As one of the newest social media platforms, TikTok’s user base is growing exponentially, making it prime real estate for businesses to reach new and larger audiences. There are many benefits of using TikTok for business, including the fact that there have been over 2 billion downloads of TikTok, and it has more than 800 million active users worldwide.
Video is most definitely here to stay, and TikTok provides a unique platform for brands to easily incorporate video into their marketing strategy. For example, when you add a branded hashtag to a video, you can encourage users to create their own videos using that same hashtag, which is a great way to connect with your audience and foster engagement.
According to Wyzowl’s State of Video Marketing 2020, the number of businesses using video as a marketing tool increased from 61 percent in 2016 to 85 percent in 2020. TikTok has even made it easy for brands to get started with their launch of TikTok for Business, which allows access to real-time metrics and user-base insights.
Incorporating TikTok into your marketing strategy
There are many ways that you can start using TikTok to market your brand, and the following are three reasons why you should:
- Build a community - Think of your users as your brand’s “community.” TikTok provides an opportunity for you to engage and share content with like-minded individuals who have similar interests.
- Market your brand organically - The type of marketing that TikTok offers is less invasive because you can easily weave your brand’s story into captivating videos without it feeling like an advertisement.
- Encourage users to create - TikTok is widely known for its user-generated content, which allows brands to flourish through activities such as challenges. This encourages users to interact with you and even recreate your videos.
There are also a number of different ways that your brand can monetize content and advertise on TikTok including:
- Brand takeovers: This type of ad appears in the user’s feed and is linkable to the advertiser’s landing page based on category. Note: There is just one ad that will show in a specific category each day.
- Native ads: These are video ads that play between user content and last between 9 to 15 seconds in length.
- Sponsored hashtag challenges: Challenges are very popular on TikTok and can be found on the “Discover” page. Your business can pay to sponsor a branded hashtag challenge and obtain a customer banner that takes users to your videos while simultaneously promoting your brand.
- Influencer marketing: Influencers are fairly easy to find on TikTok and they can greatly benefit your brand by creating content that looks and feels natural and organic. There are even companies such as Influence Grid that will help you locate TikTok influencers that fit into your budget and campaign.
Need some inspiration? Discover how brands are achieving success on TikTok.
Brands that are crushing it on TikTok
According to QUARTZ, direct-to-consumer brands that are selling products under $200 are really killing it on TikTok. For example, elf Cosmetic’s “Eyes, Lips, Face” challenge went viral last year when the hashtag #eyeslipface was viewed more than 1.2 billion times.
Another great example is Vessi, who sells waterproof shoes. They made a name for themselves on TikTok with their “but are they wine-proof” videos featuring a woman pouring red wine on a pair of shoes. Comical videos such as that one truly embody the spirit of TikTok.
While the Washington Post is a well-respected newspaper, they too have made a splash on TikTok with their goofy approach. Users find their simple “We are a newspaper” headline humorous and they even posted a hilarious video about “how to practice small talk when the pandemic is over.”
As a marketer, there are many unique and fun ways to engage with your audience on TikTok, so doesn’t your brand deserve a coveted spot? While Gen Z and Millennials are the most frequent users, older users are also starting to check out the platform, making this of interest to quite a wide demographic.
So no matter what your brand, take time to come up with a marketing strategy that includes creative ways to share content and reach your audience on TikTok. What do you have to lose? Chances are, it could really pay off!
“Companies willing to be humorous and entertaining, or to make fun of themselves, have the potential to gain quick traction on TikTok. At the moment, it appears to be some brands’ best-kept marketing secret,” - Eric Haim, EasyCall.io