Para apresentar o potencial da rede social no Brasil, desenvolvi essa apresentação abaixo que apresenta números sólidos de crescimento de usuários, o TikTok acumulou espantosos 750 milhões de downloads em apenas um ano. Tal resultado o credencia como o segundo app mais baixado em 2019, atrás apenas do, sempre ele, WhatsApp, que registrou 850 milhões de downloads no mesmo período.

1. Brazil
Brazil
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2. RAFALEITAO.COM

3. Great Performance in number of downloads
Increased number of active users and open rate
Social Media Channel Advertising Dependence, more Facebook
Increased Search brand reminder in Google
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4. Research Sensor Tower 12/2019
Sensor Tower
Insights
In the ranking of the site
Sensor Tower the
performance shown in
December is impressive,
especially in Google Play
that ranks in its category
with the most downloads,
already among all
categories in 4th position.
Already in the Apple
Store in the category is in
2nd position, and in the
general ranking only 12th
position.
1º Google Play Social Networking
12º Apple Store All Categories4º Google Play All Categories
2º Apple Store Entertainment
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5. Similar Web Insights
Significant growth in downloads with an average of 6k
downloads per month, achieving best result in November
2019.
With the best performance in App Store, ranking 20th in the
category with the highest download in November, but with a
still shy result in the Play Store only in 80th position.
Daily Active Users performance has grown over the past 3
months, with same growth behavior in Open Rate, a great rate
considering that it is focused on converting new users with
awareness campaigns.
Research Similar Web 12/2019
RAFALEITAO.COM

6. Great return from organic
searches and direct hits,
influences from offline and
Wom external media.
Heavy reliance on
conversion from other
social media, especially
Facebook and Youtube.
Note
Need to create new
channels to generate
awareness in addition to
competing social networks.
RAFALEITAO.COM

7. Research Google Trends 12/2019
Google Trends – TikTok Search Last 5 years
Tik Tok in Brazil had a significant growth in Google-branded searches directly, only in 2018 started this
relevance with growth still rising.
Music Dueto Creator App Install Hit or mis
Relation Searchs
App TikTok Help Support Record Video
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8. RAFALEITAO.COM

9. Increase reach with Diversifying content categories and influencers
Strengthen new categories and profiles with dedicated content and
influencers
Explore more Channels
Explore Content Sponsorship and Advertising throught TV Program.
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RAFALEITAO.COM

10. Marketing
User Engagement
Develop
• Develop engagement campaigns in partnership with the digital influencers.
• Create community related to TikTok through Music, Sports, eSports,
Wellness and other importants categories.
• Facilitate access to TikTok content and challenges at events and shows,
increasing brand touch points.
Develop
• Create compensation/Benefits Program for video production, starting with
Music category.
• Increase and diversify the number of influencers of different categories,
maintaining consistency in the constant production of content.
Develop
• TikTok brand positioning for new users, with Brand Awareness campaign
focused on penetration and wider reach seeking new audiences, example
+19 years.
• Educate through the integrated media strategy new users using the app and
its technological benefits.
• Explore new channels and influencers to avoid dependence on Facebook.
Retention Users
Brand Positioning
RequirementsKey action
Who is not seen is not rememberedRAFALEITAO.COM

11. Humor Music Young Influencers
Winderson Ludmilla Felipe Neto
Sports
Flamengo
Increase reach with Diversifying content categories and influencers
RAFALEITAO.COM

12. Humor
Music
Young
Influencers
Sports
eSports
Art and Design
Wellness
Main Categories Explored Categories Opportinities
Automotive
Strengthen
new categories
and profiles
with dedicated
content and
influencers
Higher content consumption
on Youtube Brazil.
The biggest humorist
influencers on Youtube.
Second largest
access to video
consumption,
11 to 19 years.
Largest TV and Cable TV
Media Consumption Category
Game is the second largest
category of Youtube views,
with Brazil having one of the
best Twitch entries
Art & Design, Wellness and
Automotive are categories
with great representation in
content consumption on
Instagram, Facebook and
Pinterest.
Channel Reference
RAFALEITAO.COM

13. DIGITAL
• Paid: SEM, Native
Video Social, in-APP
Ads, Influencers.
• Organic: PR, Web,
SEO, Word of Mouth,
ASO, Social Media,
Referral Links, Blog,
Featured.
OFFLINE
• PayTV ADV
• OOH
• External:SEM,
Programmatic,
Remarketing, Look a
Like, World of mouth,
PR, Social Media.
• Internal: Video,
Screenshots, Icons,
Description, Reviews.
After download, consideration
and discovery begins again with
users using and testing out the
app.
• External: Media with the
best influencers in the
Tik Tok, through
Programmatic.
• Internal: Video.
Customer relationship remains
important. Happy customers
bring advocacy and revenue.
There may potential for Sales,
Partnership, Sponsorship.
OBJECTIVE STRATEGY
Focus on generate
AWARENESS
about TikTok,
driving traffic to
the Website.
Generate
CONSIDERATION
with rich content,
customization and
programmatic
approach.
Focus on
contribute in total
CONVERSION for
Download and
Maintain engaged
CAMPAIGN
AWARENESS
LEARNS
DOWNLOAD
USING
EXPLORE
DISCOVERY
CONVERSION
CONSIDERATION
STRATEGY
RETENTIONENGAGE
Users decide if TikTok app is
worth keeping and using regularly
Users are happy and engaged
Gain awareness about TikTok
through marketing
Education process. User learns
about your app and its features
Users decide if TikTok is worth
downloading
CHANNEL
60%
30%
10%
%Investment
Explore
more
Channels
RAFALEITAO.COM

14. #Challenge
PAYTV
Digital Media
PAYTV
Digital Media
OOH
Digital and Offline
• Music
• Young Programs
• Sports
• eSports
• Music
• Young Programs
• Sports
• eSports
• Art and Design
• Health & Wellness
• News
• Advertising
#Advertising
Focus on generate
AWARENESS
about TikTok,
driving traffic to
the Website.
Generate
CONSIDERATION
with rich content,
customization and
programmatic
approach.
Explore Content Sponsorship and Advertising throught TV Program.
Integrate the TV Content with TikTok #Challenge.
RAFALEITAO.COM

15. TikTok Brasil
Education Features Contents Advertising
tiktokbrasil.official
Features Contents Advertising
tiktokbrasil
Contents Advertising
TikTok Brasil
Contents Advertising
190K 11M 1M
9K
tiktok.com/pt_BR
Education Features Contents
800K
13 Millions
Followers
800K
Website Visits Average (Month)
Great Brand
Presence in Brazil
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16. By RAFALEITAO.COM