Social Media Marketing for Beginners: TikTok

Social Media continues to evolve and just when you think one platform has solidified its place as the top-dog, another emerges and the landscape shifts.

Giants like Instagram, Facebook and Twitter still remain relevant in the digital world however, a new powerhouse has entered the ring and young people are rooting for its success - TikTok.

TikTok is a social media app that allows for short lip-syncing, dancing, music or comedy videos (to name a few.) Today, TikTok boasts 1 billion users and continues to soar in popularity. It is no longer simply just a “gen-z app” either, millennials and even boomers have been enjoying the platform. With such a prolific rise in popularity, brands and businesses have taken note and whether you are a business that caters to Gen-Z or a business that targets millennials, it’s vital that you find your place on TikTok.

If you are new to the TikTok marketing world (as most businesses are), take a look at these top tips to help you grow your brand on the app.

TikTok Marketing Tips for Beginners

Before we dive in, it is important to understand that TikTok’s user base is predominantly young but TikTok popularity as a brand comes down to creativity, trends and creating trends and this leads us to our first point.

1. Understand Trending Content

TikTok is about trends, either recreating trends or creating your own, and the easiest way to begin your TikTok marketing journey is to use the Discovery page on the app. Just like Instagram, TikTok has a discovery page where you can find the latest trending content, TikTok challenges and hashtags.

TikTok also comes complete with content trends and trending sounds. Take a look at what your target audience is currently creating on the app. Are they using a particular sound or following a specific trend? Sit down with your creative team and deliberate a way to incorporate those trends into your TikTok content. 

Then come the hashtags. Begin by typing a keyword related to your brand in the TikTok search bar and TikTok will automatically suggest hashtags based on what you have written. You can then create a video using those hashtags and based on the trending hashtags. If you implement this strategy across your TikTok content creation, the app will help people (and not just any people - your target market and people interested in the hashtag) discover your content.

2. Participate in TikTok Challenges

As mentioned above, TikTok is full of trending sounds and dances but TikTok also comes complete with “TikTok Challenges.” Showcase your brand's authenticity by participating in TikTok challenges that suit your brand voice, values and personality. 

Using TikTok challenges as a part of your content strategy offers a great way to reach millions of users. This is because the hashtags associated with these challenges are usually showcased on the For You Page of viewers, making your video discoverable by your audience.

Creating TikTok content is not the same as creating content for other social platforms because “brand names” don't matter on TikTok. On the app, it comes down to creating quality content that resonates with your audience - no matter the size or popularity of your brand. Essentially, if you create good content, there is a great chance you will gain attention and go viral organically. 

This is what makes TikTok different from all other social platforms, it values creative content and if you are able to achieve that - the sky's the limit. 

3. User Generated Content

TikTok may seem like fun, and it is, but marketing on TikTok takes hard work and strategy because if you want to trend on TikTok you have to create content that resonates with your users at the right time. And this is when user-generated content becomes key.

User-generated content is a way to get TikTok users to promote your brand without necessarily promoting it. For Example, if you search #puma on TikTok, you will find videos of users with their Puma clothing, whether simply wearing the brand in a video or showing the brand off. In order to gain this kind of free advertising, you need to put in the work. You can do this by encouraging your followers to use your specific hashtag, and watch as your hashtag begins to rank and follower count begins to rise. 

4. Collaborate with TikTok Influencers

The word “influencer” may make you cringe but the fact is, influencers are the new celebrities and have massive followings. In fact, 86% of marketers have used influencer marketing to raise their brand exposure and increase their sales. 

TikTok influencer marketing is a huge part of the social platform's ecosystem, with its popular content creators taking in millions from large endorsement and revenue deals. TikTok has also developed its very own platform for influencers (or content creators) known as the Creator Marketplace. This is a place where brands are able to create marketing campaigns, gain access to influencer metrics and connect with TikTok’s top influencers. 

The good news is that influencer marketing doesn’t cost as much as you think it does, especially if you work with niche influencers. Micro-influencers and even nano-influencers have their own pull, and these smaller creators can help you get great brand engagement due to their niche audiences. 

Source the right influencer for your brand by searching for relevant content on TikTok and shortlist the candidates that you feel will fit your business.

5. Advertise on TikTok

Like all social media apps, TikTok offers paid advertising options for brands. The benefit of TikTok advertising is that you don’t have to spend too much time building an audience on your own. When you launch a TikTok advertising campaign you will usually reach your target audience in less than a day - that is how powerful the app is. 

There are 5 advertising options that TikTok offers:

• In Feed Video Ads: Short form videos that appear in users For You Page
• Branded Hashtags: Brands encourage TikTok users to use a specific hashtag in their videos and these videos will then appear at the top of the discovery page.
• TopView Ads: 60-second adverts that are set to “delayed play” which means they don’t appear as a user opens the app.
• Branded Effects: Just like SnapChat offers branded filters, TikTok offers branded effects that creators are able to use in their videos. 
• Brand Takeover: This is the ultimate TikTok advertisement. These 3 - 5 second ads will play as a user opens their app - guaranteed. 

If you are a smaller business then in-feed ads will be the most cost-effective route to take, while brand takeovers and branded effects are best for larger companies - with larger budgets. 

Bonus Tip: Always Check your Analytics

Analytics is key to all marketing efforts because what isn't measured, isn't managed. It’s as simple as that. A TikTok Pro Account will give your brand access to analytics that provide details on your demographic and determine the ideal time for you to post. You can also gain insight into your analytics without a Pro Account however, as a business, the Pro Account offers the best way to manage your content and help your brand soar. 

The Wrap Up

TikTok is one of the fastest-growing social networks right now. And it’s difficult to explain TikTok using mere words because the platform is more of an experience than anything else. It is a place where anyone can be discovered, where trends are born, and where inspiration and creativity thrive. And this is why TikTok is vital for brands.

How We Can Help

Nexa will create engaging, creative and trending campaigns for your brand through the interactive, video-based platform. Collaboration is key when it comes to TikTok and all TikTok campaigns are about community and getting your target market to participate in interactive campaigns - and this allows for absolute creative expression - almost without limits.

Contact Nexa for all your TikTok marketing needs today, and get trending.