TIKTOK INDIA MEDIA GUIDE

Global Business Marketing Team, Mar.2019

TikTok – A Destination For Short-Form Mobile Videos

TikTok is a destination for short-form mobile videos. Our mission is to capture and present the world's creativity, knowledge,
and moments that matter, directly from the mobile phone. TikTok enables everyone to be a creator and encourages users to share their
passion and creative expression through their videos.
 TikTok- The Most Downloaded Video APP in 2018

2018 APP Download Ranking

Sky-Rocketing User Scale In India 97M
1 Facebook
2 Facebook Messenger
3 UC Browser
4 WhatsApp Messenger
52M
5 SHAREit Ranked No.1 in
App Store & Google Play
6 TikTok 36M
7 Vigo Video 20M
8 Hotstar
9 Truecaller
10 MX Player
Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19

Source: App Annie, 2018 Source: internal data, Jan. 2019 (internal use and client communication only )
 Reshaping Video Consumption Habits In India

Monthly Viewing Minutes of All Users (Jan. 2019)

313.9B min, 17.6B min, 8.6B min,

91% YoY growth 133% YoY growth 410% YoY growth

18.7B min
7219% YoY growth 7.6B min, 2.3B min,
129% YoY growth 180% YoY growth

Source: App Annie, Jan. 2018 & Jan. 2019

 Grabbing Eyeballs Ahead Of Other Global Platforms

Monthly Download in Jan.2019 (mil) Avg. Session Duration in Jan.2019 (sec)

19.5mil
239sec
14.9
170

126
115

5.5
55
1.8
1.0

TikTok Facebook Instagram Snapchat Twitter TikTok Facebook Instagram Snapchat Twitter

Source: App Annie, Jan. 2019

Featured On App Store And Top Media

“Recently, consumption of short video content has gained popularity and we believe
that TikTok’s diversified and multi-format content is able to address this growing
demand. ”

“Given its growing popularity, TikTok may become a primary platform when it comes
out with better monetization options in India.”

“It is heartening to see the overwhelming response from the users this Independence
Day and that they chose TikTok as their preferred platform to voice their love for India.
TikTok encourages you to continue to join in the celebrations this Independence Day
through the week.”

Best of 2018: TikTok का नाम तो आपने सुना ही होगा। हाल ही में टिकिॉक के साथ Musical.ly ने साझेदारी की है । इस
सोशल मीटिया ऐप की मदद से लोग छोिे -छोिे मजाटकया वीटियो बना रहे हैं । यह ऐप एं िरॉयि और आईफोन दोनों के टलए है ।
 Taking Media World By Storm Globally

Covering 150 countries and regions in 75 languages across Asia, America and Europe,
Gained 1B downloads globally
RU
MAU: 500M
(Douyin)
UK
DE
US
MAU: 4.7M
ES CN KR JP MAU: 9.5M

UAE IN TH

ID
MAU: 26.5M
MAU: 97M BR

MAU: 17M

Source: internal data, Jan. 2019 (internal use and client communication only); historical download data from Sensor Tower, including Google Play and App Store
2018 Platform Awards from App Store and Google Play

Apps Charts of 2018 on App Store in the "Google Play Best of 2018" Best App,
United States, Japan, SEA, UAE and more！ Most Entertaining, and User's Choice App awards
TikTok Platform Value
Key Of Growth- Unique TikTok Content Ecosystem

Efficient content production, engagement and distribution

Creator

Traffic
Follower Platform
Intelligent and social distribution

Distribution
 TikTok Enables Simple And Accessible Video Creation In A Huge
Variety Of Categories

40%
Indian users have uploaded
videos on TikTok

Share passion and creativity in 40 vertical content categories

Source: internal data, Feb.2019
 Daily Life, Acting, Comedy Are The Most Popular Categories

Popular content categories

Daily life Acting Comedy Singing Dance

Powered By Our Cutting-Edge Shooting And Editing Technology

Hair Change Transitions Gesture Recognition React Duet

Precise recognition & Seamless switch between Intelligent gesture Steal the scene and blend in Sync with your favorite
tracking down to hair shots and effects recognition & capturing other people’s video video and interact
Content Recommendation System Ensures Users Are Served
The Most Relevant Content For Them

device
pet
Aged 18
“For You Feed” professor
beauty
Personalized and accurate recommendation Users dance
by analyzing and matching the characteristics selfie
of users and videos sport
female
couple Aged 23

trends
pet Wi-Fi
15s morning
gourmet
location
funny Content time
Kolkata iPhone X
desert
technology
GIF Environment 13: 00
afternoon
dance games India
rainstorm
travel 4G
auto talent
animals
temple holiday
 Attracting Trendsetting Gen Z In Tier 1-2 Cities

