How to adapt your brand marketing program to include TikTok so you can start to engage with the Gen-Z audience and demographic.
- 1. TikTok has over 800 Million active users
- Users spend an average of 52 minutes per day on TikTok
- With over 2 million downloads, TikTok is the ‘most downloaded app’
- Available 155 countries and in 75 languages
- TikTok is the sixth most used social app in the world
- An average of 1 million videos being watched daily
- 41% of TikTok users are aged between 16 and 25.
SO, what is this TikTok?
Well, TikTok is a social media app that allows users to create 5 to 60-second videos, soundtracked by music clips (which are fun).
They’ve taken the fun, and the most used elements of Snapchat, Facebook / Instagram Stories and bundled them into a simple to use mobile video app.
TikTok is a version of the Chinese App Douyin, which is owned and created by technology company ByteDance. Doing a quick Google will bring up a bunch of media articles about the security and privacy of the users but…..
Unlike other social platforms, the TikTok algorithms are based on the user’s activity such as Hashtags, Likes, Follows and Comments, and the app interprets what the user prefers to watch, as opposed to providing recommended content.
The variety of content available and the short clips help to fast-track the end-user algorithms.
Marketing your Brand Using TikTok
Brands on TikTok are quickly finding their groove on the most talked about, most downloaded, and most addictive social media app.
The biggest question we have from our clients is “should we be posting content about our brands on TikTok?” The answer is YES…why not.
Leading brands like Chipotle, Nike, Netflix, NBC, Skittles, Pepsi, and Universal Pictures are already engaging with consumers using TikTok.
Even Sports clubs like Liverpool Football Club, Manchester United, NBA, NBL and NRL are all marketing on TikTok.
Getting the most from your TikTok Marketing
Here is our checklist of tips and suggestions to ensure that you’re getting the BEST engagement your audience on TikTok.
Understand your target market
The general age group is 16-25 (Gen-Z) on TikTok, so you need to adjust your content and message to suit this audience persona.
It’s crucial that you are a tad quirky to cut through the numerous clips and stand out. Step outside of your standard marketing style. Think about campaigns around topical news items or social issues, but keep in mind that the trends on TikTok are VERY dynamic, and what worked today, probably won’t work in a months time.
TIP: Ensure that your posts look like posts and NOT like adverts. Seek advice from someone who uses the app.
Populate your profile details correctly
Make sure you enter the relevant information into your profile. E.g. Profile picture. Links to Instagram and YouTube. Contact information for instant messaging.
Leverage music and sound
Make sure that you use a relevant music track or audio to create attention.
The hashtags are used for search and categorisation, so think about your message and define your hashtags accordingly.
Add a quirky description to your post
Be creative AND FUN…anything serious on TikTok gets lost in the crowd. Try some Zit Stickers?
Prioritise the post times
Learn the posting times that work best for your target audience.
Create engagement campaigns
Learn to create engagement activities like a challenge, a reward or a tip.
Try using captions and filters
The use of captions and filters can make your message more personalised and help to reinforce your message.
Add a face to your brand
TikTok users connect best when they can see people in the content.
Partner with influencers
Like all social media platforms, you can reach a far greater audience quickly with the use of an influencer or celebrity in your segment.
Take advantage of trends
Target your content to the current trends to get maximum engagement.
Remember that TikTok and its audience evolves extremely FAST so ensure your creative is dynamic.
Always remember to stay true to your brand
It’s fun to step sideways and be creative with your posts BUT staying true to your brand ensures you are still attracting the right attention e.g. quality sales enquiries or brand followers.
Get a plan in place first
Think about engaging a digital brand agency to help you craft your message and link this into a strategic and tactical brand marketing plan.
Omnichannel Marketing and Sales Engagement
rev™ Branding is a specialist Brand Agency helping companies to describe, communicate, and market their brand easily.
Our 20+ years’ experience providing high-performance brand optimisation allows us to create brand stories which are strategic, creative, and connect with your audience to inspire actions.
Need Marketing Advice?
If you just need to chat or want to ask a question about using Social Media for your brand marketing, please contact us on +61 3 9863-7444 or email [email protected]