The most downloaded app for Apple last year was TikTok. The service has over 500 million users worldwide! You can introduce your business or product to a massive audience if you use the platform correctly. Is TikTok marketing right for your business? Let’s take a closer look.
What is TikTok?
TikTok is a platform where users can share real-life, short-form mobile videos. It’s all about fun and visually appealing content that is user generated. TikTok is very popular with the 16-24 year old demographic. If you want to connect with them, you will need to study the platform to determine whether your brand fits with what is appealing there.
Create Fun Videos
If you think that the demographic and style fits your brand, start creating fun videos. TikTok videos are not polished and overly edited. While wacky and crazy videos get lots of views, don’t force it. Make something fun that fits your brand. For example, hair color lines show the application and end result of their product set to fun music. Viewers get to see what the product is and what it does in a casual video.
Hashtag challenges are when a user challenges other users to create their content using a branded hashtag. The fashion clothing brand Guess promoted their new denim line with a hashtag challenge. TikTok users were asked to make videos of themselves wearing Guess denim and use the hashtag #InMyDenim. This fun challenge both promotes the business and encourages user interaction with your brand.
TikTok Marketing with Influencers
Typical ads do not resonate well with Generation Z, the target audience on TikTok. This demographic responds well to content created by their peers, which is where influencers can help brands. Search bios on TikTok and look at the influencer’s other videos to determine whether their style and image are a good fit for your brand.
If videos are not a good fit for your brand, perhaps advertising on the platform might work for your business. TikTok marketing recently added advertising to its platform. There are four options currently available for marketers:
- Infeed Native Content is similar to what is available on Instagram. Features such as website clicks and app downloads are available.
- Brand Takeovers allow a business to add images, GIFs and videos with links to landing pages or hashtag challenges for an entire day.
- Hashtag Challenges can be promoted to get more visibility right away, rather than waiting for them to go viral organically.
- Branded lenses are a feature that lets users use your branded lens to create photos and videos.
In summary, if your brand or business wants to reach a younger demographic and create non-traditional content, TikTok marketing is a strong option.