Tik Tok danced, transitioned and lip-synced its way into our lives at the start of 2020. Initially, it just seemed like a place for Gen Z to post their dance moves and new makeup looks, but that changed very quickly. Tik Tok is now the new social media platform that your business needs to integrate into it’s Digital Marketing Strategy.
Tik Tok supports a video format of 15 seconds to 3 minutes and has proved extremely popular due to its ease of use, creativity, fast attention-grabbing content and personalised algorithm.
As with any social media platform, it’s important to have a marketing strategy and vision for Tik Tok. We’ve broken down our top tips on creating a Tik Tok marketing strategy to help you promote your business online and reach a whole new audience in a unique way.
1.Find Your Niche
In order to build a following and interest in your business, you will need to have a consistent theme or topic to your tik tok content. This can come in the form of talking about a specific topic related to your business, sharing stories about your business or showcasing your products in use. To decide on your niche, research what content fits best with your businesses’ image, what content you feel you can consistently and comfortably make and what will capture your audience’s attention. Unlike other marketing channels, Tik Tok is less ‘salesy’ and more attention-grabbing and interactive. You have less than 60 seconds to impress viewers, so make it count! Once you have decided on your niche, review the feedback you’re getting on your posts in order to guide your future Tik Tok content.
2. Keep An Eye on Trends
Trends are huge on Tik Tok. Each week a new song, dance or challenge becomes the must-do video. You’ll know if something is trending if you’re seeing a lot of it on your “For You” page or by looking at the number of people who used a hashtag specific to the trend on the discovery page. Incorporating these trends into your Tik Tok content will require creativity. It will also be important to consider if the trend can benefit your content and if it fits with your niche. For example, an outfit transition trend would be suited to a clothing store but probably not suited to a food business.
3. Creativity Content
If it isn’t already apparent, creativity is a vital skill to have when curating your Tik Tok strategy. You only have 15-60 seconds to impress your audience and with over 800 million Tik Tok users worldwide, you have to stand out from the crowd! The type of content that needs to be produced for Tik Tok will likely be quite different to what you’re already pushing out on the likes of Facebook and Instagram. Instead of just videoing your product range think about your target audience and the type of content they’re currently consuming on Tik Tok. For example, if you’re a beauty brand which has just launched a new eyeshadow palette, how best can you portray the numerous looks which can be created using the palette in less than 60 seconds to your viewers? A montage of carefully executed transitions of various eye makeup looks will be far more creative than simply showing the palette with a list of what users can create. The creative possibilities are endless on Tik Tok, it just requires some thought and time.
4. Advertise on Tik Tok
Similar to the more well-known social media platforms, Tik Tok is moving towards a monetised business model where brands can pay to have their advertisements shown. Below are some examples of the types of Tik Tok Advertisements available.
Infeed native content: This type of advertising is similar to Instagram or Snapchat story ads and play between user content. They can be up to 15 seconds long and support multiple features such as website clicks or app downloads. However, users can choose to scroll past these.
Sponsored hashtag challenges: Hashtags are important on Tik Tok. When there’s a new trend or challenge on the Discover page users can see it and join. Your business can sponsor a hashtag challenge and use a custom banner across the Discover page. When users tap on this they’re taken to videos from your business explaining and showing the challenge all while promoting your brand. Eg.
Brand takeovers: These types of ads appear upon opening the app and present a full-screen video to your targeted audience. This type of advertising is one of the best options for mass awareness and driving direct sales.
Branded lenses: Similar to the Snapchat branded lenses. These are filters and effects which users can add to their videos featuring your brand.
The type of advertising you choose to use on Tik Tok will depend on your budget and objectives but with Tik Tok featuring more and more advertising as time goes on it will likely become more affordable and mainstream to advertise here.
5. Tik Tok Influencer Marketing
Where there’s a social media platform, there’s influencers. Many influencers from other platforms have diversified to Tik Tok while there are also Tik Tok exclusive influencers. If your budget allows, having a Tik Tok Influencer marketing strategy is a great way to generate content and reach even more people.
6. Be Consistent
When people discover you on Tik Tok, it is most often through their “For You” page, meaning they will likely only consume that one piece of content from you. If you post consistently, the likelihood of the same person as well as more people discovering your content on their “For You” page gets higher, especially if you use different hashtags and try different trends.
Get Your Tik Tok Marketing Strategy ready for 2021
Tik Tok is on the rise and Instagram’s recently added Reels feature proves that it really is disrupting the social media world as other platforms scramble to stay ahead. Adding Tik Tok to your arsenal of social media platforms is a worthwhile investment for your business and something we strongly recommend! If you’d like to learn more about using Implement a Tik Tok Marketing strategy for your business, then get in touch with us here at Evolution Digital today.