Brands are also able to promote videos easily with the simple click of the “get trendy” button. This enables brands to run paid promotions to reach the desired target, offering between 5,000 to 25,000 views. There are also open feed ads, as well as sponsored “stickers” that can be applied to user-generated videos. Brands can work directly with Douyin to create stickers that promote a given campaign or product, which can be further promoted through paid media. Users can then use the stickers in their video content, and subsequently, find other users that have done the same. And, as Douyin users become increasingly dependent on the app for information on destinations and see it as a source of travel inspiration, tourism brands now have another direct line of contact to these prospective outbound travelers.
Our client, Santa Monica Travel & Tourism, is one of the few Western DMOs paving the way for future destinations by launching their first TikTok content push in conjunction with last month’s Chinese New Year holiday. Set against various picturesque backdrops in eight different Santa Monica neighborhoods, the first video featured American and Chinese speakers taking turns wishing viewers happy new year from the city. “We are very excited to be the first U.S. DMO to leverage TikTok,” said Misti Kerns, President and CEO of Santa Monica Travel and Tourism. “The app’s many functionalities, engagement potential, and appeal to millennials are some of the many reasons why it has become a key component of our China strategy.”
As Chinese outbound travelers become increasingly sophisticated and discerning, it’s imperative for destinations and travel brands to employ every brand-building modality available, particularly those that are popular with millennials and Gen Zers. TikTok will become an increasingly valuable tool in targeting these consumers as it continues to gain popularity among high net worth travelers in China.
– This article originally appeared on Jing Travel.