In just a few short years, TikTok has become one of the world’s most popular social media platforms, with explosive growth since its launch in 2017. TikTok saw 740 million new users in 2021, and its ad revenue is projected to reach $11 billion in 2022 — more than Twitter and Snapchat combined.
From fashion and beauty companies to doctors and scientists, savvy users have strategically deployed TikTok to educate, entertain, and build their personal or business brands. If your organization isn’t on TikTok right now, you probably should be. So what do you need to know about getting started with TikTok marketing?
Why should brands use TikTok marketing?
TikTok distinguishes itself from other social media platforms because its content is exclusively short videos. There are many good reasons for brands to use TikTok marketing, including:
Greater connection: As a primarily visual platform, TikTok allows users to feel more connected to the accounts they follow. Watching real people show off their interests and passions is much more compelling than nameless, faceless marketing campaigns.
TikTok algorithm: Much has been written about the TikTok algorithm’s ability to serve up fresh and interesting videos on users’ “For You” pages. If you’re creating high-quality content that users enjoy watching, you have a good chance of being recommended to a larger audience and gaining more attention for your brand, since users are not limited to seeing videos from accounts they follow.
Surfing trends: One way to get attention with the TikTok algorithm is to make content that capitalizes on the platform's current trends. For example, you can use one of the current TikTok "trending sounds," which are short audio or music clips that are being played in many recent videos, to get more eyeballs on your account.
Easy to make: Filming TikTok videos requires little more than a smartphone and a clever or interesting idea; users tend to frown on content that seems overly produced. Combined with TikTok’s recommendation algorithm, this enables smaller brands with smaller marketing budgets to compete with massive companies.
What are the new features of TikTok?
Tiktok is constantly developing new features in order to keep up with user demand. Various rumors suggest that the company will be releasing 3D user avatars, group chats, and functionality that allows users to subscribe to their favorite creators.
One particularly relevant new feature is TikTok Stories, which as of writing is still in its pilot program. Like other social media platforms such as Snapchat, Facebook, and Instagram, TikTok “stories” are photos or short videos attached to a user profile that automatically disappear after 24 hours.
While it remains to be seen how TikTok Stories will work, brands have successfully used stories in apps such as Instagram for a variety of purposes. These include releasing news and announcements, conducting polls, and asking questions of your audience.
What TikTok content should you use to promote your business?
There are essentially four ways that you can promote your business with TikTok marketing:
Your own content: Of course, the most obvious method for brand accounts to promote themselves is with their own video content. TikTok users are often looking for relatability and authenticity, so videos with natural lighting and faces (such as those of your employees) are best. The most popular content tends to be positive and lighthearted or fosters user interaction (such as duets and challenges).
User-generated content: To this last point, users should be encouraged to create their own videos in which they use your products or react to your content. This can be an excellent way for your account to organically gain traction.
Advertisements: TikTok’s advertising platform, TikTok For Business, allows brands to run their own advertisements, e.g. when users open the app or in between videos. TikTok also presents unique marketing opportunities, such as creating your own effects that users can apply to their videos.
Influencer marketing: Last but not least, brands can work with TikTok influencers to promote their products and services. While some brands target the largest possible audience, others look for micro-influencers who have achieved success with a particular niche.
How to get started with a TikTok marketing strategy
With the right content creation strategy, TikTok marketing can lead to more (and higher-quality) prospects and customers. If you’re new to the world of TikTok, it’s a wise idea to work with a knowledgeable social media marketing partner who can help guide you along the way.
Fifth & Cor is a marketing and innovation company that helps our clients tell compelling stories and build stronger brands. We’re passionate about using the power of social media to supercharge your business and create excellent digital marketing campaigns.
Looking to kickstart your TikTok marketing strategy? Get in touch with our team today for a chat about your business needs and objectives.