When formulating a plan for utilizing social media in 2022, it will be difficult to avoid giving TikTok serious consideration.
TikTok users prefer raw and engaging videos to heavily edited and manicured posts, which are the types of posts that companies normally make for other social media sites such as Instagram and Facebook.
TikTok creators have a relationship with their viewers that is difficult to replicate in other contexts because of the distinctive style of their videos.
In addition to this, it makes TikTok a really noisy platform, but it also makes it a huge goldmine for artists who can find the ideal mix between being genuine and promoting their content.
What exactly is this app TikTok?
TikTok is a social media network that focuses on short videos and was formerly known under the name Musical.ly. It is currently owned by ByteDance. It’s the place where businesses, producers, and influencers can all be themselves while also boosting awareness of their own brands.
As a consequence of this, it has become a well-liked platform for both influencer marketing and the social media marketing of brands.
Although it has a lot in common with other prominent platforms such as Facebook and Instagram, TikTok is not your typical social media network, despite the fact that it has many of the same qualities.
TikTok, in contrast to other platforms, employs a one-of-a-kind discovery algorithm that provides each video with an equivalent opportunity to go viral, irrespective of how well-known the content creator may be.
This makes it possible to rapidly scale up a social media activity, experience rapid growth, and experiment with nearly endless levels of marketing.
TikTok relies on an algorithm to select the content that will be displayed in a user’s feed. Its discovery algorithm operates in a mysterious manner, and its goal is to provide every video with an equal opportunity to become widely shared online.
In other words, what is the marketing strategy behind TikTok?
Marketing on TikTok refers to the process of advertising different goods and services to end users of the platform.
TikTok marketing tactics that are commonly used include the production of trend-driven organic content, the utilisation of popular hashtags, and the incorporation of TikTok influencers into marketing endeavours.
Why should businesses use TikTok to advertise their products?
The homepages of other social media sites, such as Facebook and Instagram, primarily consist of people and channels that you already know and follow.
This is the primary distinction between TikTok and these other social networking sites, particularly Facebook and Instagram. TikTok does the opposite of this, giving more weight to videos made by creators whose work you have never seen before.
The user interface of TikTok is built in such a way that it encourages users to stay within the app for as long as needed, even more so than social media platforms such as Facebook and Twitter.
TikTok also allows users to put a “Link in bio,” which makes the site ideal for promoting and advertising products and services.
TikTok is an extremely excellent tool for reaching a younger market, as 62 percent of its audience fits into the age category of 10 to 29 years old. If you are attempting to reach a younger generation, you should use TikTok. You may adapt your videos to suit the content that Gen Z enjoys watching based on these statistics, and you can capitalise on your knowledge of the algorithms to produce virality.
The use of TikTok for marketing purposes comes with a number of advantages, some of which are listed below.
Each and every video has the potential to go viral.
In the past few years, Facebook (now renamed Meta) has been the subject of a significant amount of criticism regarding the manner in which its algorithm operates across all of its platforms. Since then, it has pledged to concentrate its feeds on close acquaintances and family members. This means that it gives precedence to individuals and information that you are already familiar with.
TikTok does the opposite of this and gives more prominence to videos from artists you haven’t seen before. This discovery engine ensures that every video, regardless of how many followers its creator may already have, has the potential to become an internet sensation and spread like wildfire.
The public is purchasing what they can see.
You have a decent chance of selling your product if you publish regular films about it on TikTok, whether you utilise TikTok adverts or brand takeovers or simply post videos about it on a regular basis. According to research conducted by Adweek, almost half of the people who use the TikTok app end up making purchases from the companies they see within the application.
The term and hashtag “TikTok made me buy that” came into being as a direct result of manufacturer social media trends that originated with TikTok. In addition, shops are use it more frequently as a marketing medium throughout the Christmas season, as indicated by the fact that 49% of respondents cited its growing importance.
TikTok influencer marketing is a massive industry.
