Not sure if you should create a TikTok social media marketing strategy. We’re here to tell you why you should.
As the fastest growing app of 2024, having a TikTok can help your brand level up its marketing strategy.
With over 1.5 billion monthly users and more Gen Z users than apps such as Instagram and X, TikTok presents marketers with the opportunity to create engaging content that shows off your business and resonate with younger demographics.
Given TikTok’s user base, app layout and inherently quirky appeal, marketers must adopt a relatively creative approach to capture their attention.
Traditional marketing efforts commonly used on other social media platforms will not suffice on an app like TikTok that demands users to be innovative in order to be appealing.
So, before you jump on the TikTok bandwagon, here are a few essential tips to consider:
Hop on trends quickly
Have you ever wanted to go viral on TikTok? Then you should hop on the latest trends dominating the app immediately.
Unlike algorithms on other social media platforms, TikTok prioritizes a user’s interaction with the content on the app. This includes actions such as likes, comments, shares, and video completions. The algorithm also has the tendency to prioritize content that receives high rates of engagement from users.
By analyzing specific details about the video such as captions, hashtags, sounds, and the video content itself, TikTok’s AI closely monitors how users interact with these elements and uses this information to tailor the feed to individual preferences.
To appear on the ‘for you page’ of a specific user, ideally your targeted consumer base, an understanding of how the algorithm and engagement metrics work is crucial. However, that is not enough.
TikTok users love fresh and trending content. As a social media marketer, it is crucial to incorporate what’s trending, whether it’s a specific sound, dance challenge or visual effect in hopes of increasing your chances of being recommended to a wider audience.
While you might expect the Guardian Australia to utilize TikTok for posting ‘serious’ short-form news content, the channel is actually filled with funny, oftentimes sarcastic type skits that give viewers the opportunity to engage with the news in a creative way.
The majority of the Guardian’s latest TikTok videos are created and edited by Matilda Bosely and she brings a quirky, energetic vibe to convey what’s happening locally and globally in a unique manner. She isn’t your traditional news spokesperson and her awareness of the app’s unique nature has boosted the Guardian’s appeal.
Her references to what’s important and trending alongside hilarious utilization of video formats has undoubtedly brought the Guardian some goodwill and also credibility amongst TikTok’s younger demographic who feel included and represented within mainstream media reporting.
Hashtags are key
For TikTok users, content discoverability is highly dependent on your brand’s visibility. They act as keywords that assist TikTok’s algorithm in showing relevant videos to your target audience.
Hashtags assist in video categorization, enabling users to easily find content related to niche topics and interests. Users are then exposed to a wide range of videos just by searching for a particular hashtag.
Remember in 2021 when #soupdumplings went viral? It all started when a TikTok user discovered that American grocery store chain, Trader Joe’s stocked restaurant quality soup dumplings for much cheaper.
This prompted other TikTok users to film videos of themselves trying the soup dumplings.
#soupdumplings didn’t just trend in America but received its big break in Australia as well.
Local dumpling manufacturer Mr Chen’s had its ‘Shanghai Soup Dumplings’ go viral. TikTok users scrambled to Woolworths just to get their hands on a box of Mr Chen’s soup dumplings to then film themselves eating it.
The utilization of a single hashtag had boosted the visibility and the appeal of such a simple food item. Soup dumpling brands that may have gone unnoticed before were now receiving widespread attention and increasing amounts of profitability.
Even Mr Chen’s themselves decided to capitalize on this hashtag by filming their very own TikTok video making soup dumplings. Safe to say, they made sure to include #soupdumplings in their caption and went viral.
Create a community
Your goal as a brand on TikTok should be to encourage your viewer to purchase your product. To do so, it is essential to build a community of followers and fans that go beyond just viewing your content but actively share and advocate it as well.
We believe that the best way to do this is through appealing to subcultures. A subculture is a distinct community within the broader TikTok platform characterized by their shared interests, values, and content themes.
To appeal to a specific subculture, you must make sure you not only thoroughly understand the subculture’s content, key influencers, hashtags, and overall themes but also your brand’s own messaging and key values.
The biggest mistake you can make is attempting to be a part of a subculture that doesn’t align with your brand’s identity. Join the conversation in a genuine way. This way you can avoid appearing as an outsider attempting to exploit a community.
Whether it’s tutorials, challenges, or lifestyle content, make sure it feels natural and relevant. Collaborate with key influencers within the subculture to help introduce your brand in an authentic way.
#BeautyTok is a popular subculture for skincare and makeup enthusiasts. Fenty Beauty has effectively tapped into the beauty space by collaborating with relevant influencers who share makeup tutorials that showcase the ability and diversity of their products.
Brands like Fenty Beauty have also gained popularity for championing inclusivity. Gone are the days where brands have a limited product range and showcase picture perfect models utilizing their products.
