TikTok in Digital Marketing Strategy
In this blog, I’ll try to answer what TikTok is? Why are people so obsessed with it? Should marketers even care about TikTok? And, if they should, how you can as a marketer integrate TikTok in your digital marketing strategy!
TikTok is one of those things, of whom either you know what it is and you create videos on it.
Or you have no idea what it is except when they see memes that were created on TikTok on other social media like Facebook, Instagram, and YouTube.
I was the second kind until I realized that TikTok is part of the world’s most valuable startup in 2019. It has become one of the most popular and entertaining social media apps.
But TikTok is still not on the lexicon of most marketers.
As the app neared its two-year mark, I realized how brands were becoming more interested in TikTok due to its astounding user growth rate.
TikTok also has a heavily engaged audience that spends 52 minutes per day on the app, on average.
Online marketers tend to focus on Facebook, YouTube, Twitter, and Instagram for social media marketing. But with such a rapid rise of TikTok, it would be a huge mistake to ignore it as an online marketer.
What is TikTok?
TikTok is a social media platform on which you can record, edit, and share short videos.
It has several visual effects to choose from and also a huge library of musical covers and sound effects.
Chinese tech firm ByteDance first released TikTok in 2016 and was available globally by September 2017.
On TikTok users film videos of themselves lip-syncing or acting out comedy sketches with the choice of songs, effects, or sound bites.
On TikTok, users film videos of themselves lip-syncing or acting out comedy sketches with the choice of songs, effects, or sound bites.
On TikTok, users can record lip-syncing, acting, or dancing videos of themselves with a song, dialogue, or funny sound bites. The aim here is to entertain your audience with your talent.
The possibility of creating different types of content is endless. You can create small video ads, infotainment videos, motivational, spiritual, health, arts, etc. on this great platform.
Collaboration is also a significant way to gain popularity in Tiktok. By recording a “duet” with someone by replying to their video a great way to do it.
There is a feature that creates a split-screen diptych with the help of it; you can collaborate with your favorite accounts and videos.
All these features make TikTok fun to use, and that’s the reason it’s grown so massively and has emerged as the most popular app amongst young people in recent times.
According to data from Sensor Tower, amid controversy, TikTok has not seen any slowdown in its popularity. It remained the most downloaded app on the iOS App Store and was also the second most downloaded app on the Google Play Store in July 2019.
This made Bytedance China’s most successful international internet company, valued at $75 billion as well as the world’s most valuable startup in 2019.
Like other visual apps such as Snapchat or Instagram, TikTok has additionally become a creative outlet for young adults and teens.
How to use TikTok?
There are so many articles on the internet that shows you how to use the app so I won’t address it in this article. Here’s a great example from Wired.
What to post on TikTok?
Here are some of the things you can post on TikTok.
Users can follow other accounts and give a heart instead of like, comment, and also shares any video they think is entertaining and significant.
TikTok’s massive music library is where the app beats all other similar apps.
Users can add, remix, save, and discover new songs and sounds on TikTok.
In the future, TikTok could play a huge role in helping music climb the top of the charts.
Watching and creating videos is a crucial aspect of TikTok experience. Videos can be recorded and uploaded with stop and start recording or timers
After creating a video, filters, texts, stickers, emoji, etc. can be applied to a video. A user can also split a video into two screens.
You can even live stream on TikTok.
All you have to do is to open the TikTok app then press the “+” button.
Next to the record button, you should see an option that says, “Live.” Tap to create your live stream.
Note – The Live option isn’t available for everyone. When a user reaches 1,000 followers, the live button appears.
Here are some popular trends we found on TikTok in 2019:
- Trendy dance steps videos – Such as The Floss, The Dab, Blocboy jb shoot, etc.
- Memes – Most trending videos on TikTok
- Cute animal’s home videos.
- Lip syncing
- Cringe videos
- Reaction videos
- Voice dubbing
- Stop motion effects
- Weird facial filters
- Artists – Many will post time-lapse videos of their artistic creations.
