Is TikTok Right For My Business?

TikTok is a video-sharing app. Users can record videos that are up to 60 seconds in length and there are a variety of filters and effects to use, as well as A LOT of music that users can introduce into their video clips.

Brands are an important part of the TikTok experience. Whether they are starting trends, connecting communities, or bringing awareness to critical public service initiatives, brands are creating authentic audiences built on the foundation of sharing joy.

While Gen-Z is using the platform to show their creative side, brands are also beginning to experiment. With TikTok being such a young app, many marketers may be wondering, “Is this app even worth it for my brand?”. TikTok is quirky by nature, so brands need to be creative to truly engage their audience.

To participate in the self-serve paid advertising platform on TikTok, you will need to create some kind of video (or reach out to a TikTok marketing firm to see if they have resources for getting videos created).

If you are looking to promote to a younger crowd, then TikTok may be your platform. Nearly 25% of all of Australia’s Generation Alpha are on the platform. It’s also wildly popular with females, as 1 in 10 females in Australia now use the app (compared to 1 in 20 males). February saw 1.6 Million Aussies and Kiwis using TikTok but, because of quarantining and social distancing, that number had ballooned to nearly 2 million in just a matter of months!

TikTok’s current big brands are using the platform for brand awareness rather than generating traffic or leads. In doing so, they are effectively engaging younger audiences by showing off a lighter more relatable side of themselves using funny videos, trending challenges, and other strategies that are unique to the platform.

“TikTok is about real life. Real people.”

The Washington Post uses the platform to showcase the action inside the newsroom and build trust with TikTok’s young viewers.

Organic TikTok Marketing 

Video content is the central experience of TikTok. You can create clever videos based on your brand, product or service and watch relevant short videos related to your industry to get inspiration from what others are doing in this space. The video you produce can be uploaded or you can create it within the app itself.

Creating unique, entertaining, engaging, and thought-provoking content is the best way to organically market your company on TikTok. As you start posting more unique content with appropriate descriptions and hashtags, more viewers will see it. As more people like, share, and comment on your videos, you will start to gain traction with others’ For You pages. 

Organically promoting your brand on TikTok through third-party services or apps seems to be hit or miss. E.g. Telling your Facebook followers to go check out your new TikTok may not get the results that you were looking for.

You should take plenty of time to sit down and get a feel for the app. Learn what makes other videos so popular, and see how it translates over to your brand or your company’s products or services. Again, a content creation service is always a good option for those that need some help.

Paid TikTok Advertising

Paid Self-Serve Ads – TikTok has recently brought their self-serve advertising platform to the Australian and New Zealand markets. The layout is somewhat similar to other self-serve advertising platforms, such as Facebook ads. You can target specific types of people in specific areas. You can also make use of their re-marketing features that let you show video ads to people that have visited your website or blog, signed up to your email list, or even watched a specific YouTube video.

TikTok Influencers – As with any social media platform there are some wildly popular big-name users who have amassed huge followings. And although you personally might not be able to see why these users are so popular, their followers adore them and will jump on any product or service that these influencers recommend. Reaching out to influencers in relevant industries (e.g. find a popular TikTok cook and pay them to recommend or use your cutting boards) is a great way to pay for some seemingly organic promotion.

Create Your Brand On TikTok

Before you worry about which route you’re going to take, simply download the app and create a profile for your brand. Use relevant usernames and logos, and just sit back and scroll. If you see any videos that you feel are relevant to your industry or brand, give the video a like.

Should you use TikTok for marketing?

To answer this for you, the questions that you really need to ask first are:

• Are your desired audience millennials?
• Is your product or service geographically limited?
• Is your budget limiting and inflexible?

If you answered “yes” then “no, no” – this social media app is perfect for you to advertise on! However, you still have to consider how you’ll optimise a campaign for your specific business. How will you reach your goal? What are the key characteristics of your audience?

TikTok is a fast growing advertising platform, so if they review their targeting options it would definitely be promising for many businesses to utilise as part of their marketing strategy.

