TIKTOK is a big marketing heavyweight because more brands use the app to find and delight their audience. If you are a brand that tries to put yourself on Tikok, you have come to the right blogger.
I spoke to social media experts Annabelle NystFormer senior marketing manager for the Drift Kings Media brand channels and the current social media content manager GP.
But before we enter into your insight, we go through a few things.
Table of contents
How Tikok can help your brand
One of the most obvious advantages of Tikok for brands is the ability to strengthen brand awareness and discovery. From 2025, Tikkok will have an estimated over 2 billion users, which many people are who may be able to see their brand.
Even better, more and more consumers are getting to know the products and services from brands via the platform. In one of our latest surveys, 47% of consumers prefer to discover new products via short form videos such as Tikok.
Tikok can also help you to build a community to build your brand. For example, we take Gymshark, a fitness clothing company. The company based in England has won a large followers on the platform by teaming up with micro-influencers, shared relating memes and creating challenges for the audience and promoting the community.
The brand faced the challenge of competing with massive brands such as Nike and Adidas, both of which have more brand recognition and larger budgets than Gymhark. At the Community Building, Gymhark has accumulated almost as many followers as both competitors.
If you want to use a generation with a significant purchase performance, your brand also stands on Tikkok. Accordingly Statista78% of the Gen -Z -Social -Media users of Gen Z Use TikTok in the USA.
TIKTOK marketing strategies
I saw how brands use different strategies to market themselves on Tiktok. Here are some successful strategies that I have noticed.
Influencer marketing
When Tikok achieved a great traction in 2020, Brands struggled to adapt to the Tikok users adapting to Tikok users because TikK-User more than brands more than brands.
As with Gymhark, brands have worked with the influencers, and to this day it is one of the proven strategies of the platform. Influencers can humanize and present their brand to their audience and thus expand their reach.
If you work on a closer budget, you should work with micro-influencers, creators with 10,000 and 100,000 followers. They are usually cheaper than macroinfluencers and celebrities.
They also tend to have a closer community and a stronger connection to their followers than influencers with larger followers, so that they rather promote the community in their brand.
Tutorial
Publishing tutorials is a great way to establish authority and trust in your brand. They show that your brand is knowledgeable in your industry and that the many purposes of your products can highlight.
Colourpop, for example, often publishes short Tutorials with Tikkok users How to achieve unique looks with the products of the brand.
Trend topics
A brand that knows how to use trend topics for their advantage at Tiktok is duolingo. Whether it is a trendy sound (more on that later), TV showOr stupid phrase knows Duolingo how to adapt quickly and connect a trend with your brand.
Trending audio
Of course, Tikkok would not be Tikkok without his trend -udio. If you didn’t know, TikKOK enables users, songs, phrases and other sounds to reuse and include them in their videos. Brands often make fun of the fun By connecting the audio to your products or services.
Remember not every trend fits every brand, but we’ll respond later.
Okay, let us go into these experts tips.
5 experts tips for building a Tikok strategy
- You know where your audience is hanging around.
- Find your “why”.
- Determine how you deliver value.
- Save time by creating a content calendar.
- Insert your voice strategically.
1. Knowing where your audience is hanging around.
It is important to know where your audience is hanging around online. This includes Tikkok for some brands, but not for others. For example, if you sell old homes, you will not bring much in harmony with the predominantly younger audience of the platform.
“Tikok is obviously the last cry at the moment, and it makes sense that brands want to step in. But before you do this, take the time to ask the right questions: Does it make sense that our brand appears on Tiktok? Is our target group there? “Advice to Nyst.
If you discuss whether you want to apply your brand on TikTok, remember to relying your decision on the most important factor: your target group.
2. Find your “why”.
The entry into Tikkok can feel overwhelming, especially if you have no goal you can work towards.
Imagine your goal as your compass. It influences the videos you have created, the topics you treat and your overall strategy. You don’t have to have a specific goal immediately – and it will probably change over time – but you should have an idea of the general direction you want.
Here are some frequent goals:
- Build a committed community
- Increase brand awareness
- Improve brand image
- Promote products
- Generate website traffic
- Expand your audience
- Offer customer service
- Educate your audience
It is just as important to pursue your progress. Take a look at several important performance indicators (KPIS), such as profile views, video views, video -likes and follow -up growth to determine whether you get closer to your goals.
3. Determine how you deliver value.
The next step is to determine how you want to present your brand on Tiktok. For Nyst, this begins with answering a simple question: How do you offer users added value?
She said to me: “If you ask this question in advance, you can determine your purpose for setting up TikTok and the presence of your brand on the platform.”
Do you remember what I said about Gymhark? The brand achieved serious traction by more valuable and entertaining its fans with fitness -related challenges, sketches and clothing.
Since Tikkok is naturally quirky, it creates a misunderstanding that “serious” brands have no place on the platform. That is not true. However, you may have to approach your brand from a different perspective.
For example, the Washington Post has appeared Over 1 million trailers on Tikkok. If you haven’t seen your videos, you may expect serious content. Instead, you will find comedic sketches about the latest breaking messages.
The aim is to offer great importance. This can be reached for many brands – serious or not.
4. Save time by creating a content calendar.
Tikok has billions of active users and millions of conversations on the platform every day. In addition, trends come and go quickly. In short, Tikkok can be overwhelming. For this reason, Nyst recommends planning a content calendar.
“Things move quickly on Tikok, and it often depends on winning new followers that have a bank with existing content in their profile. So keep thinking about how many videos you want to publish per week and what kind of topics you will concentrate, ”says Nyst.
However, Tiktok is a trend -controlled platform. So let the place in your content calendar to jump on trends and create time -critical content.
You also have to decide how often you should post on Tikkok. Nyst prefers the quality of the quantity and advises brands to argue 1-2 videos a week. In other words, consistency is the key.
Another advantage of consistent publication is, the more you post, the more insights you get from your viewers. This will help you understand which topics and video styles you react the most.
Would you like to know the best day and the best time to publish your videos on Tikkok? Take a look at this helpful guide.
5. Add your voice strategically.
When you join TikTok for the first time, it is tempting to join every conversation, to rise every trend and take part in every challenge. According to Nyst, however, brands have to define guardrails and be strategic with their content.
“So many conversations will take place on Tikok and they are constantly changing. It is important to remember that your brand does not have to be part of every single conversation. So try to choose those where it makes sense to insert your voice, ”Nyst told me.
She adds: “Sure, the latest dance trend may be exciting, but can your brand actually bring something new, unique or valuable onto the table?”
Not every trend or every challenge corresponds to your brand or news. If you cannot add a new or unique spin, it is better to skip it completely. But don’t worry about missing – trends on Tikkok are a dozen and another are just around the corner.
Back to you
Tikok remains a practical (and exciting) marketing platform. Before stepping in, make sure that Tikkok makes sense for your brand. As soon as you are on the platform, focus on directing your target group with valuable content.
Note from the publisher: This post was originally published in November 2022 and updated for completeness.