Nick BuchheitIf you’re thinking about bringing TikTok into your digital marketing mix, that is very understandable.
With more than 800 million active users worldwide, TikTok is one of the fastest-growing social platforms right now. The marketing potential is huge and many brands are now scrambling to catch up and get in the game. So, should you go for it?
TikTok Explained
TikTok is a video platform based around 15-second videos that can be combined into a total of 60-second long sequences. Interaction with the content takes place as people scroll through their feeds, sort of like on Instagram.
If you’re still under the impression that TikTok is an app for gen Z kids who like to sing and dance in front of their smartphones, think again.
While it’s true that the most significant demographic on TikTok are teenagers and young adults between 16-24, the platform is quickly growing into so much more than music videos. And in fact, nearly 38% of TikTok’s users in the US are over 30 years old.
So yes, whether your brand should build a TikTok presence is definitely a valid question.
Is TikTok a Good Fit For Your Brand?
While the potential for reach and engagement is massive, TikTok is not suited for all brands. But if the following statements apply to your brand, chances are you’d be missing out on opportunities by not marketing on TikTok:
- Your target audience is on the younger side (ages 16-30).
- You want to build brand awareness with a younger audience.
- Your products or services are easy to showcase in a video.
- Your brand personality is light-hearted and playful.
- You’re open to experimenting with new content formats.
TikTok is a platform mainly used for entertainment, and the content that works best usually falls into this category. Even though you may, for example, want to post how-to’s or tutorials, it’s good to keep this in mind.
Stay Open To Trending Topics
The key to succeeding on TikTok, which applies to all social media, is being agile and staying updated with current trends and hashtags. As we’ve discussed in other articles, authenticity is the holy grail of modern digital marketing. And by interacting with current trends and events, your brand will come across as more human and authentic.
Related reading: 10 Steps To Creating Authentic Video Content
One great example of this was the trend started by TikTok user “DoggFace.” In October 2020, he posted a video of himself skateboarding, drinking Ocean Spray, and listening to Fleetwood Mac’s “Dreams.”
Something about his vibe resonated with people, and the video went viral. People then started posting videos of themselves drinking Ocean Spray and doing stuff they enjoyed. And eventually, this viral trend included the CEO of Ocean Spray, Stevie Nicks, and even Mick Fleetwood himself.
3 Types Of Content That Works Well On TikTok
1. Brand Content
The basis of your feed will most likely be content you create in-house. While there is no formula that always works, there are some things to keep in mind when planning your TikTok content.
Be authentic: Remember that most users make videos with their smartphone and with natural lighting. If your content is too polished and seems too produced, it may come across as salesy.
Be personal: Show the people behind your brand. People like to interact with real humans, not with anonymous entities that cannot be held accountable. Being personal builds trust and is a lot more likable.
Be a crowd-pleaser: We know by now that some things work better than others in a social media feed. Don’t be afraid to win easy points with videos of adorable animals, cute kids, or yummy foods.
Be funny: Users log on to TikTok for a smile and to feel good. If you can help them do that, they’ll love you for it.
Be relatable: People like and share content that they understand and see themselves in. While traditional advertising is often aspirational, that is not necessarily a good approach on social media.
Be educational: A lot of the content on TikTok that gains traction has an educational angle. TikTok is almost like a condensed version of Youtube and the perfect place to share tutorials, guides, and how-tos.
2. User-Generated Content
Remember the word “social” in social media. Social platforms are made for interaction, and the more you engage with your audience, the more success you will see. A great way to do that is to use the content they create whenever that makes sense.
You can encourage the creation of UGC (User-Generated Content) through fun hashtags, competitions, and challenges. When people engage with your content and get creative with it, you know you’re doing something right.
3. Paid Content
Yes, you can advertise on TikTok. It’s not all about organic content and virality.
In 2020, TikTok officially launched the new advertising platform TikTok For Business. Some of the paid advertising options on TikTok include:
In-feed Videos: Pop up video ads that appear between user content. These ads can be a great way to drive web traffic and downloads.
TopView: This is a powerful one since it’s the ad a user will see first thing when they open the app.
Hashtag Challenges: This ad allows you to promote a branded hashtag, which can be a fun and efficient way to increase awareness and engagement.
Brand Takeovers: Here, brands are allowed to “take over” TikTok for a day and introduce images, GIFs, and videos linking to web pages or offers.
Takeaways
While TikTok initially was a place where teenagers would dance and sing, that is no longer all there is to it. The platform is quickly growing to become one of the biggest social media channels out there, with an audience that is becoming increasingly diverse. TikTok holds enormous marketing potential, especially for B2C brands targeting a younger crowd.
When building your marketing strategy for TikTok, always remember that it’s a platform where fun or educational feel good-content usually performs best. Keep your feed entertaining, bring value to the table, don’t take yourself too seriously, and use a tone of voice and visual language that feel authentic.
Have fun, get creative, and keep surprising your audience. And who knows, perhaps your brand will become the next viral hit.
Get in touch to explore how we can help your brand come alive with video content!