Is TikTok Marketing Right for Your Brand?

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

If so, you couldn’t have picked a better period. This social network only launched a few years ago, but it hit the ground running. Despite its affecting emergence, nonetheless, the advertising and sell landscape is still wide open. There are many opportunities to gain a foothold here.

Just how favourite 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 riddle , not to worry. This template will help you understand why more than 600 million active customers 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 grocery 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 structured around video sharing.

Many of the first TikTok consumers moved from Vine, a video-sharing platform that be concentrated on 6-second looping micro-videos, which slammed its doors abruptly 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 boasts more than 56 million followers.

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

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

TikTok video guidelines and regulations

TikTok offers users an endless creek of content about, well, just about anything. The service does expect consumers be applied to various overarching guidelines and governs, 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 content, add aftermaths and background music to videos, and modify existing videos as long as they don’t infringement copyright laws.

For example, you are able to construe videos pop up in your feed that feature users dancing to background music. Often, you’ll notice veers where thousands of users affix their own videos where they dance to the same song.

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

Take note! From an commitment view, TikTok lashes out all other social platforms across notes of all sizes.

TikTok customers likewise tend to stick around longer with each trip. Consumers frequently interact with TikTok for around 52 minutes per daytime, while Facebook users employ for around 38 hours, and Instagram users invest about a half-hour per day on that platform.

Clearly, purveyors who establish the ideal blend of entertainment and savvy labelling have the potential to reach millions of employed, active consumers in a unique mode. You’ll more than likely know a ascertain curve as you work to stumbled the right notations, but investing the time to study the TikTok market will make a big difference.

Before you get started on your first TikTok campaign, set up an account and merely mention for a while. It’s hard to define what forms TikTok “tick, ” but you can develop a feel for the culture by interacting with local communities 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 content makes. Third-party marketing exists on TikTok, but there are far fewer firebrands rivalling for a share of the potentially profitable TikTok market.

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

TikTok demographic trends

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

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

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

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

TikTok marketing is for reaching a younger audience - 10-30 yr-olds

While TikTok certainly skews toward a younger gathering, 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 appear to have been growing.

Here are a few other key demographics be taken into consideration when drawing up 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 stage from iOS( Apple) devices and almost half( 47%) squander Android designs TikTok is available in 150 groceries and 75 communications

Popular content lists on TikTok

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

Most popular content lists on TikTok worldwide as of June 2020, by number of hashtag judgments( Source: Statista)

TikTok marketing must be entertaining

This ranking is determined by comparing hashtag positions on TikTok. Hashtags that fall under the Entertainment category was an opportunity 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 propelling brand-new marketing safaruss , no matter which tactic you choose.

Don’t worry if your symbol doesn’t feel like it fits within one of the most popular categories. Keep in intellect that these categorizations describe the wording 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 picture, or they could simply be entertaining in an original road. Still, this data tells us that users go to TikTok for presentation much more frequently than they call looking for content focused on fashion.

How to market 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 factor in when deciding which tactic to try, or whether you might benefit more from a mix of all three.

Influencer commerce on TikTok

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

Effective influencers include celebrities, brand envoys, niche proponents, 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 inspires consumers to move ahead with a buy. As business growth expert Jay Baer says, “True influence drives activity , not just awareness.”

To get the most from influencer commerce aims, brands must garner the support of social media influencers who can go beyond exposing your symbol to their followers( though revelation can certainly be beneficial in its own right ).

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

In order to have an influencer promote your products or services, you’ll need to partner with them. In other paroles, you’ll need to pay them to share content about your brand to those used enormous followings.

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

Selecting the liberty influencer

When it comes to influencer marketing, remember, relevant is more important than reach.

Any TikTok user with thousand of followers may seem like an obvious select, but you could wind up making a huge investment in an influencer affair 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 scheme 😛 TAGEND

Navigate to the Discover tab and search for keywords is attributable to your produce, busines, industry, or niche. Make a listing of TikTok consumers that have the largest followings or “whos been” posted the most popular and shared videos. Part through your listing and restrict it down to a few potential influencers — the ones who feel like the best fit for your firebrand.

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

A tone about micro-influencers

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

Creating original TikTok content

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

In some courses, the simple form of homegrown material popular on TikTok may seem more naive than it actually is. It can take hours to create tiny video clips that connect with the TikTok audience and hopefully run viral.

