Marketing strategy

Tips to improve your TikTok marketing strategy

TikTok is still vastly underrated when it comes to advertising and branding, and many companies feel they don’t belong on this platform. However, TikTok’s user base has grown exponentially since 2019, and now, more than ever, it’s time to enjoy the app.

When it comes to TikTok advertising, you can’t approach it like you do with Facebook or Instagram, where influencer marketing and the push for paid advertising has blurred the line between personal users and advertisers. In fact, in many ways, this has driven many “regular” users off of these platforms; they’re moving to TikTok, which means advertisers have a huge opportunity to jump in and experiment with content and storytelling.

This article will explain why TikTok is so important, who the target audience is and how to market them strategically on Tiktok using the right methods. So let’s get started!

Recognize the importance of TikTok as a marketing channel

The main appeal of TikTok is that your feed is “For you”. The TikTok algorithm ensures that you discover completely different and unique content that is curated just for you and what you like. However, this can make ad targeting difficult: while audiences on Facebook and Instagram are easy to find, exposure on TikTok relies on feel, whim, personality and trends.

As a business, your key to navigating TikTok is to follow trends and find a way to incorporate your brand voice into it, while maintaining an organic, “authentic” persona. TikTok’s video formatting allows businesses and creators to get creative with their content, and it has created a more intimate platform for businesses/celebrities/leaders to connect with their audience.

For example, Lionsgate Films (@lionsgate) has taken advantage of TikTok’s Gen-Z user base, using TikTok trends and creating meme-worthy content on their latest releases. They also use witty and random humor to poke fun at older franchises, such as “Twilight”, which evokes nostalgia in older users and creates new fans in younger users. The result is a massive audience of diverse users who constantly interact with branded content and eagerly await new posts, and therefore look forward to seeing new releases produced by Lionsgate.

An older example of this method of advertising is the popularity of Wendy’s sassy “roasts” on Twitter. This resulted in the trend to create advertising that was not just plain, boring copy, but rather focused on creating an authentic and entertaining brand voice or persona.

So, now that we know what sets TikTok apart, here are some tips I recommend to improve your strategy.

Define your target audience

Start by defining who your target audience is. Yes, TikTok may be known as the “youth” social media app, but Facebook was that early on too, along with Instagram. Don’t take the app for granted when people from all walks of life sign up now.

To find a target audience, start by looking at similar content and creators to your business, see which posts have the most (and least) engagement, and most importantly, read the comments. What are people asking? Do they ask a lot of questions? Can you answer these questions or suggest a solution? This is how you find your audience: by reviewing the content they are already watching and finding a space where you can fit in..

Engagement on TikTok is about “human to human” interactions. Provide your target audience with valuable content and TikTok will keep pushing you to the right people.

Quality over quantity

The most important thing to remember about creating TikTok content for your brand is that QUALITY is always more important than QUANTITY. That doesn’t mean, however, that you need a fancy camera or lighting setup. This means that your content should provide value to your audience and to people discovering your content for the first time (even if that content is just laughing). This is because the TikTok algorithm first tests content with a small audience, and if your content doesn’t grab the attention of a small number first, it won’t be successful at all.

For example, if you’re a plumber, you can take advantage of posting before and after transformations (very popular on TikTok), give basic tips and tricks to young users who may be moving into their first apartment, or even create content on what to look for in a good plumbing service! A great example of a plumber/”Handy-maam” who has found his brand voice is the hugely popular @mercurystardust, who has created a channel that is both a humorous place to tell his brand story, but also a comfortable and open space. for people to seek advice not only on household maintenance, but also on life in general.

It’s not so much about what you sell as telling a good story. So be consistent with your posts, engage with your audience, and help your audience find a solution to their needs with your content.

It’s not about subscribers

Finally, don’t invest all your energy worrying about your followers or the perfect hashtag. These things don’t matter as much on TikTok.

A TikTok account with 10,000 followers and another with five followers have the same chance of getting millions of views if their content is deemed interesting to an audience. Again, it’s about providing valuable and quality content, or to put it simply, being featured on the “For You” page.

As for hashtags, be sure to use hashtags that are relevant to your brand or post. You can also follow trending hashtags and use them on your posts to increase the chances of your video being featured on the “For You” page. However, TikTok captions are very character limited, so I recommend using no more than 4-5 hashtags on each post.

So don’t worry about subscribers. If your content offers value, subscribers will come.

Explore and be ready to experiment

So now that you know some of the best ways to elevate your TikTok campaigns, you should be ready to start posting. However, if you’re still unsure about the best content for your brand, the only way to learn what works is to dive in head first and do your research.

Start by familiarizing yourself with the app, use the search functions, and find other brands and people who create content similar to yours. Save trending songs and sounds for later to create fun and relevant content, or experiment with the video editing tool to add engaging captions and pop-ups for news videos. Plus, use the duet feature to react/talk to people who might have a problem you have the solution for. Finally, responding to comments in video format is an amazing way to create a lot of content once you’ve gained a small audience.

At the end of the day, look at what works and what doesn’t, apply it to what you think is achievable with your brand, and enjoy the process. Yes, TikTok is primarily a video platform, but it’s also a hugely popular social media app. It stands to reason that if you plan to run a successful social media campaign for your business, TikTok should be part of your strategy.