Tiktok Marketing and You
Tiktok has been the talk of the internet recently…
Since the app first crash-landed into app stores in 2018, the platform has entirely changed the game of digital marketing for companies. Buzzfeed hired teens to cover the US election, celebrities created accounts, careers were created and businesses such as Nike, Skittles, and Fenty beauty took advantage of Tiktok marketing.
Is Tiktok marketing right for your business? Could your company be the next Tiktok success story?
If you’re new to the game of Tiktok, it’s essentially a continuous loop of 15-60 second videos, assorted through an algorithm that gives you an entirely unique ‘for you page.’ The algorithm is a form of AI (Artificial Intelligence) that tracks the videos a user interacts with to show them videos they’d be most likely to enjoy, a reason the app does so well. In short, this means it’s definitely key to have your target audience in mind when creating videos.
Similar to the old platform Vine, the most successful videos appear to have ‘meme’ energy that engages the audience and relates to the millennial and Gen Z humour. Like every other social network, TikTok has a range of influencers and ‘memers’ who rely on views, likes, comments, shares, and virtual coins. At current, there are around 35 TikTok stars, most of whom are not mainstream celebrities.
According to a leaked deck from TikTok, the app has 800 million monthly active users, 500 million of which are in China. This makes it the 6th largest platform, with 1.65 million downloads to date!
If you’re planning on expanding your Marketing to Tiktok, it’s time to throw the typical ‘social rule-book’ out the window…
Lets take a look at how you can effectively perform Tiktok Marketing:
The 3 second rule
The 3 second rule is arguably the most important part of your video. In the age of ‘I want it now’ consumerism, grabbing your audience within the first 3 seconds is crucial to getting that engagement and follower loyalty.
The 3 second theory works inline with the Tiktok algorithm. Your video will be shown to a small number of users and if you can grab those users within the first 3 seconds and create engagement, your video will be spread further afield. If your video lacks the engagement or watch throughs, Tiktok will limit the amount of users it’s put in front of as it will be classed as ‘unengaging.’
Remember, when Tiktok marketing, you’re aiming towards Gen Z. This generation doesn’t want to see heavily branded content, they are looking for fun and inspiring content. A great way to market your products would be through comedy skits, don’t make them too cringey!
Tell a story
We all love a good story, especially when it’s visual. Creating a relatable story about your brand or product when Tiktok Marketing grabs peoples attention because well, even Gen Z is nosey. A fantastic example of this would be #makeitstop, a hashtag that allowed people to share their personal stories. It ended up gaining 362.2 million views as of today (23/09/20).
Although comedic content does well, heartfelt videos perform equally as well when a story is portrayed. People love to be able to relate, telling the story of how your brand began and the struggle of how you got to success can inspire and tug on the heart strings of users. A good campaign strategy we recommend is to look at taking a mentor approach to your younger peers looking to follow in your steps.
Stay up to date with the trends
Staying on top of the trends seems impossible nowadays with them appearing to change every hour! Don’t panic, Tiktok keeps you fairly updated with global and national trends through the ‘discover’ page. The page showcases the hashtags with the most views, sounds with the most views and essentially what’s hot in the world of Tiktok.
It’s also a good idea to be involved in the world of Gen Z by being active across other popular platforms such as Instagram and Tumblr, keeping you in the loop of the humour, music and influencers. Don’t forget, the digital world of trends changes daily so it’s important to check them daily if you plan on creating constant content.
Don’t forget to be unique
It’s all well and good to stay updated with the popular trends but that doesn’t mean copying the most viewed video. Copying videos will lose your audience more than anything. Most users will appreciate and engage with your content more if it’s something never been done before or a twist on a popular video. For example, if you were to do a popular dance to showcase your product, add a twist using filters, features, or sounds. This will throw users, causing higher engagement and views.