Have you heard of something called TikTok but don’t know what it is? Do you know her but do you think she is not for you? The truth is that its audience is currently very young (a large percentage is under 30 years old) but more and more users are joining this community every day.
In this article we are going to explain what it is and why your business should implement this tool in its marketing strategy . And beware of skeptics, remember that Instagram was born as a social network for young audiences, and today it has become a key application for any marketing plan.
To find out if TikTok is an opportunity for your business, the first thing we have to do is know what it is and how it works.
TikTok is an application that allows the user to create video clips with a duration of between 15 and 60 seconds that are played in a loop. It is a highly creative tool, which allows the user to play with different effects, music and animations.
TikTok was born from the old Musically app, but it is from the interface change that it gains more followers. It is currently succeeding among the younger community, and especially in Asia, the US and India; but we must not lose sight of it since in Spain it is growing by leaps and bounds and there are already many brands that are implementing it in their marketing strategies.
Where to start with TikTok?
As with all social networks we will start by creating our profile: you can do it from scratch, with your email or with your Facebook profile.
The feed of this application is very similar to that of Instagram, it is very intuitive and easy to use. On the main page you will be able to see content from the users you follow and others that TikTok suggests as being closer to your tastes.
In each video clip you will find 4 buttons that will be familiar to you if you use other networks: the plus (follow that user), the heart (I like it), the speech bubble (comments) and the arrow (share the content); simple right?
How to start creating content?
Creating videos is very easy, pressing the “+” button at the bottom will open the editing screen where you can; create a video, choose one you already have and customize it with hundreds of emojis , music and animations. The best thing is that you investigate and try the filters, the dubbing and all the possibilities that TikTok has. Practice makes perfect, and as we have already said, it is an intuitive app in which you will discover hundreds of possibilities.
Should I implement TikTok in the marketing strategy of my business?
TikTok already has more than 1.5 billion users who spend an average of 52 minutes a day on this platform. Its community is very young (41% of users are between 16 and 24 years old), but in the last 6 months the average age has increased, and it may continue to rise.
Well-known brands such as CocaCola, Shein, Real Madrid or McDonalds, among many others, already have their profiles fully operational and have a large number of followers. Influencers are also catching up and many have started uploading content to this application.
Taking these data into account, we should consider at least discovering this social network, see if it fits with our type of business, and if our audience is within that community. If not, our effort may not bear the fruit we hope for. A suitable social network for a law firm does not have to be suitable for an urban clothing brand, so you must be clear about who you are targeting.
Another reason why we should take into account TikTok are the new adds formats , which can greatly increase the interaction that other users have with your content. That a “recently” created social network has an advertising plan is significant, and a sign that it is profitable, both for the app itself and for the companies that use them.
There are currently 4 types of adds :
- In feedadds : This is an advertising format very similar to Instagram stories , with a duration of between 9 and 15 seconds.
- Brand TakeOver : Videos, images or gifts that link the user to your website, another social network or, for example, a challenge within TikTok that you want to give more visibility to.
- Hashtag Challenge : Challenge videos and challenges can be free or through adds . This last option will provide you with a banner within TikTok that will take the user to the instructions to participate in the challenge that you have created and give it greater visibility.
- Brand lens : They are animations and filters similar to those of Snapchat that will be available for a certain time so that other users can use it.
Another point in favor of TikTok adds is that they can be segmented to reach the audience that really interests you. But as in any social network, the most important thing is to plan the strategy well, to know who we are targeting, what we offer and how we are going to get there. Without a good plan, all the work can be fruitless.
Yes, TikTok is for me!
If you think that this platform offers you a new channel to reach your audience, go ahead! The sooner you create your profile and add content, the bigger your community will be.
Before you start, you can analyze what other companies are doing and think about how to apply it to your business to have a higher organic reach. You must create fun, creative, original content so that your audience does not leave. A good example is a restaurant that has created the hashtag #guacadancecomochallenge to promote avocado day at its premises, the video spreads through the networks until it goes viral, and therefore, the restaurant receives a great reach of organic advertising.
TikTok is a new social network that is getting stronger day by day, which allows you to create valuable content for your brand from a fun and original point of view. If your target audience is already part of the community of this platform, don’t wait any longer and get on with it. Trace your strategy and benefit from both the organic traffic and the traffic that TikTokAdds can provide you. If not, think that the world of marketing is not static, it is constantly changing, and what is not the right tool for you today may be tomorrow, so do not lose sight of it.