According to Statista, the market for influencer marketing on a global scale has more than tripled since 2019 and is projected to reach $13.8 billion in 2021. More and more companies are beginning to realise the benefits of collaborating with content creators in order to market their goods and services.
TikTok’s content producers have the potential to garner millions of fans. And the most exciting thing is… The platform lends itself well to the creation of niches. Because of this, when a subculture begins to gain traction on the app, it is given its very own TikTok space and given names like Goth TikTok, Gay TikTok, and NYC TikTok, for example.
The most important part of using influencer marketing on any other platform is selecting the appropriate influencers to represent your company. However, because these niches have already established themselves, it will not be difficult for you to locate influential people in your field.
Additionally, in order to boost their brand marketing efforts, CEOs are devoting their attention to becoming creators. The founder of August, Nadya Okamoto, has built her personal account in parallel with the growth of the brand account.
She claims that making herself the influencer has been a more effective marketing strategy for August. The majority of the time, Nadya uses her account to test out new content and respond to frequently asked queries pertaining to her items.
The distinction between a brand and its creator is now critically vital for awareness. Business accounts don’t have access to as many of the trending audios that they can use, which can increase the virality of a brand.
The process of developing a commercial strategy for TikTok
Follow these steps to ensure that your efforts are directed in the right direction and that they will bring you closer to achieving your company and marketing goals while creating your TikTok marketing campaign.
Identify your audience.
We are aware that Generation Z users make up a significant portion of TikTok’s user base; nonetheless, this demographic does not account for the entirety of the platform’s users, and Generation Z cannot be considered a “defined audience” on its own.
You are not have to fill out each and every characteristic, but you should describe as much as you can in order to construct a picture of the people who are most likely to become consumers. This will make up the bulk of your intended audience.
Determine how you will go about promoting your business.
In addition to devoting your time and effort to developing a branded profile and videos for TikTok, you can give your marketing efforts on the platform a boost by working with influencers and purchasing advertising space.
By putting your product and brand in front of an audience of others, often known as social proof, influencer marketing helps increase sales. And influencer marketing is significant on TikTok, especially considering that, like Snapchat, it is primarily focused on content creators.
If you want to work with influences in your own TikTok advertising strategy, the first thing you need to do is evaluate influencers on the platform to determine who has a strong resonance with the audience and the industry that you serve. Reach out to users directly using the platform’s messaging system and offer to give them free products in return for a clip of the user’s experience and candid feedback. Both the marketing and product teams will benefit greatly from this.
When it comes to paid advertising, TikTok Ads Manager provides you with access to a series of tools that can assist you in raising the profile of your advertisements among a specific demographic of users.
Get to be a Pro user to access more data.
When it comes to digital marketing, it’s easy to get sidetracked by the exciting parts of coming up with content ideas and putting them into action. However, coming up with popular material is only one aspect of TikTok marketing; there are other aspects as well. Developing a brand is a separate endeavour from developing a brand in such a way that it contributes to the company’s bottom line.
The first step is to determine which metrics should be measured and why. Fortunately, content creators may take use of the precise information that Pro TikTok accounts (which can be created for free) provide regarding their followers, traffic, and interaction. You have the ability to access data for things such as:
- Taking a look back at the follower count for seven and 28 days.
- Video metrics such as views, playtime, likes, and comments are tracked.
- The source of traffic
- Views of profiles
- The demographics of the audience, such as gender, geography, age, and so on.
- Your popular videos
- You may also use the Discover tab to look into global data points, such as views of hashtags, and observe what topics are currently popular.
The question now is, how does any of this affect your bottom line? TikTok marketing is mostly focused on increasing brand awareness.
It is a platform that can be used to bring your company in front of a younger demographic, and you should continue to develop content in order to keep them involved and to maintain yourself at the forefront of their minds.
You can use TikTok to cultivate relationships with young people who are potential customers, with the expectation that these ties will, in the future, bear fruit in the shape of actual customer-brand relationships.