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TikTok: The next marketing platform for brands

TikTok, it’s the social media platform that’s taking the world by storm. Gen Z is throughout it, and even millennials are becoming a member of in on the enjoyable. Can manufacturers be far behind? However what’s TikTok, and is it profitable sufficient for manufacturers to incorporate of their 2020 advertising plan?

We have a look at the rising recognition of the channel, what it means for manufacturers, and the way corporations can maximize their TikTok advertising.

The rise of TikTok

TikTok is a cellular video app very similar to the now-defunct Vine, created by father or mother firm ByteDance, a startup based mostly in Beijing, China. Launched in 2016, the app presently boasts over 500 million energetic customers and is standard in India, China, and the US.

Customers create brief, enjoyable looping movies, from 15 seconds to a minute lengthy that’s often set to music obtainable from the huge TikTok library. The app additionally gives results like cut up screens and filters very similar to in Snapchat and Instagram. It additionally gives stay streaming.

Alongside the movies that customers can create, they’ll additionally remix songs and create playlists, in the identical vein as Spotify. Like most different social platforms, there’s a sure stage of interplay between members on the app, comparable to liking, commenting, hashtagging, and sending hearts.

TikTok just lately included paid promoting, which has inspired manufacturers to hitch the app and promote themselves.

Why manufacturers ought to be part of TikTok

The variety of customers on TikTok and the app’s potential to develop must be adequate sufficient cause for manufacturers with a cellular advertising technique to hitch.

However there’s cause to significantly think about whether or not or not it’s value becoming a member of the app. For one, the vast majority of TikTok customers are Gen Z, with a couple of millennials thrown in for good measure.

In case your audience is Gen Z, TikTok would be the subsequent platform to strive whereas Instagram and Snapchat additionally cater to this demographic, TikTok is centered totally on them. 

A presence on TikTok might provide help to enhance the attain inside this demographic with ease.

However, in case you aren’t solely catering to Gen Z – although most advertising tendencies counsel it is best to, TikTok could also be superfluous to your social media technique. 

There isn’t a level in stretching your self skinny if the opposite platforms are doing the job of bettering your attain and conversions.

Moreover, check out how necessary video content material is to your advertising technique. Ask your self, are you creating movies to your channels recurrently? If sure, then TikTok might be match.

You additionally want to establish whether or not your area of interest will likely be properly represented on TikTok for the reason that app could be very entertainment-focused and takes a whimsical strategy to content material.

Are you able to mimic that tone in your content material and can it’s applicable to your viewers? Should you answered, “sure” to these questions, then you ought to be becoming a member of TikTok.

Learn how to market a model on TikTok

Now that you just’ve determined that TikTok is the platform for you and can provide help to attain your audience of under-30s, how do you market your model on the app?

Due to how new the app is as in comparison with the favored platforms of immediately, it’s tough to outline a TikTok technique. Nonetheless, there are a couple of strategies of engagement that you should use on the platform that we are going to define under.

1. Behind the scenes

TikTok is a superb channel to showcase life behind the scenes, take your followers via an intimate have a look at the workings of your group.

Numerous leisure and information manufacturers are making TikTok movies of their brainstorming classes or inside writers’ rooms.

You may present how a product is conceived and goes via the levels of manufacturing till it’s lastly able to be launched for patrons.

Be aware: You could need to think about the way you’d need to do that with out giving freely essential or business-sensitive data.

However bear in mind, this isn’t the place to be overly sales-y as we’ve talked about earlier, TikTok is about leisure. If you may make this content material enjoyable and quirky, then it may earn you views and followers on TikTok. Should you can’t accomplish this, don’t publish content material on the app.

2. Person collaborations

A handful of TikTok customers constantly create such entertaining and distinctive content material, that they’ve already earned hundreds of thousands of followers. These creators are akin to the influencers on Instagram and Snapchat, and it’s value trying into establishing collaborations with these people.

Manufacturers are nonetheless thought-about interlopers on TikTok, which is why inventive people we’ve talked about are the actual draw.

As an alternative of attempting to applicable the platform with content material that is probably not proper for the viewers, companion up with creators who already know the lay of the land to make promo movies.

three. Duets

One other sort of collaborative content material that manufacturers can create on TikTok is duets. These are movies the place customers can add a brand new video to an current piece of content material. The ultimate product appears like a split-screen video. If executed properly, the consequence could be extremely entertaining.

Making a video that may simply be spliced into one other is a good way to spice up engagement on the app and enhance follower numbers.

four. Hashtag challenges

By far the preferred solution to interact customers on TikTok and to go viral is – to hitch or difficulty hashtag challenges. 

These challenges are social media contests often based mostly on a selected matter or topic, and customers are inspired to ship in responses to the problem as rapidly as potential.

TikTok hashtag challenges attract hundreds of thousands of customers and views—when you have a inventive sufficient problem to share, you may see some severe engagement. 

5. Paid promoting

TikTok promoting remains to be a brand new idea however some main manufacturers like Nike and Disney have already managed to create profitable advert campaigns on the platform.

Nonetheless, TikTok promoting is probably not for everybody, advert campaigns want companies to spend no less than $500, and the price of a marketing campaign might quantity within the lots of of hundreds.

One can see why solely mega manufacturers have tried it, making it to date for smaller companies, native movies, and challenges which may be the best way to go.

If your organization does have the finances for a TikTok advert marketing campaign, you’ll need to create a TikTok Adverts account.

After you have been verified, you may set the parameters to your advert, much like how one would create a Fb Advert marketing campaign.

6. Response movies

Just like duets, TikTok’s response movies are one other solution to create interactive and fascinating content material. These movies immediate reactions from folks, which they’ll share by way of video.

Not like most different platforms that solely give customers the choice of leaving feedback or likes as reactions to posts, TikTok permits customers to create a response video that may be embedded within the unique content material.

Creating content material that may evoke reactions sturdy sufficient for customers to depart a response video is an efficient solution to enhance your follower numbers.

7. Branded stickers

Snapchat has had branded stickers for some time, and TikTok just lately launched the flexibility to create your personal stickers, alongside importing them from Giphy.

Branded stickers, just like the model emojis on Twitter, can enhance your model consciousness on the app. They don’t should be elaborate, simply enjoyable.

Nonetheless, attempt to maintain the stickers as related to the favored TikTok hashtags as potential to extend the potential for them getting used.

Summing up

TikTok is new and thrilling nevertheless it is probably not for everybody. With a big Gen Z following and their quirky video output, TikTok is as area of interest as a social platform can get.

Manufacturers must ask themselves whether or not that is the viewers they should attain and whether or not they can decide to creating the form of content material that’s standard on the app. As a result of TikTok is gaining recognition day by day and it’s concentrating on the gang that is aware of what’s on-trend earlier than anybody else is aware of it. TikTok might be the channel that sends your advertising technique via the stratosphere. However it might be an excessive amount of laborious work to your staff proper now so that you would possibly need to maintain it in your thoughts for the close to future.  

Take a look at the historical past of the app and its area of interest, in addition to the content material channels obtainable to manufacturers, and decide about whether or not it’s best for you or not.

Ronita Mohan is a content material marketer on the on-line infographic and design platform, Venngage.

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Hootsuite social trends report for 2020
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