3 Ways Your Brand Can Benefit From TikTok
If you haven’t heard of 2020’s most popular social app, TikTok where have you been all of this time!?
TikTok is a video-sharing, social networking service used to create dance, lip-sync, comedy and talent videos. It has gained the attention of young users and business owners with it’s short, highly engaging and entertaining content. The majority of the app’s users are between the ages of 16 and 24. If your brand is seeking the attention of Gen Z and Millenials, Tiktok is a fantastic platform to utilise.
During COVID-19, it’s clear that people have been spending more time than usual on social media platforms. They’re scrolling more, engaging more and TikTok is the platform that has really exploded onto the scene during this time. TikTok provides a framework that makes it easier for people to create videos about their ISO experiences and to share them with others who are looking for a source of entertainment.
TikTok is appealing to users as it’s fun, short and trendy content provides entertainment and distraction. People can follow accounts and create a feed of new content from the creators they enjoy most. This is called your ‘Following’ feed. There is also a ‘For You’ feed that shows a random selection of videos based on the users you follow and the content you like and share with others. This feed offers an endless thread of new things to watch and fuels the highly addictive nature of the app.
TikTok also has the standard features that you’d expect from any social network. This includes direct messages and the option to ‘like’ videos. In addition to creating their own original video, users can react to another’s video by either dancing along or using it as a foundation for their own content. TikTok calls reaction videos ‘duets’.
With the ever-growing popularity of engagement marketing, TikTok is a fantastic opportunity for brands to advertise in a new and unique way. Here are 3 ways your brand can use TikTok in your marketing campaign:
Branded Hashtag Challenges
Much like Instagram, hashtags on TikTok are extremely effective. On the platform, hashtag challenges involve challenging users to film themselves doing a task set by the user or brand. A perfect example of this is cosmetics brand elf’s #eyeslipsface challenge that encourages users to show off their makeup skills. Originally the campaign was a competition to win $250 worth of product. However, the trend took off and the hashtag ended up with a total of 5.7 billion views!
Users love the opportunity to participate in a trend, therefore these challenges are extremely popular. Your brand can make the most of hashtags by coming up with your own branded hashtag challenge; something that’s relevant to your product or campaign.
Just like Instagram, there are users on TikTok with a substantial following who are called influencers. These accounts and users have the same purpose as on other social media platforms, whereby they are content tastemakers. They’re known to have engaged audiences who will always consistently interact with their content at a high level.
TikTok influencers have been shown to significantly increase brand visibility due to the fact that their content is creative and highly engaging for their audiences. Again similar to Instagram, you can approach relevant influencers and propose a working relationship with them. However, as a brand, you need to be strategic about who you partner with. Make sure you do your research before entering into an influencer agreement. It’s not only important for your chosen influencer to align with your brand’s products, but also to that their personality and actions match your brand’s values.
Your brand can get an influencer to promote your products or services by getting them to talk about your product in a TikTok video or to include it in the video description along with a link.
In-feed Sponsored Content
In-feed sponsored content acts similarly to Youtube, Snapchat and Instagram story ads. They play in full screen, are skippable, and can be 9 to 60 seconds in length. They are a fantastic method for marketing as you can also include a call-to-action in your advertisement. This is essential to encourage users to shop now, download your app, or visit your website right from TikTok.
Through this strategy, you are able to measure the campaign’s success through tracking clicks, impressions, click-through rate (CTR), video views and engagements, information that is helpful in analysing whether or not your campaign has been successful. However, as a type of paid advertising, in-feed sponsored content can end up being an expensive option, so it’s vital to make sure that you have your branding and identity solidified before you try it out.
When new social media platforms explode onto the market, it’s the ultimate time for marketers and brands to take note and adapt their marketing strategies to make the most of the new outlet. TikTok is continuing to rise, and even though we’ve explained the basics, the only real way to understand TikTok is to give it a try. So, get familiar with the app and have some fun! With the 3 different ways of marketing mentioned above, your brand will be able to gain more exposure on these new platforms in no time.