Most companies have already dabbled in or at least thought about incorporating TikTok into their social media strategy. The short-form video app has completely disrupted the social media marketing industry with its viral levels of engagement, groundbreaking algorithm, and ability to inspire countless cultural trends.
However, there is still a lot to learn about what works and what doesn’t when it comes to marketing on TikTok for brands, as the platform only became available in the United States in 2018.
About TikTok Marketing
Looking to those who are succeeding on TikTok in terms of content performance, audience growth, and brand awareness can provide valuable insight for developing your own approach to marketing on the platform.
Some of the most popular creators on TikTok shared five of the most effective marketing strategies they’ve used to gain exposure.
Regular content releases are the cornerstone of a successful TikTok marketing campaign.
TikTok is no different from any other social media site in that it takes time to gain a following and spread the word about your brand. In order to keep your active users engaged, you need to keep publishing content on a consistent basis, even if you manage to cut through the noise, produce a couple of highly engaging videos, and gain a large number of followers.
One example is the Poppi beverage company, which sells its products directly to consumers. Their company’s 29.8 million-view video about their founder’s origin story for the company is a huge hit.
But the company didn’t rest on its laurels after the video went viral. Poppi has published a steady stream of interesting articles that highlight the company’s wares, provide how-to guides, and announce upcoming flavour drops.
Poppi’s dedication to regularly posting TikTok content may have contributed to the brand’s success in garnering millions of views. Our social media analytics show that compared to its rivals, Poppi uploads 1.2 times as many videos per day. That’s an average of seven appearances per week for the beverage brand on the video-sharing platform TikTok.
The second principle of successful TikTok marketing: have fun!
To attract members of Generation Z, a younger demographic, think about making your content fun to read. Creating organically entertaining videos on TikTok is one of the best ways to prove your brand’s authenticity in the eyes of Gen Z, who are known for placing a high value on it.
A recent survey found that the majority of millennials and Generation Zers use the internet for leisurely pursuits. Since the majority of TikTok users (44%) are young adults, making entertaining videos could be a great way to get user attention.
Strategy 3 for Marketing on TikTok: Focus on a Specific Market
Though not an entirely novel social media tactic, producing content for specific niches has been shown to increase engagement on TikTok.
Emma Chieppor, better known as Excel Dictionary on TikTok, is a fantastic example of this type of creator. The text you just read is correct, Excel. If you’re wondering how a conventional business tool became so popular on TikTok, you can thank content creators like Chieppor who saw a specific but universal need in the age of remote work.
Fourth TikTok Marketing Strategy: Inform the Viewers.
Take a page from sustainable body care brand Sugardoh’s playbook and use education as part of your TikTok marketing strategy. The sugaring method is recommended for use with the cruelty-free hair removal product. Learning the technique can take time, and questions about how to get salon-quality results at home waxing are to be expected. Sugardoh’s goal in making educational TikTok videos about at-home waxing and their product is to address any concerns or questions their audience may have.
Fifth TikTok marketing tactic: give the company a personality
Displaying the real people behind the company is another way to add a human touch to your TikTok presence.
Schuler Books, a local Michigan bookstore, is a great case study for this type of TikTok advertising. The videos produced by Schuler Books are filmed from the customer’s perspective, as if they were actually browsing the shelves in the store. Many of the videos show actual staff members browsing the store in search of a favourite title that fits the genre or topic of the prompt. Even if you’re not a reader, you can’t help but be captivated by the booksellers’ obvious delight and enthusiasm as they recommend their favourite titles.
There have been 16.4 million views and 3.6 million likes on one of the account’s videos.
Finally, a Conclusion
Keep in mind that the best social media strategies are a culmination of creating, measuring, analysing the results, and adjusting as necessary regardless of which TikTok marketing strategy you choose to test.
Take a cue from these artists before you make your own viral content for TikTok, as the app will continue to play a significant role in the social media landscape.