The time when TikTok was only for dance and singing challenges is long behind us. Today, it is on the radar of most marketers and is considered one of the most innovative tech giants promoting authenticity and creativity. Aljaž Peklaj will use his first experience as a lecturer at the Weekend to explain why TikTok is bravely challenging the biggest players on the market – from Meta and Google to Netflix and publishing houses. With more than 10 years of experience in the marketing and the entertainment industry as a project manager in the organization of large festivals and concerts in the region, including Ultra Europe, Spring Break Island and others, and later as a manager and booking agent of various pop and electronic artists, Aljaž is definitely a person who has something to say. In recent years as part of the Bold Group agency, he has been focusing on integrated 360 campaigns that include traditional and digital marketing, knowledge sharing, and helping brands develop through strategic approaches.
You are coming to the Weekend Media Festival for the first time as a lecturer, what will you share with the audience?
Yes, that’s true and thank you for the opportunity. I’ll be talking about TikTok and why I think it’s the platform of the future, as it directly challenges the biggest players in the market – from Meta and Google to Netflix and publishing houses. For years, social media companies promoted a perfect life and appearance. TikTok changed the way we think through authenticity and that’s why I think users like it so much. I will showcase some of the best case studies in the region and around the world with tips and tricks on how to get your brand on the platform.
There is still a perception that only teenagers use TikTok. Is that true?
It is true that Generation Z was the first to actively use TikTok and adapt it as their own platform, but trends are changing. TikTok is great for educating Generation Z and converting them into new customers for your products. But according to the latest statistics, more than 35% of TikTok users are 20-29 years old, and more than 18% of them are 30-39 years old, which means we can also use the platform to target users with purchasing power.
Is TikTok only suitable for the entertainment industry or can brands from any field benefit from the platform?
TikTok first became popular as a platform where users participated in dancing and singing challenges. But as I said before, TikTok has become much more than just a social media platform. We’ve seen brands from the music and video industries succeed on TikTok, but we’ve also seen companies from the banking and insurance sectors try to educate users and transform them into new customers. The automotive industry, for example, has a very strong presence on TikTok. TikTok has also become a popular search engine for the travel industry for people who want to discover new places while traveling. Also, a lot of socially responsible projects and social experiments can be found on TikTok, so it can be said that TikTok is becoming a platform where everyone can show their talents and discuss the topics they prefer with a massive audience.
Can you share some tips for brands looking to get onto TikTok?
Of course, before entering the TikTok market, it’s crucial to have a whole strategy in place, which means doing research on your competitors, what and how they communicate, and then based on that and your goals, set up content pillars that you can then use to script your videos. It’s important to keep up with the latest trends, sights and sounds on TikTok. Because, remember, sound is the most important element of your videos. Last but not least, don’t use Instagram content on TikTok because it won’t work. And of course, come to our workshop on Saturday if you want a step-by-step guide on how to get your brand on TikTok.
What are your predictions for TikTok in the coming period?
I think TikTok will continue to evolve and its popularity will continue to grow. It’s already changed the film and music industries, but this is just the beginning. Generation Z already uses TikTok over Google as their preferred search engine, so I think TikTok will put a lot of effort into perfecting their browser. TikTok will definitely become the Netflix for vertical video content consumption, and I expect most users will soon have the ability to start their own subscription video series. Learning will become easier with TikTok as users can get all the information they are looking for in short videos. And of course, I’m still waiting to see what TikTok can contribute to e-commerce brands, because I think there’s still a lot of room for development here.