In 2020, TikTok transcended all other social media apps by becoming the most popular in the world. The app had 850 million downloads in 2020 alone, and there are just under 700 million active monthly users globally (100 million within the U.S.).
Artists, authors, and business owners alike have found TikTok to be an effective way to reach millions of users. And the best part? The tool is still new, with fewer business competitors than other social media platforms. Being an early adopter can give your business the additional edge you’ve been seeking.
In this blog, we discuss the ins-and-outs of TikTok marketing and how it can help your business grow.
What is TikTok?
TikTok is a social media app where users upload dance videos, comedic skits, or even educational videos. Aside from video length, which is capped at 60 seconds, there are few limits on what you can do.
Users can create and edit videos within the app’s simple-to-use editor with varying filters and effects.
As for user demographics, 32.5% of TikTok’s user base is between 10 and 19 years old, while 29.5% are between 20 and 29 years of age. This age range makes the platform optimal for brands targeting younger millennials and Gen Z.
Why use TikTok marketing? Is it that good?
In short, yes, but it depends on how you use it.
Engagement is high on TikTok, higher than both Instagram and Twitter. Creators and viewers use the app frequently. As of March 2020, TikTok users generally spend 858 minutes a month on the app and 476 minutes a month on the desktop website.
How Brands Can Use TikTok Effectively
The first step to utilizing TikTok marketing is understanding and connecting with the user base. It includes knowing about relevant hashtags, partnering with creators, using TikTok ad accounts, and working with influencers.
Using the Right Hashtags on TikTok
As with any form of marketing, you’ll need to pad your TikTok content with thoughtful TikTok SEO.
The easiest way to accomplish this is via hashtags. If you’re unsure of what to use, search a broad keyword in TikTok’s search section to find a variety of associated hashtags.
To reach a broad audience, use more generic hashtags. Instead of using something like “#howtoadvertiseonfacebook,” you’d use “#socialmediamarketing.” You’re still covering your niche, but welcoming a broader audience. If there’s a trending hashtag aligned with your brand, hop on it immediately—these trends don’t last long!
Choose your hashtags wisely though, because your video descriptions are limited to 100 characters (hashtags included). Focusing on two or three hashtags is best and still allows space for an attention-grabbing caption.
Partnering with Creators
If the followers aren’t flowing in, consider reaching out to other creators relevant to your niche who are popular on the platform.
For example, if your niche is selling pottery, then reach out to popular creators that do the same or similar. Just send a small, friendly message expressing your interest in a partnership.
This collaboration isn’t guaranteed, of course, and not everyone will accept the offer. But as your following grows, you may find this easier to do.
Creating a TikTok Marketing Ad Account
Paid TikTok ads are an effective, easy way to promote your brand. They’re quick to build an audience, and the campaign typically launches within 24 hours.
TikTok has five ad products available:
- Branded Effects: Creative filters and visual effects emphasize your brand and engage with a worldwide audience.
- Branded Hashtags: Users get invites to create around your campaign theme, with a UGC (user-generated content) collection on your hashtag challenge page.
- Branded Takeover: Full-screen 3-second JPG or 3-5 second video let you create hype around your brand.
- In-Feed Ads: Appears in users’ feeds; 60-seconds with auto-play and sound; users can interact.
- Top View Ads: 60-second full-screen ads with auto-play and sound; distraction-free.
To do any of this, you’ll first need to make a TikTok ad account and then click “Create an Ad.” The TikTok marketing team will review your application, and after doing so, you’ll receive an email regarding your approval.
For in-feed ads, TikTok recommends making content between 9 and 15 seconds long. Additionally, this option offers tools relevant to your ad objective. For example, the “Traffic Objective” allows you to include a location to which you’d like to direct your viewers.
TikTok marketing ads have two options for targeting:
- Interest Targeting: You choose an interest of your target audience, and the ads display to them.
- Behavioral Targeting: Targets an audience based on user behavior in the last 7 or 15 days.
If you’re at a total loss, try visiting the “Inspiration” page. Here you’ll find successful campaigns that may help you make your own.
TikTok Marketing with Influencers
TikTok has a huge number of influencers on its platform. Creating a sponsorship or working partnership with an influencer is an excellent and cost-effective strategy.
About 86% of advertisers use influencers to boost their business. In exchange for your products or discounted services, influencers will post video advertisements reviewing or showing off your brand.
But make sure to reach out to those who cater to your target audience. Even if you find a star influencer, it doesn’t mean they’re right for you.
Thankfully, to make this easier there is an official “TikTok creator marketplace” that allows you to view metrics for a given influencer.
Get Started with Help from an Expert Video Production Company
While the business competition on TikTok remains small, it’s in your best interest to hop on the social media platform. TikTok marketing is the perfect way to show how amazing, creative, and personable your brand can be. But we also understand it’s a lot to navigate all at once, and you may need extra help.
That’s why we’re here. We at the Slice team are a full-production company with years of experience collaborating with advertising agency creatives. We’re professional, creative experts with every marketing tool under our belt. To further understand how TikTok marketing can help your business grow, reach out to us today!
