TikTok has catapulted onto the world stage as the latest social media darling and now boasts an active user base of around a whopping 800 million. Most members belong to the millennials and gen Z sphere creating TikTok video clips. If you are looking to connect with these audiences, then a TikTok marketing strategy could prove lucrative to your business.
What is TikTok?
Editorial shot by Mykhailo Polenok.
TikTok is a social media platform where users can share short video clips with friends, family members, and followers. It started life as a lip-syncing app but has grown into a fully-fledged video sharing app where people upload all sorts of video content – from dancing to cooking demonstrations. Showing off skills and making silly short clips that other users can continue on as a series are other examples. Users can interact with other users’ content, and you can tag videos with #hashtags to increase exposure.
TikTok Influencer Marketing
Millennials and Gen Z are notoriously difficult to reach with the usual social media or traditional marketing campaigns, which is why many corporations who sell to a youthful demographic have started to work with influencers to get the word out.
Plenty of big brands have partnered with young teen influencers to get their brand exposure to their desired demographic. In addition, the influencers have refined their approach of subtly inserting marketing messaging in their TikTok videos. They aim to get teen followers to purchase from their affiliate links, for instance.
Tweens filming a video for TikTok shot by Luiza Nalimova.
Sometimes, all it takes is one teen influencer to wear your brand’s environmentally-friendly t-shirt or sweater in their short clip. The buy-in is in the comment section, with comments like “I want that shirt. Where can I get it?”, for example. Other times, a little more marketing creativity is required.
No matter the social medium, the way things work in the influencer marketing field has definitely changed. Non-interruptive and subtle is the key to a successful TikTok marketing campaign. Come across as too salesy, and you won’t get the attention of your audience, for instance. Moreover, influencers can create, share, and live stream videos in a way that promotes your brand without appearing as a hard sell. In conclusion, the more authentic it appears, the more successful it will be. But keep one thing in mind – you need to ensure you are working with the right influencers who can reach your target demographic.
You can create highly successful TikTok marketing campaigns by getting your fans to create and upload their own content. Videos like GymShark’s 66 Days: Change your Life Challenge have collected high viewership. By building a community of TikTok users around a common goal, you can let their content work for your brand.
Photo by boggy22.
Chipotle also ran an effective TikTok marketing campaign in the form of a fun #ChipotleLidFlip challenge. Members uploaded videos of themselves closing their bowls with an acrobatic flip of the lid. Another favorite is the Jimmy Fallon #tumbleweedchallenge, where users upload videos of themselves rolling like a tumbleweed with country-western music playing in the background.
Hashtagging is Critical
Unlike other social media platforms, you can still achieve a lot of organic reach without paying for it on TikTok. Use relevant hashtags so your message has a greater chance at being found by users who are looking for specific information.
Hashtag your posts by khosrork.
Hashtags make it easier for social media users to find information they are interested in, such as themes (#metoo), brands (#nike or #justdoit), specific content (#cleaneating), or general topics (#family). Making sure your posts contain relevant, targeted hashtags will increase engagement and attract more followers. In conclusion, hashtags help TikTok members sort through the digital clutter. Users can avoid information overload when searching through their TikTok video feed.
Paid Advertisements in Your TikTok Marketing Strategy
Not one to be left out, TikTok recently introduced a paid advertising option to its platform. Social media is an extremely competitive advertising landscape. Now, most companies will benefit from using paid advertising as part of their TikTok video marketing strategy.
Shot of teen vlogger filming clip for a hashtag challenge by Tatiana Kostenko.
TikTok’s paid ads are all still in its early stages. So it might feel a bit barebones if you have used paid advertising on other platforms before. However, TikTok has created a range of ad formats you can take advantage of. These include in-feed ads, top view, and branded hashtag challenges.
The best TikTok marketing strategy will include a healthy mix of all the above formats. Create your own content, encourage user-generated content, use hashtags, and incorporate TikTok influencer marketing to reach more of your audience using genuine, authentic TikToks. In short, immerse yourself into the TikTok culture to make your brand stand out. Is your business new to TikTok but you really want to start? Click here to find out how.