The Ultimate Guide To TikTok Marketing

The ultimate guide to tiktok marketing

Written by Jordan

Jordan is a digital marketing executive here at Lumos. You'll often find her writing about social media marketing, digital PR, and marketing training and development.

January 21, 2022

TikTok is currently one of the most popular platforms at the moment. Over the past two years, TikTok has skyrocketed and now has 1 billion users which is impressive. TikTok was the most downloaded app of 2020. TikTok is a fantastic way to try and grow your business as it can be easy for videos to grow and go viral. It is a great idea to implement TikTok into your social media strategy and we are going to tell you how.

 

Is TikTok good for marketing?

 

The short answer? YES. As we mentioned above TikTok is one of the most popular platforms of its time. TikTok is a great place for engagement and reaching out to larger audiences. Unlike with other video-based platforms, you do not need to spend hours creating video content. TikTok is a short video platform where you can create videos from 15 seconds to 3 minutes. TikTok is one of the apps that is suitable for most age types which is great for business owners. The chances are you will find your target demographic there.

 

What Are The Benefits Of Using TikTok For Marketing?

Benefits of tiktok marketing

There are several reasons as to why you should be using TikTok for marketing! Here are a few:

 

It is easy to reach more people and fast

Even though the app was officially launched in 2016, however, it was not until 2020 that the TikTok phenomenon really took off. If you use TikTok to market your business, this means that you can reach international audiences rather than only local audiences. The chances are out of 1 billion users, there are going to be a good selection of TikTok users who relate to your business and take an interest in what your business is about.

Great opportunity to repurpose content

TikTok’s are generally short videos, and because they are so short, this means it is easy to repurpose the content across your other social media channels. If you want to, you can even spice up your email marketing, by adding your TikToks into your emails, think about all of the clicks and opens your emails would get if you included fun, short, video clips inside them. You can also repurpose TikToks on Instagram reels, which are also taking off. This is the perfect time to utilise Instagram reels, especially now because Instagram is pushing video content more than photo content. The more creative you get with your videos, the more intrigued and interested your audience will be.

Increases brand identity

TikTok is a fantastic platform for increasing your brand identity. TikTok can be used to provide your target demographic an insight into your business and what your business is about and help you to build a relationship with potential customers. TikTok is a great, fun, light-hearted way to connect to your audience and to increase your brand identity.

Great for user-generated content

This is like user engagement; however, user-generated content is extremely beneficial for businesses on TikTok. The reason is, TikTok allows users to re-purpose your content by clicking the ‘duet’ or ‘stitch’ button on your videos so they can react to your content. This means that businesses can launch campaigns entirely generated and made for UGC.

 

However, with all of these benefits there are also some disadvantages to TikTok marketing:

Content Format Limitations

Yes, video content is really taking off, however video content should not be the be-all and end-all of your digital marketing strategy. Your business should not be relying on video content, at the end of the day, it is not for everyone. If you are a business, who is looking for a diverse range of content for your platforms then TikTok may not be the platform for you.

It Can Ruin Your Brand’s Reputation

As much as TikTok can build your brand and help to build your business it can also ruin your brand’s reputation, which is something we do not want. Your content and how you choose to market it can have serious consequences for your business, especially if you choose to market on TikTok. The reason for this is because the purpose of TikTok videos is to create funny content with the potential for it to go viral, however, you could risk your brand’s reputation by trying to replicate these videos and appear “cool” and “hip”. If you are trying to develop trust with your audience, TikTok may not be the best platform for you. The reason for this is that if your videos do not match your brand voice, this can confuse your audience.

It Has Creative Limitations

When it comes to digital marketing, there are hundreds of opportunities for creativity. As this is the case, this means that’s brands have free reign when it comes to choosing their brand’s fonts and colours. When it comes to digital marketing and social media marketing there are tons of creative options that are in high supply. All social media platforms have similar qualities, for example, Instagram, Facebook, and LinkedIn allow for a mix of different types of content. You have the choice of whether to create graphics, written copy, video content, or story content across these three platforms. However, TikTok is only a video-sharing platform, they do not allow posts that consist of only texts or pictures. This can lead to spending more time creating content for your TikTok page for you to stand out to your audience, which not every business has the time for.

