Is your target audience under 35? If the answer is yes, it might be time to think about incorporating TikTok into your digital marketing strategy.
TikTok’s success can be attributed to the combined use of music and a wildly powerful algorithm, which learns what users like to see in their feeds far faster than many other social media apps. What used to be known as the app for dance challenges and children has grown into the fastest growing social media platform with over 1 billion users globally – 1 in 4 of which can’t be found on any other platforms. It is the fastest growing social media platform
Some might consider TikTok a marketer’s dream come true. Its use of short, riveting videos created to grab viewers’ attention, leads them to scroll through the app for hours (average of 52 minutes per day). The TikTok algorithm has been recognized as one of the best, with reach and engagement not always determined by a higher follower count. If a business creates great content, it has the ability – and likelihood – to reach its target audience.
TikTok presents the opportunity to raise awareness for your brand and to promote your products/services in a light-hearted way. Consider using the following strategies on TikTok:
Videos Created by Your Team
Your business should be primarily sharing video content created by you and your team. Be sure that your content:
- comes across as authentic – shoot in vertical format with natural lighting
- humanizes your brand by incorporating faces and people
- is funny – lean into a comedic aspect when showing up on TikTok
- is relatable, by not taking a traditional advertising approach
The ultimate goal of your TikTok videos is to have them go viral, which won’t always be possible. However, by focusing on the above attributes, your brand will likely increase reach and engagement.
For a business, this is a very cost-effective way to engage its target audience. Users create their own videos and add hashtags to their content – challenges are a perfect example of this type of content. When this shows up on the explore page, millions of people can access this content, for example, the ‘Transform Your Dorm’ hashtag challenge started by retail giant Kroger encourages users to share videos of their dorm transformations. The hashtag #TransformUrDorm was viewed more than 875 million times.
Identifying influencers who are already engaging with your target audience is key to ensuring that your collaborative partnership is the right fit. An influencer with a niche that aligns with your brand will help you reach your campaign goals and expectations much more effectively than a celebrity influencer whose followers don’t fall under your target audience.
We live in a very exciting time where video content comes out on top in converting viewers into customers. Over 70% of marketers agree that video reigns supreme out of all forms of social media content. The vertical video format that TikTok uses is so effective that giants like Instagram and Facebook have followed suit by introducing Reels, with Instagram even transitioning into a vertical-preferred home feed.
What are you waiting for? It’s time to rework your marketing strategy and make way for TikTok!