TikTok, the original platform without a gimmick
The statistics on TikTok are also impressive:
- In 2019, it was the second most downloaded app (beaten only by Whatsapp)
- The app has been downloaded over 1.65 billion times
- The average user opens the app more than 8 times a day
- About 60% of TikTok users are women, while about 40% are men
One of the new platforms that has exploded recently is TikTok. This combination of Twitter and Instagram allows its 1 billion monthly active users to create and edit short music-focused videos using lenses, filters, and AR features.
With its diverse creative influences and features, TikTok content was adopted by teens, but it quickly caught the attention of young people (almost 70% of active users are under 40 years old). It is also a platform for all the brands that want to get the attention of Generation Z and Millennials.
Master the basics of TikTok first
TikTok is synonymous with fun and visually appealing content. Thus, the app is not the place for serious sales pitches. Mainly used by 16-24-year-old target, you need to engage with them creatively to be successful on the platform.
Even if you are a professional in community management, on Twitter, Linkedin, Facebook or Instagram, TikTok is a separate platform that requires a certain social media strategy.
Before creating a marketing strategy on TikTok, you need to know the platform from the ground up. Learn about the platform, and here are some things you can try:
- Create your own videos : Most of the videos posted on TikTok are created by the users themselves. When you’re ready to get started, look no further than the quality of a professional videographer. Start recording video with your phone, then add filters and use cool effects;
- Add music: TikTok is integrated with Apple Music, so you can add and remix songs to your videos and add sound effects;
- Follow the accounts you like: Find other competitors on TikTok and like their accounts to follow them and see what kind of content they post. Also, make sure to follow the industry giants and check their marketing campaigns;
- Buy virtual coins: TikTok allows users to buy virtual currencies with real money. You can then use it to give virtual gifts to others.
On TikTok, always keep it as simple as possible. One of its biggest advantages is that you don’t have to make very polished videos. Just take out your smartphone and start shooting. Although funny videos are very popular on TikTok, there is no point in creating a terrible or inappropriate post if this is not your company’s style.
Take a relaxed and less commercial approach
Unlike Instagram, TikTok largely rejects polished, high-quality content. As such, it has earned a reputation as a relaxed platform where users feel comfortable expressing themselves.
The beauty of TikTok is that it is an accessible creative space where heavy commercial content should be avoided. Let the sharing guide you and explore what’s fun about your job. Make sure you understand your brand’s culture, values, and identity so that what you create is authentic and true to your brand.
TikTok is a hub for creative, fun and sometimes crazy ideas, so try to tone down the brand tone and join the fun community.
Use the hashtag challenge for influencer marketing
TikTok has proven to be an essential influencer marketing tool for most brands. Hashtag challenges are an essential strategy for the TikTok platform and community. At any time, whether you are experienced or still testing the waters, you will realize that there are many challenges to be faced at all times. Users interested in a hashtag challenge can participate in a few easy steps.
Select the right influencers on TikTok
The first step is to find the right TikTokers who can share your brand values and get an audience that meets your business needs. Get to know the main influencers. At this point, TikTok stars turned their fame not only into lucrative endorsements, but also reality shows, movie roles and commercial projects. These are the characters that the TikTok world is all about, but your industry or niche probably has its strong players. So always keep an eye out for these rising stars.
Examine the trends your target audience is following
This strategy can be used on any social network, but it is especially useful on TikTok. The platform sees high volume on specific topics such as entertainment, dance, crafts, travel and education. Understand your target audience to see what type of content they interact with the most and use this data to create relevant posts.
For example, if you notice that your target audience is highly engaging with videos that focus on humor, why not post videos of your co-workers playing pranks in the office.
Create content that people will want to see
There is no secret or any recipe for success on TikTok and ultimately for promoting your business on TikTok, but there are some good rules to follow:
Check your video This is it attractive: It may seem obvious, but the better the audio and video, the better your content will be seen. This does not mean that you have to invest in expensive equipment, but be sure to shoot in well-lit places where the sound is clean. If clear sound is impossible, add a common track to your video instead of the original sound;
How-to videos and tutorials are always popular : Whether it’s a fitness video or sharing cooking recipes, audiences tend to love the tutorials and educational videos on their feed. To keep them consistent until the end of the post, show your expertise or reveal some behind-the-scenes information.
TikTok is relatively new, especially in the business world. But as such, it’s not as saturated as Facebook, Instagram, and YouTube. It is also much cheaper to advertise on this platform, as there is not yet a strong community of influencers especially since there are far fewer users competing for placements, ads and sponsorships.
Plus, it helps you take the crucial first step of marketing to Generation Z, the hard-to-reach generation group that is becoming increasingly important in our economic system.
If you need to learn more about the topic and train yourself in the field, take a look at our Online Marketing Training with Social Media Strategy Component.