TikTok has taken the social media world by storm, it stood as the most downloaded app in the first three months of 2022, and its seemingly overnight success has catapulted it to the forefront of current trends, memes, and popular culture. This immediately opened up a range of new marketing possibilities, as well as some problems. This new video-only platform is a step up from image-friendly channels like Facebook and Instagram, leaving businesses having to rethink their content strategies to take full advantage of the opportunities TikTok offers.
It can seem like a daunting prospect, particularly for companies with no previous video content experience or smaller businesses without the budget for high-quality video production. We’ve put together a guide to make sure you are fully capitalising on this exciting new marketing opportunity.
TikTok Video Tips
Recording a video on TikTok couldn’t be easier, simply tap the ‘+’ sign at the bottom of your screen, record your footage and you’re all set. However, to take full advantage of the unique brand marketing opportunities available on the platform, you should make use of TikTok’s extensive creative editing tools to ensure your video stands out.
Transition effects have remained prevalent on the app for some time, and with a bit of practice, you can easily start including these in your own videos. These are particularly popular for clothing brands, as they allow for multiple outfit displays in one video. The creative possibilities are endless, however, and it’s worth exploring all the editing tools available to you.
Music and sound are a massive part of TikTok, so make sure you are including these in your videos. Spend time on the app and note what works best, what music is trending, and how it is being used, before incorporating it into your own content.
While it can be easy to get overwhelmed by the available editing options, sometimes simplicity works best. As long as you are clearly getting your message across in an entertaining way, there’s no need to overcomplicate things.
Creating a TikTok Business Account
In an effort to provide more options for businesses on the platform, TikTok offers a Business Account that opens up further marketing opportunities.
Personal Accounts can be easily converted into Business Accounts, with users able seamlessly switch between the two. With a Business Account, you can add further details to your profile, including company information and external links for customers.
Business Account benefits include access to real-time metrics on content performance, crucial information that allows you to assess your engagement levels and adjust your methods and strategy accordingly.
Additionally, follower insights are available for Business Accounts, which can give you a detailed overview of your audience and lets you evaluate how successfully you are targeting particular demographics.
Finding your Target Audience
Effectively identifying your target audience is essential for any successful business, and on platforms like TikTok, it is even more important. User attention spans are short, and less engaging videos can be brushed aside easily with the flick of a finger. It is critical that you are targeting the correct audience, so that your carefully crafted video, complete with effects and music, isn’t going to waste.
There’s no substitute for spending time on the app, familiarising yourself with what’s trending, who’s popular, and what audiences are engaging with. Doing this, in combination with insights provided by your Business Account, will allow you to draw up a detailed overview of your community and plan a strategy moving forward.
Hashtags can provide a quick understanding of what is popular within specific communities, use the search bar to look for hashtags relevant to your business, and use what you find to your advantage.
Connecting to your Target Audience
Engagement is the key when it comes to creating a successful marketing campaign on TikTok. However, engagement works both ways, and to effectively establish your business on the platform you should strive to connect with your audience both through your content and on a smaller scale as well.
Join in the conversation; react and reply to comments, follow and engage with other relevant content creators, and work to project an image of accessibility. In doing so, you will foster a positive community connected to your brand and create a far more positive customer experience.
TikTok Ads
If you want to take your business to the next level, TikTok also offers a premium advertising service, that allows you to create short-form, promoted video content that will be delivered to an extended audience.
TikTok ads come in a range of formats, including brand takeover, spark ads, and carousel ads. It’s worth exploring each of these options carefully before deciding which is right for your business.
Conclusion
As new social media platforms come and go, and trends disappear as quickly as they appear, staying on top of current technical and digital developments is a cornerstone of success for any modern business. Video content is hotter than ever, as evidenced by Instagram’s renewed focus on its Reels feature, so it is essential that your business is delivering engaging, informative videos to your customers.
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