The modern world has brought forth many platforms for brands to market themselves, but none have impacted as profoundly as TikTok in recent times. The power of TikTok cannot be underestimated. Not only is it the procrastination tool of choice for many teens, but it has also significantly influenced sound and culture in the modern world. Savvy businesses everywhere are looking to capitalize on this trend through TikTok marketing. If you’re keen on leveraging this platform to its fullest potential and want to grow your TikTok account, Influ Boss has got you covered.
In 2020, a seemingly ordinary video of Nathan Apodaca longboarding to work while sipping Ocean Spray and vibing to Fleetwood Mac’s “Dreams” went viral. This #DreamsChallenge skyrocketed Ocean Spray sales and brought a surge in Fleetwood Mac streams. Such is the unpredictable nature of TikTok, where brands can accidentally stumble into fame. But fear not. Even if you don’t accidentally become a TikTok sensation, there are strategies to ensure a successful presence on the platform. Let’s discover the world of TikTok marketing.
What is TikTok marketing?
TikTok marketing is promoting a brand, product, or service on the TikTok platform. This can encompass various tactics, from influencer marketing and advertising to creating organic viral content. By leveraging TikTok marketing, businesses can:
- Enhance brand awareness
- Cultivate engaged communities
- Sell products and services
- Gather customer feedback
- Offer customer service
- Target specific audiences with advertisements.
Brands on TikTok typically use three primary marketing strategies:
1. TikTok influencer marketing: Mega influencers like Charli D’Amelio and Addison Rae can significantly impact a brand’s success. However, you can only sometimes need a top-tier influencer. Rising stars or niche influencers can be just as effective. For instance, a Vancouver-based cosmetics brand might collaborate with local influencers like Sarah McNabb.
2. Creating your TikToks: You have the most artistic latitude here. By setting up a Business TikTok account, brands can produce content, from product showcases to day-in-the-life videos.
3. TikTok advertising: Brands like Aerie, Little Caesars, and Maybelline have reaped the benefits of advertising on TikTok. The platform operates on a bidding model similar to Facebook and Instagram.
Setting up TikTok for Business
TikTok has emerged as a powerhouse for content creation, especially for brands that engage younger audiences. While the app is renowned for its innovative editing tools and filters, it offers many features tailored for businesses. If you’re a brand looking to tap into the TikTok audience, understanding and utilizing its business account is crucial.
What is a TikTok Business Account?
A TikTok business account is a specialized profile for brands, companies, and marketers. Unlike a regular user account, a business account is equipped with features that optimize the content posted by brands. By activating TikTok for business, brands can avail:
- Influencer partnerships. Engage with TikTok influencers to increase your coverage.
- Paid ad campaigns. Start targeted ads for a particular consumer.
- Performance tracking. Monitor the real-time performance of your content.
- Analytics. Gain insights into content trends and audience behavior.
- External traffic. Drive users to external websites or online stores.
Establishing a business account on TikTok takes a short amount of time.
- Download & Install. Get the TikTok app from the App Store or Play Store.
- Sign Up/Log In. Choose to create a new user account or log in to an active one.
- Profile Navigation. Tap on the ‘Me’ tab at the bottom.
- Switch to Business. Go to ‘…’> Manage account > Move to a business account.
- Business Details. Answer a few questions about your business and complete the setup prompts.
Tips for Using TikTok for Business
- Familiarise yourself with TikTok. Before creating content, spend time understanding TikTok’s features and nuances. Explore trending videos, challenges, and tools to grasp what works on the platform.
- Embrace authenticity. TikTok users value unique and genuine content. While observing what competitors are doing, it’s equally crucial to carve out your niche. Authenticity resonates with audiences and can set your brand apart.
- Go organic. While polished videos have their place, TikTok appreciates the raw and unfiltered. Videos that feel original, even if not perfectly edited, often perform better as they resonate with the app’s user base.
- Engage & Inspire. TikTok is a two-way street. Engage with your audience through challenges, duets, and TikTok Live streams. Encourage user participation and create content that inspires them to interact with your brand.
- Stay updated. TikTok trends change rapidly. Stay updated with the latest challenges, music, and trends to keep your content relevant.
TikTok offers a dynamic platform for businesses to connect with a vast and engaged audience. With the right approach, brands can harness the platform’s potential, creating content that entertains and drives business objectives. Whether you’re a startup or an established brand, TikTok’s business account provides the tools and insights to craft a successful marketing strategy.
TikTok Business Account vs. Creator Account: Which is Better?
TikTok offers two distinct account types: business and creator. Your choice largely depends on your platform objectives. The business account is for you if you’re leaning toward brand promotion, marketing, or sales. It has advanced features, including in-depth analytics and targeted ad campaigns, ensuring you harness the platform’s full potential.
