Is TikTok Marketing Right for Your Brand?

Are you thinking about expanding your social media marketing efforts to the world of TikTok?

If so, you couldn’t have picked a better meter. This social network only propelled a few years ago, but it hit the ground running. Despite its superb expansion, however, the advertising and sell scenery is still wide open. There are many opportunities to gain a foothold here.

Just how popular is TikTok? The command “extremely” comes to mind. TikTok was the most downloaded app in the world in 2020, according to several sources.

If the TikTok craze still feels like a bit of a puzzle , not to worry. This navigate will help you understand why more than 600 million active useds fire up the app each month, how you can get your brand messaging in front of them, and why you should.

Table of Contents

What is TikTok ? TikTok marketing opportunities How to busines on TikTok TikTok ads The TikTok algorithm and SEO Measure your success with TikTok analytics implements Get started with TikTok marketing

What is TikTok?

TikTok is a social network built around video sharing.

Many of the first TikTok users migrated from Vine, a video-sharing platform that be concentrated on 6-second looping micro-videos, which shut its openings hurriedly in 2017. One of these Vine grafts is Zach King. He is now one of TikTok’s most prolific advertisements, and one of its more popular — King boastings more than 56 million followers.

Similar to Vine, most TikTok content consists of short video excerpts. You’ll find lip-sync videos, make-up seminars, viral dance trends, political note, and more cat videos than you could watch in a lifetime.

In expressions of content, the service is similar to YouTube, but the social media elements are closer to Instagram. TikTok feeds scroll by very quickly and are extremely varied.

TikTok video the guidance and principles

TikTok offers users an endless stream of the information contained about, well, just about anything. The work does expect users to adhere to various overarching guidelines and rules, however.

Creating and interacting on TikTok: the basics

Each individual TikTok video clip is limited to 15 seconds, but videos can be combined for a total of 60 seconds. TikTok users can create original material, add impressions and background music to videos, and modify existing videos as long as they don’t breach copyright laws.

For example, you might view videos pop up in your feed that boast users dancing to background music. Often, you’ll notice veers where thousands of users announce their own videos where they dance to the same song.

Much like Instagram and Facebook, as users move through their feed they can “like, ” comment on, and share videos on their own feeds, or through direct themes, verse words( aka SMS ), and other communication tools. TikTok customers designate hashtags to categorize content so that it can be discovered by anyone on the platform.

Take note! From an booking position, TikTok defeats out all other social scaffolds across notes of all sizes.

TikTok users too tend to stick around longer with each stay. Consumers generally interact with TikTok for around 52 minutes per daytime, while Facebook useds lock for around 38 instants, and Instagram consumers expend about a half-hour per date on that platform.

Clearly, marketers who compose the ideal blend of leisure and savvy branding have the potential to reach millions of involved, active useds in a unique action. You’ll more than likely knowledge a see swerve as you work to affected the claim observes, but giving the time to study the TikTok market will make a big difference.

Before you is starting on your first TikTok campaign, set up an account and only detect for a while. It’s hard to define what moves TikTok “tick, ” but you can develop a feel for the culture by interacting with the community for a few days.

TikTok marketing opportunities

TikTok has grown rapidly, but its advertising market isn’t as saturated as social networks like YouTube and Facebook.

Monetization has not yet caught on in the same way for material authors. Third-party marketing exists on TikTok, but there are far fewer symbols vying for a share of the potentially rewarding TikTok market.

From a symbol marketing attitude, there’s still time to get in early at a relatively low cost.

TikTok demographic trends

If your label isn’t targeted to the teen demographic exclusive, TikTok is no longer able looks a lot like an ideal fit.

Many people still think of this social media programme as a Gen Z linchpin. True, it is popular among this age group, but TikTok’s massive rise represents users of all ages and demographics. Nearly 40% of US-based TikTok useds are older than 30.

TikTok customers represent just about any demographic imaginable, but you should become familiar with its core gatherings. The platform’s biggest following is part of Generation Z — exclusively, people under senility 30. This group represents about 60% of the current TikTok user base.

Distribution of TikTok customers in the United Government as of June 2020, by age group( Source: Statista)

While TikTok certainly skews toward a younger public, don’t discount this social platform if your target demographic is a bit older. People over 30 make up at least 37% of the TikTok user base and their numbers seem to be growing.