Should the Digital Marketing community even care about TikTok?
To judge its usefulness as a digital marketer, we must understand some stats about TikTok.
So to answer the question – should marketers even care about TikTok? –
Absolutely, If Generation Z or people below 35 years of age are a target demographic, who are from China or India or other East Asian countries.
TikTok provides an excellent opportunity to promote your brand and showcase your talent, products, or services.
Also, you need to remember that teenagers always tend to be ahead of the curve with spotting what’s cool before it’s cool.
If you have decided to use TikTok for your marketing campaign, keep in mind while the platform is still fresh, the authenticity is becoming increasingly critical for the users.
So, there are two ways to stay authentic to your users –
Number one, Partnership or collaborate with different influencers to create your brand awareness.
Number two, creating original and compelling content, which is a longer route to win popularity and trust.
How to Integrate TikTok In Your Digital Marketing Strategy
Firstly, you must know that just like Instagram, you cannot add a link to your TikTok videos.
Therefore, TikTok you cannot drive traffic directly to a website or a landing page.
So, as a digital marketer, your goal should be to –
Create brand awareness
Create catchy music so that it can go viral
Use memes to promote any product
Video launch of a new product (e.g. Sneakers, clothes, accessories, etc)
Promotion of an app
Note- The only way, for now, to link a website or landing page on TikTok is through their Ad Platform.
Things a digital marketer must make sure to create a successful marketing campaign on TikTok:
Find the right influencers
Currently, the best way to effectively promote a brand on TikTok is with the help of influencers.
There are some big TikTok influencers out there with millions of subscribers.
So, finding the right influencers is crucial here.
The influencers can use your products on-camera so that you can get your products in front of the eyes of their audience.
Authenticity and determining the right piece of content for promotion is a significant factor while picking the right influencer.
Brands like Google and Guess and celebrities like Jimmy Falon, Alan Walker, Lil Nas X, were able to spread their challenge or hashtag campaign to a large number of audience with the help of influencers in the past.
Creating original content
Making your own appealing and entertaining content and taking advantage of right hashtags, challenges, and contests can be a powerful TikTok marketing strategy. However, it can take a lot of time, creativity, and resources.
TikTok is based mainly on viral content, so your content needs go viral to see the results you are expecting.
If you are a Car brand, show some awesome car-related videos like how cars they paint your car or cool featured of a particular car model, stuff like that.
Just remember: the key to TikTok marketing is to go viral through interesting videos that also subliminally promote your products.
Challenges / Hashtag Campaign
To create a viral post, you need to design challenges. TikTok challenges are a superb way to increase your brand awareness and engagement rate.
Challenges can be related to dance steps (Kiki), songs, tasks (bottle cap challenge), etc.
Check Jimmy Fallon’s #tumbleweedchallenge here, for example.
A “Duet” is also a great way to start a hashtag campaign that gives engagement.
The main goal should be to build a presence on TikTok and create an active community around your product or service brand.
You should use all the strategies together, be it a single challenge or use of influencer, and you should start by posting entertaining yet sincere videos.
Your videos can be funny, controversial, political, holy, spiritual, infotainment, etc. you have to set your tone according to the type of brand you are trying to build.
The content must be posted consistently to build a community of trust and loyalty.
TikTok isn’t going anywhere anytime soon. With such a vast audience base and popularity, it would be a mistake not even to try to advantage of such a big marketing opportunity.
And its highly recommend keeping this app on your radar — even if you aren’t still sure of how you’ll leverage it yet.
After reading this article, if you believe that TikTok can be effective in your digital marketing efforts, then you must download it and start experimenting.
Because experimenting with new platforms like TikTok and thinking outside of the box can help you engage new wider audiences and help you boost your brand awareness.
If you think it’s not very useful for digital marketing, you should still give it a try. Learning about a new and emerging platform won’t hurt, and you would be ahead of marketers who don’t know anything about TikTok.