The clock is ticking for brands to get on TikTok.
It’s no secret that TikTok is in, but where do you begin? First, let’s take a look at where it’s been.
TikTok was launched in 2016 by a tech start-up, ByteDance Ltd., and gained significant popularity in 2017 when they acquired app rival Musical.ly and merged its 200 million members with TikTok. Since then, the app is available in more than 150 countries and has more than 1 billion active monthly users worldwide.
With these impressive stats, it’s getting harder and harder for brands not to be on TikTok. But for companies wanting to get on the “it” platform, it can be a daunting endeavor with more to think about than just securing a handle. Is it authentic to our brand? What will we post? Do we have the bandwidth and expertise to post consistently? Who on our team knows how to use it? These are all questions you’re likely asking yourself.
Well, as an agency that’s jumped on a trend or two, we’re here to help you find the answers to these questions. Here are some ways marketers can begin leveraging TikTok for their business:
Discover your niche.
When determining if TikTok could be beneficial for your business or client, it’s important to find your niche. Ask yourself, “Where does my brand fit into the billions of users worldwide?” You can start by searching hashtags relevant to your brand and observe and analyze your competitors. Once that clever algorithm knows your interests, you’ll have even more inspiration on your “For You Page”.
Know your audience.
In the US, TikTok has been downloaded over 200 million times by users between the ages of 13 and 60, with a makeup of 60% female and 40% male – 80% being between the ages of 16 and 34. And while Gen Z helped grow TikTok to what it is today, millennials, Gen X, and even boomers are now downloading the app. So, since these age groups are more seasoned spenders, this is music to brands’ ears.
Make TikToks, not ads.
When building your community, it’s important to remember that users don’t want to watch ads, they want to watch TikToks. Yes, a viral product-focused TikTok can translate into sales (looking at you, Lululemon belt bag); however, like all social media, TikTok is not about the bottom line. What marketers can do for their business is leverage this platform to create an authentic community with unique, engaging, and fun content for their audience.
So, what does this mean from a content perspective? TikTok started as a platform purely for entertainment and, while it has evolved into a useful app for users, the dances, humor, and trending content are still what makes it popular. And it’s not just about dance moves – educational and tutorial videos are hugely successful too. What does this mean for brands? Chances are, you’re trying to market your product that offers a solution to your customers. Whatever that solution may be, you can share tips and tricks, or even address problems followers might be experiencing and show them why they need your product or service.
Observe various trends.
You remember the guy chilling on his skateboard listening to Fleetwood Mac, taking a swig of cranberry juice, right? What about the corn kid? Not every trend will be a fit for your brand, but you should still stay up to date on the latest sounds and trends, and be ready to jump on them before the next one comes along! We’re finding that the quicker you join the conversation, the more engagement you’ll get.
Lean into the influencer world.
Don’t think you have the right expertise or skills to create your own TikToks? Influencers will be your new BFF. The right content creators will not only make content their followers want to watch, but it will be authentic to your brand. Not sure how to find them? There’s a TikTok Creator Marketplace run by TikTok that houses thousands of profiles of TikTok creators. Brands can search the marketplace for creators whose audiences best fit the target market of their campaign. Cool, right?
If you really want to be in a committed relationship with TikTok, consistency is key. The more attention you give the app, the better your profile will perform. For maximum growth, it is recommended to post one to three times daily. Luckily, the average video length on the platform is only about 15 seconds long.