TikTok has been telling brands to “Don’t produce commercials, make TikToks” since since the debut of TikTok for Business last year.
TikTok is a groundbreaking social networking platform with no precedent. TikTok advertising blend in with the For You page, but branded posts on Instagram and Facebook typically stand out.
Certainly, the videos are labelled as “sponsored,” but a well-executed TikTok ad looks and feels much like any other video on the platform. Marketers need to try out different approaches to their TikTok presence because each brand has its own voice and audience.
Now that TikTok has been out for a while, everyone can see its potential. Its popularity among younger users has been growing steadily since its release in 2018, and the COVID lockdowns of 2020 propelled it to new heights.
Brands would be wise to get on board now. Based on information gathered from makeup and skincare influencers, Tiktok saw a 164% increase in sponsored posts and a 481% increase in engagements in 2020. Also, in 2020, there was a 130% increase in the use of the #ad hashtag on TikTok.
Nevertheless, if you’re not familiar with TikTok, it can be challenging to understand the community there. If you’re new to the app, this post will teach you the fundamentals so that you can hit the ground running.
GET TO KNOW ABOUT TIKTOK
TAKE IT EASY
As TikToks are designed to be seen on mobile devices, it stands to reason that smartphones are also used in the production process. There is no need for high-end equipment or editing software. Your video is too polished for the TikTok audience if you can’t create it on the TikTok app.
Video that is heavily promoted or overproduced may go well on Instagram and Facebook, but it will feel out of place on TikTok. Because they are so savvy, members of Generation Z can easily spot advertisements and ignore them. Anything that doesn’t go viral is quickly forgotten by the TikTok algorithm.
COOPERATE WITH POWER PLAYERS
To be frank, not many companies can afford to run social ads on TikTok. That’s why many companies prefer to work with influential people instead. In the same way that Instagram influencer marketing may be a more successful and economical way to promote a business, so too can it do so on TikTok.
Discover thought leaders in your niche who share your brand’s values and have an established following that you can leverage. TikTok has a one-of-a-kind algorithm. Videos are promoted to people who aren’t already following the person, thus even if a user has only 40 followers, their video might potentially get millions of views. The success of the video depends on how interesting and entertaining it is. With a greater Avg. Watch Time, your video is more likely to appear on users’ For You pages.
BUILD RELATIONSHIPS IN YOUR AREA
TikTok’s real worth lies in the bonds it creates between businesses and their target audiences. It’s possible to allow your brand’s message and personality shine through in less-polished content that still resonates with your audience.
Consider the success that Glossier, a line of cosmetics, has had on the video-sharing platform TikTok. In addition to routinely posting user-generated content, they also engage with comments from audience. They’ve done a better job of integrating their fan base into their brand here than they have on Instagram.
THE BEST WAY TO DRIVE VISIBILITY IS TO FOLLOW TRENDS
From dances to lip syncs, TikTok has a plethora of trending content that can be tailored to any demographic. If you can identify a trend early on and find a method to make it work for your brand, you will almost certainly increase your viewership.
Nonetheless, punctuality is essential. If you catch a trend the day it sweeps the app, you’ve joined the conversation; if you hop on it a week later, your brand looks lame.
The only way to stay on top of trends is to spend a lot of time in-app, observing what your clients are doing on their own accounts, as even the TikTok Discover tab is relatively slow to present what is happening across audiences.
BUT OUTSIDE THE BOX THINKING IS ALSO WELCOME
TikTok thrives on trends, without a doubt. But, in order to be successful, a brand needs to be more creative. Example: ELF Cosmetics commissioned a new song called “Eyes Lips Face,” linked it to a challenge and hashtag, and enlisted the support of influencers to make the song and challenge viral. Over four billion videos were shared using the hashtag #eyesipsfce.
Several companies are caught off guard by the speed of the new wave of influencer marketing on TikTok. In order to best support TikTok campaigns, large brands with traditional marketing department structures are reevaluating whether or not a more hierarchical approach to approvals is the best solution. TikTok brand adviser JT Barnett explains everything in this video.
WHY COMPANIES TRY NEW THINGS ON TIKTOK?
TikTok is the most experimental of all the social media sites out there. This holds true for both companies and individuals, since a quick perusal of one’s For You Page (FYP) will bolster the impression that everyone is out there making whatever crazy ideas pop into their thoughts.
The bottom line is that artists are being experimental, therefore companies should, too.
TikTok is a great platform for trying new things. The algorithm will promote to more and more users’ FYPs anything that is popular with your audience, while demoting anything that doesn’t perform well. Hence, you may evaluate your opinions and rapidly ascertain what is proving successful.
ARE YOU READY TO START USING TIKTOK NOW? KEY POINTS TO RETAIN
- Maintain a minimum of complexity.
- Be bold and try new things.
- Engage key opinion leaders.