From feta pasta recipes to #SilhouetteChallenge movies, TikTok has launched loads of traits into the world. It’s develop into a spot for folks to share content material and be part of communities, the place it’s straightforward to bond over subjects as foolish as buffering movies or as critical as psychological well being.
Naturally, the rise of TikTok has manufacturers questioning if they need to be part of the platform. Or, in the event that they’re already on there, the best way to higher maximize their impression.
Manufacturers should use TikTok a bit otherwise to attach with followers than they’d different platforms—and even particular person accounts—and when achieved properly, there’s huge potential inside the app.
Let’s break down why TikTok is such an necessary platform for manufacturers.
TikTok has endurance
At any time when a brand new social media platform enters the foray customers both instantly flock to it in droves, or it rapidly falls flat.
In some circumstances, a platform begins off sturdy, solely to lose steam over time. Vine provided quick-hitting, six-second movies to viewers, however shut down after being acquired by Twitter. At first of the pandemic, Clubhouse was the most popular pastime, apart from baking home made bread. The unique, “velvet rope” philosophy for becoming a member of generated fairly a little bit of buzz, although energetic customers have tumbled considerably over the previous 12 months.
In the meantime, TikTok has maintained regular progress all through the pandemic. It’s surpassed one billion month-to-month customers, with 80 million energetic customers in america. It’s not solely Gen Z utilizing the platform, both. Per Comscore, 29.5 p.c of 20-29-year-olds, 16.4 p.c of 30-39-year-olds, and 13.9 p.c of 40-49-year-olds have all develop into energetic TikTok customers.
TikTok builds connections
TikTok additionally builds connections extra meaningfully than different platforms. Folks discover subjects like psychological well being and grief, providing distinctive appears to be like into their lives. In a world of filters and faux posts, that kind of honesty is refreshing.
Gen Z customers, specifically, pattern towards having enjoyable and fostering real connections. They hope for extra advocacy and sources round psychological security. Having a protected area, away from bullies, harassment, and different unappealing behaviors is a key ingredient for a social platform. TikTok gives that sanctuary.
TikTok customers lean in
TikTok customers are extra deliberate with their media utilization; 46 p.c of customers say their time is extra targeted on the app, whereas 35 p.c of customers have spent much less time watching TV and different video content material since becoming a member of TikTok.
Because of this, 94 p.c of TikTokers carry out some sort of motion or engagement on posts, with one in 4 shopping for a product they’ve seen marketed. Examine that to Instagram customers; solely 62.4 p.c of individuals say they’re extra prone to work together with a model on Instagram as a substitute of on different social media channels.
Regardless of these advantages, you may’t simply slap a video collectively and count on to reap rewards. Posting to TikTok requires a considerate technique. In any other case, you might as properly dance like no one’s watching as a result of…properly, no one is.
Guidelines for utilizing TikTok successfully
Planning a TikTok advertising and marketing technique can look like a large enterprise. Advertising on TikTok is in contrast to advertising and marketing on different channels. Manufacturers should capitalize on present traits whereas maintaining content material informal and entertaining (to not point out related).
Earlier than planning something, although, you have to work out this stuff:
- Who’re you attempting to succeed in? Are you utilizing TikTok to faucet into a brand new market? Or do you merely need to join with present followers? Purpose to grasp your viewers throughout different social channels and use that to tell your TikTok content material.
- What are you attempting to say? Are you attempting to extend model consciousness or promote extra merchandise? Are you keen to go get artistic and deviate out of your common model voice? Figuring out these objectives will provide help to decide the tone and messages on this channel.
- Are you able to put up persistently? Tendencies on TikTok are likely to rapidly come and go. In case your staff can’t decide to posting a minimum of as soon as per week and be able to capitalize on these trending moments, it’s value ready till you may make investments extra time.
Elevating your TikTok presence
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Embrace hashtag challenges
Hashtag challenges are a good way to deliver folks collectively beneath shared pursuits. For instance, Ruffles and the NBA partnered to create the #RufflesOwnYourRidges problem. Followers shared what made them distinctive to win an opportunity to attend the 2022 NBA All-Star Recreation. This marketing campaign was straightforward for anybody to enter and gave them artistic freedom to rejoice individuality, leading to an infinite 2.5 billion views of movies utilizing the hashtag.
TikTok creators may also amplify model messages. Whereas influencers are likely to peddle merchandise just because they receives a commission, creators go deeper, creating inspiring and modern content material to advertise manufacturers they honestly take pleasure in. Even smaller creators can generate important attain if their values align together with your model. The TikTok Creator Market lets manufacturers and creators discover the proper match; simply make sure that any collaborations make sense for each side.
TikTok presents paid promoting alternatives as properly, which may help focused campaigns break by the noise. In-feed advertisements seem in between TikTok movies within the feed, whereas Branded Results give customers the prospect to showcase model filters. TopView and Model Takeover advertisements catch customers at peak consideration, showing instantly upon opening the app and earlier than any user-generated content material seems, respectively.
Lastly, bear in mind to not take your model too severely. It may be troublesome to tactfully weave in model messages whereas nonetheless entertaining customers, and typically one of the best technique is to poke a bit of enjoyable at your self. For instance, Duolingo leveraged a well-liked meme of its owl mascot, Duo, to create irreverent movies of Duo residing as much as its status. The corporate has grown from 50,000 followers in Fall 2021 to over 4.1 million at present. Equally, Chipotle embraces the creativity of constructing your individual burrito and bowl and invitations followers to hitch in on the enjoyable—its #GuacDance problem inspired user-generated content material celebrating guacamole whereas #ChipotleSponsorMe provided folks an opportunity to win Chipotle for a complete 12 months. Each hashtags have been foolish, partaking, and impressed artistic considering.
TikTok isn’t going away anytime quickly. The manufacturers that may capitalize on the platform’s energy whereas entertaining and educating customers will discover new ranges of success.
Wish to study extra? Go to the Khoros TikTok information for manufacturers.
