The inside scoop into TikTok Marketing.
As if you don't already know, TikTok is a short-form, video-sharing app that allows users to create, watch, and share content within an online global network. The app took a quick rise to one of the most popular social media platforms since its launch in 2018 and has accumulated over 800 million active users.
This short-form video platform experienced a rapid increase in active users during the COVID-19 pandemic, as many people found time to explore and connect with new online audiences. In Q1 2020, TikTok set the record for the most downloads in a single quarter for a singular social app at 315 million installs. In retrospect, it took Instagram six years from its launch to gain the same amount of monthly active users. And Instagram then became one of the top players. Another clue to TikTok’s landslide success.
With the majority of users being between the ages of 10 and 29 years of age TikTok quickly became Generation Z and Millennials’ favorite social platform. The addictive nature of the app keeps users engaged for relatively long periods of time with an average time of 52 minutes a day. One of the most unique features of the application is that the platform’s algorithm is tailored to each user’s interests on a refresh basis.
TikTok offers a window of opportunity for brands to engage with a diverse age range of audiences in a highly creative medium. The platform provides marketers with an even playing field when it comes to reach and engagement. Due to the interest inventory nature of the algorithm, if the content appeals to the audience, the engagement will follow. The organic reach on the app is huge, but engagement is only derived if your content truly resonates with your audience. Unfortunately, typical corporate brand messaging just won’t work here. Curating unique and creative content that resonates with your audience is key to success on the platform.
One brand that embraces the platform’s home for creativity is Chipotle. In 2019, Chipotle’s #GuacDance encourages users to create video content to show off their dance moves dedicated to avocados. This challenge resulted in 430 million videos, which led to the brand’s largest amount of guacamole ordered on National Avocado Day. In total the company sold over 802,000 sides of Guacamole.
Chipotle may be a great example of incorporating TikTok into a marketing plan, however, they are a large corporate company with a number of available resources to drive their success. If you are a smaller company, you may not have access to such resources. You may want to consider outsourcing your marketing efforts to a digital agency that offers social media content creation and management to minimize the stress of navigating the new powerhouse that is TikTok.
A great way to leverage TikTok’s online community is to partner with influencers. TikTok Influencers typically have an established and highly engaged audience that trusts them and their recommendations. TikTok’s interface includes a feature called TikTok Creator Marketplace, which allows brands to collaborate with video creators on paid campaigns.
Kool-Aid launched its first campaign in 2019 with rapper Lil Jon where users were encouraged to post videos of themselves enjoying the holiday season with the hashtag #OhYEAHChristmas. Kool-Aid incentivized the campaign with a $10,000 prize. The campaign resulted in over 10,000 entries. The brand then added other influencers to the campaign.
Another viable option on the platform is to run self-serve advertising campaigns through the separate interface TikTok Business. You have the ability to run in-feed advertisements and banner ads within the homepage of the app.
A great tool TikTok provides is called Inspiration. This tool allows you to view successful ad campaigns and additional information on how these brands went about creating their campaigns.
TikTok is a unique, rapidly growing platform, and can be a foreign language to brands when it comes to transforming the platform into a marketing tool. But AppSoft can make it simple, by translating your brand for this rising platform and its region of loyal users.
If you’re interested in collaborating with us on incorporating TikTok strategy into your marketing plan, please reach out to Michelle@appsoftdevelopment.com or call 904.551.4700
Written by Julia Ponce de Leon, Digital Marketing Strategist
Edited by Michelle L. Clark, Digital Marketing Director