In the past, companies and brands relied on television as the most powerful medium for advertising their products.
In addition to television, there were also radio commercials and newspaper advertisements.
However, since the Internet has surpassed television, radio, and newspapers in strength, it has become increasingly interesting for marketing.
Given that millions of people use social media daily, it is only logical for companies and brands to utilize these platforms for advertisements and marketing, as social media can reach the largest audience.
Table of Contents
TikTok Marketing
In addition to reaching a large audience, social media marketing is significantly less expensive than, for instance, a single TV commercial.
As TikTok has emerged as the most popular social media platform in recent years and is the most downloaded app on Google Play, it is understandable that many brands seek to leverage TikTok for marketing purposes.
How Can Brands Be Advertised on TikTok?
Brands can utilize the TikTok app in various ways to advertise their products and services.
We will discuss the three most common methods.
1. They can utilize paid advertisements
This is likely the least effective TikTok marketing strategy, at least for the time being.
Paid ads are not very common on the TikTok platform, and this method of TikTok advertising is still in the development phase.
Of course, these ads are primarily found on YouTube, which has proven to be the most effective platform for this type of marketing thus far.
Regarding the types of ads that can be used on TikTok, they are known as in-feed ads.
These in-feed ads consist of image TikTok ads and video TikTok ads, along with some special formats:
However, while paid ads are not very common on TikTok, hundreds of millions of TikTok’s monthly active users clearly demonstrate that it has strong potential for paid ad marketing. We are confident that it is only a matter of time before this video-sharing app becomes a leader in this area as well.
2. They can collaborate with TikTok creators
Collaborating with influencers, or TikTok influencer marketing, is the most prevalent strategy in TikTok social media marketing.
Content creators often act as ambassadors for specific brands, promoting and advertising those brands’ products and services in their TikTok videos and across other social media channels.
Furthermore, this type of marketing is not limited to TikTok; it also applies to Instagram, YouTube, and many other social media platforms.
However, since we are discussing TikTok, we will concentrate on that platform.
Indeed, we all recognize that brand commercials can frequently be annoying, unengaging, and tedious.
Nevertheless, TikTok content creators excel at producing fun and engaging content, possess numerous content ideas, and, given that clips on TikTok are brief, TikTokers must make every second count.
Therefore, TikTokers can create entertaining and engaging commercials for various brands, thereby capturing people’s attention.
3. They can establish their brand’s TikTok channel
This is another method that is quite popular among brands.
There is essentially a TikTok account named after a brand, where videos intended to promote that brand are shared.
However, not every type of TikTok video can serve as an effective TikTok marketing strategy.
Specifically, content creators must stay updated on the latest TikTok trends and incorporate them into their videos.
That is the only way those TikTok videos can connect with younger audiences.
Therefore, using the trending hashtags below those videos is essential.
Additionally, brands can develop their own relevant hashtags and attempt to initiate a hashtag challenge.
Managing to achieve that is not easy, but if they succeed, it would be the greatest TikTok marketing move.
How Can TikTok Marketing Assist Brands?
TikTok marketing offers various benefits for brands and their businesses.
Videos that are approximately 1 minute long, or even shorter if preferred, offer numerous benefits to brands. This is one of the reasons why this format is not only the most successful but also the most cost-effective type of marketing.
We will highlight only a few of those benefits below.
1. Products and services can be promoted to a specific audience
By utilizing hashtag challenges, dance challenges, or TikTok influencer marketing, brands can effectively capture the attention of their target audience.
Specifically, some influencers are primarily followed by children, teenagers, or adults.
If a brand collaborates with an influencer who is followed by its target audience, the commercial is likely to be more successful and closer to achieving viral status.
Hashtags and hashtag challenges function in the same way.
Thus, TikTok provides brands with the opportunity to connect with their target audience, and it is up to them to determine how to utilize that potential.
2. Communities Can Be Created
Similar to other platforms, content creators on TikTok can build communities by using the same hashtags or by producing similar types of videos.
By initiating a hashtag challenge and expanding its reach across the platform, any brand can establish its own TikTok community that can significantly enhance its marketing efforts.
3. Brands Can Receive Direct Feedback
Unlike TV commercials, where the audience has no current influence, social media are much more “democratic” in that regard.
On TikTok, as well as on all other platforms, the audience has the ability to react almost instantly, liking or disliking content, sending messages, and thereby praising what is good and criticizing what is bad.
