TikTok is one of the newest additions to the social media family. In just a few years, the platform has gained immense popularity among people under 22 years of age. Today, it has 2 billion downloads and over a billion active users every month.
A look at the growth story of TikTok would reveal that the social distancing norms imposed by the coronavirus pandemic gave the platform a much-needed boost. In the first quarter of 2020, the platform had a record 315 million downloads.
As the popularity of TikTok sees a steady increase, brands are taking to the platform to express their creativity. 90% of the total videos on TikTok have some form of product placement. Understand that the platform is extremely fast-paced, and this helps to have the viewer hooked to your content. Considering that an average TikTok user spends 52 minutes on the app every day, product placement videos will help you get the necessary brand visibility.
As of 2021, 90% of TikTok users access this app daily and are highly active on this platform. This makes it the ideal time for you to jump on the bandwagon and begin your TikTok marketing journey. To put things into perspective, let us have a look at the evolution of TikTok as a marketing platform.
TikTok is a video-sharing platform that lets you create videos that are up to 15 seconds long. The tool has filters, transitions, and editing effects that you can use while creating your video. Lip-syncing to popular songs or dancing to upbeat music are some of the popular types of TikTok videos. 80% of TikTok videos have background music, and videos without music rarely get viral.
To upload your videos to TikTok, you do not necessarily have to film or edit them in the tool. You can film your video on your smartphone or camera and edit it with video editing tools such as InVideo and Flexclip. You can then upload the edited video to TikTok. If your video is longer than 15 seconds, you can string them together as four different videos. However, the length of such string videos is restricted to a minute, and your TikTok videos cannot be any longer.
Although TikTok owed its initial popularity to lip-syncing and dance challenges, today the platform sees various other types of content. From campaigns on social issues to brands educating their followers on industry-relevant subjects, TikTok has grown in popularity. While 68% of TikTok users watch videos that are uploaded by others, a whopping 55% of users create their content in TikTok.
Like every other social media platform, teenagers were the first to adapt to TikTok. These people figured out innovative ways to use the platform and many of them have thousands of followers. Most millennial and older TikTok users admit to being encouraged to TikTok by their younger family members.
A great example in this regard is that of celebrity chef Gordon Ramsey who has more than 17M fans on TikTok views. While each of his videos is well-received in TikTok, the influencer admits to taking to the platform to participate in dance challenges with his teenage daughter Tilly. Thus, if you are a brand that offers products or services targeted at younger demographics, TikTok is the ideal platform for you to promote your brand.
TikTok for Marketing
TikTok is available in over 154 countries and has the maximum number of users from Asian countries. North America contributes to 12% of the overall TikTok users, and 10% market share comprises people from Europe and Latin America. This provides immense marketing opportunities for brands that are ready to walk the extra mile and create engaging content to connect with the audience.
Brands such as Apple, Samsung, Pepsi, Nike, FIFA, and Sony have TikTok marketing as an integral part of their digital marketing initiatives. Such brands are in a constant pursuit to attract TikTok users to follow them. For such brands, a 1% increase in the number of followers corresponds to a 0.65% average increase in the views per post. Thus, channelizing your efforts at gaining followers gives a good ROI on the video-making efforts.
As a brand, try to connect with influencers on TikTok who resonate with your brand. When such a person promotes your brand or its products, TikTok users are likely to take them more seriously. If you refer to the latest marketing report, you will find that over 25% of the videos on TikTok have a celebrity collaboration. The key to succeeding in your collaborations is to identify someone popular among your target group and create engaging content.
TikTok is a dynamic medium, and there are no guaranteed tricks to getting viral. You need to maintain the quality of every video that you post and ensure that you post more than one video a week. A look at the most popular TikTok brand channels will reveal that they post videos 3.52 times a week (on average). Thus, the sooner you incorporate TikTok into your marketing strategies, the higher will be your chances of success.
Doing Justice to TikTok Marketing
Merely having a TikTok presence and posting regular content will not suffice. If you want to survive the competitive business world of 2021, you need to be ready to walk the extra mile to ensure that your video gets the visibility it deserves.
- Try to add graphic overlays and animations to your videos. Such visually appealing videos are known to get over 11 million views per post.
- Although TikTok allows you to add video descriptions up to 150 characters long, try to restrict them to 87 characters. Videos with shorter descriptions stand higher chances of getting viral.
- Use hashtags in your videos to direct them to the interested target audience. While TikTok videos have an average of 3,26 hashtags, over 87.3 videos have at least one hashtag.
- Aim at being the first to comment on your video. The comment can ask the viewer’s opinion or make a witty remark. This will help get your viewers talking and boost engagement on your video. The higher the engagement, the better are your chances of getting viral.
Despite the growing success of TikTok as a marketing medium, about 50% of the brands do not have a TikTok marketing strategy. This includes billion-dollar enterprises such as YouTube, Google, IKEA, and Facebook.
In such a situation, starting your TikTok brand journey early will give you a competitive advantage in the rat race. As you look to grow your brand on a digital platform, understand that now is the best time to leverage the benefits of TikTok marketing.