On the other hand, the creator account is more suited for individual content creators looking for organic growth without a commercial angle. While both account types have their merits, the business account provides a more structured approach for brands aiming for strategic growth and engagement on TikTok. Making the right choice allows you to align with your goals and effectively engage with the TikTok community.
Advertising on TikTok: Unlocking the Potential of a Dynamic Platform
In digital marketing, TikTok has rapidly emerged as a formidable player. Its diverse user base and innovative content formats offer brands a unique opportunity to engage with audiences in novel ways. Harnessing its tools can significantly elevate a brand’s online presence and reach. Official TikTok ads, in particular, have become a sought-after tool for brands aiming to amplify their visibility on the platform.
Why Choose TikTok Advertising?
Before we discover the types of ads, it’s essential to understand why TikTok advertising is gaining traction. The platform boasts over a billion users worldwide, with a significant portion belonging to the coveted Gen Z demographic. This vast and engaged audience, combined with TikTok’s unique content style, provides brands with a golden opportunity to craft memorable ad campaigns that resonate and engage.
Find out Types of TikTok Ads
- In-Feed ads. These are native ads that appear in between user videos as you scroll through the ‘For You’ page. They seamlessly integrate with the user experience, playing automatically (with sound) as users swipe through their feed. In-feed ads come with a CTA, driving users to a website, app store, or another TikTok page.
- Pangle ads. TikTok’s parent company, ByteDance’s advertising platform. Pangle ads are interstitials appearing in other ByteDance-owned apps, allowing brands to tap into a broader audience beyond TikTok.
- Carousel ads. These interactive ads allow users to swipe through multiple images or videos like a carousel. They’re perfect for brands looking to showcase a range of products or tell a story in segments.
- TopView ads. The most impactful ad format, TopView ads, plays immediately when a user opens the app, capturing full-screen attention. They can last up to 60 seconds, offering brands a significant canvas to craft special narratives.
- Branded hashtag challenges. TikTok is renowned for its viral challenges. Brands can create challenges, encouraging users to participate and generate user-created content around a specific theme or hashtag. This not only boosts brand visibility but also fosters community engagement.
- Branded effects. Augmented reality (AR) is at the forefront of digital engagement, and TikTok’s branded effects tap into this trend. Brands can create custom filters, stickers, and AR effects that users can incorporate into their videos, subtly integrating brand messaging into user-generated content.
The choice between these types of ads depends on the brand’s goals for strategies that resonate with TikTok’s dynamic audience.
Making a Successful TikTok Ad Campaign
- Understand your audience. TikTok’s user base is diverse. Before launching an ad campaign, brands must understand their target demographic’s preferences, behaviors, and content consumption patterns on the platform.
- Leverage authenticity. TikTok values authenticity. Even when crafting ads, brands should aim for original, relatable content rather than overtly polished commercials. This resonates better with the TikTok community.
- Engage. The key to successful TikTok advertising is engaging users without disrupting their experience. Whether in-feed ads or a branded challenge, the content should feel organic and not forced.
- Monitor & optimize. TikTok provides strong analytics for its ads. Brands should continuously monitor their campaign’s performance, gaining insights into what’s working and what’s not, and optimize accordingly.
- Collaborate with influencers. Incorporating influencers into your ad campaigns can amplify reach and credibility. Influencers have a loyal following, and their endorsement can significantly boost campaign effectiveness.
TikTok advertising offers many possibilities for brands to engage, resonate, and leave a lasting impact. The platform’s unique ad formats and dynamic user base allow brands to craft memorable campaigns that drive visibility and foster engagement. TikTok advertising is a promising tool for brands aiming to stay ahead of the curve.
Don’t Forget about TikTok Marketing Strategy
A strong TikTok marketing strategy is necessary for brands to harness the platform’s full potential. TikTok’s user base is diverse, and content that resonates with one demographic might not necessarily appeal to another. Discover analytics to gain insights into audience preferences and behaviors. Next, prioritize authenticity. TikTok users value original content that tells a story or evokes emotion rather than overtly polished advertisements.
Brands should foster two-way communication, encouraging users to interact, comment, and participate in challenges. Collaborate with influencers to amplify reach and add credibility to your campaigns. Influencers can significantly boost campaign effectiveness with their established following and understanding of the platform’s nuances.
Regular posting keeps your brand at the forefront of users’ minds and helps maintain engagement levels. However, while consistency is crucial, ensuring that the content remains fresh, relevant, and in line with current trends is equally important.
Always be ready to adapt. TikTok trends can change overnight. Stay updated, be flexible, and be willing to pivot your strategy based on real-time feedback and changing dynamics.
In conclusion, a successful TikTok marketing strategy needs authenticity, engagement, consistency, and adaptability, ensuring brands gain visibility and foster connections with their audience.