TikTok is flourishing with over 1 billion users, and this video-focused platform is now more popular than Google! Although it has enjoyed massive growth over the past couple of years, there is still room for further expansion in the future.
TikTok is transforming the course of eCommerce and marketing. And with novel commerce releases and features, brands of all natures and sizes can purchase ads, monitor performance, and generate revenue.
So how can your brand leverage the marketing opportunities provided by TikTok? Read on for tricks and techniques to ensure an effective TikTok marketing campaign.
#1. Boost brand awareness by leveraging partnerships
As with various marketing ventures, there is always a learning curve while trying to conquer the TikTok realm.
Don’t hesitate to leverage the expertise of influencers to help make the most of your ad strategy. TikTok’s Creator Marketplace allows you to find personalities that are specialists in creating engaging content for the digital forum.
With individuals from diverse backgrounds, you can find people with the expertise your business needs to create relevant videos, offer a unique viewpoint, and entertain audiences. Utilizing the talent of experienced content creators lets you grow your brand and take it to the next level.
Alongside helping you create engaging content, influencers can also promote your brand by bringing your products in front of a large audience. They can connect products/services with potential customers by demonstrating your products, providing merchandise links, and offering promotions from their posts.
Their experience enables you to launch your brand effectively and provide your target audience with valuable content to guide their advertising decisions.
#2. Strike the right balance between promotion and entertainment
While TikTok provides an opportunity to entertain and inform your target audience, you also need to think about brand promotion.
But if a video seems to be too much of an ad, your viewers will probably skip it. So, it is imperative to entertain and inform first, to bring in and engage an audience with your video content when getting started.
Once you have a decent following, you can generate and post more promotional stuff, including your product tutorials, exclusive offers, or content of individuals interacting with your merchandise.
By striking the right balance between advertising and entertainment, you can foster meaningful connections with prospective buyers.
#3. Frequently post authentic content and resources
A key to effective marketing on the TikTok platform is to post original, authentic, and relevant content frequently.
When your brand is just getting started, regular posting can help you experiment with various content types. Making different videos to demonstrate your brand lets you determine what appeals to your intended audience.
When you post often, you’ll also easily see what content works and what doesn’t. Plus, TikTok’s algorithm allows you to adjust your posts depending on the impressions.
Finding a practical and appealing design can be an excellent formula for consistent marketing success. By remaining active on TikTok, you can garner feedback on what your viewers like. Also, it gives your team valuable and in-depth insights into devising new content strategies.
#4. Diversity is crucial for product placement
Rather than a stagnant background, it’s good to try changing viewpoints, camera angles, and scenery to create a more appealing and diverse video.
Many top-performing ads on TikTok leverage different settings and backdrops to keep the viewers engaged, so diversity is key for product placement.
Using various scenes can draw your audience’s attention and deliver a memorable message. Moreover, your advertisement’s visual appeal can set your brand apart from competitors’ videos, ultimately making your product prominent.
#5. Connect through CTA opportunities
Including a compelling call to action in your ad can help you create a connection with the audience, giving them a clear subsequent step after they have seen your video.
With TikTok’s Ad Manager, you have access to clickable CTAs. So, based on your brand’s objectives, your customers can click to view offers, find a location, shop deals, and learn more.
Clickable buttons can help you increase your website traffic, boost conversions, and seamlessly make your product and content relatable to the audience.
CTAs also provide the viewers with a more interactive experience as they can effortlessly go beyond short video content to find out more about what your brand has to offer.
#6. Maximize effectiveness with precise timing
For your TikTok videos to be successful and effective, timing is everything.
Make it too short, and your message can be unclear and vague. On the other hand, if it’s too long, your audience may lose interest halfway and move on before the necessary information is presented.
As per TikTok metrics, a video that falls between 21 to 34 seconds is perfect for high-performing and effective video advertisements. Maximizing your message for this particular time frame allows you to generate an advertisement that will help you connect with viewers, drive conversions, and grow your brand with TikTok.
#7. Use closed captions
Using captions throughout your videos can help you amplify your brand message and make the content accessible to a broader audience. Captions help make your advertisement stand out and memorable too.
Also, they allow your audience to scroll without sound to view your message, which creates an impression and prevents them from skipping your video.
#8. Take advantage of existing trends
The algorithm of TikTok prioritizes content based on the number of views and popularity. Your brand should utilize the latest trends like memes and hashtags to provide relevant content that appeals to your target audience and leaves them with a lasting impact.
TikTok users seek out content under specific trending hashtags, so using them will help you introduce your offerings and brand to a broader and relevant audience.
For instance, Kraft maximized their popular Duet challenge campaign’s effectiveness on TikTok by using the hashtag “#KraftMacMeSkip” to connect with their audience and attract more than 6 million views.
#9. Entertain your audience
People want fun and light-hearted content, especially on a platform like TikTok. So, the optimal way to engage with your audience here is to make your content highly entertaining for them.
Often, this means connecting with viewers through humor and playful videos. So, whether your company focuses on payment security and ensuring PCI compliance or selling fitness gear, find a way to promote your brand in a fun and playful way.
Of course, it takes time and research to figure out your specific business niche and, most importantly, create content that revolves around your brand. So, as you scrutinize TikTok, be mindful of what advertisements stand out to you. Can you find ways to highlight your brand and generate content that resonates with a playful and fun audience?
When implementing the best strategies to advertise and grow your brand with TikTok, always consider the latest trends making waves.
Following that, continue to immerse your brand in TikTok’s culture and learn to highlight your offerings and brand in areas that will help you lead to increased impressions.
Also, make sure you leverage the metrics provided by TikTok to assess how your content is performing and incorporate any changes from the outcomes. With responsive strategies and creative marketing, your brand will see increased growth and visibility.
Guest author: Lee Li is a project manager and B2B copywriter with a decade of experience in the Chinese fintech startup space as a PM for TaoBao, MeitTuan, and DouYin (now TikTok).
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