TikTok Marketing 101
TikTok has become one of the most popular social media platforms, gaining over a billion users worldwide since it merged with Musical.ly in 2018. Most of its users are between 16 and 24 years old and, according to Statista*, spend more than 14 hours per month on the app. These insights and its built-in offerings, effects, sounds, and immersive full screen have made TikTok an attractive channel for marketing. As consumers are drawn to the app’s appealing features, brands have leveraged the opportunity of this cost-effective solution.
A key characteristic that makes TikTok so popular among Generation Z and worldwide brands is its algorithm configuration. This is a recommendation system that tailors the user’s experience based on viewing preferences and key signals such as user interaction, video information, and device and account settings. That way, the algorithm generates a unique “For You” page as the primary feed that shares popular videos with people who actually want to see them.
The audience tends to be unique, fun, creative, and usually drawn to new brands and products. This enables brands to find their niche, actively listen to their audience, and engage with them by embracing the latest trends. Also, it is proven that low-production content performs great on this platform. That means that it can tailor to any budget so that a brand can gain traction just by showing up on a regular basis. Finally, leveraging user-generated content saves time and makes brands’ marketing content feel more authentic.
TikTok For Brands
The best way to manage a brand’s account is by tapping into different styles, subcultures, and the latest trends. All you must do is, click “…” on the top right of the “Me” page, select “Manage account”, and click “Switch to Business Account.” Once you’ve chosen the category that best fits your brand, take the time to explore the app and watch TikToks. Discover customized content, events, solutions, ideas, and hashtags that make up your “For You” page.
Plan
While brainstorming, define your goals clearly. Are you looking to create content that generates awareness, engagement, or conversions? Having a list of what makes your brand different from the rest will be very helpful during this process. Also, ask questions and look for feedback from your customers across all your channels. Be sure to create content that your audience would like to see.
Create
With a camera or smartphone, record 5-10 short videos of what you want to showcase in your content. Shoot vertically to capitalize on 100% of the screen space. Keep in mind that you will later edit these videos to create a compilation within a single TikTok. Having a sample shot list can make this process easier. For example: product, packaging, happy customers, behind the scenes, storefront, etc. Your content should be real, entertaining, original, and fun. It is best to add humor to your TikTok, as the app itself runs on creativity. Creative content that is relatable, user-generated, and reusable is likely to succeed on TikTok.
Some Tips: Collaborative features like Duet, Stitch, and Reply to Comments will enable you to interact and connect further with a broader audience. Use strong call-to-actions with short and direct language, like comment, tag a friend, reply with a video, or like a post to generate engagement. Address your community directly by breaking the fourth wall.
Keep in mind that authentic stories and creativity are key to successful TikToks. Showing up continuously with fresh and diverse content captivates new audiences. Don’t be afraid to introduce yourself, showcase your products, share stories about your business and customer, and experiment with different shooting styles and editing techniques. There isn’t a single path to success on this app, but it is important to have fun. Don’t make ads. Make TikToks.
To explore how your brand can benefit from TikTok, contact us.
*Source: Influencer Marketing Hub, “TikTok Statistics – Revenue, Users & Engagement Stats (2021)” (Sep’21).