This video based social media platform now has over 500m users. The number of users is continually increasing as more and more people share short, lively video content.
Developed in 2016 by ByteDance, a Chinese company, TikTok has been described as a mix of Instagram and Twitter.
Nearly half of TikTok users are aged between 10 – 19 years old, often known as Generation Z. If your company is targeting this age group, then TikTok is worth considering as part of your social media marketing strategy.
Paid advertising only started on the platform in 2019. It is still relatively underused as a social media marketing aid, so it offers lots of untapped potential.
Maximising the marketing potential
Get to know TikTok. Sign up to the platform and be active on it. You need to know the culture, the style and understand the users.
Create suitable content. It has to be fun, engaging and lively – but in line with your brand image. Always remember that on TikTok, engaging an audience is important, popularity comes second.
Think about taking a paid advert. There are four types of opportunities available:
Infeed native content – This lasts 9 to 15 seconds, and appears on full screens. But bear in mind that users can skip through.
Brand Takeovers – an opportunity to create GIF’S, videos and images that are used on the app for an entire day
Hashtag challenges – one of the most popular types of paid for adverts. Brands develop daily hashtag challenges, with a prize for the winner. DreamWorks Animation Studio has successfully used this technique to reach 34.4 million users. DreamWorks aim was to promote their Netflix show. To do this, they organised a hashtag challenge entitled SpiritRidingFree. Participants were asked to create a short video dancing to the theme tune, then share it on TikTok. It proved extremely successful in attracting attention
Branded lenses – the TikTok app allows you to create special branded lenses for people to use on images or videos.
Ultimately you have to consider how much value TikTok participation can give to your business and whether it is a social media platform that matches your needs.