The rise of social media and particularly the short-form video-sharing platform TikTok has opened up a new world of opportunities for businesses and marketers. Whether you’re looking to advertise your product, build brand awareness, or reach out to new customers, TikTok marketing is a great way to get your message across. But is TikTok good for marketing? What strategies are needed to make it effective? In this blog article, we’ll take a deep dive into the world of TikTok marketing and provide you with the knowledge and tools you need to make your business a success on the platform.
What is TikTok Marketing?
TikTok marketing is the process of using TikTok to promote your business and its products or services. It involves creating and distributing content to engage with users, as well as running paid ads to reach a larger audience. This content can include videos, photos, and even GIFs. The goal of TikTok marketing is to attract new customers, increase brand awareness, and build relationships with existing customers.
TikTok marketing also involves leveraging TikTok’s various features, such as live streaming, challenges, and hashtag campaigns. These features can be used to increase engagement and reach new audiences.
Benefits of TikTok Marketing
TikTok marketing offers many benefits for businesses, including increased brand awareness, greater reach, and better engagement. Here are some of the key advantages of using TikTok for marketing:
- Increased Brand Awareness: As a relatively new platform, TikTok is a great way to build brand awareness. With its growing user base, you can reach a large and diverse audience.
- Greater Reach: TikTok’s algorithm is designed to show users content that matches their interests, which means that your content is more likely to be seen by users who are interested in your product or service.
- Better Engagement: TikTok’s short-form videos make it easy to create content that’s engaging and entertaining. This can help you build relationships with your audience and encourages them to interact with your brand.
- Low Cost: Compared to other forms of marketing, such as TV or radio advertising, TikTok marketing is relatively low cost. You can reach a large audience without breaking the bank.
TikTok Marketing Statistics
When it comes to TikTok marketing, it’s important to understand the platform’s user base and key performance indicators (KPIs). Here are some key TikTok marketing statistics to consider:
- There are 800 million active users on TikTok.
- The majority of TikTok’s users are under the age of 30.
- TikTok is the most downloaded app in the world.
- The average user spends 46 minutes per day on the app.
- TikTok videos are viewed over 1 billion times per day.
TikTok Marketing Strategy
To be successful in TikTok marketing, you need to have a well-defined strategy. Here are some key elements to consider when developing your strategy:
- Audience: Who is your target audience? What type of content do they engage with?
- Goals: What are your goals for TikTok marketing? Are you looking to increase brand awareness, generate leads, or drive sales?
- Content: What type of content will you create? Will it be short-form videos, photos, or GIFs?
- Frequency: How often will you post content? Will you post daily, weekly, or monthly?
- Budget: How much money will you spend on TikTok marketing?
Creating Your TikTok Marketing Plan
Take the following steps to design your TikTok marketing plan to ensure your efforts are focused and will bring you closer to your business and marketing goals.
#1. Define your target audience.
We know TikTok is popular among Gen Z customers, but they aren’t the only ones who use it—and Gen Z is simply too large to be considered a “defined audience.”
You don’t have to fill out every trait, but try to construct a picture of the people who are most likely to become customers. This is your intended audience.
- Location: Where do your ideal customers reside? Knowing only the country can be beneficial. However, if you are a local business or want to serve a certain area, you should isolate those locations.
- Age: What is your customer’s age range? Unless you are positive that your target customer is at a specific moment in their life, keep this as wide as possible.
- Gender identity: Which gender do they identify with? Depending on your brand, this may be irrelevant or critical.
- Interests: What are their hobbies and passions? These assist with content ideation and audience targeting (e.g., cooking, hip-hop dance, yoga). What industry do they work in, and what job titles have they held? Again, depending on your brand, this may not be as important.
- Income range: What is this buyer persona’s income range? Are they price-sensitive or willing to pay extra money for high-quality products?
- Relationship status: Are they single, in a relationship, or married? This could be useful if you work in the wedding industry, for example.
