TikTok has swiftly risen to become one of the most popular social media platforms globally, with millions of users creating and sharing short videos — TikToks — on a wide range of topics. It had 1+ billion monthly active users as of January 2023 — compared to 2.9 billion users on Facebook and 2.5 billion Youtube, according to Statista.
This immense popularity has made TikTok an attractive platform and one of the main channels for businesses to reach and engage with a wide range of different demographics: for instance, in April 2023 21% of TikTok’s global audience were women between the ages of 18 and 24 years, while male users of the same age made up approximately 17.5% of the platform’s audience. The 18–34 age group would make 38% of the female audience and 34% of the total male audience.
TikTok marketing refers to the strategic use of the platform to promote products, build brand awareness, and connect with potential customers through creative and engaging content.
Moreover, it has developed its own style of content, so this would be completely different from, say, Twitter marketing.
So let’s start with the practical steps to get the ball rolling!
Setting up a business account on TikTok is a simple process that allows you to access features specifically designed for digital marketing purposes. To get started, follow these steps:
Once you have set up your business account, you can access additional features like TikTok Ads, analytics, and promotion tools to enhance your digital marketing efforts.
Influencers are content creators who’ve established some reputation and are open to collaborate with brands. There is no strict threshold to become an influencer — there are ones with millions followers and some niche influencers have no more than a few thousands.
Collaborating with TikTok influencers is the first thing that comes to mind in terms of content marketing. It is an effective way to promote your brand and reach a wider audience.
Influencers have established credibility and a loyal following, allowing them to create authentic and engaging content that resonates with their viewers. By partnering with relevant influencers who have the audience that could be interested in your brand, you can tap into their audience and leverage their influence to increase brand awareness and drive sales.
For example, there’s a blogger who is an extremely dedicated trainspotter: he films his reactions, and makes it special using a 360-camera pointed straight towards his face.
Next thing you know — he’s collaborating with Gucci:
The TikTok Creator Marketplace is a platform where brands and businesses can connect with TikTok content creators for influencer marketing campaigns. It serves as a bridge between brands seeking to promote their products or services and TikTok creators who have built a substantial following and influence on the platform.
The Creator Marketplace allows brands to search for creators based on various criteria such as audience demographics, location, engagement rates, and content categories. Brands can review the profiles of creators, including their follower count, engagement metrics, and examples of their TikTok content.
The TikTok Creator Marketplace is a platform within the TikTok app that connects businesses and brands with TikTok influencers for digital marketing collaborations. It serves as a marketplace where brands can discover, connect with, and partner with TikTok creators to create branded content campaigns.
TikTok offers various advertising options to businesses looking to expand their reach and target specific demographics. Here are some popular TikTok ad formats:
These are short video ads that appear in users’ feeds as they scroll through the app. In-Feed Ads can include links, enabling users to visit your website or app. This is the most flexible format, allowing to use any kind of budget and targeting.
TopView Ads are short videos appearing on the opening of the app, otherwise looking like In-Feed ads. It provides a higher level of visibility. They are the first ads users see when they open the app and can be used to create a strong brand impression. TopView has a minimum threshold of a few hundred thousands impressions depending on the market and should be booked beforehand. A brand can buy up to 100% share of impressions for TopView for a given day.
TikTok is all about trends — and advertisers can try and use it to their advantage.
The TikTok Branded Hashtag Challenge is one of the marketing features offered by TikTok that allows brands to create and promote their own hashtag challenges on the platform. It is a popular form of influencer marketing where brands collaborate with TikTok creators to create and promote a specific hashtag related to their brand or a particular campaign.
Here’s how a TikTok Branded Hashtag Challenge typically works:
Branded hashtag challenges on TikTok have been successful in creating buzz around brands, increasing brand visibility, and generating user-generated content that aligns with the brand’s messaging. They can be an effective way for brands to engage with the TikTok community and leverage the creativity and influence of TikTok users to promote their products or campaigns.
Hashtag Challenges are used to encourage users to create and share content around a specific topic. By creating a branded hashtag challenge, you can encourage user-generated content and increase brand engagement.
It is also a premium ad format that should be reserved beforehand and it could be customized with branded effects like filters, allowing users to interact with branded content.
Hashtag challenge total cost (including the cost of branding, supporting In-Feed/TopView ads, and bloggers) could go up as high as a few hundred thousand dollars depending on the target market. That would include the cost of the ad and creator fee of the influencers who support the Hashtag Challenge.
