What began as an “only alright” video-sharing application in China (known as Douyin in its local nation) has become widespread in the American market as the most fantastic spot to be for the US. youth. That is not all; brand marketers are not a long way behind where the crowd goes. In any case, TikTok cannot be your regular plug n play platform for marketing, since users here are profoundly selective and anything that does not pull off the bona fide feeling just will not be able to fly. But be that as it may, there have been a few instances of big brand marketing accomplishment on TikTok. So how can they rock it? What does a marketing strategy in this platform look like?
Without any further ado, let’s delve into this guide directly below to find your best answers:
How Did TikTok Start?
TikTok (introduced in 2016) and Musical.ly (in 2014) were comparative applications until ByteDance purchased Musical.ly, and in August 2018, the two applications became absorbed into TikTok. From that point forward, the short-form video application has developed quickly to more than one billion worldwide downloads.
Their central goal is to capture as well as present knowledge, innovativeness, and valuable life moments of the world, straightforwardly from your cell phone. TikTok empowers everybody to be a creator and promotes them to share their enthusiasm and innovative expression through their recordings.
The short-structure videos made in the application mostly center around comedic skits, dancing, or singing, where users have the chance to make use of editing tools, music, effects, filters, and that is only the tip of the iceberg. As a TikTok user, you are urged to draw in with the posts, typically either by “reaction” recordings or “duets,” in which users basically duplicate another’s video before inserting themselves into it.
Recommend TikTok Marketing tools
Who Uses It?
TikTok, at present, attracts 500 million month-to-month active users, 26.5 million of whom are from America.
Demographically speaking, 60% of the American month-to-month active users are in the age range of 16 and 24. For your information, the gender split skews marginally male (about 56% male while 44% is female), and is more well known on Android as compared to iOS, likely because of its worldwide prevalence.
Their users are intensely involved also, spending a normal of 52 minutes out of each day on this application. 55% of those who use TikTok have been uploading their own recordings, and 68% have watched the video of another person.
Since 2016, the app has witnessed an exponential increase in users. It caught up with and passed Snapchat only one year following its release and has since become the second-to-none application downloaded from the App Store and the No. Three application downloaded around the world.
In case you are simply figuring out how potential TikTok is as a marketer, it is not very late. On the one hand, some huge brands have dipped their toes into the waters and have given all of us some genuine examples. On the other hand, there is still a lot of space for innovation.
TikTok Marketing Strategy
The promotion items are still somewhat beginning. They have started to reveal some displays as well as video units for brands who are simply trying things out or are searching for another place to repurpose their current creative.
Stickers, AR/ 3D Lenses, Brand Takeovers, and Sponsored Hashtags are likewise accessible to marketers and keep in mind that they may appear to replicate products that you have probably seen from other social platforms. Still, there is a different degree of significant worth on a fan interaction on this app. For instance, a Tweet inclusive of a sponsored hashtag does not ask for a lot of investment or time from the creator, nor does it bring about plenty of time spent from the viewer/ shopper. This holds true for shares, likes, and so forth.
On TikTok, however, for a user to be engaging with a brand needs far more significant investment. Gearing up for the video, shooting it, editing it, as well as sharing it will ask for the time of the creator, to say nothing about that they will likely need to buy the product of a brand first to genuinely build it in with their content.
That is why brands ought to apply various strategies to evaluate their campaigns on TikTok. Looking beyond attaining media benchmarks or more fantastically, achieving performance-based objectives (sales/ conversions), the essential KPIs one ought to look at in this app are exposure, awareness, along with the interaction of fans. While attributing sales straightforwardly is hard, these elements will, in general, be an impetus for brand revenue in the end.
Examples Of Successful Campaigns
The effective way into a surefire campaign is to figure out how to get fans to engage with your product/ brand in a fashion that not only feels natural but also enables users to have a fabulous time and be creative. One of the extraordinary ways is creating a challenge to spread awareness about the brand and promote interaction.
Chipotle encouraged TikTok users to post the #ChipotleLidFlip Challenge. In other words, subsequent to buying their bowl, they would drop the filled bowl on the aluminum cover in a manner that made it flip into the air, where they would afterward attempt to get it to arrive on their food. As with Water Bottle Flipping, creating challenges that seem to be simple and of little to no consequence enables video creators to snidely/amusingly show off their “achievement” in entertaining and innovative ways. The campaign that lasted six days had 104 million video starts as well as 110,000 submissions.
More than challenges, a lot of brands have likewise been successful in giving content creators a sort of video “template” and allowing them to go for it creatively.
Google set up a sponsored hashtag campaign known as #HeyGoogleHelp. Here, users made recordings that made use of Google Assistant (or other Google Voice items). Furthermore, GUESS introduced the first-since forever fashion takeover on the TikTok platform with its campaign named #InMyDenim, which promoted users to dress their GUESS denim in imaginative ways, usually delivering a makeover of their attitude/ look in the wake of changing their outfit from beat-up sweats into a small denim focus fashion show (for the most part – to Bebe Rexha’s “I’m a Mess”). Influencers likewise supported such a campaign, for example, @operamericano (more than 600K followers) and @ourfire (5.2 million followers).
The above examples got sponsored, but a couple of firms have been through a spike in their sales from organic growth. According to Marc Anthony True Professional, they saw an unexplained surge in sales on the “Strictly Curls” items made by them. After further investigation, they found that they had become a kind of meme on TikTok, where (fundamentally) ladies would play out a shampoo commercial-esque dramatic before and after of their locks in the wake of utilizing the item. These #strictlycurls recordings were seen more than four million times, bringing about a 60% rise in sales within the line of the product.
While these uniquely successful moments are not anything but challenging to remake, they plainly show the power of having users from TikTok to draw in with your products/ brand in innovative ways.
