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Digital Media and Advertising company, engage:BDR Limited (ASX:EN1) on 23 April 2019 announced that IconicReach which is a premier influencer marketing platform of the company had expanded its influencer marketing to the video-sharing app, TikTok.
TikTok after Facebook, Instagram and YouTube, is one of the largest and fast-growing social platforms. TikTok has more than one hundred and fifty million daily active users. In 2018, TikTok app was the most downloaded app in the world.
Through TikTok, the users can record, watch as well as share 15 seconds videos. The users usually do lipsing on popular soundtracks, dancing as well as make funny skits. The users could also add special effects and colour changing lenses to the videos. The users also have option to like, comment and share the videos as well.
The unique feature of TikTok allows users from different geographical locations to perform a duet. TikTok videos can also be linked to Facebook and Instagram where the videos can be viewed by millions of users across the other social platforms.
The announcement highlighted that IconicReach would soon be going to start its first TikTok campaign that will include the influencers in the music space. Through the well-known artists, IconicReach will be creating a viral dance contest. Through this campaign, TikTok will now be made available to all new brands who will join IconicReach. Thus, the campaign will help in broadening the ability of IconicReach to increase revenue. Thus, the campaign will also contribute to profitability.
Advantage of adding TikTok Influencers:
The advantage of using the TikTok Influencers is that the influencer content of TikTok in a comprehensive video format will create branding opportunities. Other than the influencer content, the unique interface links and the popular trending music also helps in creating branding opportunities. Also, TikTok has several prominent influencers. These influencers are not well known on other social platforms. Thus, making TikTok exceptional as well as an incremental market place for generating revenue for early adopters.
Programmatic Update:
The management is focused on the accelerating programmatic publisher activations. However, as a result of a delay in communication with the international partners, there were slight delays in deploying the committed capital to activate the 2nd group of publishers. The management believes that this round of activations will soon get completed and will be updated to the market.
In the first twenty-two days of April 2019, the revenue was strongest for the start of a month on the programmatic advertising product. The gross margin was around 40-41%.
On 17 April 2019, the company deployed Facebook advertising as a part of paid social strategy.
In the last six months, the shares of EN1 have generated a negative return of 17.86%. However, the stock has given an outstanding YTD return of 206.67%. EN1 shares are trading at A$0.045 on ASX (as at 24 April 2019, AEST: 12:00PM) down by 2.174% as compared to its previous closing price. engage: BDR Limited holds a market capitalization of A$21.26 million and approximately 462.11 million outstanding shares.
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