Summary: Digital marketers can no longer ignore TikTok. Read this advice to create a successful TikTok marketing strategy this year.
Is your brand using TikTok as part of your social media marketing strategy? TikTok is quickly becoming a high-priority item in most businesses’ digital marketing toolbox. It may have started as an app for Gen Z users who wanted a place to post fun and frivolous content, but it is now a platform with an increasing number of subscribers across all demographics.
All businesses can now find their audience on TikTok for B2C and B2B marketing. But should you be marketing your brand on TikTok? If you think so, you must have questions about how it works and how it could suit your brand. Then, in that case, follow this beginner’s guide to getting you started with your TikTok marketing.
What is TikTok?
TikTok is an entertainment app that serves user-created, 15-second videos. It launched in China in 2017 and became prominent in the Western world during the COVID-19 pandemic. The kind of content typically found on TikTok includes:
- Standup routines
- Video commentaries
- Educational videos
- Fashion showcases
- Makeup tutorials
- And more
Consider these types of short videos and think about how you can create content along these lines, which would suit your brand and serve to promote it.
TikTok Influencer Marketing
Like other social media platforms, TikTok offers excellent opportunities for influencer marketing. If you are already using influencer marketing on other platforms, then you already know how effective it can be. The great thing with TikTok is that you don’t need to look too hard to find a suitable influencer. Just go to the TikTok creator marketplace, a hub where brands can easily find collaborators to suit their audiences. Depending on which influencer you work with, it can cost anywhere between $5 and $2,500 per post. Of course, the variance depends on how many followers your influencer has.
Setting Up a TikTok Business Account
Setting up a business account on TikTok is easy. Follow these steps:
- First, create a profile if you have not already done so.
- Next, open the Settings and Privacy tab on the right-hand corner of your profile page.
- Tap Manage Account.
- Under Account Control, select Switch to Business Account.
- You will see a list of business categories. Choose the one that is most applicable to your business.
- You can then add your website and email details.
Types of TikTok Ads
There are several different types of ads on TikTok. These include In-Feed ads, Spark ads, TopView ads, Brand Takeover ads, Branded Hashtag Challenge ads, and Branded Effect ads. The most common ads are In-Feed ads, which appear as people scroll through their “For You Page” (FYP). These In-Feed ads are self-service ads you create through the TikTok Ad Manager interface.
Ads for managed brands look similar to in-feed ads, but they are created on users’ behalf by TikTok sales representatives. Different ad formats include TopView ads (they play when you first open the app and can’t be skipped, similarly to a YouTube ad), Branded Hashtag Challenge ads (an actionable hashtag that’s connected to your brand), and Branded Effects (like stickers and filters).
Creating a TikTok Marketing Strategy
Once you have set up your TikTok business account and have a functional understanding of the different types of ads, your next step is to devise a marketing strategy that effectively links the platform to your marketing goals. Begin by defining your target audience. Whom do you want to reach on this platform? Make sure you have a strong understanding of both your audience and the demographics of TikTok’s user base.
Next, carry out a competitive audit. What are your competitors or similar brands doing on TikTok? How successful are their efforts? Try to learn from these brands’ successes and failures. You should also find personalities and influencers who specialize in your area of expertise and analyze what works for them.
Set goals that align with your business objectives. Be very specific about what you want to do. For example, are you looking to reach a new audience, improve brand image, promote awareness for a product, or develop stronger customer relationships? Whatever your objectives are, set your TikTok goals accordingly and then shape your content in line with these goals.
Once you have set your goals, start posting. You should create a content calendar and stick to it. Also, be sure to track and analyze your results. TikTok has a number of built-in analytical tools that provide very accurate feedback. Watch your stats and adjust your approach accordingly.
TikTok marketing can be an extremely effective tool for your digital marketing, provided you understand the platform. If you need help with TikTok or your overall social media marketing strategy, contact WSI.
About the Author
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
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