There are 4.62 billion social media users worldwide, accounting for 58.4% of the total population. TikTok, one of the most popular platforms among these users, is used for nearly 20 hours per month. Ads on this channel have a potential reach of 884.9 million people, which grows by 7.3 percent, or 60 million people, from quarter to quarter. We believe you are already convinced of TikTok’s marketing power!
Well, is TikTok, which we know predominantly appeals to young audiences, with its trends and unusual video concepts that do not fall off the social media agenda, a channel for brands to have a presence as well? Is TikTok marketing a must?
What is TikTok marketing?
It means using TikTok to promote a brand, product, or service. It can take many forms, including TikTok advertising, organic viral content creation, and influencer marketing.
The goals are as follows: to raise brand awareness, advertise products and services to target audiences, create relevant communities, sell, solicit feedback from customers and followers, and provide customer service.
Is TikTok suitable for every brand?
The first thing to understand is that TikTok is an extremely ‘unique’ medium. As TikTok emphasizes, “This is a world where every voice meets an audience, where everyone is accepted and no one is judged.” People use TikTok because they can’t find their own voice in other channels, and others show themselves in their most natural form without worrying about being liked. In this case, TikTok becomes a platform for people to explore their own identity and culture while also having fun. There are no influencers who praise X brand shoes, and no users who act solely for the purpose of purchasing (and therefore, the purchasing power is not very high). There is no way to attract an audience with static posts…
In summary, if the target audience and TikTok user demographic don’t match, it may not be suitable for every brand. Well, you have decided that it is suitable for you and you intend to step into this world; then what strategy should you follow and what can you do?
Main marketing strategies used in TikTok
Strategy to follow
When it comes to TikTok marketing, you should take a different approach than you would for Instagram or Facebook. TikTok, with its trends, features, and user behaviour, is a completely different social network. As a result, prioritize platform analysis; learn which filters, effects, or songs are popular. Be wary of branded hashtag battles.
Examine the TikTok algorithm as well. Knowing how it ranks and displays videos in the ‘For You’ tab can help you plan your content, hashtag, and engagement strategy.
Before you begin creating content, research the TikTok audience and identify people who may be interested in your brand. Investigate what types of content they prefer and how they interact.
TikTok is a platform dominated by content creators, so include well-known names and influencers in your campaign. Create content that is creative, entertaining, interesting, animated, and action-inducing; use effects; and set a hashtag challenge. Regularly share and comment.
Monitor what your competitors are doing on this platform, identify your own strengths and weaknesses and take appropriate action.
You are now prepared for this ever-changing platform!
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