- Favorite websites/applications: What kinds of websites do they bookmark? Do they use Instagram or Pinterest on a regular basis? Are there any apps they can’t live without?
- Purchase motivation: What motives would this customer have for purchasing your product? Do they want to flaunt a status symbol or make time to exercise despite a hectic schedule?
- Concerns about purchasing: Why may they choose not to purchase your product? Are they concerned about the standard?
- Other information: Anything else not mentioned but worth mentioning, such as education, stage of life (parents with newborn children), events they attend, and so on.
#2. Recognize the environment
You have two opponents on TikTok: your business competition (who you’ve probably already identified) and your content rivalry. TikTok, like other social media sites, is populated by both people and companies, so you’re competing not only with other businesses but also with other creators.
Examine your business’s competition to see if they have a TikTok presence. If they do, have a look at what they post and which posts have a high degree of engagement. This can give you insight into what their target audience enjoys, which is likely to be similar to what your target audience enjoys. Just keep in mind that you must generate your own unique content—no stealing ideas here!
Then, spend some time looking through TikTok material to see what is already being made in your industry. Look for hashtags, join groups, see what’s hot, and look for themes related to your brand. Take note of any overlaps between these posts and your business rivalry.
What we really learned from TikTok is that the algorithm and the way the platform works are really different from Instagram, where you have to be extremely cautious of how many times a day you upload.
#3. Determine your marketing strategy.
In addition to devoting time and effort to developing your branded TikTok profile and videos, you can boost your TikTok marketing efforts by utilizing influencers and sponsored advertising.
Influencer marketing places your brand and products in front of the audience of someone else, acting as social proof. And, given TikTok is a creator-focused network like Snapchat, influencer marketing is huge.
Peace Out Skincare, a Shopify merchant, collaborated with an influencer to promote its acne line. The company gave its items to TikTok influencers, two of whom worked together on a video.
In a single day, the video received 12 million views, 2.4 million likes, 60,000 shares, and $15,000 in product sales. The video trended for months after its initial release, sustaining a continuous flow of sales after the first rush.
Scout influencers on the platform to determine who resonates with your business and audience before incorporating them into your own TikTok marketing strategy. Send complimentary things in exchange for a video of their experience and honest feedback via messaging on the network. This is fantastic for marketing and product teams.
In terms of paid advertising, TikTok Adverts Manager gives you access to a range of tools that can assist you in increasing the visibility of your ads to a specific audience. Omolola Jewellery, a Shopify merchant, uses a combination of organic and paid TikTok posts to reach new audiences. This has proved especially beneficial in helping Omolola’s business during the pandemic when clients are unable to visit the company’s physical store.
#4. Become a Pro User to Obtain More Information.
It’s easy to get caught up in the exciting parts of producing and executing content ideas in digital marketing. However, TikTok marketing is more than just creating viral content. Building a brand is one thing; building a brand that generates cash is quite another.
It all starts with understanding what metrics to track and why. Fortunately, Pro TikTok accounts (which are free to create) provide precise information regarding content creators’ followers, traffic, and interaction. You can see information for things like:
- Lookbacks at follower count after seven and 28 days
- Views, playback time, likes, comments, and shares for videos
- Views of the traffic source Profile
- Demographics of the audience, such as gender, location, age, and so on.
- Other content that your target audience enjoys (videos and sounds)
- Your most popular videos
- You may also check global data points, such as hashtag views, and use the Discover tab to see what’s trending.
So, how does all of this affect your bottom line? TikTok marketing is mostly a brand awareness play—it’s the platform you can use to get your company in front of a younger audience and constantly create content to keep them interested and on your mind.
You may use TikTok to build relationships with these young consumers, which will hopefully pay off later on as a true customer-brand relationship develops.
TikTok Marketing Tips
Now that you have a better understanding of TikTok marketing and how to create a plan, here are some top tips to keep in mind:
- Be creative: Don’t be afraid to experiment with different types of content and try new things.
