The place where dances go viral, where trends are born, where fun challenges get completed and where digital creativity thrives… that’s right we are talking about none other than the hugely popular social media platform- Tik Tok! Although relatively newer on the scene, Tik Tok usage is growing exponentially by the day and currently stands at 800 million users worldwide. It is no secret that the majority of users are Gen Zers and Millennials. Brands have realized that if they want to tap into and gain favour with this audience, then Tik Tok is the place to be.
However, marketing on this platform requires a very different approach than normal. Tik Tok is a place where authenticity thrives. Marketers must carefully plan and strategize in order to create compelling content that naturally fits in with the existing content and environment. They must approach partnerships with influencers having high authenticity and pick those influencers who have mastered the trends. Advertising on Tik Tok is an opportunity for brands to unleash their creative side. And the good news is that that platform has recently released tools designed specifically to help those brands out!
With Tik Tok for Business, brands can create an ad account that has unique engagement solutions and immersive formats to connect with their audience authentically and creatively. They can track their performance and analytics in real-time and maximize their ROI. With this platform in place, the only thing left to do is start creating! If you are still scratching your head and wondering how to get started, read on for some tips and tricks!
The first thing to do is assess whether Tik Tok is really for you and what marketing goals you want to achieve using it. If you’re
1. A startup or a small brand trying to get discovered
2. A large brand trying to build a community
3. Looking to engage with a younger audience
4. Trying to brand yourself as a trendsetter
5. Wanting to tell your story
Then Tik Tok is definitely for you! Next comes creating content that works. The best way to create great Tik Tok content is to understand what makes the platform unique. As the website proclaims: Don’t make ads. Make Tik Toks.’ And how exactly do you do that?
Video and Audio
Video can be utilized for endless purposes… funny behind the scenes with employees, customer reactions and experiences, or creative ad production. For audio, stay on top of current trending tracks and songs and incorporate them into the video. Voice overs and funny sound effects are popular too. Check out this funny Tik Tok by Chipotle to illustrate:
The internet is wild ##oneyearoftiktok♬ #Me at the concert – #someonelikeyou
Start a Challenge
Guess partnered with Tik Tok and started a challenge using the hashtag #InMyDenim. The challenge was a huge success with countless videos pouring in of people completing it. The videos have over 38 million views.
Take inspiration from Levi’s. They ran an influencer campaign with videos featuring influencers at a Levi’s pop up store. Levi’s reported that product views more than doubled for those advertised through this campaign.
And finally, remember the main catchphrases that should always be adhered to when creating Tik Toks: Authentic, Engaging, Entertaining, Creative. If you need any help with Tik Tok branding or any other social media marketing, reach out to a branding agency with social media expertise, i.e. hit us up! 😜