How TikTok Can Benefit Your Marketing Strategy

TikTok is the leading app when it comes to short form video content.

Usually known as the platform to display questionable dance trends from ‘Gen-Z’, the platform has seen a steady evolution over recent years. Now cutting through to wider audiences from all generations and backgrounds, there’s a reason why TikTok is the fastest growing app of 2022.

Whilst a TikTok marketing strategy may require a braver approach to what your usual strategy may look like, it may still hold opportunity.

The key is understanding the platform, the audiences, and the potential before diving in.

It is also worth considering what is the purpose of your content is.

Generally, TikTok videos can fit into four categories: Those aiming to educate, those that want to entertain, and those that want to inform or advertise.

Is TikTok the most used Social Media Channel?

Despite high levels of user growth, TikTok has around 1.02 billion users worldwide.

Which sounds like a lot.

When compared with Facebook (2.94 billion users), YouTube (2.48 billion users) and Instagram (1.44 billion users) though, TikTok still lags in the user participation stakes.

Does this mean that TikTok won’t be successful for your brand?

Absolutely not.

When planning out your marketing strategy, it’s all about where your relevant audience resides, rather than where the highest volume of overall users are.

As mentioned in our insights piece showcasing which Social Media Platform is best for your Business, you need to consider who you are talking to, and why?

Then you can make an informed decision as to whether a platform is suitable for your business growth objectives.

Is TikTok relevant for my audiences?

Whilst there has been a distinct rise in organisations using TikTok, especially from B2B and STEM sectors, it’s still a new territory to be explored for many organisations.

Recent research indicates that if your organisation isn’t currently using TikTok, then it should certainly be on your radar. Following a survey 73% of people stated that they felt a deeper connection to brands they interact with on TikTok compared to other platforms.

As an initial step we recommend completing a competitor audit. By doing this you can gauge what the landscape is like in terms of content and audience. As key stats are also displayed clearly on TikTok (such as video views, likes and comments) it is also easy to see which content performs well already.

@big.manny1 Sodium + Coke 💥 #science #chemistry #experiment #fyp #foryou ♬ original sound – Big Manny

You may find that none of your competitors are currently using TikTok. Is the reason for this that they genuinely feel that it won’t have any benefit to their business – or are they simply not brave enough to explore?

If it’s the latter, this is your opportunity to set the standard for your industry and be TikTok pioneers in your sector.

When evaluating competitors review the following aspects:

• How often are they posting?
• How many views, likes and shares are they getting?
• Is there a particular length of video/format/style of content performing better?
• Is the overall sentiment in the comments positive or negative?

The audience on TikTok is looking for brands and creators to showcase the real side of what they do and who they are. If your business allows for this angle on its product or activities, then it may be the perfect channel to explore.

How long should my TikTok videos be?

Early in 2022 TikTok released an update that would allow users to upload videos up to 10 minutes long, instead of the previous maximum of 3 minutes. However just because your video can be 10 minutes long this doesn’t mean you should aim to use up all of this time…

In fact, it would be advisable not to do so!

TikTok’s algorithm rewards content that has been watched all the way through. According to AdAge if you haven’t fully engaged your audience after 30 seconds then you’re likely to have lost 33% of viewers.

Whilst the optimal length for a TikTok video is in the region of 20-35 seconds, it isn’t a case of one size fits all, other lengths of content can work too.

If possible, it would be highly recommended to keep videos under 1 minute long, but if you are struggling to fit all content in under a minute there are a couple of things you can do:

• Could your video be split up into multiple parts? Engaged users would have to click through to your profile to view the other parts of the video.

• Start the video with a bang! Captivate a user’s attention straight away by starting off with one of the most engaging sections of the video.

How to advertise on TikTok

Research shows that TikTok-specific branded content is watched 13% longer than non-TikTok content.

There are a range of ways to advertise on TikTok.

The most effective way to ensure advertising success is combining your paid amplification with engaging organic content.

By aligning these two activities you can build brand trust, engagement and familiarity.

Advertising can be displayed in a variety of formats:

In-Feed Ads

Tell your brand story in a true-to-TikTok way with this sound-on, vertical video ad that can be further enhanced with interactive add-ons.

TopView

Make an impact in-feed with the first ad a user sees when they open the app. This option gives brands a direct, up-front and centre route to their audience.

Spark Ads

Boost different types of videos to maximise their impact — your own, Creator-made or ones that mention your brand. This is a great way to make adverts on TikTok feel more organic and natural for your audience.

Branded Effect

Create a customised effect that engages TikTok users across the globe. If your effect is unique, fun and engaging it will be picked up beyond the advertising activity.

Promote

Amplify your own organic content in TikTok with an easy-to-use tool. This is an ideal option to put your existing content into the palms of your chosen audience demographic.

Collaboration

If you consider that more than half (54%) of TikTok users agree that creators posting sponsored content or collaborations with brands on TikTok is what they want to see, it can definitely be worth exploring the potential.

Whichever option you choose, TikTok’s reporting and measurement tools allows users to understand the performance and efficacy of their campaigns to further optimise performance.

@big.manny1 I fancy a cuppa ☕️ #science #chemistry #experiment #fyp #foryou #ad ♬ original sound – Big Manny

The above TikTok is a great example of how a content creator could weave an Ad into their content, whilst maintaining a level of authenticity.

Key considerations when using TikTok

• The audience on TikTok can be extremely ‘unfiltered’, meaning that brands and creators require a thick skin to post content at times. As with all content marketing, it is crucial to mitigate risk by doing a mini risk-assessment before any content is published.
• Users are more responsive to unpolished content, unlike other channels. When planning out your TikTok marketing strategy it needs to be treated independently from other channels your organisation may be using. Users don’t want to be overwhelmed by brands selling to them. They want to feel connected to brands they make their own decision to buy into.
• Set your expectations when it comes to gaining traction. Whilst it is the ambition to become an overnight success on any social media platform, the reality is much different. Social Media is unpredictable at the best of times, so when venturing onto platforms new expect the unexpected.

Sources:

• 73% of people stated that they felt a deeper connection to brands they interact with on TikTok compared to other platforms. (Flamingo, 2021)
• If you haven’t fully engaged your audience after 30 seconds then you’re likely to have lost 33% of viewers. (AdAge, 2015)
• 54% of TikTok users agree that creators posting sponsored content or collaborations with brands on TikTok is what they want to see, it can definitely be worth exploring the potential. (The Drum, 2022)