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  • TikTok content equals brands’ new biggest form of ROI

    September 6, 2020

    It is safe to say, TikTok has been taking the world by storm ever since its initial release in 2016. ByteDance’s newborn has now fully matured and has grown into a serious competitor, at times gaining a higher growth rate than that of Instagram, Facebook and Twitter too.

    With this, brands have turned their focus to a new platform to generate ROI – TikTok.


    While ‘TikTokers’ continue to be creative with their content, brands have started to shift their interests (and budgets) towards the platform to generate the highest amount of ROI.

    This comes as no surprise with the great ROI being capitalized by those brands, Dettol’s hand wash challenge remains a great example of the latter.


    Here at Digital Ape, we are both passionate and curious about influencer marketing so to help us understand this concept further, we created Sila – the very first tool created for the Arabic-speaking world to provide audience-first intelligence to our clients.


    The GCC is one of the most social, yet unique, regions in the world. Khaleejis have quite distinctive preferences. To further understand those interests and habits, we collected a pool of GCC TikTok creators and analysed their audiences’ activities.

    Sila was able to look into all their videos, followers and interactions including those averages.

    Sila TikTok influencers
    TikTok average screenshot from Sila


    Simply put, personal life experiences and well, challenges.

    Personal life scenarios that the audience relates to, including stories growing up or daily home experiences performed the best amongst most lifestyle creators, while for others and just like any other demographic on TikTok – challenges performed best.

    Personal Life Experience Example

    @malakaldawoodمنشنو اللي يخلص الموسم ف يوم 🤣💔 ##fyp ##fy ##foryou ##foryoupage ##explore ##saudiarabia ##netflix ##watching ##seasons

    ♬ Put some respect on Steve Lacy – kungfukenny_

    Challenge Example

    @adolf_90اقبل التحدي ✨ Challenge accepted ##Kuwait ##ForYou ##NewChallenge♬ original sound – jack_usher

    On the other hand, specialized pages had specialized interests. This comes as no surprise and shows how audiences of different social media platforms are.


    Using models based upon Arabic dialects, we see their audience’s reactions, their other influencer affinities, and brand affinities. Those models allow us to build on previous capabilities to see the audiences’ age, gender, location, and engagements. We then utilise this real-time reporting, combined with natural-language-processing models, to gain true sentiment.

    We can then better refine and learn from the audiences’ reactions in an unbiased setting. The key!

    To find out more about how to best use an audience first approach to influencers, check out the Art & Science of Influencer Marketing in the G.C.C.

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