TikTok has taken the world by storm since its global release in August 2018. The latest official data shows 500 million active monthly users worldwide, while more recent estimates put it at nearly a billion. During this time, many companies and brands have taken advantage of the app's popularity as an Avene for mass marketing – although many don't handle it properly.
Here, Traction shares five tips for being successful with TikTok Marketing.
1. It's all about sound
TikTok is a channel for carefree, fun, and shareable entertainment. It's not LinkedIn. It's not Facebook or Instagram either. Content that is too dry, too heavy, or too polished and corporate just won't land well – especially with young viewers. One of the biggest mistakes a brand can make
Marketing on TikTok is wrong.
2. Let users be your content creators
One way to avoid the potentially deadly danger of strenuous content is to encourage other users to create content for you. Leveraging the power of this User Generated Content (UGC) is a must for marketing on a platform where content is based on challenges, trends and most importantly, humorous humor. Creating your own brand challenge (and hashtag to match) is one of the best ways to raise awareness on the platform.
3. Connect with the right influencers
Speaking of influencers: TikTok is a platform that evaluates authentic content from individual influencers. If you spend any time with the app at all, you'll find out who's tall and who might be worth connecting with. The key to using influencers is not only in reach, but also in relevance. Brands should dig into the popular hashtags in their niches to find influencers who resonate with their actual target audiences.
4. Use paid TikTok ads
Organic marketing works well with TikTok. In order to monetize their platform, TikTok 2019 made features for paid ads available. Paid ads can appear on the platform in three different ways – TikTok works directly with brands and agencies to create this content.
Infeed – This is where sponsored ads appear under authentic videos in a user's feed. These are marked with a unique "sponsored" label and linked directly to your page. According to Digiday, prices start at $ 26,000 for 3.6 million impressions.
5. Keep creating content
There is no evergreen content with TikTok. The platform lives and breathes trends. Continuously creating content that reacts to these trends – or better yet, that sets off their own trends – is key to a successful TikTok marketing strategy. If you ignore this or don't understand what the audience wants to see, it can lead to disaster. If there's one mistake a brand can make on TikTok, it's resting on their laurels. You need to follow trends, look for inspiration, and create continuously.
Jaron Soh is co-founder and COO of the freelance marketing platform Traktion
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