The world’s most video sharing social network right now, TikTok, continues to spike in popularity from day to day. It is, hands down, one of the best places online to make yourself heard, right now. Which means, if you’re a marketer, it’s where you want to be.
If you’re the kind of person to jump on a good opportunity, you’re probably wondering how you can use this to your advantage. Before you jump into the midst of this trendy app, it’s important to take a strategic approach. While some social channels enjoy a long lifespan, others are more short-lived.
It’s with this in mind that it’s important to start with a brand-first approach. Read on for more about how you can use TikTok effectively to boost brand awareness.
Overview of TikTok
TikTok is a video sharing social network and the first major social channel to originate in China.
It’s similar to the former social channel Vine, which was all about creating short videos with captivating content that could be quickly digested.
Many of the app’s users are formerly from Musical.ly and typically uploaded videos of themselves lip-synching to music videos. Artists who were seeking to break out into music would upload their own original content.
The content has since evolved to include memes and other pop culture references, putting its finger firmly on the pulse of the digital zeitgeist.
About TikTok Users
Due to its worldwide growth, TikTok’s users are comprised of a diverse audience that often sees their content spread far and wide across the globe. Most users are young, typically under the age of 30, and it was the most downloaded app across both iOS and Android devices between 2018 and 2019.
Although it has developed a reputation for being a young, trendy app, what often surprises people is just how many TikTok users are well outside of their teens. Over 20% of TikTok users are aged 35 to 40, a number which is growing every day.
Basics Of Using TikTok
Most TikTok videos can go up to 15 seconds in length, but users can also use the robust video editor to create a video that is up to a minute in length. The app lets users upload longer videos that were recorded elsewhere, like from their gallery or camera roll.
As an alternative, you can also choose to live stream videos to specific hashtags, for a more immersive experience. Lastly, it should be noted that TikTok features an amazing selection of filters and video effects. These are easily better than similar features on many competing platforms.
How To Use TikTok As A Brand
While it might seem intimidating to craft a strategy and use TikTok as a brand, it’s actually easier than you might expect. With a little research, some skillful evaluation of your audience and their needs, and a lot of hard work to generate consistent, relevant content, anybody can be successful on TikTok.
It’s also a good idea to do a one-to-three month split test with your content to see what lands, what flops, and who reaches out to comment and follow. This is putting in the work to see if the network makes proper sense for your brand.
Ways To Use TikTok For Promotions
To get started using TikTok for promotion, first create a channel for your brand. Use an interesting profile picture and write a full bio. Then, start uploading relevant content.
Another great way to spread your content far and wide is to work with influencers who already have significant followings. This will allow you to reach a whole new audience and strengthen your brand with a successful TikToker’s endorsement.
You can also pay to advertise on TikTok, but it’s a good idea to wait until you have a lot of good content and an established presence.
Avoid Seeming Too Much Like An Ad
While it may seem tempting to make sure your content has a call to action and is absolutely packed to the brim with brand messaging, be careful to not be too promotional. TikTok is at the forefront of the modern day conversation and, unfortunately for advertisers, modern audiences are becoming increasingly jaded.
Users and consumers have grown wary of ads, and they’ve gotten better at spotting them. As subtle as you think your marketing is, and as much as you think “the kids are going to love this video full of Renegade memes”, the truth is they can spot a fake a mile away.
Pushing out content that seems like an advertisement in any way is a turn-off to most people. TikTok is a fantastic medium to highlight your brand’s people having fun, getting up to antics behind the scenes, and engaging with happening-now content. But it has to be genuine.
Being authentic and relevant to your audience is key to earning their trust and having them become receptive to your product or service.
Use TikTok To Educate
If you have a product that requires assembly, TikTok is a great way to show users how to put it together. If your product uses new technology, TikTok can give you the platform you need to show the public how to use it.
Having a fun, easy visual will encourage users to purchase your product and feel confident using it. “Try-on” videos are also really popular, so if you’re in the clothing and fashion industry, TikTok is a great way to showcase your line.
Get Your Audience Involved
A key tactic in growing your TikTok presence is to involve your audience as often as possible. Based on your brand, encourage users to upload content relevant to your products and what you’re doing. Get them to engage with them, to show them off.
For example, Chipotle recently launched a TikTok campaign with the #GuacDance challenge, which asked fans to upload avocado-themed dance moves inspired by the “Guacamole Song.”
Participating in #hashtagchallenges is also a good idea for upping engagement.
Also Read: Best Times to Post on TikTok