Many social media trends start with TikTok, and brands can increase their credibility by being at the forefront of these innovative trends. TikTok also has the capacity to make spontaneous content created in a normal environment to go viral, so it doesn’t require a huge budget to create video content. Many TikTok videos are shot in the bedroom, parking lot, or yard.
TikTok provides marketers with a fair competition for reach and engagement. Unlike social media platforms like Instagram and YouTube, TikTok accounts with no followers can get millions of views on new videos thanks to the viral nature of the algorithm. Engagement will continue as long as the content resonates with the viewer.
TikTok experiences higher engagement rates from the app’s users than other social media platforms according to Influencer Marketing Hub, 2019 – so marketers can achieve significant outcomes with a well-planned campaign using content that appeals to the app’s followers.
How marketers can begin using TikTok:
- Create a page that suits your brand
Create a brand page and start experimenting with content types. Content can be created relatively quickly and without budget. The best you can do is follow trendy hashtags, engage with the latest memes and apply them to your brand. Create and share real content with the filters, effects, sound bites, and editing tools built into the app. TikTok’s organic reach is enormous, but effective engagement can only be achieved if the content is sympathetic to the viewer and adheres to the rules of the platform. Posting a company message here doesn’t work.
- Work with influencers
The smart way to use TikTok is to use the influencer community. Statistics on influencers undoubtedly show how powerful they are. Influencers who live and breathe on TikTok have earned very enthusiastic followers by posting quality content that resonates. They understand TikTok and know how to take advantage of its tools, features and trends. Brands can target and collaborate on campaigns that leverage the skills and knowledge of these influencers. TikTok has its own creator marketplace designed to connect brands and developers.
- Begin a hashtag challenge
Creating challenges for users to participate is a great way for brands to initiate cultural trends and memes. A powerful challenge attracts millions of users to create videos for campaigns. A good example is the #eyeslipsface campaign by E.l.f Cosmetics. With over 4 billion views and 5 million video posts, it was named one of AdWeek’s most successful TikTok marketing campaigns.
- TikTok advertising
TikTok has the scale of other platforms like Instagram, but it’s not yet saturated with advertisers, so it’s one of the most exciting new advertising channels. This means that it can be cheaper to generate impressions and clicks.
marketers can place in-feed ads, sponsored hashtag challenges, and banner ads on the app’s homepage. Advertisers can not only target age, location, and demographics, but also target users who have viewed similar content. Advertisers can sign up for TikTok for Business to run self-service advertising campaigns.