TikTok is a relatively new app that seems to be gaining popularity by the day. While it’s a great place for users (generally Gen Zers or Millennials) to create and share their own content, brands are starting to catch on that this app likely isn’t going away anytime soon, and can be a great opportunity to reach their target audience in a new way. Here’s a look at what TikTok is and how you can make it part of your overall marketing strategy. 

What is TikTok?

TikTok is the leading destination for short-form mobile video, the brand says. Their mission is to inspire creativity and bring joy. With the app, users can create and share their own videos, as well as view, like and comment on (among other actions) videos created by other users. Videos are shot vertically and can be up to 15 seconds long or up to 60 seconds long, as well as be recorded in one take or made up of a string of video clips. In general, videos on the app have a fun, lighthearted tone and can even be funny. Videos are meant to be creative, authentic and relatable.

Who uses TikTok?

With 150 markets, 75 languages, and more than 500 million total installs on Google Play, TikTok was one of the most popular apps in the world in 2018 and 2019, according to data on TikTok’s website. Most of the app’s users are highly engaged Gen Zers and Millennials in major cities around the world. TikTok offers a fun new way to grow brand awareness and engage your target audience.

How to Market your Business with TikTok

Start with a plan

Just like with any other social media platform, before you dive in, take some time to think about your approach. What is your brand’s personality? What style of video should you make? What topics would your target audience find interesting? Even if you share more serious content on other platforms, you’ll likely want to think about what kinds of things you can share on TikTok that are more lighthearted in nature. Be sure to also take some time to familiarize yourself with the platform’s features and take a look at what videos other users are already creating to get a better sense of the platform.

Get creative

TikTok is an awesome platform for showing off your brand’s creative side. You can record video using a variety of effects and filters as well as edit your video by adding music or text, adjusting the video’s speed, and adding voice effects. Feeling stuck on what to post? Click on the Discover icon to see trending hashtags and videos for inspiration, or look through the Sounds section to see a variety of music options as well as what’s trending. Consider sharing a behind-the-scenes look at your company, creating a funny video about a current topic in pop culture, showing how to use your products, performing a skit or dance, lip synching, taking part in a hashtag challenge, or something totally new! Get creative, but remember to stay in line with your brand’s personality and tone. 

Engage

You’re using a social media platform, so be social! Follow other TikTok users and comment on their posts to engage with them. When you post your own videos, be sure to add hashtags to help other users find your content. You can even take part in or create your own hashtag challenge, which encourages users to create content around a specific theme and hashtag (more on that later!) Similarly, you can encourage users to create user-generate content (UGC) that in some way incorporates your products to help spread brand awareness.

Collaborate

Just like we’ve seen on other social media platforms, utilizing influencer marketing on TikTok can be an effective way to reach your target audience and familiarize them with your brand. When looking for influencers to work with, look for people who seem authentic and genuine, whose audience trusts them, and whose values align with your company’s values. Be sure their audience matches your target audience demographics, and that your product is something that makes sense for that particular influencer and audience. (For example, if your product is a pair of hiking boots, it may not be the right fit for an influencer who lives in a flat area, never goes hiking, and has shown no interest in spending time outdoors. Their audience may feel the same way and won’t find your product relevant to their lives.)

You can also collaborate with other people or brands using TikTok’s duet feature, which allows you to share an original video played next to another user’s video. This allows an audience to see two brands or people at once!

TikTok ads

In addition to growing your audience and brand awareness organically, you can also take advantage of TikTok’s various ad options.

TopView

This allows you to grab user attention with a full-screen video up to 60 seconds long placed in a prime location on the app.

Brand Takeover

With a Brand Takeover, you can use a full-screen visual to capture user attention. This can be done with a static or dynamic display, 3-second JPG or 3-5 second video.

In-Feed Ads

In-feed ads can be up to 60 seconds long and include auto-play video and sound. The content appear in users’ “For You” feed, where they can like, comment, share, follow, and more.

Branded Hashtag Challenge

This ad form helps you make use of users’ passion for creation and expression while growing brand awareness through engagement. With a branded hashtag challenge, you create a campaign theme, then invite TikTok users to create their own content around the theme using a specific hashtag. The user-generated content will appear on the hashtag challenge page. Packages include 3- to 6-day options along with seamless setup, creative guidance and supporting media placements. These type of ads see an average engagement rate of 8.5% through likes, comments and shares, TikTok says on its website.

Branded Effects

Take advantage of users’ love for creativity with custom sharable stickers, filters and special effects. Branded effects allow users to interact with your brand in a fun way.

With TikTok ads, you also have access to a dashboard with a variety of data about the ad account, including impressions, clicks, cost, and more. The Campaign page shares data from ads in a particular campaign, allowing you to filter the data based on various criteria as well as export reports.

TikTok is more than just a platform for sharing silly dances or lip synching videos; it’s a place where people can share their creative visions while engaging with people all over the world. Take some time to get to know the platform and you may find that it would be a great addition to your marketing strategy.