In below 5 years, TikTok has grown to grow to be a robust advertising and marketing instrument for manufacturers, revolutionizing the best way shoppers obtain media.
With its preliminary 15 seconds-video restrict, to then 60-seconds, and now 3 minutes, TikTok has laid the muse for the development of short-form video content material manufacturing. So a lot so, that even distinguished social media platforms reminiscent of Instagram and YouTube have had to provide you with their very own variation of short-form video creation, reminiscent of Instagram Reels and YouTube Shorts, to compete immediately with its pioneer – TikTok.
If you need to learn the way to make the most of TikTok as a digital advertising and marketing instrument for your model, preserve studying this Bold x Collective information, written by our professional Social Media Marketing staff.
As a platform dominated by Gen Z and Millennials, content material wants to be artistic; this isn’t the platform for conventional advertising and marketing, gross sales ways, or pushy promoting. Instead, reap the advantages of TikTok by way of model consciousness, usually with out even needing to make investments, by maintaining with all of the trending sounds and content material that may simply be discovered on TikTok’s “Discover” web page. Just as importantly, give your model a persona by way of its content material – whether or not or not it’s academic/informative or enjoyable/playful. As a rule of thumb, TikTok customers need to be told or entertained reasonably than persuaded.
Some enjoyable concepts to introduce your model to the platform embrace:
- Step-by-step time-lapsed video of how your product is made and/or packaged
- Give a behind-the-scenes tour of your workplace office
- Introduce your self and your staff in a enjoyable manner with fashionable music or actions
- Explain the story behind your model’s title
- A day within the life (worker version)
For extra TikTok concepts for small companies, read this.
Examples of manufacturers which have mastered their TikTok persona:
- Duolingo – 3.0m followers
- Lionsgate – 3.8m followers
- Ryanair – 1.5m followers
- The Washington Post – 1.2m followers
- Chipotle – 1.7m followers
Where Do I Begin?
While it might sound intimidating making an attempt to develop what you are promoting on a brand new platform, TikTok is an experiential software, and also you don’t want to be an professional to succeed. Begin with scoping rivals and the panorama. See how others in your business are performing – what labored, what didn’t, and get impressed! Typically, your first video on TikTok is “boosted” and has an elevated probability of getting excessive impressions. As a outcome, make certain your first add is of top of the range and follows a development or makes use of a preferred sound to additional enhance your attain by catering to TikTok’s algorithm (and doubtlessly develop followers proper from the start). As the saying goes, content material is king on TikTok. Even platforms with zero followers can obtain 1,000,000 views.
Create Relatable & Fun Content
TikTok is all about authenticity. You don’t want to spend lots of time or cash on excessive manufacturing movies or pictures as a result of, not like Instagram, the aesthetic of your profile doesn’t matter. Using TikTok’s “Discover” web page, you’ll be able to simply keep up to date with present traits and work to incorporate your model into them in a playful manner.
While Instagram is all about pictures and Twitter is all about textual content, TikTok is targeted on sound and video. This offers your model room to discover potentialities and experiment with numerous content material with out having to fear about the way it matches and blends with the opposite movies in your profile. Ultimately, TikTok is a really casual platform thus its advertising and marketing is just too. Personalize your model, have enjoyable, and be real to develop model consciousness and a following.
Engage for Engagement
As an interactive platform, don’t be afraid to interact with different creators’ content material – related to what you are promoting or not – to enhance your attain. This is a generally accomplished tactic by manufacturers and organizations on TikTok to enhance their publicity and has welcomed lots of success for many (such because the earlier model examples). By commenting on different customers’ content material, these scrolling by way of the feedback of that video will doubtless see your remark, your model title, and your profile image. If your remark is enjoyable or informative, customers would possibly take the additional step to view your profile and undergo your movies. This is the place high-quality content material comes to play, you’ve gained the go to to your profile however gaining a follower relies upon completely on the standard and leisure of your movies.
Collaborate with Influencers
Influencer advertising and marketing has expanded over the latest years and TikTok can largely be attributed to its growth. With influencers on the platform reaching thousands and thousands of followers and views, there’s little doubt that model collaborations can lead to nice publicity for your model.
However, you don’t want to associate with high-profile influencers to develop model consciousness. As talked about beforehand, what makes TikTok so nice for advertising and marketing as opposed to different platforms is that even with little to no followers, content material can go viral. Try partnering with micro and/or area of interest influencers whose present content material and following suit your model and demographic.
This will make influencers extra open to collaboration and their followers extra doubtless to be inquisitive about your merchandise/companies. While many influencer collaborations are paid, many micro-influencers are additionally open to merely receiving free merchandise so as to take a look at and actually assessment a model – you don’t have to loosen the purse strings so as to have an influencer advertising and marketing technique on this platform.
While the content material in your profile shouldn’t be centered on ads for your services or products (as that doesn’t resonate effectively with TikTok customers), equally to Instagram or Facebook, TikToks permits manufacturers to run advertisements on its platform. There are a number of several types of advertisements on TikTok a model can do, right here’s the breakdown:
- In-feed Native Ad: An advert that performs in between consumer content material. A draw back to this type of promoting is that customers can rapidly scroll previous it.
- Branded Lens: A filter designed by your model for customers to use when creating movies. When accomplished efficiently, this may be a fascinating manner for customers to work together with the model.
- Brand Takeover: Before seeing any consumer, content material there’s a (model takeover) advert when the app is opened. This could be the very very first thing a consumer sees when happening TikTok.
- Sponsored Hashtag Challenge: This is a fascinating type of commercial that enables manufacturers to promote a selected hashtag problem for customers after which promote it on TikTok’s “Discover” web page. An instance of this might be RBC’s #RBCPodiumPose and Toyota’s #ToyotaWave problem. However, sponsoring a TikTok Hashtag Challenge will be very costly for smaller companies, however think about beginning a hashtag problem in your profile with out sponsoring!
Advertising on TikTok continues to be within the early phases of growth and isn’t extremely widespread amongst smaller manufacturers. If your model has a extra restricted funds, choose out of paid promoting and focus in your content material, engagement, and influencer collaborations.
TikTok advertising and marketing is not like advertising and marketing for every other social media platform. The most profitable manner manufacturers have grown on TikTok is by being genuine, relatable, and related with their content material, in addition to partaking with different accounts, collaborating with influencers, and even perhaps operating the occasional advert. Ultimately, TikTok is about authenticity, and its advertising and marketing is not any exception.
If you’re in want of extra steering, the Bold x Collective staff is at all times right here to assist. Contact us, and get began in your path to TikTok success! And for additional data, take a look at our earlier blogs: Everything You Need to Know About TikTok Marketing and How do I Start a TikTok for My Brand?