From feta pasta recipes to #SilhouetteChallenge movies, TikTok has launched loads of tendencies into the world. It’s turn out to be a spot for folks to share content material and be a 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 a part of the platform. Or, in the event that they’re already on there, higher maximize their affect.
Manufacturers should use TikTok a bit otherwise to attach with followers than they might different platforms—and even particular person accounts—and when carried out properly, there’s monumental potential inside the app.
Let’s break down why TikTok is such an necessary platform for manufacturers.
TikTok has endurance
Every time a brand new social media platform enters the foray customers both instantly flock to it in droves, or it rapidly falls flat.
In some instances, a platform begins off sturdy, solely to lose steam over time. Vine supplied quick-hitting, six-second movies to viewers, however shut down after being acquired by Twitter. Firstly of the pandemic, Clubhouse was the most well liked 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 lively customers have tumbled considerably over the previous yr.
In the meantime, TikTok has maintained regular development all through the pandemic. It’s surpassed one billion month-to-month customers, with 80 million lively customers in the USA. 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 turn out to be lively 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 pretend posts, that sort of honesty is refreshing.
Gen Z customers, particularly, 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 supplies 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.
In consequence, 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. Evaluate that to Instagram customers; solely 62.4 p.c of individuals say they’re extra more likely to work together with a model on Instagram as a substitute of on different social media channels.
Regardless of these advantages, you possibly can’t simply slap a video collectively and anticipate to reap rewards. Posting to TikTok requires a considerate technique. In any other case, it’s possible you’ll 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 technique can look like a large enterprise. Advertising and marketing on TikTok is not like advertising on different channels. Manufacturers should capitalize on current tendencies whereas maintaining content material informal and entertaining (to not point out related).
Earlier than planning something, although, it’s essential determine these items:
- Who’re you attempting to succeed in? Are you utilizing TikTok to faucet into a brand new market? Or do you merely wish 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 prepared to go get artistic and deviate out of your ordinary model voice? Figuring out these objectives will provide help to decide the tone and messages on this channel.
- Are you able to publish constantly? Traits on TikTok are likely to rapidly come and go. In case your workforce can’t decide to posting at the very least as soon as per week and be able to capitalize on these trending moments, it’s price ready till you possibly can make investments extra time.
Elevating your TikTok presence
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Embrace hashtag challenges
Hashtag challenges are an effective way to carry folks collectively underneath 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 have fun individuality, leading to an unlimited 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, growing inspiring and revolutionary content material to advertise manufacturers they honestly take pleasure in. Even smaller creators can generate vital attain if their values align together with your model. The TikTok Creator Market lets manufacturers and creators discover the right match; simply be certain that any collaborations make sense for either side.
TikTok gives paid promoting alternatives as properly, which may help focused campaigns break by the noise. In-feed adverts seem in between TikTok movies within the feed, whereas Branded Results give customers the possibility to showcase model filters. TopView and Model Takeover adverts 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 significantly. It may be tough to tactfully weave in model messages whereas nonetheless entertaining customers, and generally the perfect technique is to poke slightly enjoyable at your self. For instance, Duolingo leveraged a preferred meme of its owl mascot, Duo, to create irreverent movies of Duo residing as much as its repute. The corporate has grown from 50,000 followers in Fall 2021 to over 4.1 million at the moment. Equally, Chipotle embraces the creativity of constructing your individual burrito and bowl and invitations followers to affix in on the enjoyable—its #GuacDance problem inspired user-generated content material celebrating guacamole whereas #ChipotleSponsorMe supplied folks an opportunity to win Chipotle for a complete yr. Each hashtags have been foolish, partaking, and impressed artistic pondering.
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.
Need to study extra? Go to the Khoros TikTok information for manufacturers.
