Sprinklr adds TikTok to customer experience platform

Brief:

Sprinklr integrated its customer experience (CX) platform with TikTok, making it the first company to support ad creation and management on the popular viral video app. As a result, Sprinklr's customers can manage their ad campaigns on Facebook, Twitter, Pinterest, Snapchat, LinkedIn and TikTok in one place, per an announcement shared with Mobile Marketer.
The integration with TikTok means marketers can use artificial intelligence (AI) to allocate their media spending based on an ad's performance while automating the bidding process. Its Sprinklr Smart Rules tool let marketers adjust ad creative based on social media conversations, events or the weather.
Sprinklr also offers real-time reporting to see insights that help with ad strategies, while its automated services support collaboration between brands and agencies, per the announcement.

Insight:

Sprinklr's integration with TikTok aims to give mobile marketers more versatility in their ad campaigns as the viral video app continues to grow its user base and boost engagement. Sprinklr cites a variety of audience and usage metrics that provide more reasons to run campaigns on TikTok, including a 15% gain in average daily traffic from January 21 to March 24 as consumers boosted their smartphone usage while stuck at home during the coronavirus pandemic.

TikTok boosted its downloads 27% to 6.2 million and increased global revenue 10% to $46.4 million during the first 23 days of March from a comparable period in February. In the U.S., TikTok's gross revenue jumped 21% to $2.9 million for the timeframe, indicating a surge in demand as marketers sought to reach homebound consumers. TikTok's demographics also are desirable for advertisers with more than 50% of its U.S. users in the 18- to 34-year-old age bracket, while 37% have a yearly household income of more than $100,000, according to Sprinklr.

Sprinklr's data help to fill out other estimates of TikTok usage and growth. The viral video app is forecast to increase its U.S. user base by 22% to 45.4 million as its growth rate slows from the 98% jump of 2019, per an estimate last month by eMarketer. The researcher forecast that TikTok will reach 60.3 million U.S. consumers, or about 27% of social network users, by 2024. TikTok's downloads nearly doubled to 112.9 million in February from a year earlier, bringing the lifetime total to 1.9 billion, per app analytics firm Sensor Tower.

The popularity of TikTok has lured a variety of brands that seek to engage a younger audience in participatory campaigns. Most recently, the NFL worked with the platform on several promotional efforts tied to the annual draft of college players. The campaign included a #GoingPro hashtag challenge that urged TikTok users to create videos showing their professional aspirations, along with a fundraiser for COVID-19 relief. Branded hashtag challenges are a key TikTok feature that help to boost engagement. Chipotle Mexican Grill, E.l.f. Cosmetics, Ralph Lauren and Walmart also have run hashtag challenges campaigns on the social video app to connect with mobile consumers.