When TikTok first came on the scene, it was not something marketers paid attention to. The app-based around sharing short videos started as a place for young audiences to share music, dancing, or funny skits. In recent years, the app has exploded in popularity, especially after the app’s parent company purchased Musical.ly and reached the large US market.
Now, TikTok is a viable option for marketers, and there are many who should consider incorporating a TikTok marketing strategy for brands. However, before you start planning content for 2020, it is important to understand the app as well as your audience. Keep reading for the top TikTok marketing strategies to make 2020 an effective year.
Important TikTok Statistics for Marketers
It is easy to discount niche social media channels like TikTok. The audience and content style is so specific, and marketers will have to adjust their strategies to fit the app instead of the other way around. But, a niche social media channel offers a captive and targeted audience. If your ideal consumer fits the audience of these channels, there is an incredible opportunity to share branded and engaging content.
There are more than 500 million active monthly users on TikTok, placing the app as 9th when it comes to social networking sites. In 2019, TikTok was the third most downloaded app, bringing in 188 million new users in the first quarter alone. TikTok is also the only app not owned by Facebook to make it into the top five most downloaded apps around the world.
When it comes to TikTok’s audience, the facts are clear: teenagers are using the app every day. Young people, aged 16 to 24, make up 41% of TikTok’s audience. The creators of the app actually designed TikTok to target users under 18, and the app seems to understand teenagers in a way many competitors do not. To top it all off, TikTok users spend an average of 52 minutes each day watching 15-second videos on the app.
TikTok Marketing Strategies for Brands
If you are ready to incorporate TikTok into your 2020 marketing campaigns, there are some ways you can optimize your efforts. Marketing on TikTok is a great opportunity for brands that target a younger audience. It is not enough to start marketing on TikTok just because it is increasing in popularity. The strategy has to make sense for your brand and your audience in order to be effective.
Native Ads in TikTok
Native ads are designed to mimic the organic content on a social media site. TikTok recently introduced in-feed ads that appear as short videos while users scroll through their feed. These ads have a similar look and feel to videos in Instagram Stories because they are full-screen and look just like the organic videos on TikTok. The native ads also feature buttons like Order Now or other calls to action that users can click on during the ad.
In-feed ads are a great option for paid TikTok marketing because they fit seamlessly into the TikTok experience. Users may not even be aware they are watching an ad upon first glance. The key to native ads is to make the content authentic and appropriate for the platform. Create videos that make sense on TikTok while advertising your brand. If the content is not similar to what users are used to, they will skip past your ad.
TikTok native ads are also a great way for marketers to track ROI for their campaigns. These ads are trackable and provide considerable statistics and feedback. You can use this information to improve your campaigns and determine the ROI for your TikTok marketing.
Start a Hashtag Challenge
Hashtag challenges cycle through TikTok on a regular basis, gaining considerable traction for short periods of time. McDonald’s Big Mac challenge is one example of a successful campaign that used a hashtag challenge on TikTok. The brand encouraged TikTok users to create dance videos using the Big Mac Chant audio track. Every entrant received a free Big Mac, and winners won larger prizes. The challenge garnered countless entries and publicity for the brand and its products.
You can create a TikTok hashtag challenge organically and share it through your own marketing channels, or you can incorporate your challenge into TikTok’s ad system. TikTok can promote your challenge with banner ads and instructions for participation to garner more participants. Also, using TikTok’s advertising system will provide metrics for you to track your campaign.
When creating a hashtag challenge as part of your TikTok marketing strategy, it is important to consider the difficulty level. On one hand, it is a challenge, so the task should not be too easy. However, if your challenge is too difficult or embarrassing, people will not participate. Be sure to leave room for creativity as well because that is the cornerstone of TikTok.
Utilize User-Generated Content
User-generated content turns your customers into advocates for your brand. It is an effective marketing strategy because it features low costs and high ROIs. Your users or customers create content about your brand, products, or services and share it with their own personal accounts. This strategy mimics word of mouth marketing in its effectiveness.
You can ask your customers to create TikTok videos featuring your products. In order to be effective, ask users for a specific type of video or set parameters for the content. If you are trying to increase the buzz for a specific product, you can focus your request for user-generated content to increase effectiveness.
TikTok is an increasingly viable option for marketers, and creating a TikTok marketing strategy for 2020 can be very effective. The important things to remember when developing your marketing for TikTok is to consider the audience and create content that is true to the platform. When done correctly, your content can integrate seamlessly into the platform and be effective on TikTok.