TikTok doesn’t need an introduction unless you’ve been living under a rock without Wi-Fi. The social video platform debuted in 2018 and has continued to grow rapidly ever since. The app has been downloaded 2.6 billion times and currently has 1 billion monthly active users.
TikTok was first thought to belong to the Gen-Z generation. But things are altering. Although TikTok users are still disproportionately young, the ratio of users under 24 is declining. The number of millennial users is growing, along with their purchasing power.
Marketers are paying attention.
To the dismay of the young people who made likes on tiktok popular, businesses have made a significant investment there. There are separate accounts for Walmart, Chipotle, the NBA, NFL, and even Hewlett-Packard.
TikTok might not have always been the greatest platform for all brands. However, TikTok is now a viable medium for brand marketing thanks to the availability of ads for business accounts and major companies finding innovative methods to engage people on the network.
The peculiar creature known as TikTok marketing is examined in this article, along with best practices for creating TikTok videos and advice for building a following.
Let’s quickly go over this before moving on to more substantive topics. TikTok is a video-based social media site, as we already explained. However, the network has some significant distinctions from other social media platforms.
Users post a wide range of films, with an emphasis on ridiculous clips, dances, and humor in the confessional style. However, TikTok material is always changing, so it’s important to let go of any preconceived notions that might limit you.
The platform’s built-in features contribute to defining TikTok’s distinctively collaborative and iterative style of content creation. The Duet feature is one such device. Users can comment on and add to videos in split-screen mode with Duet. As users add on the joke or topic or just build on the format itself, material on TikTok spreads organically in this way.
One insane video by TikToker user Bella Poarch is an illustration of this iterative approach. It continues to be one of the most popular TikTok videos ever.
Bella uploaded a video of herself dancing along to “M to the B” in lip sync. She turned a video of herself making expressions while the song played into a Disney-like animation by using a face tracking effect. Likewise repeatable. The collaborations and imitations over the past six months have transformed the original footage into a format that is now identifiable in and of itself.
These are only some of the strategies TikTok has used to market itself as distinctive. We could go on and on about this, but the best way to grasp TikTok is to actually use the app and scroll through the content, which shouldn’t be too difficult given how absolutely addictive it is.
Why pick on TikTok?
It makes sense that some companies are apprehensive to use TikTok. The site initially rejected paid marketing initiatives and promoted lone content producers. Although this has changed, not all brands have yet adapted.
In TikTok, there are no laws. It can be frightening for marketers to read the caustic criticism of unpopular material that frequently appears in the comment area.
Despite its annoyances, TikTok is here to stay. Therefore, you must become serious about creating TikTok videos if you’re serious about video marketing. This is why.
Your rivals are engaging in it
If your fiercest competitor is dominating TikTok, you had better do the same — and soon. TikTok is no longer a specialized platform for dancing teenagers, as we have mentioned. It’s a cash-generating content machine and ought to be seriously taken into account as a formal channel for your marketing initiatives.
Competitors of yours aren’t using it
Hear us out because this can seem to be a massive paradox. If you learn that your rivals aren’t using TikTok, think about dominating the market before they do.
You want to be more imaginative.
On TikTok, there are less rules. Contrary to the more well-known platforms, TikTok content should avoid overt marketing cliches. When making branded video for TikTok, your goal should be to have fun rather than advance a cause. Let your imagination run wild.
You want to experiment with content
The content of TikTok isn’t particularly refined at this point in the social media life cycle. It’s not necessary for content to be flawless and heavily marketed. In actuality, the exact opposite. Users anticipate unpolished, timely, mobile-shot, and unscripted material from TikTok. It’s the ideal testing ground to see what content works.
Your marketing channels have decreased due to COVID-19.
The previous year has seen significant changes in marketing. As several nations swing in and out of lockdown, many conventional marketing avenues like billboards, store space, and events are unavailable (or unreliable).
According to TikTok statistics, user downloads increased considerably during the pandemic, making it a more secure marketing tool than anything physical at the present. TikTok may be the gap-filler you’ve been looking for if you’ve lost some of your marketing capability.
Starting a TikTok video marketing campaign
Here are a few tips to get you started if you are creating your TikTok video marketing plan from scratch.
Play the app for some time
Spend some time on the app before starting your first video. Discover how characteristics are applied in practice as opposed to theory. Additionally, be sure to conduct off-app research to keep track of popular music and hashtags.
Make a timetable.
The makers of TikTok content advise uploading 1-3 times per day. We are aware that it exceeds what you might post on other channels. However, this frequency reflects the kind of material you’ll be posting; on this platform, quick, impromptu, and enjoyable films do well. Don’t agonize over what to post for hours. Just be sure to publish consistently.
Give time to making videos
The requirement that content be customized is another necessary evil of TikTok. While it is simple to reuse and distribute content from Facebook, Instagram, and even LinkedIn, TikTok video has a unique aesthetic. It takes some time to perfect and understand.
The Washington Post’s attempt to become a TikTok celebrity with their devoted TikToker dubbed Dave is the ideal illustration of tailored content. Dave appears to be operating the Post’s TikTok all by himself in his apartment while he slowly goes insane from being under constant lockdown.
