We loved speaking with Timothy Armoo on the latest episode of our podcast. Timothy is the CEO of Fanbytes, which is a leading influencer marketing agency that helps brands to connect with consumers aged between 13-25.
During the episode, we chat about brands can better connect with their younger consumers. Throughout the episode, we make references to platforms such as TikTok, Instagram, Snapchat, and AR. Timothy shares what Gen Z consumers are looking for when they purchase and how brands can support those needs.
We discuss the benefit of TikTok and whether or not it is suitable for B2B and SaaS brands. Timothy shares some insights on how the platform is growing and why it is a melting pot for creative influencers. In addition, we cover whether it is a suitable platform for B2B and SaaS brands. Finally, we chat about Fanbytes and some of Timothy's favourite campaigns.
We also received some great news; our show was recently listed in "The Top 30 Marketing Podcasts You Must Follow In 2020". Thanks to Feedspot for including us in the list. If you'd like to check out the other great marketing podcasts included then you can do so right here.
If you'd like to listen to the episode in full then you can do so right here. It is available on all major streaming platforms, such as Spotify, Apple Podcasts, and Google Podcasts. Listen on your favourite streaming platform by following this link. Here are some of the big questions that we asked Timothy...
What are some of the characteristics of Gen Z that listeners should be aware of?
Often when you go to conferences and events, people talk about Gen Z like they are this different breed. And I'm like, well, no, they're not. The reason why we are different is primarily that we now have social media, which we can use to amplify what we think. And that I think is just primarily the main difference. A lot of people talk about things like self-expression and self-identity, and I'm like, well not really, because everyone wants to express themselves. Because the platforms we grew up with are more native to us, we basically can very easily get our message across.
Is there a way that brands can improve their relationship with younger consumers then?
I think the first point is to just be where they are. There are lots of people that think you can just repurpose content and just put it on there and go, yeah cool. If you are going to create content for a platform then focus on that platform. Secondly, a lot of people think that Gen Z. So, I think one massive mindset change is this whole idea that we are a bunch of snowflakes who need handholding. The brands that do well, are those that stand for something and they empower. They get Gen Z involved in the conversation.
What are the benefits of using TikTok to brands?
Well, I think there's several. I think one of them that TikTok is a platform prioritises videos over specific profiles. This means that the variables of success are not actually how much can you pay but how creative can you develop content. It presents a great opportunity. I think brands that focus on creativity instead of paying people to post stuff will have much better success.
Brands can run ads on TikTok too?
TikTok is very much in its infancy in terms of ad maturity but we run ads on the platform and the CPC and CPM are very low.
Do you focus on video ads or are you running text ads too?
Our strategy is pretty simple. We run video ads by using influencer creatives and running them as ads. It works exceptionally well.
How can B2B and SaaS brands use TikTok?
If you're a B2B company or product that is relatively complex or expensive then I don't think it makes sense for you to invest in the platform. If you are the CEO of the company then I think it makes sense for you to add some personality to your company by using the platform. This can be great from a recruitment perspective.
When should companies consider using influencers to help them grow their brand on social channels?
I think you only needed influencer specialists if they can contribute something that you can't. Most businesses should try and do things on their own. It does offer benefits if you are learning a new skill and gaining better data and insights on how the process works. However, if you just want followers then I don't think it makes sense.
I remember the days when I was obsessed with Bebo and MySpace. Those platforms aren't around anymore. We've also seen a change in demographics on Facebook to an older audience. Do you think social media platforms like TikTok, Snapchat, and Instagram have a shelf life, or will they be around for the foreseeable future?
For gaming companies, there's no better channel than Snapchat. If you're a fashion brand, then Instagram is the perfect place. And then on TikTok, you have entertainment and a huge potential for businesses. Social media is the internet right now and those channels have billions of downloads. They have just reached such critical mass and they're so good for specific niches of people that there's just no way that they will die, right?
We also spoke about Fanbytes and some of Timothy's favourite campaigns. Additionally, he shared a great story from when he first launched the company which features a university exam and an important business meeting.
Hi, I'm Liam, Marketing Executive at Reach Interactive. I have a background in international marketing and love branding, social media and seeing how companies communicate with their customers.
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