It would be difficult to miss the rise of TikTok over the last few years. What was a lesser-known niche app has grown to be incredibly popular in 2021. If you are in digital marketing, the incredible growth has made TikTok a social media app that is hard to ignore.
The platform is best known for the short videos and the challenges that always seem to be catching on. It also has a reputation as a social media space that is very popular with audiences 29 and younger. With that said, there is a lot more to this platform than you may realize.
In this post, you will learn about some of the reasons why you should be using TikTok and some of the tactics brands can use for developing a successful marketing strategy on this app.
Why Brands Should be on TikTok
You have probably heard all of the buzz around TikTok, but you might not be sure if the platform is worth your time. Maybe you already have a presence on other social media channels and think that TikTok does not have that much to offer in addition to those other platforms.
One of the first reasons for a brand to start using TikTok is that it has reach with younger audiences. If you are looking to connect with people in their teens and twenties, the value of TikTok cannot be beat. Mobile app developers across the industry would agree that TikTok is an incredibly lucrative platform that your brand should take advantage of. Many of the young people on TikTok don’t even have accounts with some of the older social media sites you might be using. With that said, it isn’t just about reaching young audiences. The platform’s audience has grown incredibly over the last few years, and that includes reaching older audiences as well.
With close to 700 million active users at the beginning of 2021, it is the 7th most used social media platform. That puts it ahead of popular social media apps like Twitter, Snapchat, Reddit and Pinterest. This is an audience that is continuing to grow, so the opportunities on TikTok are only going to get better.
TikTok Marketing Strategies
TikTok is great for connecting and engaging with consumers in a way that is a little more fun and loose. It can also be great for experimenting with ideas that might not be suitable for other social media platforms.
One of the first things you will need to do when getting started with TikTok is to assess your goals. Are you trying to build a following or raise brand awareness? Maybe you are interested in reaching the young audience on the platform.
Beyond that, you will need to do a little research to see where your brand fits on the platform. See what other brands like yours are doing. Check out the discover page to get some content ideas. You should also try to find the hashtags that will be most relevant to your products.
User Generated Content
Engagement is a big part of what makes TikTok so popular. You also need to understand that the audience doesn’t just want to have messages sent their way – they want to be involved. This can make user-generated content a valuable part of a TikTok strategy.
When you invite user-generated content from customers and then use it in campaigns, it shows that you really care about what they have to say. It also allows customers to participate with the brand. That can be a great way to boost engagement and build strong relationships with customers.
Campaigns that involve user-generated content can also be great because they have strong potential for going viral. As users create content for the campaign, they are likely to share it with other users. That can help the campaign spread far beyond your community.
Try TikTok Ads
Having a presence on TikTok can do a lot for a brand. Beyond that, you also have a variety of paid advertising opportunities on the platform. If you are looking to reach more people, grow your following or sell products, TikTok ads can be a great option.
If you are already familiar with other paid social media advertising platforms, some of what TikTok has to offer will feel familiar. It offers a self-service ads platform that is very similar to working on other platforms, but there are some differences. If you are going to have success, you should take some time to learn about the basics of advertising on TikTok.
Hashtag Challenges
Hashtag challenges are a big part of what makes TikTok so popular. A good challenge can catch on fast. Once it is spreading, the videos related to the challenge will be all over the app.
One way to use these challenges to your advantage will be to follow any that may be related to or suitable for your brand. If you find one that fits, it can be an easy way to ride a trend.
Another option would be to create your own hashtag challenge. If you can create a challenge that works with your brand, it can be an effective way to raise awareness.
Influencer Marketing
Branded content and ads can be effective, but people really pay attention when their favorite influencers speak. TikTok is a community with a lot of influencers and this is a platform where they can have a major impact on your marketing efforts.
TikTok influencers can be the perfect solution for reaching a wider audience. Along with that, they know how to use the platform to have the maximum effect with the content they make.
If you are building a TikTok marketing strategy, you should consider working with influencers. They already have credibility and trust with their audience and they know how to create effective content. As long as you can find an influencer that is relevant to your brand, it can be a smart way to achieve your goals on the platform.
TikTok’s rapid growth makes it a platform that could offer a lot of value for a wide range of brands. When you are just getting started, be creative and engaging. Experiment with new ideas to see what works. With a little time and effort, you should be able to build a following and raise awareness for your brand.
