19 Ago How to promote your brand on TikTok
- The most popular social network for young people
- TikTok Ads, a new venture for companies
TikTok has evolved tremendously since its birth in 2018, this year it has set a new record by surpassing one billion registered users on the platform, which is almost 14% of the world’s population.
The social network, which originated in China, has merged the best functions of Instagram, Facebook and Twitter in its format, achieving the best content results. The app allows you to record, edit and share short, instant videos lasting between 3 to 5 minutes. Also, animated backgrounds, sound effects and visual filters can be added to make each post more attractive and interactive.
Among the most popular content that can be found on the platform are short music videos with sometimes playback montages, comedy videos, dance duets between users, hashtag challenges, 15-second content, interactive images with unique effects and a host of other multi-format combinations.
How brands are taking advantage of TikTok
The app has become extremely popular with brands, and has become the ideal platform for promoting products and building a strong community. Companies take advantage of this format to generate engagement with product-related audiences and create interactive content in short videos. It has been proven that the visual format causes the viewer to feel more emotions and also provokes a greater involvement with the product, which is ideal for building audience loyalty to the brand and its business philosophy.
And not only that, there are many facilities provided by the social network to companies to create advertising campaigns for products on the platform, given the fact that it’s very popular, especially among young people between 16 and 25 years old. However, it should be noted that it is getting more and more older users.
This being the case, structured content spreads quickly and has a higher number of interactions than on other networks. Here the user is looking to be entertained and have a good time, which can be ideal for promoting brands in a dynamic way, generating awareness and proximity of the user to the product.
It’s very important to keep in mind that the storytelling style of this platform should be informal, spontaneous and very funny.
The Paid Media channel is still untapped, CPC and CPM prices are low and there are good opportunities to position your product and implement sales. It all depends on the timing, as creating a real-time auction depending on the format can vary from day to day and time to bid and adjust budgets. But, as there is less competition the costs are usually lower.
With the Pro account on TikTok, you can also link directly to your store, do smart market segmentation and monitor activity performance through a dashboard that allows you to study and analyse key brand KPIs.
It’s recommended not to promote products or services directly in this space because the community isn’t accustomed to this format and is dissuaded by it. In this case, it’s recommended to be original in order to make your buyer persona accessible and to make them purchase, an operation that they could carry out directly from the platform. Moreover, they often do so impulsively if the content is of value to them.
Launch a campaign with influencers, they have a large audience and their content has a strong impact on their followers. They also help companies to connect with their target audience.
Social Media Tools
Some Social Media tools such as Hootsuite, Sprinklr or Sprout Social already allow you to manage and publish content on TikTok. Their functions include:
- Manage your account: manage content, schedule it and publish it according to your interests and needs.
- Monitor results: analyse company profile metrics in real time, compare them to other platforms and measure activity performance to optimise results and understand user behaviour.
- Maintain the community: brands can also cater to their community and interact with them by responding to their comments from the tools to connect with their customer and engage with them on a daily basis.