TikTok is the most popular and well-known new social media trend. TikTok is now more popular on app stores than Facebook, Instagram, Twitter, and other well-known social networking platforms, with over 2.6 billion downloads and 1 billion active monthly users.
The platform features 15-second and 60-second videos that can be edited in-app and integrated with other major social media networks. Although most of its users are between the ages of 16 and 24, don’t dismiss the app as a fad for Gen Zers. TikTok has evolved from a platform for users to express their creativity to an advertising and marketing haven since its inception.
This blog will guide you on using TikTok for business to promote your brand and grow an audience on the social media marketing platform that has taken the world by storm.
How can marketers use TikTok?
TikTok provides a fantastic opportunity for marketers to reach out to younger audiences worldwide in a highly creative and playful environment. Many social media memes start on TikTok, and brands can increase their credibility by being on the cutting edge of these cutting-edge trends. TikTok also does not require large budgets for video content creation, as spontaneous content produced in everyday settings has just as much chance of breaking through. Many TikTok videos were shot in bedrooms, parking lots, or gardens.
TikTok levels the playing field for marketers in terms of reach and engagement. Unlike social media platforms like Instagram or YouTube, TikTok accounts with zero followers can receive millions of views on a new video due to the algorithm’s viral nature. Engagement will occur as long as the content is appealing to the audience.
TikTok engagement has higher rates from the app’s followers than on other social media platforms (Influencer Marketing Hub, 2019), so marketers can generate a lot of buzz with a well-planned campaign that uses content that appeals to the app’s audience.
Marketers can use TikTok For Business in four different ways:
#1. Start a Branded Channel
Make a branded page and start experimenting with different content types. Content can be created quickly and on a shoestring budget. The best thing you can do is follow trending hashtags, participate in the latest memes, and apply them to your brand. Use the app’s built-in filters, effects, soundbites, and editing tools to create and share authentic content. TikTok has a massive organic reach, but meaningful engagement can only be obtained if your content truly resonates with your audience and follows the platform’s rules. It is simply not possible to post your corporate brand messaging here.
#2. Collaborate with Influencers
Make a branded page and start experimenting with different types of content. Content can be produced in a relatively short period and on a shoestring budget. Follow trending hashtags, participate in the latest memes, and apply them to your brand. To create and share authentic content, use the app’s built-in filters, effects, soundbites, and editing tools. TikTok has its Creator Marketplace, but meaningful engagement can be obtained only if your content truly resonates with your audience and follows the platform’s rules. Simply posting your corporate brand messaging here will not work.
#3. Start a Hashtag Challenge
Creating a challenge for users to enter is an excellent way for brands to kickstart a cultural trend or meme. Top-performing challenges entice millions of users to create campaign videos. The E.l.f cosmetics #eyeslipsface campaign, which received over 4 billion views and 5 million video contributions, is a great example. According to AdWeek, it is the most successful TikTok marketing campaign.
#4. Run TikTok Advertising
TikTok is one of the most exciting new advertising channels because it has the scale of other platforms like Instagram, but it isn’t yet saturated with advertisers. As a result, generating impressions and clicks may be more affordable.
Marketers can use the app’s homepage to run in-feed ads, sponsored hashtag challenges, and banner ads. Advertisers can target people who have viewed similar content to theirs and age, location, and demographics. TikTok for Business allows advertisers to run self-serve advertising campaigns.
Another social app to consider is WhatsApp when communicating with a young audience. The instant messaging app is gaining popularity worldwide and offers excellent marketing opportunities when integrated with Facebook and other social media platforms.
TikTok for Business: Try Different Kinds of Content
After you’ve researched your competitors and determined that your target audience is on TikTok, it’s time to start creating content for your company. While a funny lip-sync video is entertaining, there are many other ways to promote your business:
- Introduce yourself and your team with a catchy theme song that encapsulates your company’s essence.
- Give your followers a cheeky tour of your workplace to see where the magic happens.
- TikTok is an excellent platform for sharing motivational stories. Do you have a success story about how you got your business started?
- Instead of telling people how great your product or service is, ask if any of your most loyal customers would be willing to share a few words on video.
- Is your company’s name distinctive? Make a video explaining why you chose that name and its significance.
- Pets can be found in a variety of small businesses. TikTok users enjoy watching cute animal videos.
- Does your company give back to the community in time, money, or products? Tell us about it and why it’s important for your company.
- How is your product created? Display the step-by-step procedure to users. TikTok’s time-lapse videos are extremely popular.
- Do you want to motivate others to start their businesses? Provide tutorials on how to do that.
On TikTok, you can share information about your company in various ways. Remember that TikTok users enjoy entertaining and creative videos. They don’t want to hear a talking head explain how to use a product or why your product is the best; instead, they want to hear an engaging story about a product with catchy music in the background.
Why You Should Be Advertising on TikTok?
Because of TikTok’s overwhelming popularity among younger generations, some marketers remain skeptical of advertising on the platform. This viewpoint, however, is extremely misguided and stems from a misunderstanding of the social platform itself.
If marketers took the time to research TikTok thoroughly, they would discover that advertising on it can be extremely beneficial. Here are a few reasons why you should advertise on TikTok.
#1. The Power of Influencer Marketing
Although some marketers frown upon self-proclaimed influencers, they have power, and TikTok has created a platform to connect businesses and influencers through TikTok Creators Marketplace (TCM). This is a platform where companies can interact directly with verified influencers to match organic content to their products and services.
The obvious advantage of this type of marketing is that users are far more likely to trust the opinion of someone they follow, like, and respect than the opinion of a single brand endorsement.