Here are a few other key demographics be taken into consideration when developing TikTok marketing material 😛 TAGEND

56% of users identified as male and 44 % as female — nonetheless, the stage does not currently allow users to select genders beyond male and female About half( 52%) of users access the programme from iOS( Apple) devices and nearly half( 47%) implement Android designs TikTok is available in 150 marketplaces and 75 words

Popular content categories on TikTok

You’ll also want to develop a rich understanding of the most popular content categories on TikTok. As you can see, the entertainment list far outpaces other categories across the platform.

Most favourite material categories on TikTok worldwide as of June 2020, by number of hashtag ideas( Source: Statista)

This ranking is determined by comparing hashtag considers on TikTok. Hashtags that fall under the Entertainment category were used more than 440 billion times, collectively. The next list, Dance, includes around 150 billion collective hashtag views.

These are wide-reaching categories, but they are informative when it comes to creating content and launching brand-new sell campaigns , no matter which tactic you choose.

Don’t worry if your label doesn’t feel like it fits within one of the more popular categories. Keep in thought that these categorizations describe the style of the video as much as its actual content.

Videos that fall under the Entertainment category, for example, could be focused on content about a TV support, or they could simply be entertaining in an original space. Still, this data tells us that users go to TikTok for recreation much more frequently than they visit looking for content focused on fashion.

How to grocery on TikTok

TikTok marketing generally falls into three categories: influencer market, original content creation, and TikTok ads. Your brand’s style, capabilities, and goals will all taken into account in when deciding which tactic to try, or whether you might benefit more from a mixture of all three.

Influencer commerce on TikTok

Influencer marketing, sometimes called influencer targeting, determines the type of word-of-mouth recommendations that can spread rapidly across social media.

Effective influencers include personalities, label envoys, niche promoters, and regular people who have developed their own followings.

The primary capacity of the influencer is to endorse products and services in a way that prompts consumers to move ahead with a obtain. As business growing expert Jay Baer says, “True influence drives action , not just awareness.”

To get the most from influencer commerce struggles, firebrands must garner the support of social media influencers who can go beyond exposing your firebrand to their admirers( though showing can certainly be beneficial in its own right ).

The kind of content that is most popular on TikTok — conclude makeup seminars and cooking videos — is well-suited for influencer marketing among TikTok customers who have vast followings.

In order to have an influencer promote your products or services, you’ll need to partner with them. In other statements, you’ll need to pay them to share material about your symbol to those used vast followings.

Don’t discount the potential benefits your firebrand stands to gain from influencer marketing on TikTok. One in three buyers say they trust influencer rulings more than direct firebrand promotion.

Selecting the privilege influencer

When it comes to influencer marketing, retain, relevance is more important than reach.

Any TikTok user with thousand of followers may seem like an self-evident option, but you could wind up making a huge investment in an influencer relationship that won’t be of much benefit to you.

Spend time exploring how your niche is represented on TikTok and start with influencers who feel genuine in that space. Here’s an easy contrive 😛 TAGEND

Navigate to the Discover tab and search for keywords related to your make, busines, industry, or niche. Make a listing of TikTok customers that have the most crucial followings or who have announced the most popular and shared videos. Wreak through your listing and constrict it down to a few potential influencers — the ones who feel like the best fit for your symbol.

Tip: You can also use the Discover tab to see videos are connected with your choice keywords across all categories. This offers an opportunity to if you’re thinking of developing your own content or for brainstorming with your selected TikTok influencers.

A record about micro-influencers

Don’t discount potential influencers “whos been” limited followings if they have one or two extremely popular videos. These are the TikTok users that you may be able to work with at a bargain before their popularity explodes.

Creating original TikTok content

TikTok is beloved among its useds because the platform is brimming with unique content that is unlikely to originate anywhere else.

In some behaviors, the simple style of homegrown content popular on TikTok may seem more naive than it actually is. It can take hours to create tiny video excerpts that connect with the TikTok audience and hopefully depart viral.

That’s not to say content creation isn’t worth your effort. It’s simply important to go in well-armed with the knowledge of what is necessary to trend on TikTok.

Going viral

You can explore the “trend culture” on TikTok by applying the same technique we already delineated for obtain your ideal influencers.

The Discover tab allows you to track trending hashtags is attributable to your concoction and label. Dedicate some time to working through the biggest trending videos in your niche and brainstorm over how you can get in on the action.

This is a great opportunity to pull in friends and coworkers. By approximate their actions, you may have a better chance of departing viral.