Contact us today to see how he can help you use TikTok to leverage your brand and find new customers! In the meantime, check out these popular Australian TikTok accounts:

Cybersecurity breaches have become an ever-growing threat, with more types of attacks cropping up as the years pass by. With this increase of attack methods comes an increase in the kinds of cybersecurity procedures that are available to fight these attacks.

It’s certainly likely that the sorts of attacks that will occur in 2020 and later will be ones that could be recognized by current cybersecurity experts. This means that companies should exert their security-related resources towards working on security vulnerabilities that they have already assessed and accounted for.

These companies should keep track of the following 10 cybersecurity trends that are expected to occur in 2020.

1. A Rise in Automated Cyber Security

Automation is quickly becoming a staple of business modernization and is widely recognized as an advantageous factor in a company’s quest for improved cybersecurity.

Palo Alto Networks reports that many Information Technology (IT) security professionals and specialists actively use automated platforms and products within their companies or plan to use automation soon. The movement towards greater automation is meant to relieve some of the stress faced by low-staffed cybersecurity teams.

At present, the move to automation poses its issues that will need to be addressed by organizations in the future. Specifically, organizations implementing automation security solutions will have to seek out knowledgeable automation experts to properly and efficiently utilize those platforms.

2. The Advent of 5G

5G is continuing to develop network infrastructure and has done so since 2018.

With this increased development, there have been a rise in Internet-of-Things (IoT) devices that utilize 5G networks rather than merely relying on Wi-Fi networks.

Over time, these IoT devices will become completely defenseless from sophisticated hacking attempts, as the devices will not receive their internet connection through an encrypted router signal. The ability of a 5G network to reach cloud-based storage platforms will also create new, valuable targets for future attackers to breach and exploit.

3. Public Utility Development

Public utilities and infrastructure are crucial elements of an advanced economy and society.

Their importance makes them significant targets of cyber hackers and terrorists.

Utilities such as roadways, electricity, waste management and telecommunication provide vital services for the vast majority of people and governments across the world.

In spite of this, these individuals and agencies typically work with outdated and less efficient infrastructure models. Attempts to rectify these infrastructure issues and correct cybersecurity problems can create undesirable periods of service interruptions or downtimes.

The utilities of some countries are also tied up with private contractors and private utility providers, who typically are not capable of effectively handling a major cybersecurity threat.

The development of the public utilities to prevent exploitation by cybercriminals will certainly be something to watch for in 2020.

4. AI Attack Mobilization

Malicious hackers and cyber attackers will not be satisfied with merely attacking the artificial intelligence (AI) systems and platforms of organizations.

Cyber attackers will begin to mobilize AI, exploiting the increased efficiency and versatility of AI-enhanced automation to their data breaching exploits.

AI-powered automated systems could evaluate organizational systems and networks, noting previously unforeseen vulnerabilities and taking advantage of them.

AI can be incorporated into social engineering and phishing attacks, creating seemingly credible emails and videos that can scam unfortunate individuals of information, resources or money. Malevolently used AI could even be used to carry out believable misinformation campaigns.

5. AI Defense Mobilization

Machine learning technologies are already being used to identify and protect networks and companies against cyber threats. AI can be mobilized for the protection of IT networks and frameworks as well as for attacks. AI platforms can track and correct vulnerabilities, strengthening networks against future attacks.

An AI platform could be used to simulate progressively challenging attacks to identify a previously unknown vulnerability that can be corrected before a malicious force finds the same issue.

6. Shadow IT Assets

According to McAfee MVISION Cloud – Skyhigh Networks, Shadow IT is a suite of IT applications or functions that are operated outside of the IT department without their explicit knowledge. Shadow IT is increasingly raising non-IT technology expenditures, as it has made organizations more productive.

However, the increased use of Shadow IT will also make it a prime target for cyber attackers in 2020. Organizations will have to address their organizational culture’s use and protection of Shadow IT assets to safeguard themselves from Shadow IT vulnerabilities.