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

Going viral

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

The Discover tab allows you to track trending hashtags is attributable to your concoction and symbol. 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 judge their actions, you may have a better chance of going viral.

Be mindful of your video’s overarching style. TikTok consumers desire humorous 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 veers that became 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 popular on the platform. However, it is more likely that there are structures to be found across your niche.

Cranberry dreams

Nathan Apodaca launched a wildly favourite trend on TikTok in 2020 who really included a branded produce( 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 sucking straight-out from a bottle of the liquor. 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 meters TikTok is a little hard to explain, but this video is, in fact, quintessential TikTok. Hence its 74 million+ beliefs within a year.

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

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

The coworker you detest in a Zoom meeting

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

TikTok users identified with Reilly’s character, who snitches on her coworkers and sees repugnant remarks to the boss. So far, the video has been viewed 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 labor from home in 2020 and attended manipulate meets on video, Reilly’s video and her well-acted person were all-too-relatable.

Brands can get in on these zeitgeist letters, as well. For example, a refreshment firebrand could create a TikTok about figuring out the best way for beings to enjoy their cups 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 aspects an animated alpaca dancing to the music. It abruptly became an earworm around the world.

This type of video lends itself to reaction videos and re-interpretations. Thousands of TikTok customers jump-start on the Mi Pan Su Su Sum trend, starting homages to the original and uploading videos of their reactions to it.

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

Recycle material

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

Originate a TikTok video in six simple stairs

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

The process is quick and relatively straightforward 😛 TAGEND

Log into TikTok and sounds the plus sign on your main profile page. Record your video. Adjust recording positions: flip the camera, adjust speed up or down, reform the portion( max is 60 seconds ), laid a timer, turn on flash, and zoom in or out. Relate video aftermaths like livings, augmented actuality technology including face filters, singer results, and many others. Upload your video. Lend hashtags and a preview screen. Each of these can have a direct impact on how many considers your video will entice. Click “Post.” The video to be included in your library within a few minutes, typically.

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

TikTok ads

In addition to creating content and partnering 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, refer 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 pulpit recommends that you keep your ad length between 9 and 15 seconds.

You can even include various pieces to help you reach your announce 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 coincide this selection.

Behavioral targeting targets consumers based on how they interacted with TikTok over the past week or 15 days. This can help you contact people who are more locked 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 brand. Lookalike audiences can assist you contact the same target demographics that other brands have successfully pinpointed.

TikTok also offers four another type of ads 😛 TAGEND

Branded hashtags Branded aftermath Brand Takeover Crest 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 excerpts to be ranked most on its search results pages and discovered by users.

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

On TikTok, the primary approach for improving SEO is through hashtags. The most relevant your hashtags, the more likely your videos are to be recommended to other TikTok useds. Hashtag research on TikTok succeeds 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 trip-ups, or whether it’s being used in a way that you weren’t expecting. Hashtags is likely to be expansive (# winterfashiontrends) or most specific (# blanketscarf ).

There’s no restriction 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 impression to utilize simply a few hashtags so that you have room to write a compelling video description.

Measure your success with TikTok analytics tools

Once you’ve propelled your sell endeavours on TikTok, you can use the platform’s analytics implements 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 rendition revelations from a dashboard boundary. You can monitor positions, booking, and other realities contribute further 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 people high-level insights into symbol awareness and interest. These include 😛 TAGEND

Followers: the total number of TikTok consumers following your report Video looks: how many times your account’s videos have been viewed over a specific period Profile notions: how often your profile has been considered 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 meanings. Some contiguou interests are 😛 TAGEND

Top countries: where your admirers are from( limited to the top five countries) Follower pleasure: when your adherents are most active on the pulpit Videos your partisans watched: the more popular videos among your adherents Sounds your partisans be interested to hear: the most popular music included in videos among your partisans

Video( content) metrics

Measure the performance of your content here. You can dive seriously into insights about how popular your videos are in this section and, perhaps more importantly, why they are popular( or not ).

Content metrics include measures such as 😛 TAGEND

Total like tally Total number of notes Total shares Total play meter Total video ends Average watch period Transaction informants: where traffic for your post is coming from

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

Get started with TikTok marketing

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

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

Remember, TikTok is similar to other social networks, but it’s likewise a unique environment with a distinct culture. This excellence is not only what stirs the stage so forcing, 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 occasion, 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.

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