Once thought of as a passing fad much like Vine or Myspace, TikTok proved one thing in 2020… it’s here to stay.
A realm of the unknown for many outside Gen Z, many businesses miss out on a social media presence on TikTok. Opting for the safety of Facebook or Instagram instead. But TikTok marketing is just getting bigger and bigger.
We’ll start at the beginning.
What Is TikTok?
TikTok is the youngest of the large social media platforms. It’s also unique in that it’s centered around video content. Users take short videos, edit them with effects, music, and more and then post them for the world to see.
The content across the platform is varied and regularly goes viral. From comedy skits to dance challenges to cooking how to’s, there’s something for everyone.
This is probably why the platform is doing so well. TikTok has an estimated 1 billion active users. That’s bigger than Twitter.
So why aren’t businesses using it more?
Some of this is due to how new it is. TikTok was only founded in 2016. So for it to grow such a user base over such a short space of time speaks volumes of its success.
But it’s also the unknown. Most businesses accept Facebook, Twitter, and Instagram as key parts of their marketing strategy now. But don’t seem to know how to move that marketing strategy across to TikTok.
What Is TikTok Marketing?
Don’t worry if you don’t understand marketing on TikTok yet, it’s actually pretty straight forward.
First, ensure your audience demographic aligns with TikTok’s user demographic, otherwise, you’re barking up the wrong tree. We weren’t kidding when we said it’s the place to be for Gen Z. More than 40% of TikTok’s users are 16 to 24 years old.
So if your audience is of an older generation, TikTok may not be worth the investment for you. However, if your audience demographic does match, there are essentially two routes for marketing on TikTok.
TikTok Influencer Marketing
You’ve probably already heard of influencer marketing. It’s big on other social media platforms already, in particular Instagram.
But just in case you haven’t, influencer marketing involves collaborating with users who already have a solid following on the platform to promote your brand or product.
There are huge influencers on TikTok with followings in the millions. Paying these influencers to promote your brand to their following has two big benefits. It increases brand awareness and builds trust as it’s coming from a reliable source for them.
As with all influencer marketing, you want to find the right influencer. The biggest isn’t always best. Your chosen influencer should have content that fits in with your product or brand so you know their audience will actually be interested.
The other option to market on TikTok is to create original content. This can be a little bit daunting initially, but it can also be loads of fun.
Creating great content on TikTok is no easy feat. The app is mostly based on viral and trending content. And despite what some marketing agencies might tell you, there’s no secret to viral content, it just happens or it doesn’t.
So you’ll need time, heaps of creativity, and a bit of luck. You can dive into the trend culture by jumping on other trends or create your own challenges using your products.
Now you know the basics of TikTok marketing, all that’s left is to jump in and try it. Remember, the platform is all about having fun, so try not to be too sales-y in your content.
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