This post was originally published on November 16, 2021 and updated on May 5, 2023.
Information in this blog post was obtained from Social Media Examiner, Hootsuite, and Neil Patel.
TikTok, the newest social media platform that has become one of the most downloaded apps in the world. TikTok is a great app that can be used not only for fun, laughs, and the newest dance moves but is a great new tool for marketing. Which video do you like most on TikTok? What kind of content type do you like? Did you post videos on TikTok? Are you looking for some useful TikTok marketing tips? If so, here you go!
How TikTok Works?
If you still don't have a TikTok account, now might be the time to download it. According to SensorTower's latest report, TikTok users worldwide spend an average of 95 minutes per day on the network (Geyser). TikTok is a platform based around 15 second to 3 minute videos of people doing anything and everything. TikTok uses an interest graph, which measures users’ interests based on how they interact with videos. The longer you watch a video, the more of that content they'll serve you. People can like, comment, and share the videos that they like. When using TikTok users are fed videos that are similar to those that they have reacted with before. This creates a “for you page” for each person. This way people are only watching videos that they are interested in.
Creating Content
TikTok can be used by brands to market different products or services. Influencer Marketing Hub gives these three ways brands can market on TikTok:
They can create their own channel and upload relevant videos through their channel
They can work with influencers, to spread content to a broader audience
They can pay to advertise on TikTok – it is very early days for TikTok advertising – there certainly isn’t a market yet like there is for YouTube. However, TikTok may become more popular and established over time.
Creating interesting TikTok marketing videos are the key to successful marketing. When creating a TikTok video you have to brainstorm like you would for any type of marketing. If you can't think of topics to make your video, ask your audience, what does your audience want to learn or see. Understanding your target audience is the most important part of creating TikTok videos.
Where to Start on TikTok
If you are a new user on TikTok, and still not sure which video topic to start, trying to do some hashtag challenges. Challenges are an essential feature of TikTok’s community. TikTok’s users love taking up a challenge and making and uploading videos accordingly. These challenges are usually given a #-tag name, to make them both memorable and easy-to-find. At the same time, when you are doing some hotspot topic, you have more chances to expose on the audience and then get more engagements or followers. Once your build your first follower group, everything will be more easier!
Don't forget to use hashtags as well. After creating your TikTok videos adding the right hashtags is the next step. If you want people to find your content you need to use TikTok SEO. This means you are using hashtags that are related to your video and allows people to find it when they search for similar topics.
TikTok Ads
Another way to market on TikTok is by creating TikTok ads. TikTok offers five different kinds of ad products:
In-feed ads
Branded hashtags
Top View ads
Branded effects
Brand Takeover
TikTok ads are similar to Facebook ads. You are able to make the ads targeted based on interests. There is also behavioral targeting which allows you to target people based on their behavior on TikTok.
Influencer Marketing
The last way to market your brand on TikTok is influencing marketing. Influencer marketing is when a brand will use TikTok influencers to give reviews or use their products. This is popular because it is one of the fastest ways to generate results on a social media platform. People love watching other people use products. If you can get a popular influencer with a lot of followers to use your product it could really promote your brand.
Establish a Sustainable Post Frequency
On any social network, consistency is key. Posting one amazing video a year won’t get you results. Posting five, less highly produced videos each week will get you a large and active audience. Therefore, set your TikTok video post frequency according to your content type, (TikTok recommends posting 1-4 times per day). To find a posting schedule that will please both the TikTok algorithm and your fans, keep a close eye on your performance until you find a frequency that works.
Pro tips: make things easier for yourself by using scheduling tools. You can schedule video posts through the TikTok desktop app or via third-party apps such as Later. Tools like Later will also help you redistribute content on other social networks.
Listed below are some great TikTok tips from Neil Patel:
It is believed that the best time to post videos is from 10am to 6pm. This does not mean posting videos at other times will not work. A great idea is to post at different times and measure what videos get the best engagement.
Create a unique and eye-catching bio that promotes action like joining an email list or going to the website.
Following and keeping up with the trends is a great way to have more video ideas for your brand. Hashtags trends are also great to include on your videos to increase the chance of your video being on people's feeds.
For more information about Instagram Stories, go read my colleague Jamie’s post about them here.
Resources
Geyser, Werner. “Tiktok Marketing for Beginners - A Marketer's Guide to Advertising on Tiktok.” Influencer Marketing Hub, 17 Sept. 2021, https://influencermarketinghub.com/tiktok-marketing-guide/.
Mikolajczyk, K. (2022). When Is the Best Time to Post on TikTok in 2023? [Cheat Sheet]. Hootsuite. Retrieved from https://blog.hootsuite.com/best-time-to-post-on-tiktok/#
Patel, Neil. “8 Useful TikTok Marketing Tactics.” Neil Patel, 18 Sept. 2021, https://neilpatel.com/blog/tiktok-marketing/.
Stelzner, M. (2022). TikTok Organic Content Strategy. SocialMediaExaminer. Retrieved from https://www.socialmediaexaminer.com/tiktok-organic-content-strategy/
Tribe. “Everything You Need to Know about Becoming a Tiktok Influencer.” TRIBE, TRIBE, 1 Sept. 2021, https://www.tribegroup.co/blog/become-tiktok-influencer.
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