TikTok has undoubtedly taken the world by storm in recent years. The platform has 1 billion monthly active users and although it mostly shows lighthearted and fun content, it’s a powerful marketing tool businesses should take seriously. This is especially true if Gen Z is your target group. Even if your product or service isn’t aimed at younger audiences, it can still be good to learn how the platform works.
The majority of brands have recognized the benefits of having a TikTok account and entering the world of TikTok marketing. If you need some guidance on how to use this platform and make it a part of your social media marketing efforts, you can read below and learn how to get followers on TikTok, engage better with prospective customers, and expand your business.
One of the most common ways businesses use TikTok for marketing purposes is by posting video ads. Brands can launch TikTok advertising campaigns and place a variety of ad formats to match different business and audience needs. Businesses can choose TikTok ad formats such as in-feed ads, top-view ads, hashtag challenges, brand takeovers, and managed ads.
Brand takeovers is a format adapted for brand-building advertising, with a full-screen ad that appears immediately when the app is launched. The ad format is only available to one advertiser per day and has been said to cost between $50,000 and $100,000 for a six-day advertising period. So, the format is aimed at large companies that can afford to spend a larger part of their marketing budget on more types of brand-building advertising.
Brand takeovers are excellent if you want to get your brand onto a full-screen, motionless exhibit. This way, you can produce high-quality content with a significant effect similar to the top-view ads. Their main differences are that potential customers are unable to like or comment on brand takeover ads. They tend to last somewhere up to 5 seconds.
In-feed ads are short video ads that are displayed as part of the user’s regular flow of videos. You can link the traffic to either your website or app. The ad format is currently the only one governed by a market price with regular bidding of the ad space, and where the average CPM price has been reported to be $10.
Hashtag challenges encourage TikTokers to share branded content in various ways and can potentially reach many users. A downside with hashtag challenges is that they only take place over 6 days.
The top-view ads are those that appear when you launch the app. They are considered prime-time ads and they last around one minute. They are an excellent choice for attracting attention to your business and they enable a higher reach than other ads.
Managed Ads are somewhat more advanced and the best way to get started is by contacting a TikTok sales representative who will provide you with access to further options.
The most popular TikTok influencers are followed by thousands of people, and brands can take advantage of the power of such an engaged audience by collaborating with TikTok influencers in a myriad of ways.
Since influencers mainly use their platforms to inspire and motivate their followers, TikTok influencers are in an excellent position to encourage followers’ choices and influence their behavior. Partnering with an influencer in the right niche or category can help your brand be featured on the TikTok users’ Discover page.
Focus on Target Audience and Content
The TikTok algorithm is extremely generous. Content with good quality has a greater chance of gaining an organic reach in comparison with other social media platforms. The algorithm also knows its users well. It’s not only large companies or influencers that are shown to the users, it can also be newbies, as long as they fit in with the users’ interests.
On TikTok, it’s most common for users to scroll through the For You page. The algorithm’s task is to generate information that appeals to you. It, then, creates a personal user profile for you and assesses how your behavior compares to that of other users.
Before you start your TikTok marketing, think about who your target audience is and how you can adapt your content to appeal to them. If you do this, you have a better chance of reaching out to more people using the algorithm; the key is to know and understand your target audience.
TikTok advertising offers a lot of benefits for businesses. With the right TikTok ad campaign, entertaining content, and collaboration with influencers, you can successfully use TikTok to market your business and reach the right target audience, increasing brand awareness and sales.