In this article, we discussed the meaning of TikTok marketing, the benefit, how to create a TikTok marketing strategy and how to utilize TikTok for marketing.
Definition
TikTok marketing is the process of endorsing a brand, products, and/or services to consumers on TikTok. Common TikTok marketing strategies include the creation of trend-driven organic content, using popular TikTok hashtags, and incorporating TikTok influencers into promotional campaigns.
Benefits of TikTok marketing:
Here are just a few of the benefits of using TikTok for your marketing.
Every video has a chance for virality
The Facebook algorithm tends to favor content from friends and family. This means it prioritizes people and content you already know.
People are buying what they see
Whether you use TikTok ads or brand takeovers, or post regular videos about your product, you have a good chance of someone seeing and buying it. According to one study, nearly half of TikTokers make purchases from brands they see in the app.
Product-based social media trends from TikTok have even generated a now well-known phrase and hashtag: “TikTok made me buy it.” TikTok users often buy products they discover on the platform. Some industries perform better than others, with 89% of TikTok users polled in one survey saying they purchased a beauty product after seeing it on TikTok.
TikTok influencer marketing is huge
With that discovery power, more brands are seeing the value in working with creators to promote products and services. These creators can make money on TikTok by partnering with brands for sponsored content, where they showcase products or services in their videos.
Creators on TikTok can amass millions of followers. And the best part? Niches work well on the platform. So much so that when a niche gathers steam on the app, it becomes known as its own TikTok space or subdivision, such as #booktok, #fiilmtok, #cleantok, and #gaytiktok.
TikTok works well with Instagram
If you’ve already built a presence on Instagram, here’s the good news: TikTok has native features that link up to Instagram. First, there’s the Instagram link button on your TikTok profile page (which is separate from the external link option). This means people can easily check out your Instagram account from your TikTok.
How to create a TikTok marketing strategy
To ensure your TikTok marketing efforts are focused and will bring you closer to your business goals, take the following steps to create your marketing campaigns on TikTok.
- Set up a TikTok business account
A TikTok business account is a great way to learn about trends and become a TikTok pro. The platform offers a commercial music library for business creators, performance and audience data, and a web business suite.
- Define your target audience
We know TikTok is a popular platform for Gen Z consumers, but that’s not the only demographic using it. Gen Alpha is an emerging demographic of future consumers on the platform, and TikTok usage has even grown in the boomer segment.
To identify your audience on TikTok, paint a picture of the people most likely to convert into customers:
Location: Where do your ideal customers physically live? Even knowing just, the country can help. But if you’re a local business or only want to serve a specific area then you should isolate those places.
Age: What is the age range of your customer? Keep this as broad as possible, unless you know for sure your target customer is at a certain point in their life.
Gender: What gender do they identify as? This might be unimportant or essential, depending on your brand.
Interests: What are their interests/hobbies/passions? These help with potential content ideas and audience targeting (e.g., cooking, hip-hop dance, yoga).
Career/industry: What industry do they work in and what job titles have they held? Again, this might not be as relevant, depending on your brand.
Income level: What is the income range of this buyer persona? Are they price-sensitive or are they willing to spend more money on premium products?
Relationship status: Are they single, actively dating, or married? This may be relevant if you’re in the wedding industry, for example.
Favorite sites/apps: What type of websites do they keep bookmarked? Do they browse Instagram or Pinterest daily? Are there specific apps they couldn’t live without?
Motivation to buy: What reasons would this person have for buying your product? Do they want to sport a status symbol or make time to work out despite a busy schedule?
Buying concerns: Why might they choose not to buy your product? Are they worried about the quality?
Other info: Anything else that isn’t covered but would be worth mentioning, such as education, stage in life (parents with newborn kids), events they attend, etc.
- Understand the platform’s landscape
On TikTok, you have two competitors: your business competition (who you’ve likely already identified) and your content competition. Like other social media platforms, TikTok is filled with individuals and brands alike, so you’re not only competing with other businesses but also other creators.
- Figure out your promotion strategy
In addition to investing time and energy into creating your branded TikTok profile and videos, you can supercharge your marketing efforts in TikTok with influencers and paid advertising.
Serving as a form of social proof, influencer marketing puts your brand and products in front of someone else’s audience. And influencer marketing is huge on TikTok, especially as it’s a creator-focused platform, like Snapchat.
10 TikTok marketing tips
With your strategy set, it’s time to put your plan into action. Keep these TikTok best practices and tips in mind when creating and posting your TikTok marketing content.
Be authentic
Go live
Get the gear
Keep it simple
Connect in the comments
Consider accessibility and legibility
Take advantage of features
Post consistently
Experiment with TikTok Stories
Monitor your TikTok analytics
Conclusion
TikTok marketing involves using the platform and its short-form video content to promote brands, products, and services, aiming to increase brand awareness, engagement, and ultimately, sales by leveraging trends and connecting authentically with users.