Did you know that TikTok has about 1 billion monthly active users worldwide?
If you are a business, we’re assuming you’re no stranger to using social media! Be it Facebook, Twitter, LinkedIn, Snapchat, or Instagram; social media platforms are excellent places to target niche audiences on a large scale and build your brand. That said, for your brand to get the most from social media, it needs to keep up with the latest significant trends.
This is where TikTok is transforming social media! This latest platform to enter the competitive digital realm and take the world by a storm is where trends are born. Content creators and influencers worldwide have been sharing their videos with followers and gaining popularity on the platform, quickly making it one of the most effective ways to tap into the Gen-Z demographic.
Here’s the good news! While there are many viral brands on the platform already, the competition is relatively low compared to other platforms. It presents unlimited potential for you to create unique content. However, if you’re new to TikTok, you may not know how to get the best out of it to market your brand.
To assist brands who are new to TikTok, in this blog, we’ll explore what other brands are doing with it and discuss how you can use it as a marketing channel to strengthen your brand and take your business to the next level.
1. Engage In Influencer Marketing
The best way to reach a large and established audience base is by using TikTok influencer marketing. Influencers have sufficient control over their audience base and can drastically drive purchase decisions.
The trick is to choose an influencer who matches your brand’s niche. Therefore, before taking on an influencer, intensive research should be done on the type of content the influencer posts to see if it corresponds to the brand’s branding. Remember to choose an influencer with a positive image in the public’s eye to ensure that the influencer will not tarnish the brand reputation.
Overall, such collaborations increase your consumer base and provide credibility to your brand!
2. Create Authentic Content
TikTok is known for its viral trends, thereby enabling even branded content to go viral. Brands can piggyback on these trends to end up on the ‘For you’ pages and garner more attention.
Fret not! Expensive equipment and high-quality production are not required. Instead, fun and trending videos contribute to TikTok’s mind-blowing success. Take the example of Nike. The brand regularly posts followers exercising and doing outrageous stunts with trending songs playing in the background. This allows their audience to interact amongst themselves, and the brand, in a fun way while trying out the products. It also helps the brand establish its follower base.
3. Engage In User-Generated Content
To push for a large audience base, incorporate user-generated content within your brand’s TikTok strategy. This can be done by encouraging your audience and community to share videos of themselves using your services and products. The shared videos must also include the brand’s hashtag in their caption, thereby easing the load of content generation on your part while simultaneously engaging the audience.
Once your community starts posting, you should repost the videos on your own brand’s account. Guess is a good example. The fashion brand has demonstrated the method of sharing user-generated content by the creation of #GUESSOriginals which are used by their consumers as well. This increased the overall brand credibility because consumers themselves use and enjoy the products.
Figure 1. #GuessOriginals used and shared as user-generated content. Source: TikTok
4. Use Niche Hashtags
The correct use of hashtags can land your brand’s page onto the ‘For You’ Page. Your brand should search for relevant and trending hashtags via the ‘Discover’ feature. These trending hashtags should be in the caption of your TikTok videos. Also, combine new niche and unique hashtags with the trending ones.
The best practice is to use different types and combinations of hashtags. However, don’t use too many hashtags as there is a limit of 100 characters. And don’t forget to add a caption!
The beauty of the TikTok algorithm is that it democratizes virality. Irrespective of existing reach, any post can go viral if it is engaging enough!
5. Purchase Brand Takeover Ads
Brand Takeover ads show up immediately when the app is launched. These ads have a clickable link that brings users to the brand’s page directly. This also helps the videos of brands to be on the ‘For You’ Page. Users only see one brand takeover ad per day and the ad will be seen by a large group of users whether they have interacted with your brand or not.
A downside is the high cost of the ads.
Regardless, it helps increase the brand’s reach and awareness. TikTok users can also directly reach the brand’s landing page through these ads.
6. Cross-promote Your Account
TikTok videos are short and can be immediately reposted on Instagram stories. Share your videos with the relevant brand hashtags on other platforms to drive your consumer base from other social media platforms to TikTok.
While there is a chance of oversharing, that shouldn’t stop a brand from just starting on TikTok. Ensure you have an appropriate call to action so that users know exactly how to find your TikTok page.
These strategies will increase audience reach and awareness as these will drive dedicated traffic to your brand’s TikTok account.
7. Use Trending Songs
Jump on to the trends! Music is a big part of the platform and if you choose trending TikTok songs as a background music score for your content, it tends to get more engagement. This can be chosen via the ‘Discover’ feature on the app. TikTok’s algorithm promotes videos with trending songs. Hence, your brand’s videos will have a higher chance of reaching the ‘For You’ page. Trending videos on the ‘For You’ page reach a larger audience because TikTok recommends the videos to more and more users.
