If you want to market your products to a younger audience, there is no doubt that TikTok offers you a great opportunity to do so. With over 500 million users worldwide, it has surprised more than one with its rapid growth. To get the most out of TikTok, you need to know what you're doing, and in this article we'll walk you through the best way to approach it.
Understand the TikTok platform first
Just jumping on the TikTok platform without knowing what you are doing will turn users away, which is why you should study it carefully before committing. Watch the most popular videos on TikTok and find out why people are drawn to them.
You should also know how to properly interact with TikTok users. If you get it wrong, you will scare away users in droves. It is essential that you understand that TikTok is all about fun and entertainment. There are a ton of mini video clips that work well, but also some humorous videos.
There is no room on TikTok for pushy sales messages. In the United States, the majority of users are between the ages of 16 and 24 and are not interested in sales pitches. You have to be creative in the way you connect with TikTok users.
Your content should be fun
You have to be prepared to create really fun content for TikTok. Once you get used to doing this, you will be able to create some really inexpensive videos that will have a major impact on the platform. TikTok users don't expect premium Hollywood-style videos so you can record on your smartphone and it will be quite acceptable.
It's really best to keep it simple and not try to be too smart. Create lightweight videos that showcase your used products in an entertaining way. TikTok users will really appreciate this and think you are genuine and trust yourself.
Use hashtag challenges
Many brands and organizations have had great success with hashtag challenges. You create a branded hashtag and then use it to promote a challenge that users participate in by creating their own videos using your hashtag.
A good example of this is the hashtag challenge created by Guess Jeans. This challenge involved asking TikTok users to create videos of themselves wearing their Guess clothes “their way”. Their hashtag was #inmydenim.
There are already influencers on TikTok who have millions of followers. It's a great way to expand your brand's reach on the platform. Not all influencers will be ready to work with you. Your brand and style must match theirs, otherwise they will reject you.
Influencers need to be comfortable with your products. If they like them, they will be ready to present them to their audience. Do your homework here and use external tools to check out the bios of potential influencers before you commit to working with them.
Recently, TikTok launched its advertising program. You can pay for different types of ads which are all in short video format in order to expand your reach. There are four types of TikTok ads:
- Indigenous advertising (in animal feed)
- The challenges of the Hashtag
- Brand lenses
By using these ads strategically, you will be able to reach many TikTok users. There are targeting options that allow you to reduce your audience and that will improve over time. Time will tell you how effective TikTok ads are.