Successful marketing requires you to be on the cutting edge of the latest platforms and social media apps. You have to meet your customers where they are and right now, a lot of them are on TikTok.
In just the past few years, TikTok has exploded in popularity with over 100 million monthly users in the U.S. The platform’s short-form video appeals to audiences looking for quick, diverse entertainment.
If you’re not familiar with the unique style of short-form video content produced on the app, marketing on it will be confusing, if not overwhelming. To find success on TikTok, you need a solid plan for implementing into your current video marketing strategy.
TikTok is a social media app that allows users to shoot, edit, and share short-form video content. It’s easy to create content on TikTok with just your phone no expensive equipment required.
You can watch funny videos, trending music videos, or short stories created by popular internet influencers and even celebrities. While it started out primarily as a platform to post lip-syncing videos (formerly known as Musical.ly), today’s users publish everything from tutorials to DIY videos to personal stories and more.
Most TikTok videos are no longer than 15 seconds, but users can create or upload videos up to 60 seconds long. Videos can either be recorded directly from the app (where you also have the opportunity to edit, add sounds, or use an effect) or uploaded from your phone.
How To Market On TikTok
While TikTok is a hot social media app, marketers have been slow to hop on the bandwagon because they’re not taking the platform seriously. This offers a competitive advantage, since you can beat out other brands by getting active on the platform.
You can’t just slap your logo or product in a few videos and call it a day, however. You need a serious strategy for success.
Here are some simple steps marketers can use to start integrating TikTok into their video marketing strategy.
Be An Active Participant
TikTok is its own world, with its own rules, culture, and language. Once you embrace it, it becomes much easier to use the app to its full potential and get more views on your own videos.
Watch what’s trending on the app and experiment with creating videos that use popular sounds or songs. Don’t be afraid to hop on a trend or two and put your brand’s spin on it.
It will take a little trial and error to figure out what kind of content resonates most with your audience, but once you do, the views will come.
Like any social media platform, TikTok users are there to have fun. Embrace that mindset and have a little fun yourself!
Immerse Yourself In A Community
There are thousands of micro-communities and niches that exist within the app. Usually, they’re referred to as “toks,” as it “skincaretok,” or “birdhousetok.” People who are active within these communities will post hashtags with the name on most of their videos.
Do your homework and find at least one community that you think will be a good fit for your brand. Like videos, leave comments, and follow accounts related to your industry or niche. The more you show that you’re invested in the community, the better it will be for you later on when you want to promote your own videos.
Your videos should focus on engaging users in conversation while still highlighting some aspect of your product or service. Doing so will help both you and other users to engage with your videos further. When you do post, be sure to include your community hashtag to generate brand awareness.
Start A Conversation
Remember, the name of the game on TikTok is engagement. So don’t be afraid to start a conversation with your followers.
Ask them questions about their lives, their interests, or even what you can do for them. If your video is of interest to a specific community on TikTok, say so! You can practically guarantee that users will both watch and engage with the content if it’s relevant to what they’re looking for.
Collaborate With Influencers
Some of the most successful TikTok users are influencers who have built up huge followings on other platforms. Take a look at their TikTok accounts and think about how you can work together to generate more views for your videos. Offer them an incentive, such as free product or service support in exchange for a shoutout or mention in one of their videos.
You can also reach out to a top TikTok influencer and ask them if they would be interested in creating a video with you or your product. These influencers usually have a dedicated following that’s relevant to your brand.
If the influencer is on board, just make sure that both parties have an understanding of what they’re going to do. Don’t just show up expecting big results without putting in a little work yourself.
Because TikTok is so expansive, you don’t have to collaborate with big-name influencers to see a big ROI. Working with smaller names who have a big influence in their niche communities can be just as effective.
Focus On Entertainment
The majority of users are on TikTok to find funny and entertaining content. They’ll likely scroll right past a dry video of you explaining how your product works.
Instead, try to create a video that will make them laugh, smile, or feel good. Even better integrate your product into the video in a way that makes sense. For example, if you’re selling pet products, find a cute, furry mascot to focus on.
Don’t be afraid to experiment with new technology or put yourself into wacky situations, either. TikTok is all about experimentation just make sure you’re staying true to your brand identity while doing so.
Find Your Niche
A lot of accounts go viral for creating the same style of content over and over again. Whether it’s doing a particular dance in places where people don’t typically dance or pulling pranks on their grandmother, accounts that have their “thing” tend to do well.
Brainstorm ideas and see what you can come up with that your audience will enjoy. If the ideas work, stick with them. If not, back to the drawing board and come up with new ideas. Try new things until you see what gets attention with your audience.
In addition to using TikTok for organic marketing purposes, you can also use the app’s paid advertising options.
Because the app is still pretty new, it’s not as saturated as some other platforms like Instagram or Facebook. This means that there’s more room for growth and less competition.
From the TikTok homepage, marketers have the option to do the following.
Run In-Feed Adverts
These will appear as normal TikTok videos on the For You Page to users who don’t follow your account. You can choose age ranges, locations, and demographics to target your audience so that the advert will be relevant.
While adverts do have a label showing that they’re sponsored, they look like organic videos, so your account won’t seem overly commercial.
Sponsor Hashtag Challenges
TikTok is the perfect platform for hashtag challenges, which are posts that encourage users to take on a challenge and create their own video. By sponsoring a popular tag, you can appear in users’ feeds as the creator of the content, generating awareness with huge groups of people.
Make sure your brand messages are integrated into each post to increase exposure. You can also include any community hashtags that relate to your account and make it easy for people who click on it to find out more.
Make TikTok A Part Of Your Video Marketing Strategy And Watch Your Views Soar
Using TikTok to promote your brand is a great way to build a relationship with potential customers. By providing them with compelling content and keeping the focus on entertainment, you’ll be able to market your brand more effectively and connect with customers where they want to be.