If you are looking to expand on your business reach and grow your social following, stepping into the TikTok world could be beneficial if it happens to be done right. We have created the ultimate guide in utilising the platform for your business…
What Tiktok Is…
TikTok is a fairly new social media app where we see short snippets of videos from users everywhere, making it a user-generated platform. You can continuously scroll through endless short videos with no limits and can even tailor your feed to what you prefer to see. Anyone can post a video with an account and grow followers; exchange likes and share videos on different platforms with their friends.
Usually, users tend to enjoy less-serious and fun videos, but everyone has a different preference. With many modern trends being birthed on this platform, TikTok provides a large amount of entertainment for a social media platform.
Is It Relevant to Your Business?
There is a big misconception that only younger people use this platform. Even though the biggest majority are young adults, the truth is, there are many people of a variety of ages who use TikTok now.
People use TikTok to seek enjoyment and follow the latest trends. This very reason is how you can determine whether it is relevant to your business, understanding that you have to keep up and be able to incorporate the business into the latest trends and fun advertising methods.
If your business does aim to promote itself, even if it is seen as a very serious brand, there could still be an audience on TikTok to market to as so many people use it nowadays. It is a case of being exposed to the right people, but as you are probably aware this could be a smaller portion of potential customers compared to the more creative and entertainment side of TikTok. Therefore, it is your business decision to determine whether it is worth the time, money, and effort.
How Brands Can Utilise the Platform to Increase CRO?
Different types of advertising are available on TikTok as it has turned into such a big platform. Leaving your brand with an array of options to choose from!
Native advertising in TikTok allows a brand’s promotional videos to be included in the feed of a user who is scrolling, commonly known as the for-you page. Normally containing links through to the business website at the bottom, users know when they are seeing an advertisement. With this option, a brand can bid on the ads just as in Google and specifically narrow down who they can target.
If a brand can target the right people, native advertising could lead to more interest and conversions for your business. Knowing who to target on TikTok and researching to find the appropriate audience as well as creating an interesting video ad will see you be successful on the platform.
Another method of advertising is known as a takeover. As soon as a user opens the app, the first thing they will see is a full display of an ad you have chosen to run. Users will only see one of these per day as, putting yourself in a viewer’s shoes, seeing many ads when you just want to scroll for entertainment can be annoying. Due to this, the cost to run these types of advertisements is very expensive. This is something to take into consideration when evaluating whether you think it will be a reasonable spend for the company to invest in this form of advertising. As effective it may be, you only really get one shot to tempt someone to go through to your website or app download page.
Sponsored hashtags are a form of advertisement on TikTok where brands create a challenge using a creative hashtag name and encourage people to take part in the challenge. This is a really good form of advertisement because it increases reach by seeing many different people take part. When someone clicks on a hashtag that is sponsored, they will be taken to a page containing the description of the challenge, a brand logo, the most popular videos for that challenge, and most likely a link through to a website or other conversion type.
To further get your sponsored hashtag, you will need to pay quite an expensive cost to show on the discovery banner within TikTok. There is another way that hashtags can be used similarly to this, with just less of the cost but still as effective with the concept behind hashtag challenges remaining the same.
These are very similar to the explanation above; however, you don’t pay the huge cost. You do lose some of the benefits like ranking high with the sponsored hashtag and having a full landing page dedicated to your brand as well as a discovery banner. If these are important to your brand and it isn’t very well known, the above option could be more beneficial to get your name out there if you have the budget.
Creating a hashtag challenge is a way to encourage user-generated content and this could benefit your brand. If a user takes part in your challenge, the challenge and your brand can spread to more people. More people make it more likely that they will turn into key conversions for your brand.
Influencer promotion is where brands pay popular influencers to promote your product or service in their videos on TikTok. This usually consists of some type of hashtag challenge too, as it promotes user-generated content.
Influencer promotion might have not been the first of your marketing ideas when bringing your business to TikTok. You may want to reconsider influencer promotion in your marketing strategy, especially on this platform. On TikTok, there is a large pool of popular influencers with big followings who have fans that are crazy over them. They’re seen as a lot of people’s idols and enabling an influencer to promote your brand could turn their fans into your new customers.
It can’t hurt your brand to do some research on popular influencers who may fit your purpose and reach out to them. Too many businesses make the mistake of using an influencer to promote them without actually researching whether the audience is the correct fit. Another downside to this is that influencers are human. They make mistakes, but we all know in this modern day it can affect their reputation and yours if you are paying for their promotion.
If you consider influencer promotion, be cautious about the influencers you consider and do your research on their background and online presence.
Branded lenses are customized stickers, filters, and lenses that individuals can use which contain your branding on it. Another type of advertisement with the possibility of user-generated content! We love it! Involving a community in your brand is the best thing on Tik-Tok that you can do for your business.
Using good, branded lenses will increase engagement, which equals more conversions. The personalization options allow your brand to show who they are through custom stickers, filters, and lenses. Making this option a creative form of advertisement for your business.
Placing your brand on this platform means you can’t just follow the same approach you take to other social media such as Twitter or Instagram. TikTok is very different, it requires you to show content with fun value and taking on the latest trends.
Engaging on TikTok means taking advantage of hashtags and tagging similar accounts in your industry to your content. Communicating with others is also very important, being able to make conversation will make someone feel a lot more valued by your brand.
It isn’t easy when you are new to TikTok, so we don’t want you to feel as though you have been thrown in the deep end. The amount of people using TikTok for enjoyment is way more than most other platforms, taking your business to it could be just what you need to grow and thrive.