TikTok’s influencer advertising works especially well because the platform is known for showcasing authentic and natural content.
Watching an influencer record themselves trying out a new shampoo in their own home, for example, feels more authentic than watching an overly stylized “hair flicking” advertisement on TV.
Collaboration with well-known influencers is another excellent way to keep your ad campaigns current, relevant, and cost-effective. TikTok’s Discover page makes it simple for influencers to promote a branded hashtag. Boosting a hashtag without the assistance of an influencer can cost up to $100,000!
#2. User Engagement Is at an All-Time High
For your social media advertisements to be effective, your targeted users must fully engage with the social media platform, and users can’t get enough of TikTok!
And the data speaks for itself. 90% of TikTok users use the app multiple times per day, and these users spend approximately 45 minutes per day scrolling on the app itself, making the cost of TikTok advertising appear more than worthwhile.
TikTok, in contrast to other social media platforms, appears to attract an active and engaged audience, which other social media platforms struggle to replicate. If your users are engaged, they are far more likely to respond positively to advertisements, especially if they are non-intrusive.
Millennials and Generation Z are much more technologically savvy, and the majority of them use ad blockers in their apps. Due to the high volume of user engagement, TikTok, on the other hand, provides marketers with an excellent way to advertise their brand.
Instead of focusing solely on a marketing strategy, TikTok can be used to promote consumer advocacy. You can create strong brand awareness with an actively engaged audience by offering what you have.
#3. International Reach Is Still on the Rise
TikTok has dominated the global social media world. TikTok has over one billion users and is available in 150 countries and 75 languages. With these figures, it should go without saying that TikTok could be an excellent choice if you’re looking to expand globally.
Covid-19 played a significant role in the rise of TikTok users, and its audience is expected to grow further. People were trapped at home due to country lockdowns, looking for new forms of online entertainment.
Even though some parts of the world are reopening, demand for this type of social media is not slowing due to the world’s shift to online spending.
Buying online appears to be the preferred option for billions of users worldwide, and TikTok is a key player influencing spending decisions and shaping purchases.
Advertising your product or service on this platform could help your eCommerce business grow globally and reach audiences you never imagined.
#4. It’s Easy to Use
Making a video advertisement can be intimidating, especially if you are a beginner. On the other hand, creating video content is incredibly quick and simple with TikTok.
TikTok always strives to promote authenticity, which means that your ads don’t have to be perfect, nor do you have to throw everything and the kitchen sink at them. Over-the-top and over-produced advertisements have previously turned off TikTok users, so keep it simple.
#5. Ecommerce Capabilities
While TikTok is best known for its awareness and engagement solutions, the company is determined to provide marketers with a full suite of full-funnel offerings.
TikTok expanded its partnership with Shopify to 15 countries at the end of last year. Shopify merchants can now access the TikTok For Business Ads Manager without leaving the Shopify dashboard with this new feature.
This is a significant strategic benefit for eCommerce businesses. It enables them to reach prospective customers early in their decision-making journey when they are researching on TikTok while also seamlessly driving them to a conversion point with the help of Shopify.
The capability is also appealing from an execution standpoint because of these four features.
- Unified Campaign Planning
Shopify merchants can plan TikTok campaigns, target TikTok audiences, and track results all in one place.
- Scalable Creative Tools
TikTok’s powerful creative tools are integrated into the capability allowing merchants a scalable way to create engaging ads without needing to invest in extra development resources.
- “Turn-Key Pixel Tracking”
Shopify now allows its merchants to link their TikTok Pixel with a single step simplifying conversion tracking.
- Retargeting Using Hashed Customer Data
Shopify merchants can now retarget audiences and more accurately track TikTok ad conversions by leveraging customer data, all while maintaining user privacy thanks to the data being hashed.
#6. Brand Effects
Layer in Brand Effects to distinguish your ads. This is an AR feature for video overlays, similar to Snapchat lenses, and it is specifically intended to highlight brand-specific elements.
The most intuitive applications are in the CPG, retail, and entertainment industries, but this adaptable feature can also be used in other industries like travel or automotive.
Taking advantage of users’ proclivity for self-expression is just one feature that will increase engagement, brand recall, and the likelihood of your content being shared.
#7. Growing Adoption with Older Users
One possible counter-argument to advertising on TikTok is that its user base is very young, with low purchasing power compared to other social media platforms. After all, 59% of TikTok users are aged 24 and under.
TikTok’s fastest-growing segments, believe it or not, are older. This is similar to what we saw with Facebook, Twitter, Pinterest, and almost every other social media platform at a similar stage.
TikTok’s fastest-growing age demographics are 25-34 and 35+, according to the company. From January 2021 to April 2021, 25 to 34-year-olds increased 22 percent to 24 percent as a share of total monthly active users, and the 35+ demographic increased from 19% to 25%.
Participate in TikTok’s growth by incorporating its most engaging, innovative solutions into your digital strategy!
As with all channels and platforms in digital marketing, being first to market has some advantages. While your competitors concentrate their efforts elsewhere, you can use the powerful features and benefits listed above to engage a new audience and grow your business.
Summary
TikTok’s global dominance has only recently begun. The fact that it only entered the top 5 downloaded apps in early 2021 demonstrates that it is still very new and exciting for users.
This ever-expanding audience of engaged users provides marketers with an invaluable opportunity to reach new audiences worldwide and increase brand exposure. TikTok advertising will become a part of your marketing strategy once you see how simple and effective it can be.
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