Vimeo a video software solution and TikTok, have formed a partnership that integrates Vimeo’s video tools with the TikTok platform. The partnership gives small and medium businesses (SMBs) everything they need to make effective video ads to engage customers. It enables them to take full advantage of Vimeo’s video tools and the broad reach of the TikTok platform. In pre-release tests of the capabilities some participants saw 50% higher clickthrough rates compared to previous campaigns on other platforms. The tests also indicated customers were able to double the number of videos they created in a short time span.
Vimeo is joining TikTok Marketing Partners, a group of vetted experts who create, implement, and measure TikTok ad campaigns. Vimeo is the first partner to be badged under TikTok’s all-new Creative Tools subcategory of Creative Partners. Creative Partners help brands produce creative assets that leverage TikTok’s best practices.
With this first-of-a-kind partnership between TikTok and a video software company, SMBs can now use Vimeo Create. An advanced AI-driven video production tool, to produce and publish ads directly into the TikTok Ad Manager in minutes. The companies also collaborated on developing custom video templates exclusively available in Vimeo Create, optimised for the TikTok platform.
Pre-Release Test Advertising
Ahead of the launch, Vimeo and TikTok invited small businesses to try Vimeo Create and advertise on TikTok for the first time. More than 85% of participants reported successful campaign results and plan to run additional TikTok campaigns. NaturalAnnie Essentials, a family-run, Bridgeport, CT-based soy candle company was one of the trial companies. NaturalAnnie Essentials saw a 5.5x increase in conversion rate within the first two weeks of the trial campaign. This rate was compared with other forms of online advertising.
According to Annya White-Brown, CEO of NaturalAnnie Essentials, “We’ve saved thousands of dollars. We didn’t miss the stress of shipping candles to a production studio, and lots of other headaches.”
“Vimeo Create made it super easy. It was as simple as adding your assets to the templates to fit your brand. Now we create anywhere from 30-75 videos per month.”
Analysts suggests Vimeo and TikTok are solving one of the most significant pain points for SMBs in reaching customers. How to create professional-quality content easily and affordably at scale? Richard Bloom, SVP, Business Development, Vimeo says, “We’re thrilled to be the first video creation platform to integrate with TikTok for business. In addition to expanding the reach of Vimeo Create, so more businesses can engage even more customers online.”
Small businesses – recovering and rebuilding
“Small businesses are recovering and rebuilding after a challenging year. TikTok is working on ways to make it easier to reach their community and grow their business,” said Melissa Yang, Head of Ecosystem Partnerships, TikTok. “Our partnership with Vimeo provides small businesses with simple, effective video tools that rival what the biggest brands in the world have access to. And they drive real results.”
The company says businesses test new TikTok ad creative on a bi-weekly basis. Furthermore, they post new organic TikTok videos multiple times a week – if not every day – to maximise engagement.
Following the launch, Vimeo and TikTok plan to find ways to join forces in helping every SMB succeed with video. It has been estimated that TikTok has about 80 million monthly active users in the US. 60% are female, 40% are male. 60% are between the ages of 16-24. 26% are between the ages 25-44. This integration is available immediately to all Vimeo users.
Enterprise Times: What this means for business?
Vimeo is a New York based video hosting, sharing, and services SAAS platform provider. The company focuses on the delivery of high-definition video across a range of devices. The partnership with TikTok gives small businesses opportunities to reach and attract wider communities where they spend their time today. TikTok’s main customer base is primarily young people, 16-24 years old. However, the high level of user engagement on the platform creates a challenge for marketers. Businesses and brands increasingly need to publish new content and ads with far more frequency than on other online channels. Hence, the partnership connects Vimeo’s creation tools with TikTok Ads Manager. Vimeo is the first video software company to join the TikTok Marketing Partner Programme.
