Through the article we will discuss use of TikTok in digital marketing. For whom is TikTok a great opportunity?
While well-known digital marketing giants such as Facebook, Instagram and Twitter continue to remain relevant in the increasingly evolving digital age, a new competitor, TikTok, has entered the arena and received a great welcome, especially among young people.
TikTok is easy to use, fun and most of all very addictive. In September 2018, TikTok was better than Facebook, YouTube, Instagram and Snapchat in terms of monthly installs in App Store.
In September 2018, TikTok was better in terms of installations than Facebook, YouTube, Instagram …
TikTok combines lip-syncing trends from Musical.ly and viral short videos featuring trendy songs called Vine (discontinued in 2016).
TikTok has a huge number of well-known content creators (influencers) across Bahrain and Saudi Arabia, who have even up to 1.1 million followers. Content creators upload fun videos to TikTok on a daily basis and communicate with their followers via live streams.
The unique “TikTok Live” feature allows TikTok influencers to reach millions of people worldwide at once. Looking at the bigger picture, TikTok influencers have the power to convince their followers to buy a new pair of sunglasses, download new apps to their smartphones, or even visit a new restaurant. Businesses should take a moment and explore the potential that TikTok can offer as a digital marketing channel.
What can you do on TikTok?
With the TikTok mobile app, you can easily record short, 15-second videos, enrich them with various effects, filters, fun music background … and share with friends. You can make dance videos or even cheer videos.
On TikTok, you can find and follow influencers who have gained popularity with their skills. Comedy is a highly sought after genre on TikTok. Many fun TikTok videos go viral on a daily basis.
Some TikTok users, in collaboration with other users, also create the, so called, parallel videos. Using the app is easy and intuitive. Fun videos are short and mostly speechless.
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How to start advertising on TikTok?
The basic ways to use TikTok to market your brand are as follows:
- Create a TikTok account.
- Upload your sales-oriented content in the form of short, fun videos.
- Ask your employees, business partners and friends for help in raising awareness about your brand.
- Use TikTok Advertising Platform. This feature is currently still under development and will be available in the future.
It should be noted that TikTok is mostly used by people under the age of twenty-four. So if your target audience falls into this category, then use TikTok as a means to advertise your products and / or services as much as possible.
Include TikTok in your marketing campaign
TikTok does not allow any user to add a link to their external (original) videos and channels, which is quite smart as it keeps users on their platform.
Which simply means that no one can use TikTok as a direct way to drive traffic to a website or blog. This does not mean, however, that you cannot use the TikTok platform as one of the tools of your marketing campaign if one of your main end goals is the following:
- Raise awareness for your brand.
- Make your brand viral.
- Start advertising a new product.
Will TikTok be the next best thing in video marketing?!
The best way to advertise on the TikTok platform is to spend advertising funds on their Advertising Platform, which is currently still in the Beta phase and will be available in the future. Besides that, three important points need to be considered when creating a TikTok campaign:
- 1. Find the right influencers to promote your product.
It is very important to find the best content creators and influencers. You can do this yourself or hire a professional marketing agency to help you with this process.
The process is very time consuming, but with the right approach, it can pay off. Most of the best agencies are usually in direct contact with the users of the platform (influencers), which makes the process more efficient.
- 2. Choose the right song for the background.
Music is an important component of TikTok videos. In fact, it’s crucial for the viewer’s attention, as you only have 1 second (attention span) before the user moves on to the next video and forgets about you. Pretty tricky, isn’t it?
The use of a song that will attract helps to achieve greater engagement of the audience. This in turn also creates a potential domino effect that will increase the overall reach of the campaign.
- 3. Use the right tone of voice.
TikTok is for entertainment, so it is important to approach the content openly. Young influencers know what their followers want, so we should not force them into using a marketing or business tone when advertising products on TikTok.
We need to give them the freedom and creativity to express themselves the way their followers expect it, as this is part of their personal brand image that allows them to be liked in their community.
Users at TikTok are always looking for authenticity and don’t want to see hard-selling videos that tell them what to make or buy. Which makes sense, since TikTok is a network of youthfulness.
Young influencers know what their followers want, so we shouldn’t persuade them into using a business tone
Summary; This new social platform dominates and has overtook YouTube, Instagram and Facebook in its short existence so far. It is time to learn the importance and suitability of TikTok marketing for the growth of your company, and if your target group is on TikTok also invest in advertising on TikTok.
Tips for using TikTok in digital marketing
The mere fact that you can upload a video to your profile, even if you don’t have followers, and your content will still be displayed on the timeline and seen by a large number of people for at least some time, is what makes TikTok a golden cave for gaining views and recognition of your brand.
You can post anything on TikTok, no matter how irrelevant, and it will still be visible. Creating good content that has the potential to go viral is key to increasing brand awareness on the TikTok platform.
We suggest that you create your TikTok profile today and, taking into account current trends, create a campaign that will bring you new potential customers. See what is displayed most on the timeline and what has the most likes. Joining established trends such as dance routines and lip-sync are a safe bet.
When creating content, keep in mind that humor drives virality. Go deep inside yourself and wake up your inner comedian – make people laugh and create traffic! Or, if a sense of humor just isn’t your virtue, hire someone to do it for you!
Without hesitation, follow two simple rules when creating content for advertising on TikTok:
- Use your brand and products in your videos.
- Try starting a TikTok challenge that requires you to use your product.
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Another tactic you could use are paid ads on TikTok. There is currently a certain form of paid advertising available, but not like standard platforms like Facebook, Instagram and YouTube, where you can personally manage paid campaigns and decide for yourself how you will spend your money.
Paid advertising on TikTok takes place through an ad representative who helps you set up a paid advertising campaign. However, the settings and options for determining the target group are still completely basic. So far, there is only one type of campaign that will allow your ad to appear on users’ timelines from time to time.
- The cost of such a campaign is expected to start at $ 500 per day and has no long-term liabilities.
TikTok does not yet offer an official advertising option. However, it is rumored that they will soon begin to perform this function as well. This will include Snapchat-style filters and #hashtag challenges, among others. But until it is available, we need to use other, organic marketing methods to reach users on TikTok.
Interaction with users
TikTok users are big fans of the interaction. They are the generation of videos on IGTV. They love communication and unique user experience. Brands can use this to their advantage. It is a proven practice that people are more likely to buy things they think they can use. Find a way to encourage people to interact with you by creating videos of which your product or service is the main star in a creative, but not overly obvious way.
As mentioned above, you can hire influencers to create such materials for you. When people see your products in the hands of influencers, they will feel a desire to buy.
Products in the hands of (enthusiastic) influencers = desire to buy!
For whom is TikTok a great opportunity during growth?
Especially for all (existing) influencers who want to effectively (globally) reach a really young target group. In combination with SnapChat, TikTok is an ideal medium for all creative, musically and dance-talented influencers who can express the promotion and advertising of products through a childish, mischievous way.
The possibilities for creating creative promotional content are endless, and you really have nothing to lose, as using the TikTok platform is free.
Try your luck!
I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.
Find out more about them at https://www.martin-orange.com/e-courses/