The power of TikTok cannot be underestimated. Not only is the app many teenagers’ favorite procrastination tool, but it has also had a huge impact on the sound and culture of the modern world, and smart companies around the world want in on it (and, of course, make money). Most of TikTok’s biggest brand moments are accidental. In the fall of 2020, Ocean Spray and Fleetwood Mac’s streaming sales skyrocketed after Nathan Apodaca started the #DreamsChallenge while riding his longboard to work.
But no worry. Even if you’re not one of the lucky brands that found fame on TikTok, you can still build a successful presence on the platform. Read on to find out how to set up TikTok for business, how to approach TikTok influencer marketing, and increase massive followers on TikTok.
More visual? Start with our quick introduction to TikTok video marketing:
What is TikTok Marketing?
TikTok marketing is using TikTok and TikTok content to promote your brand and its products or services. Easily expand your online presence with short video content that engages your audience and helps showcase what your business has to offer.
While social media marketing creates a unified strategy across all social media platforms, TikTok marketing focuses solely on TikTok.
You need to ensure that your overall message on TikTok is comparable to any other platform your brand is on. Still, in general, the content on TikTok is very different from the content you publish on other channels. (Although you may want to repurpose your TikTok videos for Instagram videos and YouTube Shorts to reach even more viewers.)
05 Tips for Building a TikTok Marketing Strategy
Want to dive deeper and learn more about how to develop a TikTok marketing strategy and grow a large audience on the platform? While you probably won’t become “TikTok famous” overnight, these ten tips will help you find the best path to success.
1. Create a niche and connect with your target audience
Do you want to reach your target audience on TikTok? If so, the first step is to understand your niche and the type of content your audience sees. Therefore, creating and sharing the most engaging content related to your niche is the best way to connect with the right audience. So if you are a fashion brand, you need to create trending content and explainer videos that generate more user responses. Additionally, it helps you establish your brand and improve your brand communication to potential audiences.
To make your account stand out, check your competitors’ profiles and the content they share. Remember that your competitors have created and shared more influential content that attracts more potential audiences. Therefore, with a clear perspective, you can create content that appeals to a wide range of customers and increases the value of your brand.
2. Utilize an addictive call to action (CTA)
This may seem obvious, but you should never underestimate the impact of a strong CTA.
Your call to action ultimately leads the prospect to the next step in the customer journey. Let’s say you’ve captured the interest of your target audience with a high-quality video ad: you’ve introduced your products, highlighted their key benefits, and proven your value as a brand. And then?
If your call to action is weak or unclear, customers can confidently move on to the next video. However, including a clear and compelling call to action can increase clicks and, more importantly, conversions. Ideally, you should include a call to action in both your TikTok video assets and your ad copy as this increases the likelihood of triggering an action. Data from TikTok shows that text-based CTAs can give marketers a staggering 152% increase in conversions.
3. Create high-quality TikTok videos
The next step is to learn how to make a good TikTok video. First, start with practical research. If you’re not already an avid TikTok follower, take some time to learn more about the platform and look at the types of videos that appear on your For You page.
You can also visit the TikTok Discover page to see trends and discover some of the most popular TikTokers.
Here you can see hashtags, soundbites, popular accounts, and more. This is a great way to get an overview of what’s popular right now and help you find inspiration for your TikTok content. So check out other brands doing well on TikTok to see what they’re doing right and how you can emulate some of these tactics in your videos.
When it comes to TikTok, you must test many different types of videos to find what resonates with your audience. Diversity in your profile is essential. Try filming your team developing products. Show your product in action. Make funny videos with popular sound bytes. Here are some additional video ideas to get you started.
4. Use potential hashtags
Hashtags are one of the great elements that help increase a brand’s visibility and reach. Well, brands that use potential hashtags increase the visibility of their products. That’s why it’s best to research hashtags and choose a TikTok marketing strategy that fits your brand or niche.
When sharing content, using the right type of hashtag increases your brand visibility and attracts many users to view the content. Try to include hashtags as one of the key elements of your TikTok marketing strategy to achieve good results and increase traffic to your website. If many viewers discover your content, your content is more likely to go viral.
5. Use the full potential of A/B testing
A/B testing (also called split testing) is a surefire way to improve your TikTok marketing results and increase conversion rates.
With a consistent, data-driven testing strategy, you can begin to identify the most effective elements of your current TikTok marketing campaigns by eliminating ineffective tactics. But that’s not all: Thanks to A/B testing, you can also discover completely new target groups and strategies with which you can generate high-quality conversions.
Many different variables can be broken down into TikTok, including:
- Ad formats
- Target group approach
A/B testing allows you to outperform your competition and continually evolve your strategy to maximize conversions.