7. Software Supply Chain Exploitation

Software supply chains are a regular target of cyber-attacks, with malware being sent along with legitimate software bundles. Cybersecurity experts from vpnAlert note that many organizations lack processes for fully vetting all of the vendors and third-parties that they work with.

The attacks can be orchestrated during the software generation stage at a vendor’s facility or when the software is being handled by a third-party. The software exploitation usually involves the attacker including malware into a legitimate software update, granting the attacker access to data connected to the computer network once the update is accepted by an end-user.

8. Capturing Online Data Traffic

In 2020, cyber attackers will target IoT applications, home routers and other data centers to gain access to some of the data going through these technologies.

Malware affecting these applications could record credit card numbers, spam a victim with malicious websites, steal secure banking information or access personal and proprietary information. Organizations are implementing methods to prevent these data breaches, such as not storing credit card CVV numbers to better protect eCommerce databases.

Cyber attackers will certainly seek out new ways to gain unauthorized access to sensitive data and buyer information while it is in transit.

9. Cloud-Based Security

In 2020, the majority of deals involving CASBs, cloud-based access security brokers, will be bundled together with web application firewalls (WAFs), secure web gateways (SWGs) and network firewall technologies. As clients and organizations move their data and services to the cloud and consider bundled cloud services, they should investigate each bundle’s application deployment guide.

10. Increased Cyber Security Spending

Expect cybersecurity spending to rise in 2020. Spending on cybersecurity solutions across the globe has increased steadily each year, with spending on software and hardware for cybersecurity spending growing past $100 billion in just 2019.

This increased spending is expected as organizations put higher amounts of resources into their cybersecurity solutions. The US is expected to be the largest individual cybersecurity market, with spending estimated to reach somewhere close to $45 billion by the end of 2019.

“Every country in the world has seen at least one COVID-19 themed attack,” said Rob Lefferts, corporate vice president for Microsoft 365 Security. These attacks, however, account for less than 2% of all attacks analyzed by Microsoft on a daily basis.

“Our data shows that these COVID-19 themed threats are retreads of existing attacks that have been slightly altered to tie to this pandemic,” Lefferts added. “This means we’re seeing a changing of lures, not a surge in attacks.”

1 — Mobile Malware

Check Point Research uncovered at least 16 different mobile apps, which claimed to offer information related to the outbreak but instead contained malware, including adware (Hiddad) and banker Trojans (Cerberus), that stole users’ personal information or generated fraudulent revenues from premium-rate services.

“Skilled threat actors are exploiting people’s concerns about coronavirus to spread mobile malware, including Mobile Remote Access Trojans (MRATs), banker trojans, and premium dialers, via apps which claim to offer Coronavirus-related information and help for users,”

2 — Email Phishing

In a separate report published today and shared with Salam Digital, cybersecurity firm Group-IB claims to have found that most COVOD-19 related phishing emails came with AgentTesla (45%), NetWire (30%), and LokiBot (8%) embedded as attachments, thereby allowing the attacker to steal personal and financial data.

The emails, which were sent between February 13 and April 1, 2020, masqueraded as health advisories from the World Health Organization, UNICEF, and other international agencies and companies such as Maersk, Pekos Valves, and CISCO.

3 — Discounted off-the-shelf Malware

Group-IB’s research also found more than 500 posts on underground forums where users offered coronavirus discounts and promotional codes on DDoS, spamming, and other malware services.

This is consistent with Check Point Research’s earlier findings of hackers promoting their exploit tools on the darknet with ‘COVID19’ or ‘coronavirus’ as discount codes.

4 — SMS Phishing

The US Cybersecurity and Infrastructure Security Agency (CISA) and the UK’s National Cyber Security Centre (NCSC) also issued a joint advisory about fake SMS messages from senders such as “COVID” and “UKGOV” which contain a link to phishing sites.

“In addition to SMS, possible channels include WhatsApp and other messaging services,” CISA cautioned.