What Makes TikTok Marketing Strategy Stand Out?
Maybe the most considerable difference between TikTok and other apps related to social networking is that well-known hashtags, in general, favor trending memes, challenges, or other repeating formats. Recent events tend to be disregarded since the TikTok platform is not intended to address what is happening on the globe. It is the place individuals go to have a great time and let their creativity fly, without the stress of every minute of the everyday sequence of news reports.
Similar to every single social network, influencers can positively assume a significant part in assisting with promoting a campaign. Like just about any influencer-driven campaign, they can significantly contribute to driving fan interaction. With that being said, brands should have a cautious plan for picking influencers who are authentic as well as being aligned with the brand. Considering the degree of fan engagement and the likelihood of a youthful crowd to get turned off by somebody who comes off overly “sales-y,” brands should be extra cautious on TikTok while selecting who to cooperate with.
Blending In Branded Content
Since standard ad offerings are inclined to be overlooked – either because of “banner blindness” or advertisement blockers – it is turning out to be much increasingly more significant for brands to discover approaches to get customers to engage with their brands in authentic manners. While many of the examples mentioned above are intrinsically silly, with the goal for users to make their own recordings, sooner or later, they have to buy the product. While it is hard to quantify ROI precisely, it is evident that there is a value that way.
Best of all, TikTok, maybe more successfully when compared to numerous other social networks or web destinations, has a stronghold on the usually hard to reach Gen Z. Since worries over information abuse grow, Gen Z is moving ceaselessly away from social networks such as Facebook, and counts more on applications – for instance, Snapchat and TikTok, where practically zero user information is gathered. While Snapchat is as yet attempting to give a steady ROI to its advertisers (note that publishers are another story), TikTok has been showing specific promising ways for brands to have Gen Zers not just see their branded content but pour out time and effort into making their own.
What To Be Careful Of In Your Strategy
This absence of data might be a selling point for TikTok users. On the other hand, it leads to an absence of exactness and effectiveness for advertisers. Facebook and Google are the predominant pioneers in the advertising space since they can make use of data to guarantee they are arriving at their intended interest group at scale. Without this information to incline toward, any display or video ads are basically not much more than ROS. That indeed just leaves utilizing influencers or the expectation of interacting and “going viral” for brands to genuinely make an impact in such a platform.
Also, there are some substantial worries about brand safety. While users on TikTok appreciate the opportunity to make and post nearly anything they desire, brands might be somewhat more careful about the content they surround. Though TikTok has a couple of resources, tools, and policies set up to keep up a safe and positive environment for its community, there is as yet going to be a hazard in an ever-changing landscape which lives on content created by users. Whether they access the YouTube route and make a premium list of content creators that advertisers can particularly purchase is not yet clear.
TikTok Marketing Strategy With The Continuing And Progressive Movement
Provided that TikTok is around, it will be able to fill in as an important platform for performers and artists alike. For instance, Jimmy Fallon utilizes TikTok to work together with his watchers to make content that will regularly air on the Tonight Show. Else, Lil Nas X makes use of this app to test the way of turning the song “Old Town Road” he sings into a meme, at last encouraging it to the No. 1 spot on the reputative Billboard charts. Nonetheless, in contrast to the Google’s and Facebook’s of the world, brand integration is not as easy and plug and play.
It asks for creativity, authenticity, and an ability to let individuals engage with your brand in a manner they see fit (not taking yourself too seriously as a brand absolutely assists with the last mentioned). It is likewise critical to bear in mind that TikTok is a community; hence, there should be a long-term strategy for ongoing presence and interaction. A one-off campaign will probably not have a similar impact if the community does not think about you as being “one of them.” It will put on a show of pushing sales as opposed to promoting creativity.
Getting Started with TikTok
Before running your first campaign on TikTok, there are a couple of significant questions that the marketing team ought to talk about before taking the plunge:
- How significant is the audience on TikTok to your brand? TikTok is absolutely a promising new object in the online space; however, be sure you account for whether the energy/ time investment is worth the possible payoff. One thing to remember, success here will ask for steady engagement with the community.
- To what extent of comfort would you cede some control of your brand messaging? Once more, the viral potential of this platform originates from setting up a template for individuals to engage with your brand and allowing content creators to go for it in their own specific manner. In contrast to conventional marketing, not all messaging should be in your brand voice, so do not forget this when making your own challenge or other campaigns.
- What are some one-of-a-kind ways that users are as of now engaging with your products? Your objective for these challenges/ campaigns are the creators. A practical campaign/ challenge not only provides them with a template but also enables them to show off their own creativity. What would they be able to do with your product that can showcase some degree of creativity?
- Is it accurate to say that you are going to utilize influencers, and provided that this is true, would you be able to seek out any that are well-known enough to make an impact, yet additionally within the appropriate niche for your brand? TikTok network tends to be centered around particular niches, for example, tech, food, gaming, music, comedy, and so forth. Lack of authenticity is nothing but what causes certain failures on TikTok, both for the influencer and the brand; hence, partnerships should be picked cautiously here.
- How are you estimating accomplishment for your marketing endeavors on TikTok? While this is an inquiry going into each marketing campaign, as addressed, TikTok advertisement products do not actually fit in the standard advertising KPIs. Though it may be important to gauge your performance against TikTok benchmarks, metrics such as challenge participants and followers are probably a better indicator of expanded brand fondness (in addition to obviously, more sales).
At last, the most fantastic approach to learn is by doing. Why do you not download the app and peruse through specific recordings to figure out the kinds of content being made? Join the conversation by discovering a challenge you believe is intriguing, or lip sync to your favorable song.
TikTok is bringing great enthusiasm and eagerness at this moment, in view of their vast user growth and also since there is still such a considerable amount of space for brands to improve and be similarly as creative as users on TikTok.