The Ultimate Guide to TikTok Marketing — Yes or No?
TikTok is not just a fascinating endless feed of videos, which is extremely popular with young audiences. It’s also a social platform where content has a very good chance of going “viral” and making your brand more visible. Let’s take a closer look at TikTok marketing.
What are the benefits of TikTok marketing?
Audience loyalty
Audiences value quality native content that doesn’t sell “headline-grabbing. In this case, you can use entertaining clips as well as expert ones — such content goes well with an adult audience.
Community
Audiences spend a lot of time here due to TikTok algorithms, are easily engaged, and form huge communities.
Market leadership and recognition
Many people still think this platform has only a young, non-paying audience. However, this is far from true — and by understanding this as one of the first, you can find a whole new audience to increase your brand awareness, and as a consequence, drive more sales.
Who can benefit from TikTok marketing?
Deciding whether TikTok marketing is right for you largely depends on your company’s industry and your target audience. If your target audience is young people, then this platform may be right for you. For now, only a few brands are using it, so you’ll have a better chance of success.
TikTok will suit you as a platform for brand promotion if:
- You have a young target audience (under 35)
- Your product is easy to demonstrate in video format
- You’re willing to try new things
- You’re ready to experiment with content and platform
How to launch the campaign?
If you intend to promote your brand on this social network, you first need to register on TikTok Ads. The entire registration process is simple and once you have completed registration, you will have access to an advertiser dashboard where you can create new ads and monitor existing ones.
When creating a new ad campaign, you will be able to configure the following parameters:
- Ad position and targeting
- Ad budget
- Schedule of ads
- Frequency of your ads
- Campaign target
The ultimate goal of your videos is to make them go viral. And here’s what to consider when creating videos on TikTok for business:
Authenticity
At TickTock, you don’t need professional cameras to create content. Users are used to videos created on their phones (that’s the thing about TikTok).
People
Show the face of your business by showing the people who work at your company. Users aren’t interested in looking at objects, they want to look at people.
Mood
Make your content entertaining, evoking positive emotions, because that’s what users come to this platform for.
Relatedness
Your video shouldn’t be in the form of a direct ad. Users watch and share content that they understand and can relate to.
What should be considered?
1. Brand Strategy
One of the most important things to succeed with TikTok is defining a promotional strategy. It’s important to figure out how you will pitch your content.
You need to understand what paid and organic content will look like. Organic content is considered the most effective, so it’s best to make promotional videos similar to it.
2. Optimization
Your job is to optimize your content for the goals you set. If your goal is to increase brand awareness, then you need to keep an eye on how the video performs and watch what types of content “work,” garnering more reach.
If you’re targeting conversions, then it’s important to set your budget and goals ahead of time and track what types of content are working for your audience.
It’s important to understand that what works in TikTok can be very different from content used on other platforms. That’s why you need to be flexible and continually improve for success.
What types of content work?
1. In-feed ads
These are ads that appear between user-generated content.
2. Influencer marketing
Influencer marketing in TikTok works quite well. When launching this type of campaign, it’s important to consider a few things.
It is necessary to request the statistics of the blogger’s account, as well as to check it through specialized software, so as not to overpay for advertising knowing the statistics that can be achieved by advertising.
3. Takeover ads
Takeover Ads are full-screen ads that are displayed when the user opens TikTok. Typically, they are images or GIFs that stay on the user’s screen for 3 to 5 seconds.
4. Branded content
Give your brand personality as described above. Don’t forget that the platform is designed for short content, which should be produced from the heart and be distracting.
5. Hashtags
In this type of advertising, the user sees a banner that takes them to a page with contest instructions and rules. Making your content relevant to popular hashtags will put your brand in the line of users' sight.
You can create your hashtag and challenge. Then you will need to add motivation for users to create their content with this hashtag and create a jingle for the Hashtag Challenge.
New trends turn into effective marketing tools very quickly. Such is the case with TikTok, which can and should now be used to promote your business.
However, there are many examples of companies that have tried to use the platform for promotion but failed to attract much attention to themselves, regardless of the investments made. Therefore, it is important to understand that promotion in TikTok is not an easy job, requiring an understanding of trends, flexibility, and a bit of luck.