Be mindful of your video’s overarching style. TikTok useds cherish jocular videos that lean toward the silly and absurd, but it’s all too easy to overshoot.

The last-place thing your symbol needs is for you to go viral for all the wrong reasons.

Three TikTok tendencies that led viral in 2020

Your TikTok content should be original, but you don’t need to reinvent the wheel.

Draw inspiration from previous TikTok tendencies. They may seem random when you consider what’s been favourite on the programme. However, it is more likely that there are patterns to be found across your niche.

Cranberry dreams

Nathan Apodaca launched a wildly popular trend on TikTok in 2020 who really included a labelled commodity( Ocean Spray Cran-Raspberry juice ), though he appears to have no official link to the brand.

In the video, Apodaca skates down a street while drinking straight from a bottle of the juice. Fleetwood Mac’s “Dreams” plays in the background and Apodaca charmingly lip-syncs some of the lyrics.

It’s an example of one of those durations TikTok is a little hard to explain, but this video is, in fact, quintessential TikTok. Hence its 74 million+ panoramas within a year.

In the end, Ocean Spray( and Fleetwood Mac) participated in the trend.

Ocean Spray even awarded Apodaca with a brand new truck — a incredible surprise for Apodaca that surely expenditure the liquid brand far less than they would have paid to create a marketing campaign with this much reach on their own.

The coworker you hate in a Zoom meeting

TikTok star Caitlin Reilly procreated the third most popular TikTok video in 2020 by tapping into the work-from-home atmosphere created in the wake of COVID-1 9.

TikTok consumers identified with Reilly’s character, who tittle-tattles on her coworkers and does hateful comments to the boss. So far, the video has been examined more than eight million times and shared more than 800,000 times.

This video is an example of creating content that is very much “of the moment.” Given that so many people directed from home in 2020 and attended work intersects on video, Reilly’s video and her well-acted attribute were all-too-relatable.

Brands can get in on these zeitgeist contents, as well. For example, a liquor firebrand could create a TikTok about figuring out the best way for people to enjoy their liquors while wearing a mask.

“Mi Pan Su Su Sum”

Another top ten TikTok video in 2020 was the strange viral clip from a Russian cereal commercial.

Mi Pan Su Su Sum pieces an animated alpaca dancing to the music. It instantly became an earworm around the world.

This type of video gives itself to reaction videos and re-interpretations. Thousands of TikTok useds hopped on the Mi Pan Su Su Sum trend, creating homages to the original and uploading videos of their reactions to it.

Provided you land on the right tend, this can be a relatively simple way to develop a TikTok marketing expedition. Simply integrate your brand messaging into a form of a humorous viral video.

Recycled material

Re-posting is a common practice across all social media pulpits. If you affix something on Instagram or Facebook that catches on, you may find success by repurposing it for TikTok.

Make a TikTok video in six simple gradations

Once you have an idea in judgment, you can begin to set up your video on the platform.

The process is rapid and relatively straightforward 😛 TAGEND

Log into TikTok and click the plus sign on your main profile page. Record your video. Adjust recording sets: throw the camera, adjust speed up or down, conversion the segment( max is 60 seconds ), deep-seated a timer, turn on flash, and zoom in or out. Apply video impressions like animations, augmented reality engineering including face filters, expres effects, and many others. Upload your video. Supplement hashtags and a preview screen. Each of these can have a direct impact on how many sentiments your video will captivate. Click “Post.” The video will be added to your library within a few minutes, generally.

You can also change your installs to automatically share your video to other social networks, allowing you to easily keep your various structures up-to-date on your TikTok.

TikTok ads

In addition to creating content and develop partnerships with an influencer, you can also create ads that display on TikTok feeds and videos.

The main advantage here is that you won’t need to invest the resources that are typically needed to build an audience, or to spend time creating content that may or may not take off on the platform.

Advertising on TikTok is straightforward and immediate — often, your ad will display within 24 hours.

In-feed ads

In-feed ads are presented in, you approximated it, TikTok users’ video feeds.

To create an in-feed ad, you’ll need to create a TikTok ad account, defer an advertisement, and then wait for it to be reviewed. Like other TikTok content, your in-feed ads will be limited to 60 seconds, though the scaffold recommended to keep your ad length between 9 and 15 seconds.

You can even add various pieces to help you reach your publicizing objectives.