8. Post Short Videos
Short video content is the name of the game on TikTok! These videos engage users’ attention long enough to watch till the end and work perfectly with the infinite scroll. TikTok videos that are repeatedly watched are automatically recommended to more users.
Ensure the short videos have relevant and fun content that provides value. Such videos tend to go viral. The symphony of entertainment and information in a short span is what makes for successful branded videos here. This increases overall views and traffic to your brand’s handle.
9. Grab Attention Within The First 5 Seconds
The shorter the videos, the less time you get to capture the audiences’ attention. The start of your videos should be attention-grabbing and interesting with elements that evoke curiosity, suspense, or confusion. Doing so ensures that people stay and finish the video and are ranked higher in the algorithm.
The caption itself has to be interesting. A prime example of this is the classic “Wait for it.” This allows users to stay till the end of the video, and these videos are the ones that get recommended to new users. If you’re looking for inspiration, it’s easy to find brands that are using the platform to their advantage!
10. Post Consistently
The cardinal sin of social media is a lack of consistency. Do not neglect your account after posting a few videos. That being said, come up with unique ideas or repost your brand’s content from other users tagged with your brand.
There is no specific ideal number of posts, but we recommend four posts a week. This will ensure that your account does not go unnoticed. Remember to try posting at peak hours. Brands are recommended to create a content calendar, making it easier to stick to a fixed plan.
11. Engage With The Audience
Remember to engage with the audience, as engagement is the holy grail of social media metrics. There are several ways to do this. Reply to comments by your viewers and communicate with them. You can also go live and talk to your viewers directly. Try reposting user content using your brand’s services and products, and finally tag them.
Interacting with your audience will keep them hooked to your brand as you have built a personalized connection with them. This ensures a loyal consumer base for the brand.
12. Post Sneak-peeks
Who doesn’t enjoy a sneak peek at what’s to come? The feeling of gaining access to exclusive content before others is as good as social currency. Use TikTok videos to tease your latest products and services. The short video format allows for sneak-peaks to arouse curiosity. For these new products/services, create new hashtags.
An example of a sneak-peek can be Disney, which teases the audience about new shows on Disney+ to promote them. This also entices its viewers to watch the new shows and stay subscribed to Disney+.
So what does this do? It allows consumers to anticipate the new and follow your brand’s account. Existing followers tend to monitor your account to wait for the launch as well. This ensures that new and existing consumers are not bored of your brand.
Figure 2. Disney+ TikTok handle, teasing a new show. Source: TikTok
13. Create Your Filters
Filters are a big part of the platform and TikTok allows users to create their filters. These can be filters unique to your brand. Users will be able to use these filters on their videos and content, generating content for you in the process.
When other users use it, their followers will also be able to use the filters. They will be directed to your brand’s page through the fun and unique filters. However, such unique filters are available for up to 10 days.
14. Launch Hashtag Challenges
Launch your brand’s sponsored hashtag challenge. These can be hashtag challenges that encourage users to post unique and trendy content using your hashtags. Your brand provides a sponsored hashtag that consists of a link that directs users to a page of rules and instructions featuring the challenge. As an incentive, participants can be offered products or freebies.
An example is the successful Guess #InMyDenim branded hashtag challenge. Guess partnered up with influencers and created trending TikTok videos to go alongside the challenge. Using the challenge, the brand gained huge engagement and added to the audience base.
Launching hashtag challenges improves the recognition for your brand and you will be able to gain a more extensive consumer base.
15. Track Brand Analytics
Remember to track your brand analysis. TikTok has a feature that allows you to track your user engagement and audience type. This can allow you to monitor your brand’s account and sponsored influencers’ accounts and track your brand’s content response rate. Tracking brand analytics gives you a fresh perspective on the content your audience prefers and allows you to tweak and adjust it for improved performance.
Although daunting at first, once you learn to use TikTok effectively, it can be a marketing powerhouse. In this blog, we have summarized 15 TikTok tips to help you start your brand’s journey. Each tip, if used correctly, will work towards strengthening your overall brand awareness and ultimately giving you a better RoI. This is what makes TikTok perfect for brand marketing!
We’ve already established that TikTok can be a great channel to boost your brand, but here comes the tricky part — creating and promoting content that resonates with your audience. Worry not; we’re here to help! At atisfyreach, we provide services that help brands establish a strong presence across social media platforms and connect them with influencers through tailored marketing campaigns.
Get in touch, and let us help you build a true connection with your audience.