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The importance of adding TikTok to your marketing strategy

The importance of adding TikTok to your marketing strategy

Good marketers know that the best way to stand out from the crowd is by having a solid content marketing strategy. With so much competition and noise coming from other social media platforms, now could be the perfect time for you to consider TikTok marketing for your business. TikTok now has around 1 billion active users and is the fastest growing social media platform on the market. Some may think of it as the app that distracts their young teenagers from homework, and while on some occasions this can be true, it’s also the perfect place to bring a new kind of exposure to your brand.

In September 2016, ByteDance, a multinational Chinese internet technology company created an app called Douyin. In November of 2017, ByteDance bought Music.ly, an app designed for lipsyncing and dancing, for approximately one billion dollars. This lead to the complete merger of Music.ly and Douyin, including all data from both apps. As the merger happened, the app was ultimately renamed TikTok. It didn’t take long before in 2019, TikTok hit one billion global downloads.

Since its release in 2017, TikTok has gone from a simple karaoke app to seeing over 2 billion downloads in many different parts of the world. TikTok has made content creation so simple that even a young child can come to know the in’s and out’s of the app. The video creation options are; a 15-second video, a 60-second video, or in a more recent update, a 3-minute video, all with plenty of fun filters and editing options to make your video come out just the way you want it. TikTok also has a very unique “duet” feature that allows its user to stitch themselves alongside another user’s video. There are plenty of easy-to-use options to make each user’s content unique and specific to them.

From cooking videos to dog training how-to’s, TikTok has no shortage of diverse content, and will likely stay that way for years to come. Its algorithm has come to allow each user to have their own personalized “For You” page. This “For You” page is full of videos that the algorithm has compiled to best suit you. TikTok looks at a user’s account settings, their location, and any interactions taken with a video to determine what videos you will enjoy watching next. This is what has made TikTok such a successful and frequently used app. 

Watch a video more than once? TikTok noticed that. Sent a video to a friend? Expect more videos like that in the future. Find yourself visiting the Eiffel Tower? Don’t be surprised if you see a “10 best coffee shops in Paris” video. They take note of everything, and this is also why it’s so easy for distracted teenagers to find themselves scrolling for hours instead of studying! TikTok has made their algorithm irresistible… Perfect for your brand’s new marketing endeavor.

There are 3 important questions to ask yourself while you consider adding TikTok to your marketing strategy:

  1. Are you wanting to increase social awareness of your brand?
  2. Are you able to showcase your brand through short, lighthearted videos?
  3. Do you want to reach younger audiences with your brand?

If you could answer yes to all of these questions, then now, more than ever, is the best time for you to put your brand’s name on TikTok. 

Right now is the optimum time to utilize TikTok since only 5% of marketers are on the app. (https://www.smperth.com/resources/tiktok/tiktok-statistics/) One example of a brand that successfully navigated TikTok’s algorithm is Chipotle. The tex-mex fast-food chain joined TikTok in 2019, and since then have grown their account to over one million followers and 30 million likes. 

Numbers like these obviously don’t happen overnight, but Chipotle puts in the work to get consistent results when they upload videos. Most of their videos have anywhere from 100k-1 million views with their most popular video having over 10 million views. This is the result of a brand staying on trend with the rest of the app and delivering content that not only promotes their brand but brings entertainment and laughs to any user that watches. 

So how do you replicate this in your brand?

Well, like any platform, you start by setting up your account. Personalize it to your brand and pick a unique username. This can be changed, but it’s good to use the same username for brand consistency. TikTok allows you to link a YouTube and Instagram account to your TikTok page, as well as a website underneath your bio, which is a wonderful way to drive any new traffic you receive from TikTok to another site where they can learn more about your brand, and who you are.

Next, recognize your audience. 

Who is your target audience? Do they regularly use TikTok? How often do they use TikTok? Your average TikTok user spends about 52 minutes a day on the app, while a teenager would spend up to 80 minutes. If your demographic leans more towards millennials or older, you may find a bit more work laid out for you, whereas if your target audience is Gen Z or younger millennials, you should have a quick and easy time getting your brand to them.

Your target audience plays a big part in many things. It affects what kind of content you will want to post, how often you will need to post, what hashtags to use, what trends to follow, and so much more. It’s very important to understand who you want to watch your content in order to successfully drive them to your brand. 

Next, decide what you want your content to look like.

Do you want to follow trends? Do you want to keep it professional? 

Another brand that successfully launched itself into the TikTok arena is E.L.F cosmetics. E.L.F.’s account has a well-balanced amount of product advertisements and trendy videos. Their true claim to fame came in August 2019 when they launched TikTok’s most successful ad campaign with 5 million contributed user-generated videos and over one billion views. 

E.L.F not only followed trends, but it created a trend. They did what no one even attempted to do up to that point, and it resulted in the ultimate success of their brand. Their content to this day is trendy but still very professional, and a great example of success where you don’t have to choose one over the other.

When keeping in mind what you want your content to look like, it’s important to also note how your target audience will be affected by it. Keeping up with trends is fun, but it’s very important to stay on brand and give your viewer a reason to want to learn more about you. Unlike Instagram, where you can post a photo, along with an accompanying caption to explain your product, TikTok only allows a 100 character caption, which means your video should be able to explain your service or product and lead the viewer back to your website while still holding their attention.

The attention-holding is the trick. TikTok is fast entertainment. You watch one video for a few seconds, then you swipe to the next. TikTok users do not actively put thought into what they’re watching unless what they are watching is worth a thought. So while it’s important to stay on brand, it is still equally important to make your content entertaining for the viewer by following viral trends and hashtags. 

Using TikTok in your brand’s marketing strategy can not only add to your social platform but can also help you reach target audiences that you may have not been able to reach previously. By staying up to date with all the latest trends, while simultaneously promoting your brand in a clear and consistent way, you can utilize TikTok’s algorithm to reach new audiences that you might not have been able to reach before.

Take time to consider your overall marketing strategy and consider ways on how you can stand out from the crowd. To create a remarkable brand that people talk about, engage with, and share. Take note of the TikTok marketing strategies of other brands. Consider who, who, who, you are talking to and what they most want to hear and see. Know your audience, clarify your buyer persona, and tailor your TikTok marketing content specifically for them. And of course, don’t forget to have fun. And if you really want to live on the edge, put on your dancing shoes and give TikTok viewers a show.  One of the wonderful things about TikTok is that it allows you to step away from traditional messaging to let your creative juices flow. 

The bottom line is that TikTok marketing needs to be a part of every company’s digital marketing strategy if they want to increase their followers. It’s easy to use, fun, and very rarely used by marketers, which makes it a wonderful new opportunity to think outside of the box when considering expanding new marketing techniques. Want more great tips on how to start your TikTok marketing strategies? Set up a consultation meeting with Northgate’s TikTok experts!