70% Gen Z aged 18-24 Covering metro cities

6% millennials aged 25-34 TikTok Top10 cities by user scale

1 Mumbai

16% aged 35-44 2

3
Bengaluru
Pune
4 Hyderabad
5 Chennai
6 Delhi
7 Ahmedabad
8 Jaipur
9 Kolkata
10 Indore

Source: internal data, Feb. 2019 (internal use and client communication only )
 Hooked To TikTok Whenever & Wherever

150B 31Min 5Times

Monthly video Average daily Average daily
views time spent usage

Daily Traffic

00:00
0.5 1.5 2.5 3.5 4.5 06:00
5.5 6.5 7.5 8.5 9.5 10.5 12:00
11.5 12.5 13.5 14.5 15.5 16.5 18:0018.5
17.5 19.5 20.5 21.5 22.523:00
23.5
HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS HRS
Source: internal data, Feb. 2019 (internal use and client communication only )
 Gained Unique Users And Unique Brand Image

Nearly 30%+ TikTok users cannot be

found on other platforms

89%

% of TikTok users who

44% do not use other APP on
29% any given day

% of TikTok users who

also use other APP on
any given day

Source: App Annie, Jan. 2019 Source: TikTok Short-Video Brand Research, Ipsos, Nov 2018. 800 respondents in whole India, male: female=1:1, age 18-35
Also Numerous TikTok Distinctive Influencers And Bollywood Stars
Who Trend The Hottest Topics
Setting Off National Content Trends In Hashtag Challenges

#1mvinesin #HappyDiwali #DameTuCosita

(comedy) (Indian Culture) (duet dance ) Leading more vertical categories
2.6B Video Views 1.6B Video Views 726M Video Views
781k Video Uploads 5.3M Video Uploads 188K Video Uploads sports

fashion

food
Growing Your Business
on TikTok
 TikTok Ads Brings Stronger Visual Impact In Mobile-First World

90% 25%
Screen utilization
100%
Screen utilization
by landscape screen by portrait screen

90% of mobile time spent is via

vertical usage

Portrait changes "small screen" to "big screen"

The display area expands by nearly 4 times and enhances immersive experience

Source: Smartphone vs. Tablet Orientation, MOVR – the Mobile Overview Report, Q2 2017
Served In A Brand Safe Environment
Guidelines
Our Community Guidelines outline what is and isn't
allowed on TikTok. Content will be analyzed, and removed
when it is inappropriate.
Inappropriate Content Category
Nudity or sexual activity
Child safety violation
Harassment or cyberbullying
Discrimination or hate speech
Harmful or dangerous content
Intellectual property infringement
Impersonation, spam, or other misleading content
Solution
Combine manpower and machine processing to enhance
moderation with prompt reaction and flexible application
Videos uploaded to our platform
Machine Detection
Remove or flag the questionable content based on
all-round monitoring with machine learning
according to community guidelines and other
safety policies
• Review potential violations 24/7
• Multi-dimensional analysis
Dedicated Monitoring Queue
Our moderation team quickly review and
respond to all flags
• Promptly respond to flags
• Support English & Hindi
Ads Displayed
Bringing Effective Brand Lift

TikTok Brand Lift Study

Significant uplift in Brand Lift Study for leading brands

➢ Comprehensive investigation of standard ads and

non-standard ads
➢ Highly customized questions, TikTok or third-party
survey partners selectable
➢ 48hrs timely collection
➢ In-depth analysis and optimizing suggestions
Ad Offerings Across Campaign Objectives

Awareness Consideration Engagement

Capture user first attention while Influence potential customers by full- Build close connection between
opening the APP to keep your screen, auto play, sound-on video brand and users, generating efficient
brand top of mind , optional to add big day button or engagement and brand buzz
pop-up card to improve diversion

Brand takeover In-feed ads • Hashtag challenge

• First-view takeover
• Regular takeover
• In-feed ad (diversion) • Brand lens
• In-feed ad (native)
• In-feed card (interactive card)
• In-feed card (voting card)
• Big day

