TikTok is one of the most popular apps right now, but it’s also a bit mysterious for businesses.
TikTok was recently voted the most downloaded app in the world, with over 3 billion downloads.
The Chinese application offers numerous benefits and is a valuable source of information and entertainment for users. On the brand side, this social network is gradually making its way into marketing plans.
Some businesses have already established themselves on the video-focused social network, but it’s not too late to join them!
We will show you how to market on TikTok in this article.
TikTok: what are the features of the application?
A little background never hurts. TikTo k is a mobile app that was released in 2017. The application is based on Douyin, a Chinese-market application for sharing short videos.
ByteDance, the company behind the application, hopes to conquer the international market with TikTok.
As a result, the concept is straightforward: allow any user with an account to share short videos (ranging from 3 to 180 seconds at the time). The application’s success was accelerated in the run-up to the international pandemic, which brought creators from all over the world.
The application’s operation is straightforward. A user can either film himself directly through the application or insert an already-filmed video. He can then add songs, text, and filters, as well as create DUOS with previously published videos.
Users can also choose to go live and showcase their lives or discuss different topics. Finally, when a user opens TikTok, he is presented with a news feed called For You, which contains videos that he might like based on the content he has already watched or with which he interacts.
TikTok has become so popular that Instagram has quickly followed suit by introducing Reels, a format heavily influenced by TikTok.
TikTok in a few figures;
Over a billion
This is the number of people actively using the app per month worldwide.
This is the average engagement rate of TikTok posts. The platform has the best engagement rate compared to Instagram or YouTube.
This is the number of followers Khaby Lame has on TikTok. He recently became the most followed influencer in the world on the platform.
This is the average time spent per day on the app by TikTok users.
What’s the point of integrating TikTok into your marketing strategy?
Having a TikTok account as a brand is essential today. We won’t say crucial just yet, but the platform offers numerous opportunities. Here are some questions to consider before you begin using TikTok.
- The objectives to be achieved via TikTok
TikTok is a platform that allows you to achieve a variety of objectives. You can, for example,
- Increase your popularity,
- Increase your sales,
- Drive traffic to your website or application, or
- Even obtain UGC.
Before you begin working on the application, you must define your goals in order to guide your marketing strategy.
- What targets do you want to reach with TikTok?
TikTok is a social network dominated by Generation Z. 34% of users are between the ages of 16 and 24, and 32% are between the ages of 25 and 34. Although some users are younger, many people over the age of 34 use the app.
You will thus be able to reach a young audience as well as people with purchasing power through the application. TikTok, like many other social networks, allows you to discover brands through advertising and influencers.
- Are your competitors on TikTok?
Do a competition analysis before you officially launch. If none of your competitors are listed on the application, this could be a golden opportunity for you.
Even if they are present, you can always try to stand out with different content!
What content to create on TikTok?
TikTok’s main source of content is video. If you’re stuck for ideas, here are some examples of content to create on the platform.
Follow the trends
There are many trends that are born on TikTok. A video is released and thousands of people cover the song in their video or the concept of the video. To discover TikTok trends, you have several options:
- First, go to the search bar and click on the suggested search “trending music” to discover the most used sounds at the moment.
You will discover several videos highlighting popular music at the moment.
You can also type in the search bar a keyword in your niche to see what is trending. For example “dog” to see the current trends.
- Via the “for you” tab. Your TikTok news feed is the best way to discover trends to follow on the application.
Create a challenge
Challenges are a very popular format on TikTok, especially through advertising. A brand can easily launch a challenge, with movements to replicate or asking users to demonstrate themselves in a specific situation.
The challenges frequently go viral and gain a lot of attention.
Encourage UGC (User Generated Content)
Many people appreciate unboxing and showing before/afters when you are a brand and sell physical products. Beauty brands, in particular, do not hesitate to reshare videos of users applying products or providing feedback on them on TikTok.
Your brand is highlighted with original content as a result of user-generated content, and new people can discover it.
The last example of TikTok content to offer your community is now live. The application to video, like many other social networks, allows almost all accounts to carry out lives.
This requires having a public account, being over the age of 18, and having at least 1000 subscribers. You can go live to speak on a specific topic, present your products, or enlist the help of an ambassador or influencer to answer questions from Internet users.
