Use TikTok for marketing can be either a complete mess or a great success – depends on how elaborate your strategy is. In this article, we'll give you some hints on how to make an effective TikTok marketing strategy and refine the TikTok marketing campaign. Let's learn how to market on TikTok with us!
What is TikTok?
TikTok allows users to create short videos from 15 up to 60 seconds. The app has a built-in video editing tool, so you can utilize music, effects, filters, stickers, and masks, making your video original and creative. TikTok has 800 million users worldwide and is highly popular in Asian countries – with 400 million active daily users only in China.
The app is available in 155 countries, including the USA. It's destiny in America right now is in limbo due to political issues. Even so, American users spend 45 minutes on the app and open it 8 times a day on average. What's more, TikTok has the highest social media engagement rate per post: 9,38% for profiles with less than 1k followers, and 5,3% for those with more than 100k followers (comparing with 7,2% and 1,1% on Instagram). More than half of monthly active users from the USA are from 10 to 24 years old.
TikTok history as we know it started in 2018. This year Douyin – a video-sharing app successful in China – bought the Musical.ly app. Musical.ly was founded by Chinese developers too, but become popular worldwide, especially in the USA. Douyin merged two apps and their users in one under the TikTok brand. However, Douyin is still a standalone app in China.
Why TikTok is so popular?
TikTok is the world's fastest-growing social media app. There are few main reasons why it gained so many users in such little time.
- Clip thinking is the cause
These days we have an attention span shorter than a goldfish, and TikTok makes full use of it. "We enable people to tell stories in a very short amount of time and we give people excitement, surprise, and delight in a few seconds," – said Stefan Henriquez, Former TikTok Head of Global Marketing.
- AI is the tool
The powerful TikTok algorithm hooks users from the first second, analyzing each piece of content basing on loops, shares, comments, likes hashtags, watch time, exit rate, and more within a minutes. This way users watch videos based on their interest, not who they follow or who they want to be.
- Individuality is the key
TikTok is all about creativity and fun. It allows every user to show off and create something original with minimum effort.
The essentials of successful TikTok marketing strategy
Users wants spontaneity, creativity and fun. So entertainment of your followers and subscribers should be your priority if you want to gain recognition from the audience. Still, you have to define your marketing strategy: what is the age and gender of the audience, what goals do you pursuing – either it increasing sales, engagement, or brand awareness.
"As a marketer, when you do social today, you get views, impressions, comments and likes. With TikTok, you get video. In terms of engagement, that is crazy. The video comments turn users into brand ambassadors at scale," – said Henriquez. And he is completely right.
If you want your brand to be successful in TikTok, you have to tune in and start right now. Don't be afraid to discover and experiment. There aren't strict «how-to» rules – not yet.
Anyway, there are a few points you should care about:
- Participate in trends, but don't follow them blindly as they change literally everyday
- Post as frequently as you can. It’s better when if you do it every day once time a day as a minimum.
- Discover and take some time to get acquainted with and learn more about the app.
- Don't use the content from the other platforms. This is crucial: you have to create content for TikTok with a different mindset.
TikTok marketing options
- Create your own channel and upload videos
This takes time and creativity but will surely pay off. That’s how you can make your brand closer to your fans and followers. Engage your followers in activities related to your brand and use easy and inviting call-to-actions. Say yes to diverse images and unusual ideas, say no to banality.
Let's take the Chinese restaurant Haidilao as an example. Haidilao offered clients the opportunity to make their own DIY recipe and сalled on to post it on Douyin. As a result, 15k people asked for the DIY menu, 2k posted their individual dish on Douyin, and these videos got 50 million video views.
- Collaborate with an influencer or better say – creator.
Make a sponsored video with a user who influences your market. That's one of the easiest entry-points for brands who want to dive into the platform. You just have to find the creator who will suit your product or service.
Most of the time it's better to give influencers freedom of creation and let them create content for you. They know their audience and they spent here a lot more time than you, so – they just know what their audience likes.
Partnership with an influencer is the thing where Insense could help. With Insense, you can make your marketing campaign on TikTok easy and effective. The key to success is to find a relevant influencer who has your audience, rather than one with a massive amount of followers.
There are various TikTok creators on Insense – from dancers to foodies, so you surely will find someone who creates engaging and original content.
TikTok targeted ads
You can also run a targeted advertisement campaign with TikTok ads. Below we listed options you can utilize:
- Brand Takeover
Your ad appears as a static image up to 3 seconds or videos up to 5 seconds. It goes fullscreen for a few seconds when the targeted user opens the app. This way you immediately grab the person’s attention.
- In-Feed Ads
In-feed ad appears in the user's news feed on the For You page. Video length is from 9 to 15 seconds. But you need to remember that users can easily scroll or skip your ad just like any other video on the page, so make the first seconds the most engaging ones.
- TopView Ads
TopView ad is the first in-feed post – with up to 60-seconds of full-screen video with auto-play and sound-on – which shows up on For You page. It's the best placement to showcase your brand as it captures a user's attention for a whole minute.
- Branded Effects
Branded effects allow users to add branded 2D, 3D & AR lenses, masks, and stickers to their videos. Using them is increasing engagement and time spent in the app.
- Hashtag Challenge
Hashtag challenges are the heart of the TikTok community. The official hashtag challenge appears on the Discovery page and encourages users to participate, creating their content with the branded hashtag and official music. People want to be part of your brand, not just a consumer. That's why challenges are so popular. Encourage users with prizes for the most creative videos!
- Hashtag Challenge Plus
Hashtag Challenge Plus allows users to buy products associated with Hashtag Challenge without leaving the app: you can include a hashtag with a link that leads directly to your site.
What is cool about TikTok – you can mix these options! For example, start a hashtag challenge with branded lenses. Or collaborate with an influencer who will launch a hashtag challenge with a branded song.
Advertisement in TikTok has to look as organic as possible, so people won't scroll it by. Don't make ads, make TikToks – just as TikTok for Business says. TikTok For Business is the brand and platform, launched in June 2020, with access to TikTok ad formats and marketing solutions for brands.
Using Insense for TikTok marketing campaign
It is easier to find creators and choose who will represent your brand with Insense. With Insense you can set search criteria – such as gender, location, and more, and our tool will find you relevant influencers all over the world within a minute. Together we can activate an effective partnership with a TikTok creator!