Brand Lift Study: measure and optimize brand resonance on TikTok

Brand Takeover ( First-View Takeover )

All UV Exposure. Creative Display

All UV Exposure On Launch Screen
First splash screen, strong brand exposure on gold position

Strong Visual Attraction

Draw attention by full-screen visual shock

One Client Per Day

Buy Model : CPT

Multiple Forms Supported

• Ad form: 3s static；3-5s GIF；3-5s video
• Call-to-cation: Landing page
Brand Takeover ( Regular Takeover )

Flexible Purchase. Creative Display

Gold Position On Launch Screen
Strong brand exposure on gold position

Various Targeting Traits

OS, gender, network, state and city targeting possible

Flexible Purchase
Buy Model : CPM

Multiple Forms Supported

• Ad form: 3s static；3-5s GIF；3-5s video
• Call-to-cation: Landing page
 In-Feed Ads Overview

Type Format Highlight

Diversion Multi links to landing page

Standard In-feed ad
format Native Engage with business account

Interactive card Direct to different landing pages

+ card In-feed card
Voting card Collect user response effectively

+ big day
Big Day Drive conversion effectively
button

Buy Type
1) One day max: The first in-feed video ad shown to users, bringing massive reach; sold by CPT
2) Brand premium: Randomly placed among the first 80 videos, flexible purchase by CPM

* Selling policy of Big Day TBD, please confirm with PM

In-Feed Ad (Diversion)
Efficient Brand Story-Telling,
Deep Interaction From Multi Touch
Full Screen, Auto Play, Sound On
More immersive video experience

Native Format, User Friendly

Higher user acceptance and interaction

Smart Color Optimization

The color of the CTA button will be smartly adjusted according to the
1 tone of ad material

Multiple Objectives Supported

2 Clicking on 1 profile picture, 2 nickname, 3 CTA button, 4 More or swiping left directs users to:
4 1 ) External landing page 2 ) APP download ( Google Play or Apple Store )

3 3 ) Internal landing page （Hashtag challenge page/video page/music page/personal homepage )

In-Feed Ad (Native)

Effective Engagement With Business Account

And Fan Growth Fan Growth
Form A Form B
Direct to business account, attract fans and more content views

Music Recommend
Support more users to shoot with the same music

Multiple Objectives Supported

Business account promotion (Form A) :
Clicking on 1. profile picture 2 nickname or swiping left directs users to business
1 1 account; clicking on 3 music button directs to music page
+

Landing page promotion (Form B) :

Additional to add landing page bar. clicking on 4 More, 5 CTA button directs to
1) Internal landing page (Hashtag challenge page/video page/music
page/personal homepage)
4 2) External landing page
2
5 3 3) APP download ( Google Play or Apple Store)
3
In-Feed Card (Interactive Card)

Strong Call-To-Action, Multiple Jumps To Improve Diversion

CTR+26%

Landing Page A Landing Page B

Strong Call-To-Action
With additional brand logo exposure in card format

Different Landing Pages

Click different buttons and direct to different
landing pages

Customized Time
3s and any time above to show interactive card

*Cannot be tracked by third-party

In-Feed Card (Interactive Card) Showcases

Internet service Auto

Zhihu APP (Chinese Quora) conversion Gacmotor new product launch
In-Feed Card (Voting Card)

Multiple Creatives Supported To Meet Users’ Deeper Engagement Needs

Grab User Attention

Stimulate users’ curiosity through strong interaction of voting

Effective Response Collection

Gather the voting result

Customized Time
3s and any time above to show interactive card

*Cannot be tracked by third-party, voting card cannot direct to brand landing page
Big Day

Powerful Eye-Catchy Ad Format To Improve Conversion Rate

CTR +19%-26%
Eye-Catching Format
Additional brand exposure in an eye-catching format

Customized Creative Design

Standard static design (shown on the right)
or customized static/GIF design to meet different objectives

Effective Conversion
Extra conversion entrance, effective CTR lift

Exclusive Ad Resource
One client per quarter
* Selling policy of Big Day TBD, please confirm with PM
 Leveraging Suite Of Targeting Options To Reach The Most
Relevant Users

Targeting traits
& applicable ad
formats OS Gender Network State & City Age
Android/iOS M/F 2G/3G/4G/Wi-Fi 31 states, 309 cities 0-17/18-24/25-34/
35-44/55+

