Information in this blog post was obtained from Influencer Marketing Hub, Forbes.com, and Neil Patel.
After being acquired by ByteDance in 2018, the once-popular app Musical.ly became TikTok. According to Influencer Marketing Hub, the app has been installed 3 billion times and has an active 1 billion users every month. Considering they only had about 133 million active monthly users in 2018, this growth speaks volumes about the impact the app has on society's day-to-day life.
Today, TikTok continues to grow among consumers and businesses alike, with new users joining on a daily basis to help promote their products and services. But with so many users, standing out amongst competitors becomes a problem. More and more brands have started wondering "How do I stand out on TikTok?"
Trust us, you are certainly not alone in this thought. Despite the growing number of users, there's still plenty of space for brands to grab and make a splash. The best part? It's not just global brands that can do this either. So, let's take a look at how you can keep your business ahead of the competition and make waves.
Take Advantage of What Makes You Different
If your company is in a competitive space, it's important to focus on what makes you different. This may include the price and benefits of your company, but look deeper. This can also be value signals. Maybe your company participates in green packaging or social responsibility. Make sure you're differentiating yourself to hone in on your target market.
Give Your Content Creators Power
TikTok isn't the only platform that influencer marketing holds power over. Making sure you utilize influencers to share the benefits of your products in their own words can have fantastic results. Give your influencers the freedom to control their message. The best influencer campaigns come from a place of authenticity.
Use Creative Elements to Help Yourself Stand Out
Show your creativity through your posts. Use branded effects like stickers and filters, and make sure you're adding music and sounds to add extra layers to any of your posts. If you're doing this, ensure your creative elements match your brand's voice.
Utilize Hashtags
Staying on top of the latest hashtags helps you jump onto trends. This also allows you to identify competitors and help with the creation of new content. By understanding what your competitors are doing with their posts and hashtags, you gain a competitive edge. In order to stand out in your field, it is especially important for small businesses to curate hashtags that are both niche and trending. By doing this, you ensure your content is not overshadowed by other trending content.
For more information on this topic, take a look at my coworker Brendan's post here.
Advertise, Advertise, Advertise
Sure, anyone can advertise using these tactics on TikTok, but there are still ways to stand out amongst competitors with advertisements. In fact, TikTok advertisements work best if you know which demographics to target.
Typically, TikTok attracts teens and young adults, with 43.3 percent of users aged between 18 and 24 and 32.2 percent between 25 and 34.
With this information, it's important to know whether TikTok is best for your target market. If that's the case, choose an objective. Whether that's app installs, traffic, lead generation or audience reach, it's important to know what your goals are in order to even begin to stand out amongst competitors.
There are a few different types of TikTok Ads that will help your company stand out amongst competitors.
1. TopView Ads
TopView ads are advertisements that appear once a day immediately when a user opens the app for the first time. This advertisement is perfect for businesses who are wanting to advertise products or services that may require more time because they typically last about 60 seconds.
2. In-Feed Ads
In-Feed ads appear as users school through their "For You" feed. This features videos that the app believes are relevant to users' specific interests. This is a good way to build brand awareness as well as drive sales through a Call To Action.
3. Branded Hashtags
As explained above, using hashtags is extremely vital to keeping your company relevant on social media. Through branded hashtags, TikTokers can create their own content around your brand. This is also a great way to show your creativity in the hashtag community. However, it's important to remember to keep your hashtags focused on your goals, company mission, and the post at hand in order to capture your target market. This method does have a higher investment cost, but it does see a great engagement rate.
4. Brand Takeovers
This method can combine all three of the aforementioned advertising methods. With this method, the takeover features on business per day. This is a great way to gain new followers and increase engagement rates.
5. Branded Effects
Businesses can create stickers of their products or filers that TikTokers can use when they create their videos. This helps create brand awareness.
Creating a winning TikTok requires a combination of skills. If you're looking not only to increase visibility and increase ROI but to also stand out amongst competitors, you now have the tools to conquer the for you page. Looking for more information? Check out my colleague's post here.
Resources
Author, G. (2022, June 20). How to stand out on TikTok: 5 surprising brands making waves (& what's working for them). Influencer Marketing Hub. Retrieved April 21, 2023, from https://influencermarketinghub.com/how-to-stand-out-on-tiktok/
Geyser, W. (2022, December 30). What is TikTok - Everything you need to know in 2023. Influencer Marketing Hub. Retrieved March 25, 2023 from https://influencermarketinghub.com/what-is-tiktok/.
Neil Patel. (2022, June 1). Mastering TikTok ads: Everything you need to know to get more revenue from TikTok. Neil Patel. Retrieved April 21, 2023, from https://neilpatel.com/blog/tiktok-ads/
Wertz, J. (2023, February 1). How brands in competitive categories can stand out from the crowd. Forbes. Retrieved April 21, 2023, from https://www.forbes.com/sites/jiawertz/2023/01/30/how-brands-in-competitive-categories-can-stand-out-from-the-crowd/?sh=427fe4ce73d4
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