How to create a TikTok account?
If you don’t have a TikTok account yet, here’s how to do it.
- Download the application on the App Store or Play Store
- Open the app
- Click on Profile at the bottom right
- Create your profile
To create a professional account, you must go to Settings and Privacy, then click on Manage account. Then, click on “Switch to Business account”. You can then choose the category that best suits your business, and then add a link to your website.
How to advertise on TikTok?
Like all social networks, TikTok offers advertisers to serve ads. Some of the ad formats available include:
- Brand Takeover: for one day, an advertisement will be broadcast as soon as the application is opened. Your advertisement therefore corresponds to the first video seen by users.
- Top View: complementary format to the Brand Takeover. Brand Takeover ad turns into organic in-feed video.
- Native content (In-Feed Video): The ad is placed in the stream (the Feed) and appears when a user “swipes” down to access a new video. These advertisements can refer to a Landing Page or an application. This is a less expensive option, ideal for testing and taking your first steps on the platform.
- Branded effect: Similar to Snapchat, Tik Tok allows you to create a filter and effects related to the brand’s product. The filter is personalized. Users will be able to use it in their video content.
It is a very suitable format for cosmetic brands, for example.
Partner with Tik Tok influencers
The best way to integrate the codes of Tik Tok videos is still to appeal to those who master them perfectly: influencers.
They have the know-how and the audience to be privileged partners.
Here are some recommendations if you choose influencer marketing on Tik Tok.
- Choose an influencer whose community matches your target audience.
- Don’t necessarily seek to work with those who have the most subscribers; they are often the most requested by brands. Micro-influencers with a smaller audience sometimes have a more engaged community.
- Try to integrate your product naturally into the influencer’s content; it shouldn’t be too “advertising”!
Tips for launching your TikTok account
Now that you have the basics of TikTok, you have all the essentials to launch your TikTok account and content strategy.
- Post regularly
Regularity is a key element on social networks. There are many options on TikTok: post several times a day, once a day, once a week… It’s up to you to seduce the algorithm and the users of the application!
You can thus decide to publish once a day, and follow the results obtained. Depending on your videos, you’ll see the most appealing formats, the least successful, and so on.
- Test your creativity!
TikTok is the perfect place to unleash your creativity. Between the proposed filters, the numerous transition effects or even current trends, you will be able to create more original and less institutional videos.
- Take an interest in trends
As said above, trends are a key element of TikTok. The latter are also often taken up on Instagram then in Reels format.
Inserting your business into current trends is a good idea. However, the goal is not to repeat all existing trends. Your brand, products and services, as well as your tone of voice, may not be in tune with current trends.
- Choose the right hashtags
Debatable subject, many TikTok videos use hashtags. Some are common like #fyp, but you can also use hashtags specific to your industry or product.
- Follow your results
To analyze the performance of your TikTok account, it is important to define KPIs. Among the most important are:
- The number of views,
- The scope,
- Engagement rate,
- Your number of subscribers,
- The performance of your hashtags.
For each video published, TikTok gives you access to the most important statistics, in order to easily follow the evolution.
- Amplify your account with ads
To emphasize a product launch or simply boost your visibility on the platform, you can combine organic strategy with paid strategy on TikTok.
Thus, by creating advertising campaigns on the application, you will be able to reach new people and thus boost your turnover.
Communication on Tik Tok: how to succeed in your campaign
Here are some additional tips for making the most of the application’s capabilities.
To begin, you can combine several strategies, such as issuing a challenge and utilizing influencers. A hashtag challenge will carry more weight if it is led by influencer personalities.
You can also use the Top View or Brand Takeover options to promote a challenge.
Then you must be inventive and make good use of the platform’s codes. A solemn tone and a highly polished appearance (as in the TV commercial) will not suffice.
Finally, remember to interact with users as much as possible. It’s a social networking site.
TikTok represents yet another new, yet inexpensive channel. If your product targets its young audience, you should go for it.
TikTok is not only for businesses, even if you are a freelancer and you are aware of the importance of social media marketing, you can take the plunge and launch your advertising campaign with all the tips above.