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Summary
READ ITAs we see a dynamic shift in the social media narrative, TikTok is being seen to have emerged as a unique and engaging powerhouse, for social commerce. TikTok is offering an unparalleled experience that offers brands the opportunity to engage and reach new target audiences in a seamless and effective manner. Join us as this article delves into understanding the how and why of TikTok marketing and the extent to which it correlates to marketing success.
Understanding TikTok's Reach and Influence
As the demands by users grow at a significant rate, we are starting to witness the user base of TikTok skyrocketing with millions of active users worldwide. When compared to other social channels such as Instagram or Facebook, the TikTok algorithm is being seen to lay a stronger emphasis on the content relevance itself as compared to follower counts, to make it less complex for brands to gain visibility.
Key TikTok Statistics:
- Over 1 billion monthly active users globally
- 150 million users in Europe
- 25 million users in France
- 39% of 16-64 year-olds in France actively use TikTok
- 31% of TikTok users are over 35, and 67% are over 25
These statistics underscore the value of TikTok's appeal across a diverse range of age groups, going strongly against the myth that, TikTok is dominated solely by the youth.
Now that we understand the potential that TikTok offers online brands, let's explore why a brand should market on TikTok.
Why Brands Should Market on TikTok
1. Unparalleled Engagement Rates
TikToks engaging content format of short form videos, supported by the algorithm's content driven focus, provides online brands the ability to drive higher engagement rates, in shorter periods of time.
2. Viral Potential
Ever wondered how smaller accounts and brands experience explosive growth? As mentioned above, TikTok follows a unique algorithm that pushes content virality regardless of the number of followers a brand has, allowing for a levelled playing field where the quality of the content is a key driver.
3. Creative Freedom
The TikTok platform encourages content to be creative as well as authentic, giving online brands the freedom to showcase their values and personalities, in order to connect with users in a more emotional and personal manner.
4. Diverse Advertising Options
When it comes to advertising on the platform, TikTok has been offering a numerous range which are inclusive of In-Feed Ads, Brand Takeovers, as well as Hashtag challenges, which provide flexibility while catering to different marketing budgets and objectives.
How to Create a Successful TikTok Marketing Strategy
This next section focuses on putting what we have learnt into play. Understanding how to create a successful marketing strategy is crucial to reap results. Follow these steps:
1. Set Up a TikTok Business Account
Start by creating a TikTok business account, which provides access to analytics, advertising tools, and other featuresdesigned for brands.
2. Understand Your Target Audience
Research your target audience's preferences and behaviours on TikTok. Use TikTok's analytics tools to gain insights into user demographics and content performance.
3. Create Engaging TikTok Content
Develop a content strategy that aligns with TikTok's fast-paced, entertaining format:
- Embrace trends and challenges
- Use popular music and sounds
- Keep videos short (30–60 seconds)
- Showcase your brand's personality and values
- Encourage user-generated content
4. Leverage TikTok Trends
Stay up-to-date with the latest TikTok trends and incorporate them into your content strategy. This helps your brand appear relevant and increases the chances of your content going viral.
5. Collaborate with TikTok Influencers
Influencer marketing on TikTok can significantly boost your brand's visibility and credibility. Partner with influencerswhose audience aligns with your target market.
6. Utilize TikTok Ads
Explore TikTok's advertising options to reach a wider audience:
- In-Feed Ads
- TopView Ads
- Branded Hashtag Challenges
- Branded Effects
7. Analyze and Optimize Performance
Regularly review your TikTok analytics to understand what content resonates with your audience. Use these insights to refine your strategy and improve performance over time.
Why Some Brands Hesitate
Even though, TikTok offers significant growth potential, some brands are being cautious when it comes to going all in with TikTok marketing. Let's explore why, and how can these concerns be addressed effectively:
1. Perception of Lack of Sophistication
Studies have shown that brands are fearing the casual and entertaining nature of the social commerce platform is not reflective of their brand image. However, it is important to note that even much larger multinational corporations are adopting these strategies in order to showcase their differentiating values in a creative manner with the intent of fostering a sense of community.
2. Content Demands
TikTok promotes consistent, and high quality creation of content, which often a time is perceived by brands to be resource-intensive. As an online brand, they are required to post on an average of 3 times a week, in order to promote increased engagement.
Remember to:
- Repurposing existing content
- Creating a content calendar
- Involving team members in content creation
3. Embodiment Challenges
Brands that are still adjusting to the social commerce trends, struggle to find the right voice for their TikTok content. The goal here is to be authentic and relatable rather than traditional. Despite initial challenges, brands can easily enter this competitive environment thanks to user-friendly platforms and abundant online resources.
Brands Succeeding on TikTok
Did you know? Brands like Shein and National Gendarmerie (France) are taking significant strides within the realm of TikTok:
Shein
The fast-fashion brand has found tremendous success on TikTok with fresh, simple content that resonates with its young target audience.
National Gendarmerie (France)
This government institution uses TikTok effectively for recruitment, proving that even serious organizations can find success on the platform.
Conclusion: Why Your Brand Should Be on TikTok
As seen through this article, TikTok provides brands with a unique opportunity to engage with their audiences leveraging its diverse user base, viral potential, and innovative features. TikTok is no longer just a platform for dance challenges – it's a powerful marketing tool that can drive real business results.
As the landscape continues to evolve, brands that embrace TikTok now will be better positioned to connect with their audience, drive engagement, and ultimately, grow their business in the increasingly competitive online marketplace.
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