TikTok is right now the most downloaded social media platform and so far, brands are finding means to market their business on the engaging video platform.
Over a short period of time, TitTok has gone from being the low key not popular Chinese music app, Douyin to one of the most talked about social media platforms in the world.
TitTok is a short-form video sharing app that allow users to create and share 15 seconds videos on any topic. The viral video sharing networking service is used to create short music, lip-sync, dance, comedy and talent videos lasting from 3 to 15 second.
The TitTok app is an international version of the Chinese Douyin that was originally released in the Chinese market in September 2016 the platform gained major popularity after merging with the Chinese social media service, Musical.ly in 2018.
Although they have almost the same interface they do not have access to each other’s content. The app rapidly gained popularity outside China surpassing over 2 billion downloads worldwide in 2020.
Major population growth of this app happened over the Corona Virus pandemic. The platform became one of the most talked about platform with creative videos going viral on-app and off-app.
TitTok managed to engage, uplift and win over the masses. I guess this is as a result of its nature to fill its users’ mental health with positivity, laughter and creativity.
TikTok has a huge number of users currently reaching 500 million. If your target audience is within the demographics range of 16-25 years old then this is a great platform for targeting them and bringing a wide audience into your sales funnel.
TikTok is all about engaging video contents. If your potential audience is on TikTok, then it is a good platform to interact and engage with them through videos more so as video marketing is the hottest trend right now in marketing.
You can reach an international audience as TikTok is available in over 150 different countries. If your aim is to take your brand international, then this platform is right for you.
TikTok is definitely not a suitable platform for all kinds of business. There are a few things you should put into consideration before taking your business to TikTok;
This is something you have to consider before starting out on any social media platform, not just TikTok. You should pay attention to the demographics status of any social platform and their location to see if your target audience fits in.
This means finding out if your target audience lives on the platform. You wouldn’t want to be presenting your beautifully organized and created content to an uninterested audience who will not convert.
What kind of content works best for your brands? TikTok is all about fun, entertaining and educative video contents. If you know you cannot create such content consistently, then obviously TikTok isn’t the platform for your business.
What are you looking to achieve on social media? Proper evaluation should be done to see if TikTok aligns with your business goals and objectives.
For instance, TikTok would be better for a brand awareness campaign than purchase-based campaign.
The idea behind marketing a brand on any social platform is to know how and understand how the platform operates, that is, its algorithm, contents that work best and its features that you can leverage to get the best marketing strategy for your business.
When a video is uploaded to TikTok, its algorithm shows it first to small subset of users. These users may or may not follow the creators already, but TikTok has determined they may be more likely to engage with the video based on their past behaviors.
If they respond positively by liking, comment and/or sharing the video, TikTok then shows it to more people who share similar interests.
The range of engagement to trigger TikTok’s algorithm is 1 like in 10 persons. But irrespective of the number of likes, what TikTok focuses on the most is the watch time of each video.
The same process then repeats itself and if the feedback loop happens enough times, the video can go viral. But if the first batch of viewers don’t receive the content positively then its reach is limited.
For this reason, the same content posted on two different days will not have the same amount of engagement. One might perform better than the other. So if you post content and it doesn’t perform so well, wait for about 24 hours and repost it.
Unlike Instagram where there are different types of hashtags and you need to do an extensive research to up your game, TikTok is pretty straight forward.
TikTok users focus on trending hashtags found in the discover page and this is what you should be using in your posts.
TikTok videos that use trending hashtags are more likely to be discovered and have a better chance of success than those that don’t. Use a combination of broad and niche hashtags to increase engagement.
Getting placements on influencers profile yields good engagement results. The right influencers can effectively transform sponsored content into an authentic message that speaks to users and bring you massive ROI.
Influencer marketing is relatively new on TikTok and is much cheaper to pull off than other platforms, reason being that TikTok is not yet crowded.
TikTok like every other platform offers paid advertising. But since the platform is still new, running ad campaigns hasn’t taken off the same way as Facebook and Instagram. Nevertheless, it is worth going into.
When done right, TikTok ads can get you a major boost in reaching your objectives. Ads can be purchased for a brand’s landing page for Hashtag challenge. These ads can be in form of still images, videos or GIFs.
User-generated content is one of the strongest content marketing strategy brands are adopting. Being able to get your fans to participate and engage with your brand and as such advocate your brand to their audience is a huge benefit in brand awareness and retargeting.
If you are not a creator, you can find ways to encourage your audience to share videos of them using your products or services. You can entice them into doing this by offering rewards in return.
UGCs tend to drive more engagement than brand-created contents and bring about brand awareness as owners of UGCs share videos about your product and brand to their audience and you take those videos and repost on you profile.
Using a trending song on TikTok is like using trending hashtag, this helps your videos get discovered at a faster rate. These songs aren’t difficult to find, they can be seen on the “Discover” page and in TikTok’s song library.
In addition, you should watch out for songs used on the “For You” page. All these give you a chance of being featured. TikTok users are glued to tending songs and trending hashtags, so leverage them to boost your reach.
Although they aren’t exactly free, TikTok provides its “Pro” account users with inbuilt analytic tools.
This analytics tell you how well contents you’ve posted have performed over the past 7 and 28 days. It also lets you know which of your videos have trended the most during this period.
It allows you to analyze your TikTok account metrics, track trends and monitor hashtags. To switch to a pro account, go to manage account, then click switch account, select your industry and then tiktok will load with the analytics session.
Social media algorithms favor users who are active on its platform over that aren’t. Being active involves; posting content consistently and engaging with posts of other users.
You should post original, attention grabbing contents regularly. Create a posting schedule and stick with it. Your content should be original in the sense that it should show your brand’s personality and tone of voice.
These contents should provide value. If you share value, you’d be the go-to resource in your industry. You could teach your audience how to use your products and other educational tips that would be helpful to them. Remember, the more creative, the better.
When making your videos, do not put all the fun part at its end. The beginning of the video should be attention grabbing so your viewers pick interest and watch till the end. Do not leave your audience waiting before you deliver the great part of the video. Chances are, they wouldn’t wait; they’d scroll away.
Furthermore, it isn’t just about posting and posting, you should engage with other users’ contents. Build relationships and get your content in front of new people by liking videos and leaving warm and thoughtful comments. Do not leave spam-like comments; write how you actually feel about a post.
These days, TikTok videos are all over the place, especially Instagram. Initially, it was what dominated the Reels feature on Instagram. This shows that you should cross promote your content to other social media platforms.
This will drive awareness to your TikTok videos and turn your followers on other platforms into TikTok followers as well. Do not remove the TikTok watermark from your TikTok videos so your followers from other social platforms can see your TikTok handle and easily go to find you. Also, you should always leave a call to action directing your viewers to your TikTok profile.