- Think visually: TikTok is a visual platform, so make sure your content is eye-catching and engaging.
- Engage with your audience: Respond to comments, enter challenges, and join conversations to build relationships with your followers.
- Leverage influencers: Partner with influencers to reach a larger audience and increase engagement.
- Track results: Track the performance of your content and ads to identify areas for improvement.
Best Practices for TikTok Marketing
TikTok marketing can be an effective way to reach new customers and build relationships with existing ones, but it’s important to follow best practices to ensure success. Here are some tips to keep in mind:
- Follow the rules: Familiarize yourself with TikTok’s rules and regulations to ensure you’re in compliance.
- Focus on quality: Quality over quantity should be your mantra when it comes to content creation. Make sure your content is high-quality and relevant to your target audience.
- Play to your strengths: Identify your strengths and use them to create content that stands out from the crowd.
- Be authentic: Authenticity is key when it comes to TikTok marketing. Don’t be afraid to show your personality and let your audience get to know you.
- Track performance: Track the performance of your content to see what’s working and what’s not.
Courses for TikTok Marketing
If you’re looking to take your TikTok marketing to the next level, consider taking a course. There are a variety of courses available that can teach you the ins and outs of the platform and help you develop a successful TikTok marketing strategy.
TikTok Marketing Services
If you don’t have the time or resources to create and manage your own TikTok marketing campaigns, consider hiring a TikTok marketing agency. These agencies specialize in helping businesses develop and execute effective TikTok marketing strategies.
Pros and Cons of TikTok Marketing
As with any form of marketing, there are pros and cons to consider when it comes to TikTok marketing. Here’s a quick look at the advantages and disadvantages of using the platform for marketing:
Pros:
- Low cost
- Easy to use
- Ability to reach a large, engaged audience
- Ability to create engaging content
Cons:
- Limited targeting capabilities
- Difficulty tracking results
- Lack of analytics
- Vulnerability to algorithm changes
Types of Ads on TikTok
TikTok offers a variety of ad formats, including:
- In-feed ads: These ads appear in users’ feeds and can be in the form of videos, photos, GIFs, or carousels.
- Brand takeover ads: These ads appear when users open the app and take up the entire screen. They can be in the form of videos, photos, or GIFs.
- Hashtag challenge ads: These ads appear when users search for a specific hashtag and can be in the form of videos, photos, or GIFs.
- Branded lenses: These ads appear when users use face filters and can be in the form of videos, photos, or GIFs.
How to Run a Successful TikTok Ad
Running a successful TikTok ad requires careful planning and execution. Here are some tips to keep in mind:
- Know your audience: Understand who your target audience is and tailor your ad to their interests.
- Create compelling content: Create content that is engaging, entertaining, and on-brand.
- Use the right ad format: Choose the ad format that best suits your objectives and target audience.
- Leverage influencers: Partner with influencers to reach a larger audience and increase engagement.
- Track results: Track the performance of your ad to identify areas for improvement.
How Long Does It Take to Get a TikTok Ad Approved?
The time it takes to get a TikTok ad approved depends on a variety of factors, including the type of ad, the content of the ad, and whether it meets TikTok’s rules and regulations. Generally, most ads are approved within 24 hours, but it can take up to 48 hours in some cases.
Conclusion
TikTok marketing can be a great way to reach a large and engaged audience, but it’s important to understand the platform and develop a well-defined strategy to ensure success. From understanding the platform’s user base and key performance indicators to creating compelling content and leveraging influencers, there are many elements to consider when it comes to TikTok marketing. With the right approach and a well-defined plan, you can make your business a success on the platform.
At the end of the day, the best way to answer the question “Is TikTok good for marketing?” is to try it and see. With its growing user base and low cost, TikTok is a great platform for businesses of all sizes to reach a large and diverse audience. So why not give it a try and see what it can do for your business?
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