TikTok Integrates Vimeo’s Video Creation Tools to Attract More Small Business Marketers
- TikTok partners with Vimeo to integrate software solutions provider’s video creation tools into their app, according to a press release.
- The Vimeo Create feature, now available in TikTok Ad Manager, is aimed at small and medium-sized businesses (SMBs) to help them reduce production time and costs. Vimeo is the first TikTok partner to land in a new creative tools subcategory as part of the ByteDance platform’s largest creative partner program.
- Ahead of the rollout, companies asked marketers unfamiliar with TikTok to test the product, with soy candle brand NaturalAnnie Essentials reporting more than five times the conversion rates of other online channels. Courting more SMEs offers another sign that TikTok is quickly becoming a digital advertising heavyweight that can compete with competitors like Snapchat and Instagram.
TikTok’s more focused push for SMB advertising dollars mirrors how rival social media platforms have evolved into digital empires. Facebook, for example, has a pool of over 8 million advertisers, the majority of which are SMEs. Some estimates suggest that premium brands represent only single digit percentages of Facebook’s total ad revenue, while the pandemic has forced small businesses to shift more of their operations to digital and social media.
By integrating Vimeo’s tools, TikTok promotes ease of use for marketers who may not have the resources or the know-how to consistently produce high-quality videos. Vimeo Create applies artificial intelligence to help brands produce and publish content directly to TikTok, with an emphasis on volume. According to TikTok, TikTok’s continuously scrolling For You page – a main feed that algorithmically spawns videos around the app – requires frequent posting and fresh content to stay ahead of highly engaged users, according to TikTok. The platform recommends that brands share new organic videos several times a week, or even daily.
NaturalAnnie Essentials, for example, said it now generates between 30 and 75 videos for the app per month. Mass production appears to be paying off, with pre-launch test brands seeing click-through rates up to 50% higher than efforts on other platforms, the statement said. Vimeo has also developed new custom video templates exclusive to TikTok.
TikTok’s latest partnership could allay fears that it will become a paid platform where traders with deep pockets dominate the mainstream food. Brands are flocking to the app in droves as it becomes a larger cultural pioneer, with designer-favored products selling out quickly. Its audience also continues to skyrocket: TikTok recently became the first non-Facebook mobile application to exceed 3 billion downloads, per detection round.
At the same time, SMEs are struggling on other platforms. Reports indicate that Facebook advertisers start to panic because Apple’s mobile identifiers – a key way to keep tabs on iPhone users – become opt-in. The disruption could be an opportunity for TikTok to further consolidate its earnings.
With the growing profile, TikTok has built a larger list of TikTok marketing partners, which debuted in September with participants such as Sprinklr, Bidalgo, and WinClap. In recent months, the ByteDance-owned app has also forged closer ties with major ad agencies, including Interpublic Group and WPP, whose clients seek TikTok’s expertise.