Since the start of the COVID-19 pandemic, social media platform TikTok has taken the world by storm. The app has over 800 million users who spend, on average, 52 minutes on the app each day. While TikTok gained its popularity with teens, the userbase is aging up. Now, nearly 40% of the app’s users are 30+ years old and 30% are between the ages of 20-29.
And, the app is home to much more than dance challenges and pranks. From educational content to recipes and workouts to life hacks to beauty advice, there is something for everyone. There are plenty of ways for brands to showcase their products and reach new customers. In fact, a survey by BSM Media found that 62% of U.S.-based moms who use TikTok have discovered a new product from the app.
Is your organization ready to give TikTok a shot? Here are some tips on content, partnerships and unique TikTok features to keep in mind as your brand launches a TikTok campaign.
Create Trendy Content
- TikTok trends happen overnight. Whether it’s a new dance or a unique video format (such as the “group chat” conversations), once a trend gains popularity it is shown more frequently to users. Brands must be agile and work quickly to create relevant content that embraces new trends.
- Sound reigns supreme. Audio is the biggest way TikTok sets itself apart from other social media platforms. The sound used with content can either make or break a video – popular audio is usually boosted by the app’s audio. For branded content, it is important to keep in mind that the audio must be owned by the brand or royalty-free. TikTok has a library of royalty-free sounds available if a brand wants to jump on a current trend. Or, a brand can create their own unique sound to set itself apart from other content.
Embrace Influencer Partnerships
- Focus on quality over quantity. Just like on other social platforms, brands can partner with influencers to reach new customers and increase awareness. But unlike Facebook or Instagram, where an influencer’s audience size is an important factor, on TikTok audience size is less important. It is very possible that a creator with only a few thousand followers could post a video shown to millions of people (and vice versa)! For example, influencer Second City Mom only has 4,700 followers on TikTok, but a video reviewing a local restaurant earned more than 230K views. The most important factor for an influencer partnership on TikTok is finding a creator that will make engaging, authentic content that aligns with the brand.
- Don’t forget to vet. The creator community on TikTok is newer and much more expansive than other social channels. While it can be challenging to dig into creators’ backgrounds and audiences, it’s important to vet each partner to ensure they are a fit with your brand. Avoid cancel culture by checking that influencers’ past content has all been well-received, they stick to a niche topic and consistently post at least twice a week.
- Enforce FTC guidelines. While it’s a new channel, influencers and brands still need to follow the same old rules. Ensure any influencer content is properly labeled as an #ad or #sponsoredcontent.
Explore TikTok’s Unique Features
- Use In-App Features. TikTok has a range of in-app features – from accessibility tools to video filters – that creators can use in their content. And, the algorithm often prioritizes videos that incorporate recently launched features.
- Get creative with the call to action. Linking to a website or other content can be challenging on TikTok. The app’s capabilities are like an in-feed post on Instagram. When working with influencers, consider requiring them to put a relevant link in their bio for at least a week post video launch. And, if a brand does not have its own profile to tag, request that influencers use a branded hashtag. This will help users identify the brand in the video, and the hashtag will lead users to a repository of other videos related to your brand.
The data shows that TikTok is here to stay and is filled with opportunities for brands to reach new customers and showcase their products in fun, engaging ways. If you’re ready to add TikTok to your social media strategy, give us a call. The Agency at Sikich can help you implement these tips and more to creatively launch your brand on TikTok.