Why TikTok marketing is the latest craze & useful tips for your business:

TikTok is the app everyone reluctantly downloaded in lockdown, but now is dominating their screen time day to day. Companies such as M&S and Oh Polly are using this to their advantage to create engaging content and get on board with the latest trends. Here are some tips on how your business can benefit from TikTok marketing.

TikTok is a social media platform based around 15-60 second video clips which uses an algorithm to allow people to interact with the most relevant content on their feed, also known as the “For You Page”. According to a study by the Influencer Marketing Hub, TikTok is in the lead when it comes to engagement figures against other platforms, therefore by joining TikTok, and utilising all it has to offer, you can increase your brand visibility online.

Content

A key to creating interesting content relevant to your company is considering topics that engage your target audience. For example, Oh Polly consistently posts their new in clothes with trending songs, challenges, and dances. Moreover, Oh Polly boosts their engagement on TikTok by holding giveaways which encourage users to interact more with their account.

Aside from targeted posts, you can use TikTok marketing to increase brand awareness by uploading humorous content that your audience can relate to, since most people use TikTok to have fun. For example, M&S food have recently adopted this approach whilst marketing their new “Percy Pig” plush toy. M&S would typically be perceived as a brand targeted towards an older audience which could be recognised by their classic “this is M&S food” slogan in their adverts. However, whilst advertising their new toy, which would typically be targeted at the younger generation, M&S have used TikTok to reach this audience by posting humorous videos of the “Percy Pig” plush toy, using popular audios and working with celebrities such as Tom Daley to boost awareness.

Influencer marketing

This leads on to discuss the power of influencers and how you can use it in your TikTok marketing to boost your brand’s engagement. Typically, influencer marketing is a marketing tactic that uses endorsements, brand collaborations, and product mentions from influencers (individuals with a dedicated social following). Brands such as Dunkin Donuts have taken advantage of this by collaborating with the biggest current “TikToker” Charli Damelio, bringing plenty of Gen Z shoppers as a result. By creating a drink called “The Charli”, downloads of the Dunkin Donuts’ app surged by 57% on launch day and their linked hashtag #thecharli currently stands at 110 million views.

However, finding an influencer authentic to your brand and one that can deliver good results may prove difficult. To overcome this issue, you can benefit from the “TikTok creator marketplace”, which will allow you to analyse data associated with a given influencer. This can help you determine whether an influencer is right for your brand and ensure a good ROI if you pursue an influencer marketing campaign.

Using the right hashtags

A final tip for TikTok marketing is using the right hashtags to optimize SEO. This will ensure you’re more likely to be discovered by users when they are using the search feature. If you are sceptical about what hashtags to use, TikTok suggests a range of associated hashtags when you type one in the search bar. Moreover, if you’re wanting to reach a broader audience, a generic hashtag might be more beneficial such as #marketingtips, depending on your chosen niche.

Looking to get started on TikTok? Send us a quick e-mail at andrada@missandrada.com and book your FREE consultation call. We’re more than happy to help!