Thus, brands can receive immediate feedback to determine whether their content is effective, what changes are necessary, and what improvements can be made.
Instead of spending weeks gathering information, conducting surveys, and analyzing feedback, brands can obtain all that information in a single day, allowing them to make necessary changes and improvements.
4. Brand awareness will increase
This benefit is the most rational one.
As many TikTok users view videos dedicated to a specific brand, brand awareness is typically heightened significantly.
Additionally, we must not overlook the versatility of the audience that can be reached on TikTok.
Although TikTok is primarily used by a younger audience, it also has users of all ages, both male and female. Therefore, brands that choose to utilize the TikTok app as a marketing tool can expect to find a target audience and an increase in brand awareness.
5. Brands can utilize TikTok to sell their products
Each TikTok video includes a description below it.
That description primarily consists of hashtags and, at times, video headings.
However, the most crucial elements for branded videos are links.
A brand can include a link to its website, specifically directing users to the page where they can purchase products.
This allows TikTok users to quickly visit the brand’s website and purchase products.
Once again, TikTok offers efficiency, allowing brands to advertise and sell their products almost simultaneously.
Important Things to Do When Approaching TikTok Marketing
1. Identify your target audience
First, conduct surveys and research to identify your target audience.
Next, analyze the TikTok demographics and develop a marketing strategy to effectively reach your target audience.
Additionally, examine the type of user-generated content that appeals to your target audience and concentrate on producing that specific content.
Lastly, remember the new audience that may be attracted to your product.
Therefore, create content that is relevant to your target audience while also being appealing enough to attract interest from other users and a wider audience.
2. Set Objectives
Before you start using TikTok as a marketing tool, ensure that you set clear objectives you want to achieve.
For instance, you might aim to boost your product sales, cultivate a relationship with your customers, enhance your brand image, or simply connect with a new audience.
Regardless of your objective, it is essential to pursue it with persistence.
3. Review your results
Once you have established your objectives and begun your TikTok journey, it is essential to monitor your progress.
Do it regularly, at least once a month, to determine whether you are on the right track.
Regular surveys and comprehensive analyses of your results will provide you with the most accurate answers.
4. Be Versatile
First and foremost, familiarize yourself with TikTok.
Take some time to explore the platform and understand how it works.
Discover the TikTok algorithm and its functionality.
Only then will you be prepared to create videos and produce content in general.
Afterward, keep up with social media trends, as they will offer you the greatest reach.
Additionally, explore other brands that are utilizing TikTok for marketing and examine their ideas.
Sometimes, it’s not a bad idea to emulate someone.
Finally, don’t hesitate to try something new and experiment, as you never know which TikTok video might spark a viral trend and lead to great success.
5. Create a TikTok calendar
The TikTok calendar is essentially a standard calendar, but it incorporates your TikTok plans.
By creating a detailed plan for when you will post a new video, what type of TikTok video you will share, and when you will go live, you will find it much easier to manage your content. Additionally, this approach ensures that you post videos consistently.
Some Examples of Effective TikTok Marketing
Gymshark
Gymshark is among the most popular fitness brands on TikTok and serves as an excellent example of TikTok marketing.
This brand has gained 2 million followers in just 6 months by creating and sharing organic content that features fitness routines, workout TikTok challenges, and humorous, creative videos demonstrating that exercising is not as intimidating as many people believe.
NBA League
The NBA’s TikTok account reveals a different side of the league.
Rather than just game highlights and statistics, you can find numerous entertaining videos featuring humorous moments from NBA games.
San Diego Zoo
Any zoo, in fact, has a strong potential for creating a popular TikTok account.
San Diego Zoo has chosen to leverage those predispositions, and the results have been remarkable.
Its funny videos are straightforward yet incredibly engaging, typically featuring adorable animals and an entertaining music background.
World Health Organization
The World Health Organization’s profile gained significant popularity since the emergence of COVID-19.
WHO has utilized its TikTok profile page to educate people on how to navigate the pandemic, while also addressing and refuting some misinformation related to the virus.
Conclusion
We hope we have successfully explained how TikTok marketing works and provided you with the essential information and actions needed to utilize TikTok as a marketing tool.
We hope that individuals and brands interested in this topic will find this text helpful.
Those who want to learn more about this topic, explore marketing on TikTok, or have questions about it should definitely read this text, as they won’t regret it.