 

What Content Performs Well On TikTok?

What content performs well

TikTok is one of the social media platforms with a HUGE trend culture. Original, creative videos do perform well on TikTok, however, the videos that tend to do extremely well are the videos that use trending sounds or replicate other trending videos. TikTok started as a dance video platform and these videos still do extremely well, for example, The Greatest Showman dance trend. However, more content has begun to go viral over the past year or 2, just simple, fun, creative video content has started to perform well on the app.

 

If you are wanting to get started on TikTok but are not too sure where to begin, head over to the TikToks discovery page, here you will find trending videos and sounds. Putting your own unique spin on trends will help your videos to perform well, yes TikTok is a video replicating type platform, however, the accounts and brands who put their own spin on trending videos tend to perform reasonably well.

 

How To Use TikTok For Marketing:

THE ULTIMATE GUIDE TO TIKTOK MAREKTING 3

Produce Fantastic Content

 

To get noticed on TikTok, you cannot just upload basic videos. There are 1 billion TikTok users, a lot of your competitors will also be appearing on TikTok, thus, to get noticed you should create fun, engaging, authentic content so you can stand out from your competitors. Have a brainstorming session and do some market research about what your audience what to see from your account.

 

Run TikTok Ads

 

This is a great idea if you have the budget. Sponsored content has always been a positive result for brands with a social media presence. Advertising on TikTok has recently become extremely popular for running advertisements. Did you know that there are five different ad formats that you can use on TikTok? These are:

 

Top View Ads

This format of advertising is a fantastic way to get your brand shown to a huge number of people. Top view ads are the first post that people see when they first start to scroll their “For You” feed, thus offering a lot of exposure. Using top view ads allows you to run videos that are up to 60 seconds long, giving you plenty of time to be creative and grasp your audience’s attention. However, when it comes to advertising on TikTok you will need to grasp the attention of your audience within the first couple of seconds.

Branded Hashtags Ads

Hashtags are a great way to promote your brand and create a community through user-generated content. As a brand, it would be a fantastic idea to create a unique, branded hashtag related entirely to your brand. This will give you a great opportunity to capitalise on organic and sponsored opportunities, the reason for this is because, through your branded hashtags, you are encouraging your audiences to create their own, unique videos using your hashtag.

In-Feed Ads

This advertising format allows you to embed your TikTok video ad into your audience’s “For You” page. This then gives your audience the chance to like, comment, share, and save your ad, which creates brand awareness.

Branded Effects

This form of advertising allows companies to get creative using customised filters and effects. You can use branded effects as a campaign on its own or you can integrate the effects into a hashtag challenge. Branded effects are a great way to get noticed by your audience.

Brand Takeover Ads

These ads are full screen branded videos that show up as soon as TikTok users open the app. However, these are ads that users cannot engage with, so because of this, the ads are supposed to be short and engaging and able to communicate your brand’s message within seconds. The brand takeover ads can be in a form of an image or GIF and include a link that will drive users to your website.

 

Run Hashtag Challenges, Giveaways, And Competitions

 

Branded hashtags are great for running giveaways and competitions. Encourage your users to create unique and fun videos using your branded hashtag in order to be entered into your giveaway, this is fantastic exposure for your brand and creates great brand awareness. You will be surprised by how many more users begin to notice your page by doing this.

 

Take Advantage Of TikTok Influencer Marketing

Take advantage of influencer marketing

 

Influencer marketing is a proven effective tactic that has been used by thousands of businesses in order to grow their brand. Choose the influencers you want to work with carefully and ensure that they actually like and take an interest in your brand. Working with the right influencers is one of the best ways to get your brand out there and noticed by more users.

 

This is our ultimate guide to TikTok marketing, we hope this has made you more confident in using TikTok to increase your brand exposure. For more blogs like this or for blogs on digital marketing, SEO and social media marketing, go to our website here and give them a read.

 

 

 

 

You May Also Like…

How To Learn The Basics Of SEO

SEO stands for Search Engine Optimisation. SEO is a set of exercises that you perform in order to improve the position...

0 Comments

Submit a Comment

Your email address will not be published.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.