5 — Face Mask and Hand Sanitizer Scams

Europol recently arrested a 39-year-old man from Singapore for allegedly attempting to launder cash generated from a business email scam (BEC) by posing as a legitimate company that advertised the fast delivery of FFP2 surgical masks and hand sanitizers.

An unnamed pharmaceutical company, based in Europe, was defrauded out of €6.64 million after the items were never delivered, and the supplier became uncontactable. Europol had previously seized €13 million in potentially dangerous drugs as part of a counterfeit medicine trafficking operation.

6 — Malicious Software

As people increasingly work from home and online communication platforms such as Zoom and Microsoft Teams become crucial, threat actors are sending phishing emails that include malicious files with names such as “zoom-us-zoom_##########.exe” and “microsoft-teams_V#mu#D_##########.exe” in a bid to trick people into downloading malware on their devices.

7 — Ransomware Attacks

The International Criminal Police Organization (Interpol) warned member countries that cybercriminals are attempting to target major hospitals and other institutions on the front lines of the fight against COVID-19 with ransomware.

“Cybercriminals are using ransomware to hold hospitals and medical services digitally hostage, preventing them from accessing vital files and systems until a ransom is paid,” Interpol said.

Protecting Yourself from Coronavirus Threats Online

“Malicious cyber actors are continually adjusting their tactics to take advantage of new situations, and the COVID-19 pandemic is no exception,” CISA said.

“Malicious cyber actors are using the high appetite for COVID-19-related information as an opportunity to deliver malware and ransomware, and to steal user credentials. Individuals and organizations should remain vigilant.”

The NCSC has offered guidance on what to look out for when opening coronavirus-themed emails and text messages that contain links to such fake websites.

In general, avoid clicking on links in unsolicited emails and be wary of email attachments, and do not make meetings public and ensure they are protected by passwords to prevent videoconferencing hijacking.

Predictive solutions are a necessity for today’s markets. Machine learning, Deep learning, Big Data and Artificial Analysis (AI) are all part of solutions that can predict consumer behavior.

How to predict consumer behavior with Big Data and AI
Over the years, companies have made use of effective marketing strategies such as monitoring social media and other online platforms to reach out to consumers and find out how best to serve them. Now that more than enough data has been collected from these sources, there arises the need to make use of it, for instance, to predict consumer behavior days and even months from now. Anticipating consumer needs is made possible through Big Data and advancements in Artificial Intelligence (AI).

Forecasting consumer behavior is realized through merging Big Data with AI. According to predictions from Forrester, there will be increased adoption of Big Data and AI among 70% of businesses globally; this is a 51% increase than in 2017. Let’s get into how Big Data and AI can predict consumer behavior.

Levels of Predictions

• Emotional and Intent Analysis

It refers to a solution that can identify the emotion behind the experience and the intent behind consumer actions

• Segment Patterns
• Segmenting customers into small groups based on actual behaviors instead of only looking at aggregate data;
• Tacking customer 

on how they move among different segments over time including different customer lifecycle context instead of looking just at the actual segment do not considering how they arrived there.

• Future Actions

This enables a company to predict that if a particular experience occurs, the client will act in a certain manner

Decision making is no longer based on guessing or inaccurate surveys and studies conducted on selected groups of people. The progress made in Big Data analytics using AI simplifies companies’ decision making processes in real time. Big Data can be structured, unstructured, or semi-structured, and in these forms, it can be difficult to interpret effectively by the human mind. AI systems use algorithms to break down and make sense of Big Data into actionable insight which contributes to a more mature decision-making process by businesses.

Social media is growing into a significant tool for monitoring customer needs, satisfaction, dissatisfaction, and overall behavior. Big Data and AI better customer experience by predicting what they will want in the near future. Companies can easily enhance a product or service, do away with it, or introduce a new and better one altogether all based on the information gathered from AI analytics. Big Data and AI yield more relevant and creative solutions for consumers before they even know it. They are certainly a must-have for modern businesses today.