PART 2: HOW TO USE TIKTOK EFFECTIVELY
At face value, TikTok may appear like it’s been made solely for fun and games. After all, it’s the go-to app for meme-making teens trying to go viral.
But — as the examples in "Part 1: Why is Tiktok" show — when brands venture onto this new social media platform, they can reap the rewards.
So, how exactly can you use TikTok to help with building your brand? Here are some tips to help you make it big on this new app.
When you sign up to TikTok, you can choose either a free profile or pay for their Pro account. It’s much better to go straight for the Pro, as it will provide you access to analytics for the app.
You’ll see insights on who is watching and sharing your videos, which can be extremely useful as there is still little known about the TikTok algorithm at the moment. But, we do know how vital it is to try and get onto the mega-popular “For You” page.
The “For You” page is just like Instagram’s “Discover” page. It shows a collection of posts from accounts that are similar to the ones a user already follows. This is a brilliant way to increase brand awareness, as TikTok is literally telling users to follow you.
Your future exposure is largely based on the performance of previous videos. So, if your very first TikTok video manages to go viral, then you’re off to a fantastic start! As soon as a new video is published, it’s shown to a small number of users. If these users like it and interact with it, then TikTok will open it up to even more people.
If you follow the latest trends, post regularly, and use insights from TikTok analytics to identify the kinds of content your target audience wants to see, then you’ll have a greater chance of making it onto the “For You” page — the ultimate goal for every brand, as it makes them so much more discoverable.
Brand awareness and engagement should always be at the forefront of your mind when creating content for TikTok.
This shouldn’t be all that difficult seeing as there are a number of TikTok features and trends that you’ll be able to jump on to help get your brand name out there.
Alongside trying to build a following, it’s also worth buying some advertisements on TikTok. Ideally, you want to aim for a brand takeover advert, which is live for one whole day.
These ads are shown to users as soon as they open the app and feature a clickable link. As they are exclusive to your chosen category, brand takeover ads can be shown to your target audience.
Grubhub was one of the first brands to take advantage of the brand takeover ads, ensuring that their brand was seen by millions of users:
If the brand takeover ad sounds too rich for your blood, you could try native video ads instead. These will appear between user-generated content and can be anywhere between 9 - 15 seconds long.
The only downside to these ads is that users are allowed to skip them. However, creating engaging adverts that your audience will want to see may ensure the ads are viewed in their entirety
Just like Snapchat, TikTok allows brands to create their very own face filters and lenses. These are live for 10 days and permit users to add them to their own content. An impressive 64% of users have used face filters before, as they are a creative way to mix up their videos.
Make a cool, fun filter or lens, and remember to incorporate your branding — so that when people use it in their videos, their followers will see your branding, too. This creates a ripple effect that could have thousands of users trying out your filters and lenses and spreading your branding around the platform.
You can even partner with TikTok to create 2D and 3D branded lenses. Partnering with TikTok means that the lenses will appear in the “Trending” tab for 10 days. However, this is another pricey form of promotion, as it can cost between $80,000-$120,000 depending on how complex the lens design is.
You have two options here: you can come up with your own hashtag and encourage followers to use it or you could participate in a current challenge that is making the rounds.
If the challenge goes viral, then hundreds of thousands of users will become familiar with your brand. Around a third of users have participated in these kinds of challenges before, making them a popular route for going viral.
One of TikTok’s best-performing brand challenges came from Chipotle, in which they encouraged fans to post videos of themselves dancing along with the hashtag #GuacDance.
Another example is the clothing line Guess. Although they may not have as many videos up as other brands, they’ve still attracted an impressive 64,000 followers. This could all be down to the very successful #InMyDenim hashtag, which they use to encourage followers to show off their Guess clothing.
Take a look at the videos with the tag #ThisIsBliss, and you’ll notice one thing: they all use the same music. This skincare brand, Bliss, created their very own piece of music for users to add to their videos alongside the hashtag, which quickly went viral.
Just like Instagram, TikTok has its own set of extremely popular influencers. To put this into perspective, at least 40 TikTok stars have more than 10 million followers.
While you might not be able to partner with such big names, look for TikTok users that have tens of thousands of followers. It’s still worth implementing an influencer marketing strategy with these “micro-influencers”.
Going live is a great way to increase engagement with your fans, but keep in mind that you’ll need at least 1,000 followers to do so.
By going live, you give followers the chance to interact with you, ask questions, and get a better, more authentic feel for your brand.
<h2 style="box-sizing: inherit; text-rendering: optimizelegibility; color: rgba(0, 0, 0, 0.8); font-family: muli, -apple-system, BlinkMacSystemFont, " segoe="" ui",="" roboto,="" oxygen,="" ubuntu,="" cantarell,="" "fira="" sans",="" "droid="" "helvetica="" neue",="" sans-serif;="" line-height:="" 3rem;="" margin:="" 0px="" 1.45rem;="" padding:="" 0px;="" font-size:="" 2.4rem;"=""> <span style="font-size:16px;">Final Thoughts</span></h2> <p style="box-sizing: inherit; margin: 0px 0px 24px; padding: 0px; font-size: 2rem; line-height: 2.8rem; color: rgba(0, 0, 0, 0.8); font-family: muli, sans-serif;"> <span style="font-size:16px;">TikTok isn’t just a place for teenagers to go viral. As you can see, it’s also a platform that can benefit brands. When using the app to make creative, engaging content, you’ll find that it’s easy to get your name out there and increase brand awareness. What’s more, advertising opportunities have huge lead-generating potential.</span></p> <p style="box-sizing: inherit; margin: 0px 0px 24px; padding: 0px; font-size: 2rem; line-height: 2.8rem; color: rgba(0, 0, 0, 0.8); font-family: muli, sans-serif;"> <span style="font-size:16px;">So why not take the plunge and set up a brand profile on TikTok? Simply follow the tips outlined above to help launch your content on TikTok, and you’ll have a good chance of going viral.</span></p> <p style="box-sizing: inherit; margin: 0px 0px 24px; padding: 0px; font-size: 2rem; line-height: 2.8rem; color: rgba(0, 0, 0, 0.8); font-family: muli, sans-serif;"> <span style="font-size:16px;">Afterward, track your various metrics on the app and you’ll be able to see just how TikTok’s reach can help your brand go even further.</span></p> <hr class="fontLexendContent" style="box-sizing: content-box; height: 0px; overflow: visible; color: rgb(69, 69, 69); font-size: 16px; background-color: rgb(255, 255, 255); font-family: " lexend="" peta",="" sans-serif="" !important;="" letter-spacing:="" -2px="" !important;"=""> <p class="fontLexendContent" style="box-sizing: border-box; margin: 0px 0px 1rem; letter-spacing: 0.01em; font-size: 1.125rem; line-height: 1.7; color: rgb(49, 49, 49); background-color: rgb(255, 255, 255); font-family: " lexend="" peta",="" sans-serif="" !important;"=""> Source: LATANA</p> </div> </div>A THREE-POINT AGENDA FOR MARKETING SUCCESS IN THE COVID-19 ERA
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