TikTok, the most successful social network among young people and adolescents, is gaining more and more followers among Spanish companies when it comes to developing strategies aimed at boosting their businesses, from sole proprietorships and SMEs to large Ibex companies.
“More and more companies are taking advantage of TikTok’s capabilities. Brands are seeing that it offers a competitive advantage, especially for small and medium-sized companies, which we can accompany so that their strategy is successful,” said the company. CEO of Business Solutions at TikTok for Spain and Portugal, Teva Lorenzo.
Lorenzo highlights the numbers of the social network born in China: the 18 million users in Spain, which reach 150 million throughout Europe and about 1,000 million throughout the planet; and the fact that it offers direct access to the younger public since 92% of its users are Generation Z and millennials.
HP, an example of innovation
In the Spanish market, an example of successful use of TikTok to boost sales is that of the technology multinational HP, which It has its global innovation center in Sant Cugat del Vallès (Barcelona) and design in Spain.
The center has become the TikTok hub of the American giant, from where a multidisciplinary team works for more than 25 markets.
In a meeting with journalists organized this week by TikTok in Barcelona, HP’s director of Paid Social for EMEA (Europe, the Middle East and Africa), Mireia Nadal, explained that the company has been a pioneer interacting with the community of this social network with special campaigns and using its eCommerce solutions.
“With creative and authentic campaigns, “HP has managed to stand out on the platform and achieve significant success in terms of linkage and reach,” he said, after highlighting the online launch of its cartridge subscription service.
Teva Lorenzo has stressed that the Spanish business fabric is at the forefront of the use of technology when approaching consumers. “We have nothing to envy. It is very innovative in strategy and communication and we only try to enhance it,” he noted.
From CaixaBank to Fluidra
In addition to HP, other examples of companies that have chosen to have an active presence on TikTok are banks such as Santander and CaixaBank, the telecommunications operator. Vodafone, the airline Vueling, the automobile brand Cupra, the publishing house Planeta or the multinational swimming pool company Fluidra.
SMEs are turning also in this medium, as well as a large number of individual content creators, from very varied fields and with very disparate interests.
“The content of the companies that succeed the most on TikTok is which is entertaining and educational. The community not only wants to see products, they want to be explained how they work, what the day is like at the office or who is part of the company,” explained Lorenzo.
TikTok, which has 5,000 workers in Europeopened the business solutions department in Spain in 2020.
“We are a young platform. We have become more sophisticated and have focused on solutions that generate impact on the business, on sales, shortening the purchasing cycle,” he said.
According to their numbers, companies that seek the complicity of the social network they achieve increases in sales of 30%, and 60% of users have purchased a technology product after viewing related content, making TikTok a “key” platform for doing business and ensuring the success of brands.
