TikTok is a video-sharing social media platform that ByteDance uses to “inspire imagination” of users and “bring joy” to users (TikTok – Real Short Videos, 2020). It was initially released in 2017 and now is one of the world’s most downloaded apps. (Tower Sensor 2019). It is an application where the contents are generated completely by the users and not by the business. Accessible on a cell phone, the feature helps users, in 3 or 15 seconds or 3 or 60 seconds, to make a quick lip-synchronization, dance, gaming, educational videos etc.
During the COVID-19 pandemic, the short-form video app grew rapidly as users found time to explore the platform and engage with their online audiences while being stuck at home. With 315 million downloads in the first quarter of 2020, TikTok set a new record for the most downloaded social app in a single quarter. As of January 2021, TikTok has a global user base of 689 million active users.
To show you the comparison of Tiktok to other social media platforms, Instagram took six years from the beginning of its launch to obtain the amount of monthly active users TikTok has in less than three years.
How Marketers can Use TikTok as a Digital Marketing Tool
TikTok provides a chance for digital marketers to reach out to younger people all around the world in a fun and creative way. Many social media memes start on TikTok, and being at the forefront of these cutting-edge trends may help companies gain credibility. TikTok digital marketing does not need a lot of money. Video created in laid-back settings has just as much of a chance in gaining views and audiences. A lot of TikTok videos are shot in everyday places like bedrooms and in a car.
As a digital marketer, TikTok can be of interest to you when you’re considering your marketing efforts based on your target audience. With TikTok, you may access a global audience from 155 countries. And, statistically and realistically speaking, there’s a good chance that your target audience is in one of these countries.
These are the ways that digital marketers can use Tiktok:
Set up a branded channel: Create a channel by making a branded page and experimenting with different kinds of contents. Could be dancing content, lip sync or even funny memes. Content can easily be developed fast with close to no budget. The best thing to do is to keep up with popular hashtags and memes, and then adapt them to your business. Create and share original content using the app’s built-in filters, effects, soundbites, and editing tools. Although TikTok has a large organic reach, meaningful interaction and interest can only be achieved if your content is genuinely in-sync with your audience and follows the platform’s guidelines. It’s not going to work to put your corporate style messages here just like on Linkedin.
Collaboration with influencers: Taking advantage of influencer communities is a smart approach to using TikTok as a digital marketing tool. Influencers that live and breathe TikTok have built large followings by producing high-quality content. If there’s anyone who truly understands TikTok by heart, it’s no one else but them. They know how to make use of its tools, features, and trends. Approach them and they will use their skills and knowledge to promote your brand in a subtle non-forcing way to the audience.
Hashtag challenge: Creating a hashtag for users to use is a brilliant way for brands to start a trend. Top-used hashtags usually attract millions of users to create videos or to simply watch. Either way, it is a promising way to gain an audience. For instance, E.l.f cosmetics gained over 4 billion views and 5 million videos under their #eyeslipsface campaign and has been acknowledged as the most successful Tiktok marketing campaign.
Since TikTok is an entertainment platform, users want to be entertained or informed, not sold to. They do not prefer to see the “in-you-face” ads but instead subtle ones. That is why it is important to understand the audience. With assistance from Republic Digital Marketing Service, you will be able to market your brand on Tiktok and get tons of revenues.