If you spend a lot of time on the internet, you've most likely already heard about TikTok. The platform has come up with a new concept for social media - it allows short, video-only content that is primarily meant for pure entertainment. Their content is extremely diverse, ranging from dances, humor, cooking and fashion to education and news.
So, you're probably wondering - why would I do marketing on TikTok?
At a first glance, TikTok looks like a place solely for dancing and humour, but it can be a very effective way to promote yourself or your business. The best part of TikTok is that it doesn't matter that much how many followers you already have to go viral.
Very often, the algorithm highlights content from users who weren't even planning on going trending. The songs you use, the format of the video and the hashtags can boost any account enormously - and if you want to promote your business on TikTok, you can make the most out of this.
It doesn't matter very much who you are or from where you started. If a video is liked by users, it can go viral if its content is of high quality.
TikTok's newsfeed, called "For You Page", is highly personalized and is unique to each individual user. Basically, no two For You Pages are completely identical. Users' interaction with a particular type of content is measured by time spent watching, likes, shares, saves or comments, and then the algorithm looks for similar videos and displays them on the For You Page.
For example, if a user often interacts with various accounts of people who sell custom jewellery, and you have an account for your business with the same direction, you are likely to end up in their For You Page.
Many companies avoid this platform because it is a mainly used by young people, who are not part of their target group.
However, we have to consider:
A March 2021 study from the United States divided the age categories of TikTok users as follows:
- 25% are up to 19 years old
- 22.4% are aged 20-29
- 20.7% are aged 30-39
- 20.3% are aged 40-49
- 11% are over 50 years old
So, even if you don't want to target teenagers, you'd still have about 52% of your users to reach.
Source:
Tankovska, H., 2021. Distribution of TikTok users in the United States as of March 2021, by age group. [Online] Available at: https://www.statista.com/statistics/1095186/tiktok-us-users-age/ [Accessed 6 July 2021].
If you want to have your brand's image deeply ingrained in potential customers' minds, the key to success lies in creating strategies that increase brand awareness across multiple customer segments.
For example, if all my childhood I have seen Nivea commercials and my family would use also Nivea cosmetics, the chances that I would tend to buy Nivea as an adult are higher.
When you get consumers used to a brand at an early stage in life, it will give them a kind of nostalgic, familiar and warm feeling in the future. This is rather long-term thinking, but it can have a significant impact. Why not try it through a platform that is hugely popular at the moment?
Although the platform has blown up lately, it's only now starting to run ads in the real meaning. As I mentioned earlier, companies are still reluctant to what paid or unpaid promotion means on TikTok.
Of course, those who are first will have an advantage - users aren't used to seeing ads on the For You Page, so at first they'll accept them much more easily. If the platform becomes saturated with ads, users will get used to ignoring them and it will be a little more difficult to grab their attention. Plus, the competition is small.
If you understand the format of a TikTok, you can easily integrate an ad into your target group's newsfeed. You don't have to invest a lot of money or effort to create them, especially since they should be no more than 15 seconds long - be as natural as possible, make it look like any other video and not like an ad, and use what's currently trending.
If you've made it all the way to the end of this article, it's a sign that you need to start creating a marketing strategy for TikTok.
The more you research and test the platform, the easier it will become to master the it and eventually promote yourself on this social network.
Do you need any help in promoting your business? It's ok, you can contact us anytime.
We, Remote Marketing, will make sure that the chosen strategy will fit your company's image and will bring results.
