The hottest new social media platform, TikTok, has rapidly made a name for itself on the internet. Fueling countless viral dance trends and lip-sync duets, the simple platform is challenging to get an understanding of for many.
However, those who finally give in to the trend find out fast why the app is so effective: it’s addicting. The simple format and seemingly random algorithm expose users to things they never knew they were interested in. So how can your business convince users to interact with its content? Perhaps more importantly, how can it grow its audience on TikTok?
Is TikTok the Right Platform for Your Business?
Before launching your first video on TikTok, it’s essential to understand the format. The best way to do this is to use TikTok. Download it onto your phone and start scrolling; that’s how the whole thing works.
In under a week, you’ll have an idea of how the app works and how their algorithm chooses to show you a video. This is all crucial information to know before you begin creating any content on TikTok.
The most important aspect of all marketing, though, is to know your audience. While the number of adults using TikTok is growing steadily, the platform’s predominant users are still teens and young adults. So if you’re trying to reach 30-somethings with families in your ads, TikTok may not be the best platform.
Considering the way users interact with the platform, traditional sales pitches don’t connect with the audience on TikTok. The videos need to be bite-sized and fun. You’ll notice quickly as you interact with the app, if the video doesn’t interest you immediately, you’ll scroll to the next one without hesitation.
The key to creating successful content lies there. For a video to do well with TikTok’s audience, it needs to be something fun and creative, and you should have fun creating it! And the ad should come second.
It’s also clear when watching TikTok influencers with large followings that the videos’ production value isn’t very high. Often the videos aren’t even planned out that well, and that’s part of the fun. Many successful TikTokers think of a video idea, film it on their smartphone and publish it under an hour or so.
Integrate Into Others Content
One of the simplest ways to reach a broader audience on TikTok is to work with an influencer who already has a large following on the platform. This is especially useful and cost-effective for businesses that want to capitalize on key product placement. Many influencers are happy to wear your business’s merch or conveniently place any of your products in their video.
Again, the key here is the same for all marketing campaigns: knowing your audience. So the influencer you choose to work with should have a similar target demographic as your business. This is especially important for those looking to appeal to younger audiences since they don’t often respond to traditional ads; product placement is a great way to reach them.
Create a Hashtag Challenge
Another way to interact with your target audience on TikTok organically is to launch a hashtag challenge. Like on other social media platforms, hashtags are an easy way to get users posting about similar things in one place. In the past, different businesses have launched a hashtag challenge that encourages users to film themselves interacting with the product in one way or another.
Admittedly, the key to a successful hashtag challenge is a bit of a mystery. While there are things that many successful challenges have in common, there are even more that check all the boxes that ultimately flopped. So that’s something to keep in mind before launching the campaign.
A potentially successful hashtag challenge can be created by following this formula:
- Pick a shareable hashtag
- Keep the focus on your brand
- Make users remember the challenge
- Pick the right audio
- Define the rules
Pay for TikTok’s Advertising
A more traditional approach to advertising on TikTok is to pay the company to promote your brand. This is a way to guarantee your ads reach your target audience. TikTok has 4 strategies for promoting your business:
1. Brand Takeovers
A bit different advertising than many businesses are used to, brand takeovers allow a company to take over TikTok for the day. For that day, your brand can create videos or gifs to interact with the TikTok audience or promote your website or hashtag challenge.
These kinds of advertising are uncomplicated and organic ways to integrate your brand into the TikTok audiences feed. A critical thought to keep in mind when choosing this kind of advertising is how to keep your ad from looking too traditional or overpowering. Classic advertising doesn’t tend to do well on this platform, so ensuring your ad is organic is a surefire way to ensure the user’s interaction with your brand is positive.
2. Native Content
Similar to Snapchat ads, this kind of content will show up more often in users’ feeds. They can download your app or go to your website only by clicking on the ad.
3. Hashtag Challenges
Paying TikTok is the most convenient way to ensure your hashtag challenge is promoted and reaches users.
4. Branded Lenses
Another tactic similar to advertising on Snapchat, brands can develop a face filter for users to interact with. Users will interact with it organically and be exposed to your company’s ad or logo in the process.
Growing Your Business on TikTok
In the rapidly developing digital marketplace, businesses need to be ready to adapt to the ways users interact with it. TikTok is one of many phases of that development. While it’s unclear if TikTok is here to stay for the long term or not, it’s definitely here to stay for now. And being able to understand why this platform has gained so much traction will help you understand marketing in the digital world on a deeper level.
If you are interested in growing your audience and developing your social media strategy and need the help of a qualified digital marketing agency, SeaSand Digital is here to help!
At SeaSand Digital, we offer social media services that are proven to increase your reputation on social media. Regardless of your needs, we are here for you.
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