Author: Natalie Ouellette, Marketing Strategist
What is TikTok?
TikTok is a video-sharing app that allows users to create up to three-minute-long videos and share them on endless topics. This platform quickly rose to popularity during the start of the COVID-19 pandemic, with over 315 million downloads in just the first quarter of 2020, and as of February 2023, nearly two years later, has 1 billion active users. TikTok captures audiences both young and old, with 35% of users ages 19-29 and 37% for 30+, so TikTok Marketing has the capacity to reach a large audience and assist businesses in brand awareness.
Why Should Marketers use TikTok?
It’s Easy!
There are so many options when it comes to creating content for your TikTok account. Staying up to date on current trends such as the “History Repeats Itself,” “Proof Not Everything Can Be an Album Cover” and all the different popular audios will improve your outreach. On top of that, there is no need for expensive production of videos. Viewers feel more comfortable and trust your brand better if produced in an ordinary setting.
TikTok Influencers
Like Instagram, TikTok has influencers, where your business can pay an influencer to make and share videos about your products. Why wouldn’t you just use Instagram then? TikTok’s strategy is far more effective; it personalizes the products and is much for harder for the viewer to ignore any advertisements.
Influencers build trust and have established themselves in the TikTok community, easily allowing you to pick influencers who have followers that match your target market. TikTok star Maia Knight, who is the mother of famous TikTok babies Scout and Violet, has partnered with brands like Home Chef and BrüMate, to appeal to parents of young children.
Hashtag Challenges
TikTok users positively respond to challenges from brands, where they can then share videos about your products, services, etc. It starts with a business setting a challenge with a #, and from there the challenge can go viral.
For example, Rihanna’s Fenty Beauty started using #FENTYFACE in all their videos, encouraging users to make videos using Fenty Beauty makeup products. From this hashtag alone, there have been over 22 million views and users such as Dance Mom Star Nia Sioux, and beauty influencer Monet McMichael who have taken part.
How to Get Your TikTok Analytics Data:
First, make sure you upgrade your account to “pro.” There is no cost and once chosen, allows full access to an analytics dashboard. You can review your followers and audience, engagement on your videos, and traffic to your account.
In the “Followers Analytics,” you get insight about what else besides your videos your audience is watching. It also allows you to view when they’re most active, which helps you to determine when to post, how often, and what your audience is really interested in.
If you also have TikTok Ads, your analytics data will be even more helpful. There are five different ad products that TikTok extends to its users, but in-feed ads are ideal and yield more success for smaller businesses. These videos are never more than 60 seconds, and are embedded within the users For You page, posing as natural content.
Will TikTok Marketing Help Me as a Small Business?
The answer is YES! TikTok is the ideal platform to use as a small business, and they even donated $100 million in ad credits in 2020 to help them promote and rebuild their business. Along with that, they’ve partnered with dozens of small business foundations, and started the TikTok Small Business Block Party, which is a series of 20 workshops to help beginners.
It’s an easy way to promote your product as authentic and expressing to your audience why they need your product in a creative and fun way! These videos don’t have to be produced with the highest budget and can totally transform your business based on the outreach of your videos. Find your style, whether that be through humor, following trends, or just engaging with your followers. Any business can find success through TikTok Marketing, take Durham based Koastal Kooks for example, they regularly posts content advertising their products and has recently acquired over 5000 likes and almost 800 followers. What are you waiting for? Check out Voice Z Digital’s Social Media Management service here!
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