With the rise of TikTok has come the rise of TikTok Marketing.
The social media application has become a global sensation in recent years, revolutionising how people consume and shifting how brands can reach and connect with their consumers.
The app’s short-form, engaging videos allow brands to creatively connect with a younger audience in ways that weren’t possible before.
Whether you’re a small business owner or a major brand, TikTok provides the perfect opportunity to promote your products and services to a global audience.
In CEEK’s complete guide to TikTok Marketing, we explore TikTok’s potential as a marketing platform, how to get started with TikTok marketing, and tips for a successful strategy and campaign.
What is TikTok?
TikTok is a social media marketing platform that allows users to create and share short videos, typically ranging from 15 to 60 seconds. Launched in 2016 by the Chinese tech company ByteDance, TikTok has gained immense popularity across the globe, particularly among Gen Z and Millennials.
The platform encourages creativity, with users producing content that ranges from dance challenges, lip-sync videos, and comedy sketches to educational content and brand promotions. Its unique algorithm, which surfaces personalised content on users’ “For You” page, makes it easy for videos to go viral, even for users with relatively small followings.
What makes TikTok a strong marketing platform?
TikTok’s marketing potential lies in its user base, which has exceeded 1 billion active users worldwide. On average, these users spend 95 minutes per day on TikTok, which is more than any other social media platform.
The app’s format fosters high engagement, and its recommendation algorithm allows brands to capture the attention of large audiences faster than any other platform. TikTok also now allows consumers to buy directly from e-commerce brands without leaving TikTok with the launch of TikTok Shop.
What is TikTok marketing?
TikTok marketing refers to the practice of using TikTok to promote a brand, product, or service. This can involve a variety of strategies, such as content creation, partnering with influencers, or running paid advertisements. Brands of all sizes in a variety of sectors are leveraging TikTok Marketing to increase brand awareness, drive engagement, foster brand community, and convert viewers into customers.
What are the benefits of marketing on TikTok?
Marketing on TikTok offers several benefits:
Viral Potential
Thanks to TikTok’s algorithm, accounts of any size have the opportunity to go viral. A single creative video can quickly gain millions of views, generating massive brand exposure.
Access to Younger Audiences
TikTok’s primary user base consists of Gen Z and Millennials, making it an ideal platform for brands targeting younger demographics.
Cost-Effective Advertising
Unlike traditional forms of advertising, TikTok ads and influencer partnerships can offer significant returns on investment, even for small businesses.
Creative Freedom
The informal, fun nature of TikTok encourages brands to think outside the box, allowing for more creativity and experimentation in campaigns.
High Engagement Rates
TikTok users are highly engaged in terms of liking, commenting, sharing, and saving content compared to users on other platforms.
How To Get Started With TikTok Marketing?
If you are looking to get started with your TikTok marketing journey, follow these simple steps:
Create a TikTok Business Account
To access TikTok’s advertising features, set up a business account for your brand’s TikTok.
Understand Your Audience
Research your target audience to determine the type of content they engage with on TikTok. TikTok’s Creator Search Insight tool offers insight into what’s trending in your industry.
Develop a Content Strategy
This is an opportunity to showcase your employees’ personalities through trends and educate consumers on a deeper level. Posting user-generated content, sourced from customers, is also a great way to build trust with consumers and keep them engaged.
Experiment With Ads
Consider running TikTok ads, such as In-Feed ads, Brand Takeovers, or Hashtag Challenges, to reach new audiences. CEEK clients have seen tremendous success with TikTok ads, sometimes even outperforming Meta ads.
Partner With Influencers
Collaborating with TikTok influencers who align with your brand can help boost your visibility and credibility. When selecting influencers, take into consideration their engagement rate, audience demographics, and whether their content aligns with your brand.
Tips For Creating A TikTok Marketing Strategy
When creating your TikTok Marketing Strategy, keep these three things in mind:
Tip #1: Leverage trending content
TikTok is driven by trends and relevant content. Whether it’s a dance challenge, a popular audio clip or a CapCut template, staying on top of trending topics can increase your brand’s visibility and position your brand as relatable among consumers.
Be sure to adapt trends in a way that aligns with your brand’s messaging. If you’re a premium brand, participating in trends may negatively affect your brand’s credibility.
Tip #2: Focus on Authenticity
TikTok users appreciate genuine and relatable content. Unlike other platforms where polished, professional videos might perform best, TikTok rewards authenticity. Showcasing behind-the-scenes moments, sharing your brand’s story, and answering your audience’s questions is the key to building a loyal TikTok following.
Tip #3: Post Consistently
To maintain visibility and build an audience, posting on a consistent schedule is key at the beginning of your TikTok Marketing journey. CEEK recommends posting on TikTok once daily. TikTok’s algorithm favours active accounts, so the more content you create, the better chances you have of achieving a viral video.
Final Thoughts
TikTok has quickly evolved from a platform for sharing viral videos to a powerful marketing tool for businesses. Its vast user base, viral potential, and emphasis on creativity make it an excellent platform for brands looking to connect with younger audiences in authentic, engaging ways.
By understanding TikTok’s unique culture and following best practices, as outlined in this blog, businesses can create a successful TikTok marketing strategy that drives brand awareness, engagement, and growth.
Whether you’re just getting started or looking to improve your existing strategy, TikTok offers endless possibilities for marketers willing to think outside the box. Contact CEEK today if you’re a business looking to build your TikTok Marketing strategy.