The rise of Tik Tok - A Marketing Guide for Beginners
The year 2020 has brought us many things few of us were expecting. For marketers, one of these is the huge rise of TikTok, the video sharing platform that has kept so many young consumers smiling through recent events. But what exactly is TikTok, and how can you use it to increase your marketing success? We have put together this guide to TikTok to help you harness its full potential.
What is TikTok?
TikTok began in China, where it is known as Douyin, in 2016 and became available in most other countries the following year as TikTok. However, it only started to gain huge international popularity after purchasing the more successful app Musical.ly in 2018. All of Musical.ly’s users were migrated over to the TikTok platform, instantly creating a buzz.
Initially, most TikTok users chose to video themselves lip-syncing and dancing to music or movie clips. However, new users quickly emerged who were able to use the platform to showcase their own talent in music, acting or dance. Some of these users became influencers with huge TikTok followings. A growing number of established celebrities are also joining the platform and quickly gaining millions of followers.
These days, TikTok users upload a huge variety of video content, from product demonstrations to talking about their days and videos of their pets. Anything that interests young people can be found on the platform. While TikTok is still mainly used for entertainment, there is a definite rise in the amount of educational and business-related content being posted.
What sets TikTok apart from other video platforms is the short form of the videos, with the vast majority being 15 seconds or less. There are no options for text or still image sharing, meaning you have to get your message across using only a short video.
Who uses TikTok?
TikTok has rapidly become one of the most successful apps worldwide, with over 1.1 billion downloads. Currently, the platform is predominantly popular with young people – 41 per cent of TikTok users are aged between 16 and 24, and two-thirds of users are under the age of 30.
How can you use TikTok in your marketing?
If your brand appeals to teenagers and young adults, it is worth using TikTok to promote brand awareness. As the platform grows, it is also likely to widen out to a broader demographic, as all other social media platforms have done.
There are a number of ways in which brands can use TikTok to market their products and services. These include:
Creating your own TikTok channel
This is the first thing marketers who are new to TikTok should do. Once you have set up your own channel and started uploading branded video content, interested users can access your videos and start following you.
You can also encourage other users to post videos of themselves using your products. This appeals greatly to Gen Z, who enjoy interactive content and want to get involved rather than passively watching videos.
Getting involved with hashtag challenges
TikTok is known for challenges where a user – often a celebrity – posts themselves doing something and asks other users to do the same under a particular hashtag. These challenges create a lot of fun for users, and taking part can be a great way of getting more users to hear about your brand. Once you gain a larger following, you can even start your own challenge!
Working with TikTok influencers
Like many other social platforms, TikTok has its own influencers who have huge followings. If you can create a campaign where one of these influencers agrees to endorse your products, this potentially gives your brand exposure to millions of other TikTok users.
As TikTok is a relatively new social platform, it is still at the experimental stage when it comes to paid advertising. There is as yet no formal way to make money from advertising on TikTok. If and when this does emerge and you become an early adopter, this could be highly beneficial for your brand.
More information about TikTok marketing
We will be sure to bring you all the latest developments about how your brand can benefit from TikTok marketing. In the meantime, if you would like any further advice, please reach out, and we will be happy to help.