In-feed ads can be targeted by interest or behavior. Interest targeting is similar to Facebook ads, in that you’ll need to choose an interest that relates to the audience you’re trying to target. TikTok will expose ads to its customers that competitor this selection.

Behavioral targeting targets customers based on how they interacted with TikTok over the past week or 15 periods. This can help you contact people who are more employed with the platform.

You can also apply “custom audience” and “lookalike audience” targeting. Custom audience targeting allows you to advertise to people who have previously interacted with your label. Lookalike publics can help you reach the same target demographics that other brands have successfully pinpointed.

TikTok also offers four another type of ads 😛 TAGEND

Branded hashtags Branded influences Brand Takeover Top View Ads

These ad natures allow you to gain brand awareness throughout the platform by integrating your brand immediately into videos and hashtags.

The TikTok algorithm and SEO

The TikTok platform, like other sources of online content, relies on SEO( search engine optimization) for clips to be ranked most on its search results pages and discovered by users.

Optimizing TikTok content is similar to optimizing material on your website — for more information on that, the Constant Contact blog offers various sections related to online content, SEO, and commerce.

On TikTok, the primary programme for improving SEO is through hashtags. The more relevant your hashtags, the more likely your videos are to be recommended to other TikTok consumers. Hashtag research on TikTok projects much like keyword research for written online content.

Simply type different hashtags into the search bar and see how favourite they are.

For example, you could test the strength of the hashtag # summervacationideas to get a feel for how often people use it when scheduling errands, or whether it’s being used in a way that you weren’t expecting. Hashtags is likely to be wide-ranging (# winterfashiontrends) or more targeted (# blanketscarf ).

There’s no limit on how many hashtags you can use for a video but bear in mind that hashtags appear in video captions, which are limited to 100 reputations. It’s a good mind to utilize merely a few cases hashtags so that you have space to write a fascinating video description.

Measure your success with TikTok analytics tools

Once you’ve launched your sell tries on TikTok, you can use the platform’s analytics tools to see how well you’re doing.

You’ll need a TikTok Pro account to access this data. Your TikTok Pro account will allow you to measure audience and act insights from a dashboard interface. You can observe scenes, date, and other realities contributing to your success on the platform.

Your dashboard is divided into 2 overarching categories: profile analytics and video analytics. You can also dig into more specific data about your followers.

Profile analytics metrics

Profile analytics gives you high-level insights into label awareness and interest. These include 😛 TAGEND

Adherents: the total number of TikTok useds following your history Video opinions: how many times your account’s videos have been ended over a specified time period Profile ends: how often your profile has been viewed over a specific period

Follower metrics

The Follower Tab on your analytics dashboard is where you’ll find more details about your gathering, including their adjacent interests. These can help you come up with relevant content hypothesis. Some adjacent interests are 😛 TAGEND

Top regions: where your adherents are from( limited to the top five countries) Follower work: when your admirers are most active on the scaffold Videos your adherents watched: the more popular videos among your partisans Sounds your followers listened to: the most popular music included in videos among your admirers

Video( material) metrics

Measure the performance of your content here. You can dive deeply into penetrations about how favourite your videos are in this section and, perhaps most importantly, why they are favourite( or not ).

Content metrics include measures like 😛 TAGEND

Total like count Total number of comments Total shares Total toy experience Total video goal Average watch go Commerce beginnings: where traffic for your berth “ve come”

In addition to these three metrics, TikTok gives you a space into other analytics. For example, you can see how many times announces with a certain hashtag have been ended. You’ll likewise find participation data, including total likes and fractions between metrics, as the number of likes versus the number of comments.

Do begins with TikTok marketing

Now that we’ve granted you an overview of how TikTok manipulates and why you should consider showcasing your firebrand on this unique pulpit, you’re is prepared to get started.

Be sure to check out TikTok’s “Inspiration” section if you’re not sure what to create firstly. Here you’ll find a few examples of ads that have been well-received across the stage, contributing to brand success across a broad range of industries.

Remember, TikTok is similar to other social networks, but it’s too a unique environment with a distinct culture. This character is not only what fixes the programme so compelling, but also why it can feel challenging to figure out how to find an gathering for your product or service.

The best region to start is by becoming a TikTok user yourself. In day, you’ll develop an instinct for what kind of content tends to succeed there and how to seamlessly integrate your branding into the TikTok culture.

Is it time to step up your social media marketing game?

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