We look at the growing popularity of the channel, what it means for brands, and how companies can maximize their TikTok marketing.
The rise of TikTok
TikTok is a mobile video app much like the now-defunct Vine, created by parent company ByteDance, a startup based in Beijing, China. Launched in 2016, the app currently boasts over 500 million active users and is popular in India, China, and the US.
Users create short, fun looping videos, from 15 seconds to a minute long that’s usually set to music available from the vast TikTok library. The app also offers effects like split screens and filters much like in snapchat and Instagram. It also provides live streaming.
Alongside the videos that users can create, they can also remix songs and create playlists, in the same vein as Spotify. Like most other social platforms, there is a certain level of interaction between members on the app, such as liking, commenting, hashtagging, and sending hearts.
TikTok recently incorporated paid advertising, which has encouraged brands to join the app and promote themselves.
Why brands should join TikTok
The number of users on TikTok and the app’s potential to grow should be sufficient enough reason for brands with a mobile marketing strategy to join.
But there is reason to seriously consider whether or not it is worth joining the app. For one, the majority of TikTok users are Gen Z, with a few millennials thrown in for good measure.
If your target audience is Gen Z, TikTok may be the next platform to try while Instagram and Snapchat also cater to this demographic, TikTok is centered entirely on them.
A presence on TikTok could help you boost the reach within this demographic with ease.
On the other hand, if you aren’t exclusively catering to Gen Z – though most marketing trends suggest you should, TikTok may be superfluous to your social media strategy.
There is no point in stretching yourself thin if the other platforms are doing the job of improving your reach and conversions.
Additionally, take a look at how important video content is to your marketing strategy. Ask yourself, are you creating videos for your channels regularly? If yes, then TikTok could be a good fit.
You also need to ascertain whether your niche will be well represented on TikTok since the app is very entertainment-focused and takes a whimsical approach to content.
Can you mimic that tone in your content and will it be appropriate for your audience? If you answered, “yes” to those questions, then you should be joining TikTok.
How to market a brand on TikTok
Now that you’ve decided that TikTok is the platform for you and will help you reach your target audience of under-30s, how do you market your brand on the app?
Because of how new the app is as compared to the popular platforms of today, it’s difficult to define a TikTok strategy. However, there are a few methods of engagement that you can use on the platform that we will outline below.
1. Behind the scenes
TikTok is a great channel to showcase life behind the scenes, take your followers through an intimate look at the workings of your organization.
A number of entertainment and news brands are making TikTok videos of their brainstorming sessions or inside writers’ rooms.
You can show how a product is conceived and goes through the stages of production until it’s finally ready to be launched for customers.
Note: You may want to consider how you’d want to do this without giving away crucial or business-sensitive information.
But remember, this is not the place to be overly sales-y as we have mentioned earlier, TikTok is about entertainment. If you can make this content fun and quirky, then it can earn you views and followers on TikTok. If you can’t accomplish this, don’t post content on the app.
2. User collaborations
A handful of TikTok users consistently create such entertaining and unique content, that they have already earned millions of followers. These creators are akin to the influencers on Instagram and Snapchat, and it is worth looking into setting up collaborations with these individuals.
Brands are still considered interlopers on TikTok, which is why creative individuals we have mentioned are the real draw.
Instead of trying to appropriate the platform with content that may not be right for the audience, partner up with creators who already know the lay of the land to make promo videos.
3. Duets
Another type of collaborative content that brands can create on TikTok is duets. These are videos where users can add a new video to an existing piece of content. The final product looks like a split-screen video. If executed well, the result can be incredibly entertaining.
Creating a video that can easily be spliced into another is a great way to boost engagement on the app and improve follower numbers.