TikTok has a ton of potential – and brands are only scratching the surface – Marketing Tech News

Not everybody loves it when the brand new child exhibits up and begins turning heads, however generally there’s a cause to concentrate. On the social media playground, that new child is TikTok — and it’s time for manufacturers to take discover.

ByteDance’s addictive video app, now barely three years previous, was downloaded 315 million times within the first quarter of 2020 — greater than another app has been downloaded in a single quarter, in line with analytics agency Sensor Tower. Advertisers are speeding to be a part of TikTok advertising and marketing, and ByteDance expects $500 million of U.S. advert income this yr.

Manufacturers are rapidly realising they should incorporate TikTok into their social media marketing campaign methods, however many aren’t positive the place to start out. In the end, one of the best ways to know the advantages of utilizing TikTok is to look at what different manufacturers are doing with it.

Discovering the components

For a good suggestion of the potential of selling on TikTok, look no additional than e.l.f. Cosmetics. The make-up model struck gold final yr with its “Eyes.Lips.Face” marketing campaign, which was designed to create model consciousness and reinforce that e.l.f. Cosmetics has product traces for every of these areas.

The hashtag problem featured the primary authentic music utilized in a TikTok marketing campaign and completely used a confirmed components for rising social media engagement: It featured a catchy tune and a recognisable artist to spark an irresistible urge to maneuver and dance — and it blew up. After launching final October, it has since impressed 2 million different movies and 4.7 billion views.

The truth that this marketing campaign nailed the components doesn’t imply the recipe for TikTok success seems the identical for each model. Some firms have been partaking their audiences by pulling feedback from posts proper into their movies, connecting instantly with viewers and making them really feel like a part of the model.

Others are utilizing creators (referred to as influencers on just about each different platform) to attract consideration, which will be particularly efficient on this platform. One of many advantages of TikTok is that it naturally lends itself to creating extra genuine social media content material. Not like on Instagram, the place it will possibly really feel evident {that a} model is simply paying an influencer to advertise its services or products, TikTok feels extra like handing an artist a paintbrush to brighten an empty canvas. Celebrities who create content material that doesn’t ring true to who they’re will stick out like sore thumbs.

Bear in mind, the app continues to be so new that it’s arduous to say what approaches may work for which kinds of firms. The platform is altering day by day, and types that pay shut consideration to these shifts are going to have essentially the most luck utilizing TikTok advertising and marketing to drive gross sales. After they do it the correct means, views are just about assured.

When you’re feeling uninspired or overwhelmed by the concept of making an attempt to create yet one more social media technique, take a deep breath. The brand new child on the town is fairly straightforward to get to know. Grasp the fundamentals, and creativity will observe.

Outline your targets for TikTok

TikTok is new and thrilling, and it’s straightforward to get swept up in a scorching development. As with the rest in advertising and marketing, the primary inquiries to ask aren’t about which developments you possibly can seise upon — give attention to how your model’s identification and overarching targets match into that development.

Earlier than you soar in with a TikTok marketing campaign technique plan, take into account why you wish to use the platform within the first place. What are you hoping to do? Experiment? Join with a brand new viewers? Create genuine, fast video content material?

Past that, it comes again to much more elementary questions: What are you making an attempt to perform as an organization? Who’s your audience? Be sure that these solutions are clear earlier than you add the stress of a brand new platform into your advertising and marketing combine.

Watch, be taught, and play

Top-of-the-line methods to determine your TikTok advertising and marketing technique is to look at what everybody else is doing. Take a look at how different manufacturers are utilizing the platform and what outstanding creators are making. Determine what you want and what looks as if it may work on your model, after which experiment.

It could really feel unusual at first, however TikTok will turn out to be second nature rapidly — particularly while you take note of how different manufacturers are utilizing it. After you have a really feel for what matches your model’s persona, you possibly can start constructing a message and content material plan.

Look previous the ‘For You’ web page

Trends form on TikTok in a wide range of methods. You’ll be able to observe sounds to see high songs, and hashtags can tackle a lifetime of their very own. Simply don’t get caught trying solely on the principal “For You” web page — dig round to see what’s happening past the new developments. In spite of everything, numerous these massive developments began small.

Issues can go viral rapidly and unintentionally on TikTok. Rae Wellness found this when hashtags associated to the model and its metabolism drops took off on the platform. It began with somebody sharing an unsponsored assessment of the product on TikTok, and shortly folks have been testing it out and responding. Immediately, everybody was within the product — and it began to promote out at Goal shops throughout the nation. To construct a robust social media marketing campaign technique for TikTok, search for methods to generate an analogous groundswell.

The brand new child has taken the playground by storm, and it’s protected to say that child is right here to remain. As a marketer, know that TikTok isn’t one thing to worry — even in case you really feel overwhelmed by the concept of strategically utilizing yet one more social media platform. Giving the brand new child a good shot will repay in the long run.

Picture by Kon Karampelas on Unsplash

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Tags: branding, Social Media, Social Media Marketing, tiktok

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Brian Freeman