TikTok marketing is exciting for businesses because most of its users are Generation Z, who spend most of their free time online and distrust conventional media and advertising. However, marketers need to understand how to make it a productive brand-building platform.
With a presence in 155 countries, TikTok has already made a big splash in the world of social media. It has today more than 500 million users in China and another 800 million worldwide. These may not look very exciting when you compare it Facebook, Instagram, Twitter, etc. that are far bigger.
Building Brands for TikTok Marketing
Brands have to be especially smart and wise to successfully market themselves on TikTok marketing, given that its user base is demographically, socially, and culturally different from the rest of the social media platforms.
Successful engagement becomes even more challenging when you consider that the videos users are permitted to most cannot exceed one minute. Marketers need to be sure that what they are doing on the platform will benefit them, especially if they are spending their budgets to buy real TikTok views.
The Many Nuances of Integration of Your Brand Campaign into TikTok Marketing
With the TikTok user spending around 52 minutes on the app every day, marketers are assured of getting massive exposure of their brands to the young audience. The engagement rate on TikTok is also remarkable and easily outstrips that of the rest of the social media platforms. This gives marketers a matchless opportunity of interacting with the follower base.
However, the marketing strategy for productive engagement and brand awareness on TikTok needs to consider the various nuances of TikTok marketing that can easily make or break marketing campaigns.
According to Reuters, as many as 60% of users of TikTok in the U.S. are in the age bracket of 16-24! It means that the platform is ideal for addressing young audiences if they fit with the brand values and culture. Furthermore, data analysis has revealed that the largest demographic is female teenagers making it ideal for brands catering to their needs and aspirations.
Another study by Business Insider reports that Gen Z is sensitive to prices. This can indicate small and medium businesses should focus more on building their brand visibility to leverage this market opportunity of dependable brands over big brands.
Emphasis on Video Content
Since the content on TikTok is video, it is sharply different from the rest of the social media platforms. The focus on videos also gives it a futuristic advantage because it is well established that users prefer video content over reading text.
According to one industry report, it is likely that video content will outstrip the rest of the content types very soon. Given this focus, marketers using TikTok marketing to promote their brands will have an advantage over their competitors.
Given that social media performs several roles, marketers adopting TikTok marketing to address their young target audiences will have to focus on creating content that connects well with them and resonates well with their cultural and social attitude.
However, you need to ensure that the content you create for TikTok Marketing preserves your brand’s image and values.