Brand takeover
x x x x x
(first-view) - CPT
Brand takeover
○ ○ ○ ○ x
(regular) - CPM
In-feed ads
x x x x x
(one day max)- CPT
In-feed ads
○ ○ ○ ○ ○
(brand premium)-CPM

* Selling policy of Big Day TBD, please confirm with PM

With Support For Third-Party Measurement
Hashtag Challenge-
Connecting Brand and Users
TikTok
Hashtag
Hashtag Challenge-
An Innovative Way Of Content Marketing
Challenge

Deep Best UGC

Interaction Resources Creation

Build close connection Use key resources to boost Joint effort to create massive
between brand and users awareness and participation quality contents
 Leveraging TikTok’s Best Resources To Illustrate Brand
Information And Boost Influence

In-depth customization Quality UGC content Premium ad positions

Leveraging hottest content trend By TikTok influencers & users Easy entry & wide coverage

Customized theme & rules Music, brand lens, shooting & Sponsored video User post Brand Takeover In-feed ad
editing techniques
Gold Hashtag Challenge Package (3 days)

Banner Hashtag Music Recommendation

Banner
2nd placement during 3-day campaign period

Hashtag
2nd placement during 3-day campaign period

Music binding
Advertiser’s official music will be first recommended
when users visit the challenge page and choose to
record a video

Standard ad
Option 1: 1 day brand takeover (first-view)
Option 2: 1 day in-feed ads (one day max)

Challenge page
Profile picture, background picture, external link,
challenge description
Silver Hashtag Challenge Package (3 days)

Banner Hashtag Music Recommendation

Banner
4th placement on Day 1-2; 6th placement on Day 3

Hashtag
4th placement on Day 1-2; 6th placement on Day 3

Music binding
Advertiser’s official music will be first recommended
when users visit the challenge page and choose to
record a video

Standard ad
In-feed ads (brand premium) 3000CPM

Challenge page
Profile picture, background picture, external link,
challenge description
 Showcase: GUESS #inmydenim Hashtag Challenge
• Objective: promote GUESS new fall denim
• Hashtag challenge idea: show how you style in denim, transform from a mess to best-dressed. All you need is denim
Official Release Secondary Communication Full Coverage

IGNITE FOLLOW PARTICIPATE INFLUENCE

4 1,629 171k 1.3M

Sponsored videos User-Generated Videos Engagements Video Views

Source：utc 19:00 Aug 31 ~ 24:00 Sep 1, 2018 on Guess Hashtag Challenge campaign launch day
Showcase: GUESS Fall Denim #inmydenim Hashtag Challenge

Ad Format:
Brand Takeover + Hashtag Challenge (6 days)

Campaign Highlights
• The #inmydenim concept and before/after challenge
rules were fun and enabled lots of UGC
• “Confident” ”beautiful in my own way "were themes
found in UGC, indicating that the campaign boosted
brand affinity

Key Results

2.8Mil 7.7Mil
VV of official videos VV of use-generated videos GIF brand takeover
Challenge Page
12k 16.5% Discover Page
Fan Growth CTR of GIF brand takeover
Brand Lens-
Connecting Brand and Users
Highlights Of TikTok Brand Lens

Cutting-Edge Highly-Customized High User

Technology To Advertiser Engagement & UGC

Facial Recognition Tailor-made brand lens from a variety

Lens can follow facial movements of types
with special effect

Motion Activated Effect

•
•
•
2D facial lens
2D foreground lens
2D hand lens
Around 20%
Lens can be triggered by different Indian creators consider
movements like blinking or nodding • Multi-screen lens using brand lens in daily
• Raindrop control lens video shooting
• Hair dye lens
Beauty Mode • Cosmetic lens
Leverage machine learning to
enhance shooting experience

*Source: internal data. Feb 2019 (internal use and client communication only )
Easy Entry And Try-ons To Users

1: Shoot from homepage and select lens 2: Use the same lens you see on a video

Or

Homepage Lens button Lens panel Lens icon Lens page

Showcases: Brand Lens In Hashtag Challenge

E-Commerce Beauty FMCG FMCG

SECOO #Devoted To You Clarins ZUO yogurt Sanyuan milk
#Wow, I’ve got water control #I am the king of tasty expression #give me sth. fresh
 THANK YOU
Global Business Marketing Team, Mar.2019