If you’re not among the 800 million people on TikTok, you’ve probably had the name from your kids. The young crowd at the office. Or your more hip relatives. And you most likely didn’t get what the fuss was about (neither did I).
But with more and more users getting on the platform it’s getting harder to ignore the many opportunities it offers in marketing. Putting aside its appeal to Gen Zs, the short video app has a wide range of advertising options. TikTok is also very invested in user safety. Taking extra measures to educate users on how to safely use the platform.
It’s the perfect time to add TikTok into your digital marketing campaigns (if you haven’t already). Read on to learn why you should take TikTok seriously for your business. You can learn more about Digital Marketing Course at Edu4Sure here.
The biggest assumption marketers make: TikTok is for generation Zs who want to show off their lip sync and make viral silly videos. That may be how the platform started but that’s not all it has to offer.
Let’s look at some numbers
Depending on who you ask, TikTok was the world’s second-most or fourth-most downloaded non-gaming app in 2019. Formerly known as Musical.ly (outside of China), the app is used to create and share content. Videos are usually in the form of comedy skits, dancing, lip-syncing, or any other form of self-expression.
Something that appeals to the younger generation (and a few older ones). Despite the app only being released in 2016, it snowballed in popularity to become the most downloaded app in 2010 with over 1.5 billion downloads.
Fast forward to 2020 where the short video app is one of the world’s best-loved apps (at least for those under a certain age). Hootsuite and We Are Social estimates the app has over 800 million users.
Some of its success can be attributed to its sophisticated AI. Accommodating 150 markets around the globe with over 35 different languages.
That’s a lot of people to reach using one app. And to make things better (from a marketing perspective), the average user opens TikTok eight times a day.
Spending at least 52 minutes, on average. Brands can capture this high number of user engagement when using TikTok as a marketing channel.
What Exactly Is TikTok?
TikTok is all about self-expression. Allowing users to upload 15-60 second videos of themselves (or others) performing various entertaining acts of self-expression. The more original, talented, or enthusiastic the content is the more followers the user gets. TikTok influencers are mainly pranksters and fashion buffs.
Comedians performing stand up routines or lip-syncing popular songs. Skateboarders showing off neat tricks, artistic beauticians honing their craft on camera, and DIY millennial gurus.
Videos recorded on TikTok have a limit of 15 seconds but users can put together multiple clips of up to 60 seconds. TikTok also allows you to upload longer videos recorded off the platform. Offering a variety of tools and a range of filters to make videos more visually appealing and entertaining.
A strategy that seems to be working given the popularity the app has garnered in its short tenure as a social media app.
How Can You Use TikTok For Your Business?
TikTok has huge user engagement but to capture their attention you need to create content in a unique and fun way. That’s the only way your brand stands out from every other product being marketed on the competitive platform. Three ways marketers can use TikTok to advertise their brand:
1. Creating an account for your brand where you upload videos of your products
The videos can be a sort of behind-the-scenes into what your company is doing. For instance, HR can conduct live training on the app to make the sessions more interactive. Creating user-friendly videos for products requiring step-by-step assembly. Providing a link to the brand’s channel on the packaging.
Consumers are becoming increasingly skeptical of ads, the raw unedited structure of TikTok videos makes your brand more appealing to consumers.
2. Asking influencers to promote your brand
TikTok influencers have a lot of pull with users. Getting even one to promote your product gives your brand an edge over your competitors.
Once the influencer posts entertaining videos involving your brand, their fans will also want to join in. Creating their unique videos and sharing with their friends. Creating a domino effect of free marketing content that is nothing to sneeze at.
3. Paid advertisement through TikTok’s newest campaign option
Although this option is still in its infancy, it has the massive potential of getting your brand in front of your ideal customers. Options like In-Feed Ads appear while users explore their feed.
A Full Page Ad (also known as Brand Take Over) usually a three-second image or five-second gypsy that appears when someone opens the app.
And TopView which are just like Brand Take Over only that they appear in the feed.
4. TikTok Marketing Strategies Businesses Have Found Successful
Many businesses usually employ a combination of the three basic advertising strategies available on TikTok. Running their business channel as well using paid advertisement or working with influencers. Or all three to increase the chances of success. Here are a couple of ways business have marketed their brands and found success:
a) The Ever Popular Hashtag Challenges
Like in other social platforms like Twitter and LinkedIn, Chris Messina’s hashtag is at the center of most TikTok videos.
TikTokers love coming up with challenges and creating videos to go with them. Using hashtags to make the challenge more memorable and increase user engagement. Chipotle has had the most success with this.
The company launched its #GuacDance Challenge to celebrate National Avocado Day. And at its core, it was all about urging guacamole fans to show off their avocado moves.
And in its six-day run, 230,000 people answered the call. Gaining more than 900 million views and making it the highest performing challenge on TikTok. Chipotle served more than 800,000 sides of guacamole during the campaign.
b) User-Generated Content
Generation Z is all for active experiences. Staying home and watching non-engaging videos just won’t cut it for this audience.
Enter: user-generated content.
Where businesses encourage customers or influencers to post videos on TikTok of them using their products in some creative and fun way.
Gymshark is a big believer in user-generated content. Posting lots of educational content like workout videos that resonate with their target audience- fitness enthusiasts.
Providing new workout moves. Encouraging people through their fitness journey. While at the same time indirectly promoting Gymshark’s gym wear.
c) Traditional Influencer Marketing
Marketing and social media can’t be mentioned without the word “influencer” coming up in the conversation. And on TikTok influencers have more say than on any other social platform. Think about it.
Influencers have followers in the thousands (sometimes millions). And when they start a hashtag challenge. Or post a video using a particular product, a lot of people will follow suit.
But not every business can be so lucky. Luckily for those, some influencers accept payment in exchange for promoting your brand. Finding the right influencer, with your ideal clients as followers, and within your budget is the bigger challenge. After all building a brand is no walk in the park.
I hope that this article will be worth the time and effort. Good luck marketing your business on TikTok.
Meanwhile, remember that Tik Tok is a major aid to your personal branding and more often than not, you turn out to be bigger than your brand itself. However, this is nowhere a loss and in fact very beneficial for the growth of your business. Do you know Why Do We Need Personal Branding For Business Growth?