TikTok is the fastest growing social platform. Indeed, the word “TikTok” is now often used by users as a verb, such as “Let’s get together TikTok today”.
Many brands have decided that they want to be present on TikTok. And yet they are not sure what to do. TikTok is so new that many brands and marketers are still unsure of its value or the possibilities it offers. Let’s explore the potential of TikTok here. We offer a number of TikTok marketing strategy tips that you could follow to maximize your marketing success on the platform.
Why do brands want to be seen on TikTok?
The younger generation is very cynical about traditional advertising. To a large extent, they have stopped watching television, listen to the radio less than their elders, and get more news through social media than through newspapers. They use ad blockers on the Internet and suffer from ” banner blindness ” which renders much of the more overt online marketing meaningless.
Banner blindness is a phenomenon in web usability in which website visitors do not notice ad units (banners) or objects similar to them. However, many of them spend time on TikTok, averaging 52 minutes a day, and they also pay attention to their favorite TikTok influencers. If any of these TikTok superstars recommend a brand, their followers will likely take note. Many brands already have a content strategy in place, often including influencer marketing. Therefore, it is difficult for them to add TikTok influencers to their marketing structure. Brands need to buy TikTok followers, get better content (with the filters) and start campaigns right away.
Video is definitely the heart of TikTok. Even if you intend to use influencers for the bulk of your TikTok marketing, you should still open an account for your brand and use it to create and share some videos. TikTok videos can be any length up to one minute, so you can create short instant videos. However, that doesn’t mean you should just move your 30-second TV ad to TikTok.
You can record your videos within the app or externally by uploading them to TikTok. You can also upload music to add to your video. TikTok gives you direct access to many music tracks and has a fully searchable database. You can connect with people on TikTok through views, likes, comments, and shares.
Use relevant hashtags
Like many other social networks, TikTok users use hashtags to catalog their videos and search for clips by topic. If users click on the Discover magnifying glass at the bottom of the screen, they see a list of videos sorted by the most popular hashtags.
Some benefits for a brand using TikTok hashtags:
- Expanding the reach of your content
- Definition of competitors
- More followers
While you should include relevant hashtags in your videos, you should probably avoid the most popular generic hashtags. Your videos are likely to be flooded with a sea of content. It’s better to make your videos stand out in a few less popular categories. As with all marketing, you want your videos to be seen by the people who are most relevant to your campaign, so don’t focus on hashtags just because they’re popular. Also, remember that this is not Instagram. Resist the temptation to use 21 hashtags on TikTok. So your videos will not be effective.