Marketing on TikTok: strategies to use on the network
Posted: Mon Dec 23, 2024 6:56 am
TikTok is expected to become the 3rd largest social network in the world , behind only Facebook and Instagram, by 2022. According to Insider Intelligence , the app is expected to reach 755 million monthly active users.
The audience of the social network, focused on videos, is mostly young : it is estimated that 2/3 of users are under 30 years old . Therefore, betting on more relaxed content is usually a successful strategy for those who want to invest in Marketing on TikTok.
If you are thinking about including the app in your planning, be sure to check out the tips we have listed below!
1. TikTok Business
This is a tool dedicated to companies and individuals who want to invest in marketing on TikTok. It was launched in 2020 and has some features, such as:
creating ads on TikTok;
data to measure profile and content performance;
possibility of including CTAs in the profile.
Therefore, activating it is the first step for brands that want to generate results with the app.
It is worth noting, however, that TikTok itself has made it very clear that the strategy there needs to be different. With the phrase “ don’t make ads, make TikToks ”, it already gives the hint that the network’s relaxed format needs to be taken into consideration.
2. How the TikTok algorithm works
Now that you know the tool for companies, it's important argentina email list to better understand how TikTok's algorithm prioritizes content delivery.
Every user has an area on their profile where they can view some content recommended by the app. These posts are selected based on 3 factors:
interactions : TikTok evaluates posts liked, commented on and shared by the user, as well as the content they create themselves, to display similar posts;
post information : captions, music, hashtags and effects that the user uses in publications are also taken into account;
Account settings : Finally, TikTok evaluates users' language, country, device, and other account information.
Therefore, brands that want to appear more in the recommended posts tab can use some marketing strategies on TikTok, such as:
use hashtags that are trending but make sense in the context of the post;
add captions that encourage comments;
use music and sounds that are popular on the internet;
evaluate the days and times when followers are most active in posting.
3. Without original content, you have nothing
Now let's move on to the most important tip for companies that want to do marketing on TikTok: content .
The social network is all about short and interesting videos, which can be anything from challenges to interesting tips or funny content. Therefore, only those who can truly produce original and authentic videos have a chance of being successful on the network.
In other words, if your brand is very serious or if the idea is to replicate posts that are already used on other networks, be careful. You will probably end up wasting time (and money) by not understanding how TikTok works before you start working on the app.
With that in mind, some of the most shared content on TikTok is:
Challenges : Videos are created based on hashtags that are trending on the network.
Comedy videos : one of the most popular formats, in which comedy is the central point of the video.
Music videos : these are those well-known videos in which people dance to a choreography.
Sound and/or visual effects : finally, TikTok has a library with several effects, which can be used to make the video more fun and increase interaction.
4. Paid ads on TikTok
The possibility of creating paid ads on TikTok is still very new. Currently, there are 5 types of ads:
TopView: ad displayed as soon as the user accesses the app. It lasts up to 60 seconds and goes full screen with auto-play.
Brand Takeover: 3 to 5 second ads, also full screen and with auto-play. It can be displayed with static or dynamic media.
In-Feed Ads: ads displayed in the “For You” area of the feed. Users can interact with them as if they were a post. They last up to 60 seconds, also with auto-play and full screen.
Branded Hashtag Challenge: promoting a hashtag challenge to invite users to create posts. It aggregates all posts that are tagged and lasts from 3 to 6 days.
Branded Effects: Here, you can sponsor stickers, filters, and other visual effects for users to use in their posts.
5. Should you invest in marketing on TikTok?
The most objective answer to this question is: it depends. If your brand speaks to a young audience and has a fun and flexible language , yes.
Now, if it doesn't fit these characteristics, our tip is to understand if you are willing to change and only then invest in TikTok. Otherwise, the brand will be completely out of its element and will hardly be able to achieve results.
The audience of the social network, focused on videos, is mostly young : it is estimated that 2/3 of users are under 30 years old . Therefore, betting on more relaxed content is usually a successful strategy for those who want to invest in Marketing on TikTok.
If you are thinking about including the app in your planning, be sure to check out the tips we have listed below!
1. TikTok Business
This is a tool dedicated to companies and individuals who want to invest in marketing on TikTok. It was launched in 2020 and has some features, such as:
creating ads on TikTok;
data to measure profile and content performance;
possibility of including CTAs in the profile.
Therefore, activating it is the first step for brands that want to generate results with the app.
It is worth noting, however, that TikTok itself has made it very clear that the strategy there needs to be different. With the phrase “ don’t make ads, make TikToks ”, it already gives the hint that the network’s relaxed format needs to be taken into consideration.
2. How the TikTok algorithm works
Now that you know the tool for companies, it's important argentina email list to better understand how TikTok's algorithm prioritizes content delivery.
Every user has an area on their profile where they can view some content recommended by the app. These posts are selected based on 3 factors:
interactions : TikTok evaluates posts liked, commented on and shared by the user, as well as the content they create themselves, to display similar posts;
post information : captions, music, hashtags and effects that the user uses in publications are also taken into account;
Account settings : Finally, TikTok evaluates users' language, country, device, and other account information.
Therefore, brands that want to appear more in the recommended posts tab can use some marketing strategies on TikTok, such as:
use hashtags that are trending but make sense in the context of the post;
add captions that encourage comments;
use music and sounds that are popular on the internet;
evaluate the days and times when followers are most active in posting.
3. Without original content, you have nothing
Now let's move on to the most important tip for companies that want to do marketing on TikTok: content .
The social network is all about short and interesting videos, which can be anything from challenges to interesting tips or funny content. Therefore, only those who can truly produce original and authentic videos have a chance of being successful on the network.
In other words, if your brand is very serious or if the idea is to replicate posts that are already used on other networks, be careful. You will probably end up wasting time (and money) by not understanding how TikTok works before you start working on the app.
With that in mind, some of the most shared content on TikTok is:
Challenges : Videos are created based on hashtags that are trending on the network.
Comedy videos : one of the most popular formats, in which comedy is the central point of the video.
Music videos : these are those well-known videos in which people dance to a choreography.
Sound and/or visual effects : finally, TikTok has a library with several effects, which can be used to make the video more fun and increase interaction.
4. Paid ads on TikTok
The possibility of creating paid ads on TikTok is still very new. Currently, there are 5 types of ads:
TopView: ad displayed as soon as the user accesses the app. It lasts up to 60 seconds and goes full screen with auto-play.
Brand Takeover: 3 to 5 second ads, also full screen and with auto-play. It can be displayed with static or dynamic media.
In-Feed Ads: ads displayed in the “For You” area of the feed. Users can interact with them as if they were a post. They last up to 60 seconds, also with auto-play and full screen.
Branded Hashtag Challenge: promoting a hashtag challenge to invite users to create posts. It aggregates all posts that are tagged and lasts from 3 to 6 days.
Branded Effects: Here, you can sponsor stickers, filters, and other visual effects for users to use in their posts.
5. Should you invest in marketing on TikTok?
The most objective answer to this question is: it depends. If your brand speaks to a young audience and has a fun and flexible language , yes.
Now, if it doesn't fit these characteristics, our tip is to understand if you are willing to change and only then invest in TikTok. Otherwise, the brand will be completely out of its element and will hardly be able to achieve results.