To effectively leverage TikTok for digital marketing, it is crucial to develop a well-defined strategy. Here are key steps to consider:
Spend time exploring TikTok, understanding its unique features, and immersing yourself in the original content that resonates with TikTok users. This will help you identify popular trends, styles, and formats that can inspire your own marketing content.
Remember: TikTok has its own rules and chances are that your content that works just fine in Instagram won’t be gaining a lot of interactions in TikTok.
TikTok is known for its raw and unfiltered content. Brands should aim to create authentic and genuine videos that resonate with the platform’s users. Show the human side of your brand and connect with your audience on a personal level.
TikTok users appreciate humor and creativity. Find ways to inject fun and lightheartedness into your content. Use clever editing techniques, visual effects, or witty captions to make your videos stand out. Take a look at Ryanair — they definitely set a bar for brand behavior on TikTok.
Again — forget that “TikTok is for kids” rant. You can find an audience of any kind there.
Identify and understand your target audience on TikTok. Consider their demographics, interests, preferences, and the type of content they engage with the most. This knowledge will guide your original content creation and enable you to tailor your messages.
Your audience brief could look like this:
By developing a comprehensive audience brief, you can effectively tailor your TikTok media campaign to resonate with the target audience, increase engagement, and achieve your desired campaign goals.
TikTok Ads Manager offers several audience settings to help brands target their ads effectively.
Analyze your niche and competitors on the platform. Look for accounts within your industry or niche that are performing well and gaining a significant following. Study their content strategy, engagement levels, and the type of content that resonates with their audience. This analysis will help you understand the original trends and audience preferences within your niche, allowing you to tailor your content and stand out from the competition.
Setting clear goals is crucial for any marketing strategy, including TikTok. Determine what you aim to achieve through your TikTok marketing efforts. Are you looking to increase brand awareness, drive website traffic, generate leads, or boost sales? Defining your goals will help you shape your content, measure success, and make data-driven decisions to optimize your strategy.
Creating a content plan is vital to maintain consistency and ensure that your TikTok account remains active and engaging.
Remember to analyze your TikTok analytics regularly to understand which content resonates the most with your audience. Adapt your content plan based on their preferences and interests. Stay creative, consistent, and interactive to build a strong presence for your dairy product company on TikTok.
A content timeline can look like this:
Authenticity is key on TikTok. Users appreciate genuine, relatable content that feels authentic rather than overly polished or scripted. Showcasing the human side of your brand, being transparent, and engaging in a natural and conversational tone will help build trust and connection with your audience.
TikTok’s content format thrives on simplicity and brevity. Keep your TikToks short and concise, focusing on a single message or idea. Use clear and straightforward language to communicate your message effectively. Remember that attention spans on TikTok are short, so capturing your audience’s interest quickly is vital.
Consistency is crucial on TikTok. Aim to post regularly to maintain engagement and stay on your audience’s radar. Develop a posting schedule that works for your brand and ensures a steady flow of content. Consistency will help you build an audience and foster loyalty among your followers.
Get in contact with your audience by responding to comments, direct messages, and engaging in conversations. Encourage interactions and create a sense of community by asking questions, seeking feedback, or running contests. Responding promptly and authentically to your audience will strengthen your relationship with them and enhance their loyalty to your brand.
TikTok’s Live feature provides an excellent opportunity to connect with your audience in real-time. Use Live sessions for Q&A sessions, product launches, behind-the-scenes glimpses, or interactive challenges. Going Live allows for direct interaction and engagement, fostering a sense of authenticity and building a stronger connection with your audience.
By partnering with influencers or other brands, you can tap into their established follower base and leverage their creativity to create compelling content. Here’s how to make the most of collaborations:
To measure the effectiveness of your TikTok marketing efforts in digital channels, it’s crucial to analyze the results and gather insights. Here are key steps for analyzing your TikTok marketing campaigns:
TikTok marketing offers a unique and exciting opportunity to connect with a diverse and engaged audience, compared to the other channels. By leveraging the platform’s creative features, collaborating with influencers, and analyzing the results, businesses can drive brand awareness, engagement, and even conversions. Remember to stay authentic, keep your content simple and engaging, and maintain consistency in your posting schedule. With a well-defined TikTok marketing strategy and continuous optimization, you can harness the power of TikTok to achieve your marketing goals and build a thriving online community.