Now, it has become essential to have everyday people be the face of a brand. When users view people like them using products they never thought of using prior, they’ll become inclined to try it out for themselves too.
Don’t forget to individually engage with your users too. Like their comments or reply to them with a video. TikTok has this amazing feature that enables brands to demonstrate their passion and care for their fans by responding to their queries with a video that provides credible information for them.
Focus on visibility
Go live on TikTok.
Live streaming on TikTok leverages real-time interaction and engagement. This creates unique opportunities for creators and brands to connect with their audience.
It is a known fact that TikTok’s algorithm prioritizes live content, often placing live videos at the top of a users’ feed when they first open the app.
Users are also likely to receive notifications when their favorite creators or brands go live, drawing immediate attention to the live stream.
Live videos are also known to have a longer watch time compared to short-form videos which signals to the algorithm that the content is worth promoting. It offers an unedited, authentic view of the creator or brand which makes viewers feel more drawn and connected to the content.
Since live videos are ephemeral in nature, it is a great way to offer exclusive content, announcements, or special promotions to incentivize users to tune in.
As a brand or a creator, you can also utilize the available interactive features like polls, quizzes, and shout-outs to create a sense of community for users by enhancing their participation.
Don’t overthink it
Unlike other social media sites, TikTok isn’t about wanting to have a perfectly curated feed. The reason the app is popular is because it thrives on users showcasing content that is genuine and organic.
It is important to be consistent with your posting and engagement on TikTok. By establishing a content creation and posting schedule, it keeps your audience engaged and anticipating your next post.
Monitor your TikTok analytics to gain an understanding of what works and doesn’t but don’t stress about creating picture perfect content.
Duolingo clearly didn’t overthink the content it was posting. The Duolingo mascot was brought to life and characterized with Gen Z humor. Duolingo’s experimentation has added an element of relatability to its brand as users now actively associate the app’s functionality with its mascot.
With the mascot now jumping on whatever TikTok trend it sees fit, the company has been able to churn out large amounts of highly relevant content within a short amount of time.
To quote Duolingo’s social team, ‘we go from ideation to shipping a video in 30 minutes’.
Here’s a list of the latest TikTok trends you can capitalize on:
Pack an order with me
Are you a small business? Do you operate from home or a small warehouse space? Do you self-pack the orders you get with utmost precision and care?
If so, it might be a good idea to start filming yourself packing your orders. TikTok users love watching small businesses pack orders.
There’s many reasons for this. It could be the satisfying and calming nature of watching someone meticulously put an order together. It could also be viewers anticipating that the next order you’re packing is theirs.
Calming ASMR sounds have been trendy on TikTok for a while too. Utilize this to your advantage. It’s fairly straightforward to create a video of you ripping tape, folding a box, and crinkling paper when packaging your order.
A day in the life
TikTok users are always curious as to what their favorite creators and brands are doing on a daily basis.
It humanizes your brand and users love seeing their go-to small business owner show exactly what goes on behind the scenes. It creates a feeling of authenticity behind the brand’s daily operations, fostering a sense of connection and trust with the viewer.
Brooki Bakehouse has gained immense popularity as of late for showcasing its day to day operation. Bakery owner Brooki films her long days at work, showcasing the ups and downs of being a small business owner.
Similarly if you run a snack or any food/beverage related company, ‘what I eat in a day’ videos are very popular too.
Fit checks
Are you a fashion label? Then you might find it in your favor to show off your label’s clothing items in a fun manner.
Partner with popular fashion influencers and have them film videos of themselves wearing your clothes. Suggest doing a ‘day in the life’ videos so that viewers can see how the clothes work in everyday situations.
These kinds of videos are also a great way for brands to reveal new or upcoming collections. Also, by partnering with a diverse group of influencers, you can promote your label’s inclusivity.
Pop culture trends
See a meme or dance that caught your attention? Chances are your target audience probably found it interesting too.
Favorites such as Taylor Swift and the Kardashians are a constant staple in any big pop culture news. As a business, you can utilize popular sounds or trends started by these celebrities to launch your brand into the limelight.
By staying on top of pop culture news and partaking in viral challenges, you boost your brand’s relevance and visibility.
For example, today, aligning with Taylor Swift has become the ultimate power move for any brand. Just ask the NFL.
Vox Pops
‘What’s something that you wish people knew about you?’
Street interviews or vox pops are a great way to introduce or get the general public to talk about someone or something.
You could even get them to try a specific offering of yours, whether it is a food item, a piece of jewelry or a quick activity they could partake in.
By interviewing unsuspected participants, it draws viewers in as the opinions given are typically unrehearsed and spontaneous.
Authenticity is big on social media today and watching regular people try something or provide an unbiased opinion feels authentic and real.
Through regular vox pops, popular TikTok channel ‘Meet Cutes NYC’ has shown that love isn’t actually dead, it’s just online dating that has made you believe it is.