Wondering how to use TikTok for your business? Looking for tips to increase your TikTok success?
In this article, you’ll discover three ways your business can succeed on TikTok. But before we dive into those, a bit of background.
Musical.ly was a platform on which users created and shared short lip-sync videos. The first prototype was released in April 2014 and the app, users could create 15-second to 1-minute lip-syncing music videos and choose sound tracks to accompany them, use different speed options (time-lapse, fast, normal, slow motion, and epic) and add pre-set filters and effects. Sound familiar? ByteDance Ltd. acquired Musical.ly Inc. on November 9, 2017, and merged it into TikTok on August 2, 2018.
As a marketing and branding professional, my goal isn't to send you forward at light speed towards yet another platform to manage. The question we must ask is...
Is Your Audience on TikTok?
TikTok is the newest trend in social media with more than 1.5 billion downloads on the App Store and Google Play and more than 500 million active monthly users. The largest demographic of TikTok users is between the ages of 16 and 24. But if you think TikTok is just a fad for Generation Z, think again. Since its inception in 2018, TikTok has evolved from a video-creation app solely meant for users to express their creativity to a marketing and advertising haven.
You’ve likely seen the ways brands use Instagram to engage with consumers through posts, stories, live videos, and IGTV. TikTok allows brands to engage with users through video, only in shorter, bite-sized clips. In the last 12 months, brands have created accounts on the platform to explore and engage with consumers. On Tiktok, you can find everyone from influencers and celebrities to politicians and the average Jane.
The allure of TikTok for businesses is the sheer number of active users on the platform. It’s still unclear exactly how the algorithm works but it seems to be much easier for your video content to go viral on TikTok than on other social media platforms.
If your business is ready to try TikTok, here are three types of content to get you started.
#1: Be Authentic
Be authentic: Most social media users don’t have access to expensive camera equipment or production budgets. They create content with their phones and their time, which is authentic to who they are. Take the same approach with your own content. By revealing your brand’s true personality, users will feel connected to you and relate to you, which builds trust.
#2: Curate and Share CrowdSourced Content
While TikTok’s nature is fun, playful, and casual, it takes some real thought and creativity to produce content that delivers on that premise. Brands especially need to plan their content to get the best return on their efforts.
Nike has taken an interesting approach to TikTok. Rather than posting public video content of their own, they’re cashing in on user-generated content (UGC). If you look at their TikTok profile, you’ll see that their account is private and you have to request access to view the content. Search the hashtag #nike to see the real marketing magic. More than 929 million users have viewed the hashtag and millions of TikTok posts include it.
#3: Develop Influencer-Created Content
Like Instagram, Facebook, and YouTube, your brand can use influencer marketing to expand your reach. Influencers on TikTok have varying numbers of followers, and therefore, varying degrees of influence. Generally, the more followers an influencer has, the more expensive they are to work with. However, the ROI has the potential to be tremendous.
As a brand, you can approach relevant TikTok influencers and propose a working relationship with them but it’s important to be strategic about whom you partner with. If your brand sells beauty accessories, working with a video game influencer isn’t the best fit. Find influencers who work within your niche and whose personalities align with your brand’s values.
To fully understand what TikTok is, it’s important to know about its predecessors. TikTok is here and it doesn’t seem to be going anywhere. So get familiar with the app and have some fun!