With over 500 million active monthly users, TikTok is the latest social media platform for posting and sharing short videos. Although the majority of TikTokers fall under the Generation Z category, many businesses have recognized and capitalized on the trendy app’s ability to be an effective marketing tool. TikTok’s unique algorithm pushes tailored videos to users based on their previous search history regardless of if you’re following the creator. Their unique algorithm produces customized feeds based on the type of content rather than the location of where the content originated from. This makes the app optimal for a business with an e-commerce channel because the location is not an inhibiter for sales.
Businesses, new and old, have been forced to dedicate time and money to social media marketing strategies — more platforms equal more exposure and stronger brand awareness. Some traditionalists might feel that social media is not a credible source of information or a reliable outlet to do business. However, consumers find them more relatable because they can easily envision the product or service being used in their daily life. Influencers, politicians, iconic brand representatives, and everyday people expose themselves to a massive audience, humanizing themselves.
In a world run by social media, the key success factor for high engagement is authenticity. Creating unique content on TikTok is important because the app is full of original creators. TikTok is known for hosting viral-worthy content that any user has the opportunity to create and share with a few hundred million people. Even though you can reach a massive audience via TikTok, the app’s customized explore pages create a sense of community.
As previously mentioned, TikTok has a very specific editing style where each 60-second video can be paired with a popular tune and crazy filter. Lip-syncing whilst appearing as an animal might not seem very professional; however, TikTok revolves around creativity, leading to fewer barriers and stereotypes from brands.
Once a video has been recorded and the appropriate song and effects have been selected, then there are four additional steps to creating a buzz-worthy video:
Add a description and related hashtags to your video so you can reach an audience that is interested in that type of content.
Increase possible touchpoints by tagging friends and adding links. All social media platforms operate the same when it comes to showcasing content with a high volume of engagement. A post will be pushed to the top of users’ timelines and explore feeds if it has a significant amount of likes, comments, and shares.
Save videos with similar content to an album. Albums are an organized system for showcasing services, products, client testimonials, demos, and so much more.
Share videos to other social media platforms. Yes, all of these social companies are competing with one another, but they also understand that each platform caters to a different audience. Cross-platform promotions are common and an integral part of building strong brand awareness online.
In addition to creating videos, there is also the ability to share user-generated content. For example, Coca-Cola can repost videos that they’ve been tagged in, showcasing their client’s perspectives. This feature is hugely beneficial to a business because consumers cherish non-biased reviews and product demonstrations. Though the video often acts as an advertisement in itself, TikTok also offers several advertisement options, which include: in-feed video, brand takeover, hashtag challenges, branded AR content, and customer influencer packages. Besides in-feed videos, it is necessary to have a TikTok ad account to access these ad features. The TikTok Ads platform allows users to create, implement, and monitor ad campaigns in a similar manner to Facebook Ads, targeting specific demographics.
Like many other social media platforms, there is no guarantee that TikTok will increase your leads or sales, but it never hurts to be present on an application with over 500 million active monthly users. Today’s consumers are quick decision-makers and prioritize instant gratification, which is delivered by social media. Consumers love to interact and engage with a brand prior to pulling the purchase trigger. Social media can be overwhelming and seemingly unnecessary to some traditionalist; however, these platforms are not going anywhere as their user count continues to grow. Businesses must adapt and adopt this new norm, but remember to be authentic, active, and consistent.