Since Twitter discontinued the Vine application in October of 2016, a new platform has taken its place. This is a video-sharing app with 500 million active monthly users that has been downloaded 1.5 billion times. The videos are 15-60 seconds long and can be on any topic. Most of the app’s users are around 15-25 years old in the UK, according to statista.com. Nevertheless, there are also many users above this age group.
The younger generation uses less traditional media than people from older generations. They either get all their information from computers or smartphones. If they use a TV, they usually connect it to their computer for better viewing quality.
According to a report by marketingcharts.com, 18-34-year-old people spend nearly three times as much time online as they did before TV. In the US, the average monthly usage time of TikTok varies from 442.9 minutes to 858 minutes each month. And in Europe, daily usage time is around 60-74 minutes.
As we can see, the application is especially popular among younger age groups. The videos posted there are captivating and suitable for different people with different interests.
This app has a raw feel as the content creators present themselves as real people with imperfections. Most viewers love this feeling that they can relate to and see people who have the same problems as them.
To leverage this connection with their followers, it is in the best interest of the company to have a marketing strategy on how to use TikTok to their advantage.
Videos are what this app is all about. There are two ways you can create your account – you can create videos and try to reach an audience from there (remember, videos are 1 minute long, so you need to be able to sell your idea or brand in that minute) or you can create a few videos and use influencer marketing to promote your brand. The first option worked well for a plastic surgeon Anthony Youn. He created his TikTok account @tonyyounmd, where he shares content related to his field of work – plastic surgery. On December 13th 2020, he made a video, explaining how he operates on breast implants, and the following day he posted two more videos. These videos alone earned him more than 300 thousand followers and over 6 million likes. They are easy to understand, interesting and scientifically presented while also following trends.
Similar to other social media apps, TikTok also uses hashtags to help place videos on users’ For You page. You can reach a preferred audience by categorizing videos with hashtags or just get your video to the top. Before posting a video, you can see which hashtags are most popular by seeing the views next to the hashtag. People are more likely to find videos by the hashtag assigned, and, in this way, hashtags can potentially increase the number of followers you have. Therefore, it is important to use the hashtags that are most commonly used in your industry.
There is no other way to know about new trends if you are not using TikTok – you need to go on the app at least once a day to see what types of videos are most popular and coming to your For You page. Users tend to click on the sound used in a trend and watch videos with the same sound, but the content in the video may differ. With this approach, you can create videos that can potentially become popular, and you won’t give the impression that you don’t follow current trends. However, keep in mind that trends change very quickly, and following an old trend when there is already a new one will not benefit you in any way. One of the most popular trends was the “TikTok leggings”. They were claimed to lift the butt and many users reviewed and tried them on, even Lizzo, an American singer and songwriter, tried them on. We believe, there is no need to explain how much revenue these specific leggings produced by going viral!
As mentioned earlier, there are many active accounts on TikTok with different types of content for people with different interests, ranging from “witch tok” to “therapist tok.” By analyzing your preferred audience by age, gender, and interests, you can decide which content to produce and which influencers to take a cue from or which influencers to choose to promote your product to. For example, men’s retail company, Hellman Retail Group, decided to expand their audience and invited a TikTok influencer who goes viral for his orange suit to appear in their video. That video alone got them over 11 million views. Engagement on their account increased significantly.
Don’t underestimate the TikTok influencers. They have the community and a reputation based on the content they produce. The most popular influencer on this app is Charlie D’amelio with 109 million followers and counting. On socialblade.com you can find a list of the top 50 most followed accounts that have millions of followers. Based on this starting point, you can decide on which kind of accounts you want to promote your brand. Accounts that have this type of influence will make your brand known to potential customers who trust that influencer, and potentially increase your sales and visits to your website. For example, Maybelline partnered with a TikTok creator @lolaloliitaaa to promote their new mascara. This generated over 3.5 million impressions and engagement as well as 0.81% of clicks. Another type of advertising you can do is – hashtag ads. Some popular accounts started using the hashtag #EmilyInParis, which had nothing to do with the video posted. Since people were intrigued by this hashtag, they did a Google search and found out that this hashtag was used to promote a new show called Emily in Paris.
TikTok ranks comments on videos by most likes received. Commenting on other content creators’ posts and making the comment meaningful or funny can help you build a relationship with a potential customer. Don’t make meaningless comments, as they discourage people from liking them. Moreover, meaningless comments won’t encourage people to click on your account and watch your videos. For example, influencer @josh1morris, who is going viral for his orange suit, commented on Hellman Retail Groups’ video as a joke: “Do you have orange suits?”. This led to him being featured in their video and making his own video. After being featured on their account, he gained 100 thousand followers and also received a significant number of likes. Since the video was so popular, people visited both of the creator’s accounts.
TikTok encourages frequent posting. By posting more videos, trending, and using hashtags, your page is more likely to show up on someone’s “For You” page and through the content you produce, people will start following you.
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