TikTok is the newest social media platform to take over the digital world. From lip syncing and random videos to memes, the video sharing app has become popular over the last year.
TikTok is a powerful platform. Plain and simple. In the current social media landscape, brands need to be considering how they can incorporate TikTok into their digital marketing strategy and how they can use the platform to reach their audience.
But what is TikTok, how does it work and how can you leverage the app for marketing activities?
The social media video app evolved from a platform where people could share short lip synced videos to now being a platform that resembles something like Vine. TikTok allows video clips up to fifteen seconds and content ranges from skits, to lip syncs, to meme and GIF recreations.
Also, the community is very much built around hashtag challenges and other viral trends.
You can probably guess that the platform is millennial heaven. Whilst 41% of the users are aged between 16 and 24, a large portion of users are actually over 40 (Global Web Index 2019). Clearly there is opportunity for brands to reach a wide audience from one end of the age scale to the other.
According to App Ape Lab’s data from March 2019, the average activation number was 43.4 times a day (this number is probably a lot higher due to the popularity of the platform in 2020) and people were activating the app 3 times per hour.
There are three key reasons why TikTok has amassed such a large following so quickly.
1. Video downloads fuel more shares
Users can freely download videos from other users and then share them onto other platforms to reach a larger audience.
2. Viral challenges
In this day and age, things can go viral very quickly. This can be a great thing or a very bad thing.
However, TikTok users and brands alike are able to come up with challenges that become viral and compel other users to participate. It’s definitely an easy way to entice non-users to join the platform and foster brand awareness.
3. Everyone’s a creator
People love creating content and self-expression. This platform is perfect for encouraging individuals to upload and share user generated content with like minded people.
TikTok’s rise means major opportunities for your brand in terms of brand awareness, visibility and engagement. So, have you thought about these ideas as to how you can incorporate TikTok in your digital strategy?
1. Launch a branded hashtag challenge
Hashtags in general are quite powerful but if you put it together with a video or dance then you have a great formula to potentially go viral. All you need to do is come up with a catchy challenge name that’s relevant to your brand or product and then create a video using the challenge name as a hashtag.
Chipotle did a branded hashtag to promote their brand by sharing a Vine video of a woman dancing to a song about guacamole. #guacdance – cool idea, right? You could do something similar for your own brand and watch the views rise.
However, it is key that you create content that is specific to your brand, make it relevant and add a call-to-action to urge people to participate. Hello engagement!
2. Work with content creators
Just like Instagram, TikTok has some great content creators. These “influencers” have millions of followers and tend to drive a lot of engagement. So, if you’re going to promote your brand on this platform, consider working with an influencer that aligns directly with your brand goals, voice and message.
In this instance, you could have the content creator feature your brand or product in a video. Again this video could include a branded hashtag which people could then follow along, share and utilise in their own videos.
TikTok has definitely redefined social media, especially in 2019. Despite it only being February, we can already see that TikTok is reaching new heights in 2020. If you’re looking to target a younger demographic and get some high engagement, then TikTok could be a great platform for your brand.
Header image credit: XanderSt
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