Now, we’re not arguing that the only way to get work done by a committed TikTok employee is to keep them in their house. Give your TikTok content the time and room to shine, though.
Align your content with your business goals.
Your TikTok content should support your top-level marketing and business objectives while not appearing like an advertisement.
For instance, Crocs performs a fantastic job at publishing videos that promote their products in a lighthearted approach. As a part of their #crocsgames2020 promotion, they posted and shared footage of people utilizing Crocs as an alternative to other sports gear. This successfully links the business to an active way of life while maintaining the ridiculousness typical of TikTok videos.
Establish your TikTok fanbase.
The audience you have on TikTok will be distinct from the audience you have on other channels. Even if your followers from other platforms start to follow you on TikTok, this is still true. People who use TikTok differently than, say, Facebook will expect you to produce content in a different manner than those who use Facebook. Of course, this is true of all social media sites. However, considering the specialized nature of TikTok, it is much more true in this case.
Spend some time determining which of your client personas utilizes TikTok and how. Your TikTok video marketing plan will be more informed the more you specify these two pieces of data.
Make a dynamic plan of action.
Having said that, avoid letting your marketing plan confine you too much. Make room in your strategy for experimentation and play as TikTok is all about that. Most essential, give yourself permission to adjust to trends as they emerge. If you find a trend that fits with your company, don’t wait to capitalize on it because TikTok’s hot material has a shorter lifespan than that of other social media platforms. Get to it right now.
Advice for expanding your TikTok audience
Create initiatives to promote sharing
Participation is the TikTok content’s currency more so than it is on other social platforms. If the viewer isn’t given the chance to reproduce and participate in the creation of the material, even the cleverest video or campaign will fall flat.
A participation campaign should be hip and self-serving so that consumers can get something from taking part. For instance, the Guess #inmydenim campaign was wildly popular but had a straightforward idea. It featured clothing changes from casual wear to Guess jeans. It gave the participants a chance to express their personalities, make jokes, and flaunt their individual fashion sense. By advertising prizes and using free merch creation tools to make gifts for your followers, you can also stimulate content sharing.
Embrace popular hashtags
We’re not suggesting that you follow every trend; your viewers will be able to tell. But reserve your spot on the bandwagon if a trend fits your brand and you can carry it off well.
Pay attention to popular music
Popular songs are a great method to attract new listeners. Songs serve as discovery gateways on the TikTok platform, allowing users to uncover content associated with particular songs. However, keep in mind that popular songs aren’t always brand-new, so don’t base your song decision on the music charts. Numerous classic songs are unintentionally revived by TikTokers. like Rasputin from Boney M.
the latest trend reports
You’ll see trends in the app if you start routinely producing TikTok videos. However, keeping up with trend reports will ensure you don’t miss anything. Regularly, TikTok posts comprehensive reports broken down by nation, and there are a ton of other websites that offer their opinions as well.
Focus on the first three seconds.
TikTok videos must be brief (often under 60 seconds), but the first three seconds (or less) are crucial. Facebook claims that individuals are quick to judge films when they are viewed on a mobile device, only pausing for 1.7 seconds as opposed to 2.5 on a desktop. Furthermore, it is considerably simpler to rapidly swipe to the next video on the TikTok platform if you are not interested.
Keep this in mind and grab the viewer’s attention at the beginning with a flash of movement, activity, or color.
Keep it brief.
Keep the video brief once you’ve captured their interest with a compelling introduction. Even though the platform only allows you 60 seconds, try to keep your time under 30 seconds. This is a decent benchmark for length since, according to the most recent video marketing statistics, 33% of viewers stop watching a video after the first 30 seconds.
I previously stated that since TikTok material is a distinct breed, you shouldn’t mindlessly recycle Facebook or Instagram video content for TikTok. However, you are more than welcome to re-post your popular TikTok videos to other channels.
Prior to transferring those films to your more established channels, consider TikTok as a trial ground for what works.
Utilize Biteable’s video cropper tool to easily cross-post. You may quickly resize your TikTok videos and post them to your other social media sites.
Make a succession of well-liked material
If your video is well-liked, you should think about making a series. Jimmy Rees, an Australian comedian, created the “Meanwhile in Australia” television series after his COVID-19 video went viral.
Let the formula continue to function if it is.
Use text to support your message in your video.
You may have noticed that most TikTok videos have captions. This is due to a few factors. First, TikTok first combined with Musical.ly, a Chinese app, in its early stages. The TikTok blueprint was always intended to have music as the primary focus because Musical.ly was created for lip-syncing videos. The majority of TikTok videos have music layered on them, and the comedy and conversation are communicated through captions. Second, since the majority of users watch videos without sound, captions must work extra hard to ensure that viewers can understand what is happening.
Adapt to the platform
Despite the fact that it has only recently launched, TikTok has already transformed into a totally different kind of social media network. The best tip for any video marketer using TikTok is to always be on the lookout for new opportunities. Always be on the lookout for fresh chances and novel approaches to develop your TikTok content.
