fort-potentiel-pour-les-marques\/","title":{"rendered":"TikTok, une appli \u00e0 fort potentiel pour les marques"},"content":{"rendered":"<p><strong>Deuxi\u00e8me application sociale la plus t\u00e9l\u00e9charg\u00e9e dans le monde en 2018<\/strong> et comptant 500 millions d\u2019utilisateurs actifs \u00e0 travers la plan\u00e8te \u2014 dont 4 millions en France \u2013 <strong>TikTok est un v\u00e9ritable ph\u00e9nom\u00e8ne<\/strong>. Pourtant, jusqu\u2019\u00e0 pr\u00e9sent, les marques n\u2019ont que rarement exploit\u00e9 son potentiel. Mais cela pourrait bien changer\u2026<\/p>\n<h2 class=\"wp-block-heading\"><em>TikTok, un \u00ab\u2009laboratoire\u2009\u00bb pour mieux comprendre la g\u00e9n\u00e9ration Z<\/em><\/h2>\n<p>Connue sous le nom de Musical.ly jusqu\u2019en 2017, l\u2019application TikTok rencontre un franc succ\u00e8s aupr\u00e8s de <a href=\"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/les-adolescents-infideles-aux-reseaux-sociaux\/\">la g\u00e9n\u00e9ration Z<\/a> tr\u00e8s largement compos\u00e9e de lyc\u00e9ens et coll\u00e9giens.<\/p>\n<p>Il faut dire que cette appli est un <strong>fabuleux outil pour \u00e9diter des contenus vid\u00e9os courts avec effets sp\u00e9ciaux et bande-son. <\/strong>Aussi, les jeunes y ont trouv\u00e9 un v\u00e9ritable espace de cr\u00e9ation o\u00f9 ils peuvent librement s\u2019exprimer.<\/p>\n<p>Initialement, il \u00e9tait possible de trouver sur TikTok principalement <strong>des vid\u00e9os d\u2019adolescents dansant sur leurs tubes musicaux pr\u00e9f\u00e9r\u00e9s ou chantant en play-back leurs morceaux favoris<\/strong>. En 2019, ces contenus sont toujours pr\u00e9sents mais des <strong>pastilles humoristiques, des tutos beaut\u00e9 ou encore des performances artistiques et sportive<\/strong>s sont aussi disponibles.<\/p>\n<p>TikTok est ainsi devenu un v\u00e9ritable \u00ab\u2009laboratoire\u2009\u00bb qui, bien \u00e9tudi\u00e9, permet de <strong>comprendre ce qu\u2019aime la g\u00e9n\u00e9ration Z<\/strong>, ce qu\u2019elle n\u2019aime pas, ce qui la motive, etc. Autant d\u2019\u00e9l\u00e9ments qui peuvent permettre aux marques de se faire une v\u00e9ritable place sur cette application.<\/p>\n<h2 class=\"wp-block-heading\"><em>Les marques enfin \u00e0 l\u2019assaut de TikTok\u2009?<\/em><\/h2>\n<p>Jusqu\u2019\u00e0 il y a encore peu, <strong>les marques \u00e9taient quasiment absentes de TikTok<\/strong>, ne sachant comment toucher cette audience. Finalement, c\u2019est <strong>en adoptant ses codes <\/strong>(<a href=\"https:\/\/www.strategies.fr\/actualites\/marques\/4035334W\/tik-tok-disponible-sur-la-plateforme-d-influence-marketing-kolsquare.html\">influenceurs<\/a>, challenges, effets de mim\u00e9tique) qu\u2019elles vont y parvenir.<\/p>\n<p>Aussi, les marques visant le jeune public ont ouvert des comptes sur TikTok et ont mis\u00e9 sur la cr\u00e9ativit\u00e9 pour <strong>proposer des contenus qui soient imm\u00e9diatement attractifs<\/strong>. Certains ont ainsi pari\u00e9 sur le <strong>lancement de challenges, des d\u00e9fis vid\u00e9o de 15 secondes<\/strong> qui font un tabac aupr\u00e8s de l\u2019audience. D\u2019autres ont pr\u00e9f\u00e9r\u00e9 <strong>d\u00e9l\u00e9guer leur promotion \u00e0 des influenceur<\/strong>s capables de g\u00e9n\u00e9rer plusieurs milliers de likes par publication.<\/p>\n<p>Il semblerait que <strong>ces techniques de communication soient plus pertinentes<\/strong> pour les marques que l\u2019achat d\u2019espaces publicitaires ou le sponsoring de challenges. Ceci est d\u2019autant plus vrai que la majorit\u00e9 des marques ne sont pas toujours tr\u00e8s \u00e0 l\u2019aise lorsqu\u2019il est question de communiquer vers un public mineur.&nbsp;<\/p>\n<p>\u00c0 chacune donc de voir comment s\u2019y prendre, il n\u2019en reste pas moins s\u00fbr que <strong>TikTok a un fabuleux potentiel \u00e0 exploiter pour les marques<\/strong> ciblant un public coll\u00e9gien et lyc\u00e9en.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Deuxi\u00e8me application sociale la plus t\u00e9l\u00e9charg\u00e9e dans le monde en 2018 et comptant 500 millions d\u2019utilisateurs actifs \u00e0 travers la plan\u00e8te \u2014 dont 4 millions [&#8230;]<\/p>\n","protected":false},"author":25,"featured_media":6777,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reseaux-sociaux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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