5 Reasons to Learn to Love TikTok – Upgrading your Marketing Game
Just when you thought we had enough social media platforms, they’ve launched another. If you’ve clicked on this blog, you fall into one of two categories: you’re either asking yourself “What is a TikTok?”, or else “Heard of this, but how can I use it?”. If you are part of the former group, fear not. We’re here to explain.
TikTok is an app that has become popular world over, known for its short-form video content. It’s predominantly used by Generation Z, with the average users ranging between 16 and 24 years old. That doesn’t mean there aren’t older users on it too, as well as a number of brands that are hopping onto the wagon to make the most out of this latest trend. TikTok has over 600 million monthly users, and the number of downloads is over 2 billion.
Like other forms of social media, the reasons why you should consider TikTok as part of your marketing strategy are plentiful.
Fresh Marketing Techniques
You need to be up-to-date with the latest trends and technology if you want your brand to stay relevant. Gen Z don’t respond to traditional marketing techniques in the same way older generations do. They’re looking for something more interactive, immersive, and more importantly: authentic. The raw, user-generated quality of the content on TikTok makes this the ideal platform for you to get to know each other better. It’s about community. They want to engage with you on their level and know that you’re a business that shares their values. Plus, because TikTok is more likely to be used by the younger generations, it could give you the edge over your competitors if they haven’t yet created their own accounts.
The Value in Video
All content is important, but video content is something you should really find a way to incorporate into your marketing strategy — if you haven’t already. A video gives you more room to get your message across. With attention spans currently as short as 8 seconds, a video can stop someone scrolling long enough to watch it. It’s an incredibly effective way of engaging with an audience, and cuts through the never-ending stream of images and text we see on a daily basis. It’s also more likely to leave a lasting impact on the viewer because video tends to trigger an emotional response. You also have the freedom of involving multiple actors, costumes, different locations, speech, music, multiple pieces of text, etc.
Of course, shooting, editing, and producing videos can be costly – both time wise and money wise. This is where having a TikTok account can give you the edge. It costs nothing to make a video.
Having the account and creating content is free, because the videos on the app are unpolished and more focused on being user-generated. You can see the person behind the video, really enabling the TikTok community to come together. They’re not big budget productions. All you need is your phone and a good knowledge of the different filters and trends. If your content is good, then your video will do all the work for you.
Expand your Reach
If you’ve been looking for an easy way to expand your market reach, TikTok might just be what you’re looking for. You’ll be able to create a touchpoint for an audience that your other socials may be missing. What’s more, videos on TikTok are often shared to other social media apps due to the shareable feature in its content. This pushes your views up even higher.
Naturally, you need to ensure that there is an overlap between the ages and interests of your target audience on TikTok, and the services that you offer. The app is dominated by Gen Z, but that doesn’t mean they’re the only people on there! Make sure you research your potential audience on TikTok to see if it is worth investing in.
Fresh Pool of Influencers
Just as there is potential on TikTok for you to find a fresh audience, there are also new influencers to discover. TikTok has its own group of influencers who became successful through the app due to their creative content, following trends, or simply through interacting with their followers. Use these influencers for your marketing purposes.
Whether you’re a small business or a mega corporation, using influencers is a really easy way to expand your reach as a brand. As always, do your research. Choose influencers that are more likely to be interested in your brand. They’ll talk about it more authentically, and their followers will appreciate that. Due to the rise of fake news, Gen Z have learnt to be cautious of information posted on social media platforms and so influencers are seen as the go-to source for reviews on products.
TikTok is free to download and what’s more, you don’t even need to be following someone to watch their content. This accessibility makes it easier for your content to reach people. If you post something that people are interested in, they will find it. Once people find your videos and start to engage with them, you’ll be able to grow your following in an organic way.
It’s also super easy to use. It’s a good idea to download the app and get a little bit lost in the effects and filters, and work your way around the app. With a bit of time and practice, you’ll be making videos in your sleep.
Things you can do on TikTok
Now you know why you really need a TikTok account for your business, here are a few tips to get you started in the right direction.
First, after you’ve created a channel for your business, upload content that’s relevant to your business, but also learn what’s trending. TikTok works with trends and hashtag challenges, and these are excellent ways to make your content more discoverable. Popular trends include performing certain dances to a specific song, story-time style videos or using a specific filter. You can also use the duet feature, to react to other creators’ content and generate a conversation in the comments. Perhaps you can find a way to use one of the challenges to present your products and encourage your viewers to do the same. If you’ve got a big enough following, create your own challenge! The algorithm works on the basis of virality, so get viral!
There are also a lot of video styles which are also really popular on the app. If you’ve got a small business, you can use your videos to give a behind the scenes of your packaging process, or about how your products are made. You could even give a tutorial on how to use your products or access your website. You could also use your content to tell your story about who you are and what your values are, so you can give your audience something they can connect to. TikTok’s comment section also makes it easier for the creator to communicate with users because you can respond to comments directly with a video response.
When it comes to TikTok, don’t be afraid to be creative, and more importantly, make it fun! Don’t approach it like you’d approach any other social media, roll with the trends. If you think TikTok is the right path for you when it comes to opening up your marketing strategy, contact Blonde and Giant today. We have the know-how to help you launch your social media into the stratosphere, and beyond.