Today, we start the first of our three-part series that examines prominent online media outlets, starting with advertising on TikTok. In part two we will dive into the world of Facebook Ads and in the last part of this series we will look at how you can use Snapchat to your advantage as an advertising tool.
Without question, TikTok is the hottest social media platform today. What started as an app for hilarious and silly videos has rapidly gained a lot of traction with more than 800 million users worldwide.
Some entrepreneurs may be tempted to think it's just another lip-syncing app geared for teens, but its emergence as a major entertainment platform opens a lot of doors for businesses to increase their sales.
What is TikTok and Who Should Use It?
TikTok is a short-form video app from the Chinese company Bytedance. With more than 1 billion installations, there's no denying its potential as a source of media to connect with customers. Many people associate TikTok with a lip-synching app, but it's mostly used for videos with background sound clips and music.
But which brands should use TikTok for advertising? Considering its presence in 150 counties globally - it should have appeal for just about any company. Around 63.5 percent of its users are 29 years old and under, and around 51.8 percent of users are from the US that earn more than $75,000 annually. So if this looks like your target market, TikTok represents an incredible avenue to promote your brand.
5 Ways You Can Use TikTok for Advertising
TikTok can be used in a variety of effective ways to grow your sales.
1. Generating content
All entrepreneurs would tell you that content is king. The same is true for TikTok. Visually appealing videos reign supreme on this app. And if you take the time to look at its trending page, it's filled with hit songs and funny clips. Start by creating content for your business. All you need to do is sign up, pull out your phone, film, and upload. For instance, Lush uses its TikTok to showcase fun video demonstration with music.
2. Invest in TikTok Advertising
TikTok has launched ads in their platforms, including:
- Brand takeovers
- Infeed native content
- Hashtag challenges
- Branded lenses
Brand takeovers allow you to take over the app for the day through images or videos with links to landing pages. Meanwhile, infeed native content is similar to ads you see on Instagram stories. It also supports features like app downloads and website clicks.
Hashtag challenges enable brands to go viral by promoting hashtags to generate more engagement. Finally, brand lenses feature filters for photos and faces. All these are designed to reach millions of users. The best part is TikTok also enables companies to do precise targeting. This way, your content is seen by those who may be interested in your offer.
3. Mimic trending content
If you want to get the most out of TikTok, you need to closely monitor whatever is trending. This daily fluctuation in audience interest presents a new opportunity for you and your business.
For example, the song "I'm Just a Kid" became a popular challenge on TikTok. If you have a dog grooming company, you can use it to show photo comparisons of dogs by showing them when they were still puppies and what they look like now all grown up.
4. Collaborate with influencers
Just like Instagram, influencer marketing on TikTok is intense. Tapping into an established TikTok influencer will boost your brand awareness and engagement overnight. For instance, Prada commissioned Charli D'Amelio, the most followed user on the app, to go to their fashion show in Milan. The teen TikTok sensation even made a video with models.
5. Do not hard sell
No one would appreciate your content if it feels like they are watching an overt ad. Uploading your television advertisement on the platform would also be a bad idea. Instead, highlight unexpected content like how the product was made. For example, more than 50,000 people bought a $7 exfoliating solution because it went viral on TikTok, and the videos simply showed how to use it, followed by the results of its use.
Leverage TikTok's Potential
Because TikTok has already amassed millions of users, you may think it's too late to join. However, it's still relatively new to the business world compared to Instagram and Facebook. TikTok allows you to explore new interesting aspects of marketing by highlighting what makes your product unique. It also allows you to infiltrate the Generation Z market, which is notoriously difficult to crack.