With about 1.5 billion active users, the vast majority of whom are young people, TikTok is a real springboard to develop and give your brand a facelift. But the question is, how can a business stand out on this app? Follow this short guide to learn how to break through on TikTok…
Understand the benefits of using TikTok for your business
Although TikTok was adopted early on by teens, it has steadily gained the attention of young adults (nearly 70% of its active users are under 40), making it a prime target for any brand looking to appeal to Millenials and Generation Z.
Key figures to know about Tik Tok :
- The application has been downloaded over 1.65 billion times;
- Between January and March 2022, TikTok is the most downloaded application in the world ;
- The average user opens the application more than 8 times a day;
- TikTok’s largest age group is 18-24 year olds, followed by 13-17 year olds;
- About 60% of TikTok users are women.
Focus on entertainment
Before considering exposing your presence on TikTok, take the time to view the multitude of videos that are published daily. You’ll notice that they are mostly funny, entertaining videos, with a focus on comedy sketches, music and dance. To attract this young audience, your ads must therefore choose themes that are likely to amuse them, make them laugh, and motivate them. Exit therefore the unfortunate, too moralizing or too serious topics.
Give a more human image to your company
Creating videos for TikTok is a way to build a community, create a relationship of trust with your prospects and retain your former customers. Put a premium on authenticity in your publications in order to give a more entertaining and accessible image to your company. Your videos invite your subscribers to get to know your brand and your teams, to see your daily life differently and sometimes to interact with you through challenges for example.
This approach helps to generate engagement and make them feel cared about. For example, if you’re a takeout or delivery company, feature a fun delivery guy who does a few dance steps.
Collaborate with influencers
Currently, the stars of social networks are the influencers, who are followed by thousands, even millions of followers. It’s hard to ignore influencer marketing! Influencers are present in all areas that arouse the interest of the young (and not so young) and are important allies for your company.
By collaborating with influencers, you acquire their audience, as they will talk about your products, wear them if it’s clothing, taste them if you offer food products. They will share tips and give their opinions. If they are positive, you will benefit from their fame, provided that you have chosen the one that corresponds to the values you convey.
Choose the right ad format for your audience
Tik Tok offers several types of advertising formats on TikTok For Business so that you can promote yourself to a young audience, whose interest varies according to trends and influences. You will be able to adapt your strategies and generate more traffic, then optimize your conversion rate:
- Hashtags: use the most popular hashtags through a Hashtag Challenge to push visitors to share a given tag. The goal of the game is to create buzz and direct other users to your content;
- The takeover or the acquisition of the brand allows you to take over the application for a day and create videos that are always more fun, more pleasant to watch by inserting GIFs or funny, facetious images… In addition, links are integrated to direct them to the website or any other media support of your company;
- Video Infeed. This is an ad format that appears on your users’ videos when they watch them. It acts similarly to Snapchat or Instagram ads: it plays in full screen, is deactivatable, and must last 60 seconds or less (although the ideal length is 15 seconds) ;
- The Top View: this is an ad that can last up to 60 seconds and that users see at the top of the TikTok feed as soon as they open the application;
- Branded effects: You can create branded effects (e.g., games, stickers, filters, special effects) that users can apply in their videos.
TikTok has become an essential tool for implementing a marketing strategy aimed at a young audience that is always looking for novelty and entertainment. However, you should always be aware of the trends so that you can improve or update your videos so that they continue to capture the attention of the audience and drive them to create UGC or User Generated Content.
To optimize your social media strategy and further develop your skills on the subject, do not hesitate to train. This webmarketing certification course offers a module in social media strategy with a complete theoretical aspect as well as practical cases to master the subject perfectly.
Editorial project manager and passionate virtual assistant, I support you in all marketing, administrative and technical missions. See you soon 🙂
Niri Brusa
Editorial Project Manager – Webmarketing & Co’m