What is TikTok? If you’re not yet familiar and haven’t spent hours endlessly consuming content discovery on the #FYP feed (“For You Page”), it is a social media app focused on short form video clip sharing. Think Twitter’s Vine reincarnated mostly through an average of 15 second clips. It’s owned by Beijing located ByteDance, and in the recent past two years the app has successfully gained quite an accelerated audience growth with more than 2 billion downloads and 680+ million active users worldwide. The hyper engagement format of video and audio, by facilitating quick consumption, made a user experience that created a niche that has rapidly stuck with audiences.
The main hook of TikTok gained popularity by its users through dance challenges, following trending hashtags and songs. Many Influencers started rising to fame quickly and have amassed very large following, think the likes of Charli D’Amelio (100+ million followers), and Addison Rae. It’s since become, and continues to expand into, a user generated content giant with seemingly endless interest-based following, and sprouting new overnight viral sensations. Heard of the 2020 Ocean Spray and Doggface case study?
Anyway, the main question is: TikTok right for your business? Short answer: most likely yes.
When considering goals and objectives, TikTok may be a great addition to marketing and advertising plans.
- Audience Reach Goals
The app is skewed heavier with younger 13-18 user demographics, however as a whole 18 – 35 broad range is the sweet spot.
- Engagement and Consideration
Engage your brand into the latest trends, collaborate on influence partnerships, and post often!
TikTok’s platform thrives on the entertainment model. For brands and businesses planning an effective way to connect contextually and provide value it can be very effective. There is a wealth of user communities that follow a vast range of content type, in fact it would be hard to find a category that is not being tagged. This opens the opportunity to organically engage, follow and monitor latest trends including general discovery page, and put a brand/business unique content spin.
Don’t take it too seriously. You might hear that often in references to the vibe of TikTok. Brands that adjust to the reduced polish, hyper-filtered, and laid back expectation on the platform tend to perform best.
Working with Influencers can support the strategy to amplify both reach and consideration. As with all partnerships vetting and choosing the right person and content fit is needed, but it can create a unique return on objectives with their engaged followers that most likely share similar interests.
- eCommerce and Lead Generation
TikTok has accelerated the shopping capability and eCommerce strategies with shop now ads. With an indication that 47% of its users have purchased off the app it should be in consideration.
Promotional campaigns and site traffic objectives are also easily facilitated with link click video ads. To get started all specs are available directly on ads.tiktok.com
Recently introduced form fill Lead Generation formats have become available as well rounding up several objective options.
You can check out the statement: “TikTok’s Lead Generation also enables businesses to create fully customizable messages that are relevant to multiple customer segments.”
This platform is just getting started, and we at Anvil are looking forward to seeing the developments. We’re even testing our own agency content organic content @anvilmedia. If you decide to follow us, don’t worry we’ll get better 😊.
Connect with us to learn more about how we can strategically support your business goals on TikTok and through all our digital marketing services.