Is TikTok part of your social strategy?

Love it or hate it, there is no denying that TikTok is a force to be reckoned with. It is the fastest growing social media platform to date and boasts more than 800 million monthly users already. Its popularity in 2020 saw us through numerous lockdowns and it looks like it’s here to stay, so it should come as no surprise that brands are now incorporating the platform into their social strategies.

The key to running an effective ad, influencer or competition campaign on TikTok is to understand what content performs well and what will be the best received by your target audience. TikTok’s allows brands and creators to reach and engage with more people, so if reach and engagement are your key objectives, this could be the right platform for you.

The TikTok craze

TikTok continues to steal viewer attention away from Facebook, YouTube, Instagram and Snapchat, offering brands numerous way to reach their target audience, from sponsored hashtag challenges and brand takeovers to more familiar infeed video ads and influencer campaigns.

Whilst Facebook and Instagram record annual member growth of about 5-10%, TikTok user membership has grown by over 30% for the second year in a row, showing the success of the platform is not slowing down.

Who’s actually on the platform?

The assumption made is that TikTok is only used by teens and pre-teens. However, roughly 50% of TikTok’s global audience is under the age of 34, with only 32.5% aged between 10 and 19. This shows that brands have a real opportunity to target a broad age range on the platform.

Why should I use TikTok?

Brands who successfully utilised TikTok in the app’s early days have reaped great rewards – particularly when it comes to reach and engagement.

This is down to the platforms unique algorithm which gives every video the chance to get on the ‘for you’ page and be seen. When it comes to achieving viral status, accounts with zero followers can still get millions of views on their new videos, meaning you don’t need to be a famous influencer or a well-known brand to succeed!

Sounds great, but how do I get started?

Take your time to research the platform, understand how it works and learn what your target audience and competitors are doing on the app. By getting involved early on, it allows you to get a head start on your competitors.

It’s understandable that some brands are put off when production costs can run high to produce video content, but with TikTok, there are ways to get active on the platform without needing to make a hefty financial investment whilst you’re still in that testing stage.

Once you’ve familiarised yourself with platform, determined what you’re looking to achieve and identified your audience’s needs, you can use these three ways to increase visibility of your content:

1. Ads

TikTok ads have only recently been launched so there are a smaller number of brands that are using them, meaning less competition. This gives you the opportunity to get more reach and engagement on your ads.

There are currently five different ad formats including in-feed ads which are similar to Instagram adverts (which appear as you scroll through), branded takeovers that appear when someone opens the app, and branded effects that use AR filters, stickers and lenses.
These ads can have a high minimum spend however, so won’t be the most cost effective for every sized business.

2. Influencers

By using TikTok’s superstar influencers to support your brand, the possibility of reaching millions of people in the process is highly probable. TikTok’s creator marketplace allows brands to find content creator partners based on real performance data.

TikTok is also facilitating introductions and helping to manage campaigns, supporting influencer marketing. It may not be as tried and tested as on other platforms like Instagram, but with an almost uncapped reach, data insights, and rapidly evolving conversion tools, it is definitely one to watch.
Currently, TikTok influencers are charging considerably less for access to larger followings than influencers on other platforms like Instagram, making it financially more feasible.

3. Competitions

There are two main differences between TikTok ‘challenges’ and TikTok ‘competitions’. A TikTok challenge is an organic trend that isn’t controlled by a brand or business, whereas a TikTok competition, is mainly controlled by a brand or business and features a prize and fixed timeframe for entries.

So, are you thinking of adding TikTok to your social strategy? If so, we’d love to help you out – you know where to find us!

Written by:

Kelsie Hatton PR, Social & Content Account Executive


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