TikTok is leveraging the Vimeo video delivery platform to help small businesses create content for the platform. The new integration will connect Vimeo video creation tools with TikTok Ads Manager, allowing Vimeo users to brand their own TikTok-ready templates.
“Vimeo and TikTok are solving one of the biggest pain points for small and medium-sized businesses when it comes to reaching customers: how to easily and affordably create professional-quality content at scale,” said Richard Bloom, senior vice president of Vimeo business development. in a sentence.
The two companies also developed custom video templates available exclusively on Vimeo Create and optimized for the TikTok platform. Users will be able to choose a template and then add their own branding and assets, or pull from Vimeo’s stock library of commercially licensed videos, photos, and music.
The new integration makes Vimeo the first video software company in the TikTok Marketing Partner Program and will be available to Vimeo’s 200 million global users.
This is not the first time that TikTok has aimed to help small and medium-sized businesses on the platform. For National Small Business Week in May, TikTok launched the #SupportSmallBusiness hashtag to power SMEs on the platform. During the pandemic, some small businesses were able to stay afloat by boosting sales of their TikTok content. But not all SMBs have the bandwidth (or know-how) to create videos. And keeping up with the app can be time consuming, especially since TikTok recommends that businesses test new TikTok ads every two weeks and post new organic TikTok videos several times a week, if not every day.
Still, the wide scope of the app is attractive. TikTok recently broke 3 million global downloads, according to Sensor Tower, a market intelligence and analytics firm for the mobile app economics. That user base has small and medium businesses that want to learn more about how to be present in the app to connect with potential customers. Ninety-six percent of consumers have watched an explainer video to learn more about a product or service, and 84% of consumers say they have been convinced to buy a product or service by watching a branded video, according to Wyzowl’s State of Video. Marketing Report 2021.
“If you have customers between the ages of 18 and 40, you must have a presence on TikTok,” said Anders Piiparinen, CEO of Wallaroo Media, a digital marketing agency. “This is probably the best time and opportunity to achieve incredible reach for little to no money.”
One of a dozen small and medium-sized businesses that tried the new integration was NaturalAnnie Essentials, a family-owned soy candle company based in Bridgeport, Connecticut. The company has 4,000 followers on TikTok and offers a 25% discount on TikTok. They saw a 5.5-fold increase in conversion rate during the first two weeks of the test campaign, compared to other forms of online advertising.
“We’ve saved thousands of dollars, the stress of sending candles to a production studio, and a lot of headaches by using Vimeo for our TikTok ads,” said Annya White-Brown, CEO of NaturalAnnie Essentials. “Vimeo Create made it very easy – it was as simple as adding your assets to templates to suit your brand. We now create between 30 and 75 videos per month. “