Does your brand use TikTok as part of its social media marketing strategy? TikTok is quickly becoming a staple in most companies’ digital marketing toolbox. It may have started out as an app for Gen Z users who wanted to post fun and frivolous content, but now it’s a platform with a growing following across all demographics.
All businesses can now find their audience on TikTok for B2C and B2B marketing. But should you promote your brand on TikTok? If you think so, you must have questions about how it works and how it might suit your brand. Then, in that case, follow this beginner’s guide to get started with TikTok marketing.
What is TikTok?
TikTok is an entertainment app that hosts 15-second user-generated videos. It was launched in China in 2017 and became famous in the Western world during the COVID-19 pandemic. The type of content commonly found on TikTok includes:
- Stand up performances
- Video comments
- Educational videos
- fashion showcases
- life hacks
- jokes
- Makeup lessons
- Recipes
- And more
Consider these types of short videos and consider how you can create content in this vein that suits and promotes your brand.
TikTok Influencer Marketing
Like other social media platforms, TikTok offers great opportunities for influencer marketing. If you are already using influencer marketing on other platforms, then you already know how effective it can be. The great thing about TikTok is that you don’t have to search too hard to find the right influencer. Just head over to the TikTok Creator Marketplace, a hub where brands can easily find collaborators that are right for their audience. Depending on which influencer you work with, this can cost anywhere from $5 to $2,500 per post. Of course, the variance depends on how many followers your influencer has.
Setting up a TikTok business account
Creating a business account on TikTok is very easy. Follow these steps:
- Create a profile first if you haven’t already.
- Next, open Settings and privacy tab in the right corner of your profile page.
- Tap Manage account.
- Under User Account Controlchoose Switch to business account.
- You will see a list of business categories. Choose the one that best suits your business.
- You can then add your website and email address.
Types of TikTok Ads
TikTok has several different types of ads. These include Ads in the feed, Spark ads, Top View Ads, Brand Takeover Announcements, Hashtag Challenge Branded AdvertisingAnd Branded effect ads. The most common ads Ribbon ads that appear when people scroll through their For You (FYP) page. These feed ads are self-service ads that you create through the TikTok Ad Manager interface.
Managed brand ads are similar to feed ads, but are created on behalf of users by TikTok resellers. Various ad formats include Top View Ads (they play when you first open the app and can’t be skipped like YouTube ads), Hashtag Challenge Branded Advertising (a valid hashtag associated with your brand) and Signature Effects (e.g. stickers and filters).
Creating a TikTok Marketing Strategy
Once you’ve set up your TikTok business account and have a functional understanding of the different types of ads, your next step is to develop a marketing strategy that effectively ties the platform to your marketing goals. Start by defining your target audience. Who do you want to attract on this platform? Make sure you have a clear idea of both your audience and the demographics of TikTok’s user base.
Next, conduct a competitive audit. What are your competitors or similar brands doing on TikTok? How successful are their efforts? Try to learn from the successes and failures of these brands. You also need to find individuals and influencers who specialize in your area of expertise and analyze what works for them.
Set goals that align with your business goals. Be very specific about what you want to do. For example, do you want to reach a new audience, improve your brand image, increase product awareness, or strengthen customer relationships? Whatever your goals are, set your TikTok goals accordingly and then shape your content around those goals.
Once you have set your goals, start posting. You must create a content calendar and stick to it. Also, be sure to track and analyze your results. TikTok has a number of built-in analytics tools that provide very accurate feedback. Monitor your stats and adjust your approach accordingly.
TikTok marketing can be an extremely effective tool for your digital marketing if you understand the platform. If you need help with TikTok or your overall social media marketing strategy, contact WSI.
