Douyin, aka TikTok, was first launched in China in 2016, and since then, its usage has snowballed, making it one of the most popular apps worldwide. With 133 million annual users in 2018, the platform has grown to a whopping 1 billion in 2021.
The app is used primarily for entertainment through short-form video content. However, as the platform grew, businesses started realizing the benefits TikTok offers. The reason is that the numbers are promising, and it is easier for brands and organizations to expand their fanbase on TikTok. To back this, we can take the example of users from the USA.
The country hopped on the TikTok bandwagon amidst the pandemic only in 2019. Yet, the users from the USA are spending the most time on this platform – more than 850 minutes per month, to be precise.
From this, it is clear how TikTok has brought a revolutionary change in the social media landscape. On that note, let us see how businesses can utilize TikTok for their growth:
Create Fun Videos
TikTok is all about entertainment, and it is presumably the most viewed category on the platform. So, if your business account is only talking about your products and services blandly, it would not do you any good. To keep your audience hooked, focus on creating entertaining content. Businesses have adopted newer ways to make entertaining videos on TikTok, including videos about playing light pranks on employees, fun Behind-The-Scenes videos, workspace tours, success stories, videos about your office pets, order packaging, product how-tos, and your business story.
While video creation on TikTok is not an easy task, keep trying and working on your creative ideas. With time, your video creation skills will surely improve.
TikTok users follow influencers by heart, and influencers love to hop on trends and challenges. So, the best way to spread the word on TikTok is by starting a hashtag challenge (HTC).
A few of the currently trending hashtag challenges on TikTok include #ThePushupChallenge, #LevelUp, #RosesAreRed, and many more. Just like with Instagram, users on TikTok use hashtags to explore content. These hashtags help your videos appear on the explore page and let people learn about the challenge. As the challenge reaches more users, they start doing it – leading to more views on your profile and, in turn, exceptional results for your business.
Though everything depends on the algorithms of TikTok, businesses have gained a lot from such challenges.
The other type of TikTok challenge is the Branded Hashtag Challenge. Introduced by big brand houses, the branded hashtag challenges help businesses get some quality user-generated content. Influencers hop on these challenges, providing you free professional content targeted towards your business. One of the best examples of this is the #InMyDenim challenge started by Guess. The challenge helped Guess gain more than 5000 user-generated videos and over 10 million video views. Along the same lines, the #MakeMomSmile challenge by Colgate was another winning campaign!
Choose TikTok Ads
Years after its launch, TikTok realized how the platform is expanding among business owners. Thus, in 2019, the social media giant rolled out ads for businesses. A TikTok marketing report suggests that in Q4 of the same year, TikTok’s revenue skyrocketed to about 310%!
So, it is clear that businesses love TikTok ads because they provide you with good exposure. If you are planning to market through TikTok,learn how you can utilize these ads to the fullest. There are different types of TikTok ads you can choose from:
- Infeed Native Ads: Shown between the content, just like Instagram and Snapchat story ads.
- Brand Takeover: This type of ad lets brands take over TikTok for one day. These brands are allowed to create GIFs, images, videos, etc., using embedded promotional links.
- Branded Hashtag Challenges: As discussed above, this one is also a type of TikTok advertising.
- Branded Lenses: Similar to Snapchat filters, these lenses allow brands to create 2D or 3D lenses for users.
As per your budget, business niche, and audience, you can choose the best type of ads for your business. TikTok ads help you reach your audience on a much larger scale.
Influencers run the TikTok landscape, and businesses rely heavily on them. With a large fanbase, these TikTok stars can help you reach your audience more effectively. Influencer marketing is simple mathematics, and it is the fastest way to get exposure for your business and or in fashion. For businesses, targeting the audience through organic posting might not bring the required results. So, reaching out to influencers is their best bet. These influencers have thousands and millions of followers that watch their videos regularly. Some visit their accounts regularly, and others get their updates on the feed.
When you collaborate with these influencers, you can target their audience, which is also your audience.
Whatever challenges brands and businesses promote, influencers hop on to them, helping them go viral. For instance, the ‘Eyes Lips Face’ challenge, run by Elf Cosmetics, is known as the most influential TikTok campaign. In the challenge, users made makeup videos with Elf Cosmetics using the song Eyes Lips Face. The challenge and the song went viral when influencers hopped on the trend and made the challenge the most influential one!
Similarly, singer Rihanna’s beauty range Fenty Beauty House utilized Collab Houses on TikTok to collaborate with influencers and creators.
So, now you know the power of influencers on TikTok! Create a list of the top influencers in your niche and get in touch with them. You can send them gifts, products for promotions, or ask them to participate in your branded challenges. Such collaborations will bring you many benefits.
Consistency is the key – not just on TikTok but also on all other social media platforms. As a business, you will need to work on a content schedule for your TikTok account and get the videos created in advance. Work on plans and trends to create updated content and stay in the good books of TikTok. With consistency, TikTok’s algorithms will work in your favor, providing you the exposure you want for your business.
The NBA set the perfect example for consistency on TikTok. Their TikTok account has more than 13.5 million fans, all thanks to their consistent and humorous content. When COVID-19 hit the world, NBA games came to a halt. But their engaging TikTok videos kept their fans hooked and entertained.
These are the ways you can use TikTok for promoting your business. You can be as creative as you want and seek inspiration from big brand houses. Make sure you keep the entertainment quotient high because no one is there for boring and salesy videos.
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