TikTok may seem like an intimidating social media channel to get to grips with when it comes to marketing. It has only been around for a short amount of time, but has already dramatically changed the face of social media. It’s difficult to know how exactly to market to your target audience when the platform is solely based around fun, entertaining short-form video content. However, when done well, your content has the potential to go viral and you can achieve fantastic results.
A strong TikTok marketing strategy will enable you to reach and engage with people in your niche and develop a dedicated following which in turn will generate more leads. Here are the top 7 reasons why the time is NOW for TikTok marketing!
In September 2021, TikTok celebrated reaching 1 billion monthly active users. TikTok was the most downloaded app of 2021, with 656 million downloads (which was over 100 million downloads more than the runner-up, Instagram).
TikTok is the fastest growing social media platform in the world, and is rapidly transforming the way we enjoy online content. Short-form video content is now the most popular type of content on social media. Other channels are doing their best to keep up, introducing their own short form video features such as Instagram Reels and YouTube Shorts.
When we talk about your ‘niche’ we don’t mean broad categories such as fashion or beauty. TikTok really is the perfect place to go to target a very niche community. Instead of fashion, you may be able to find a community for ‘festival outfits’, and instead of beauty, you will be able to target people interested in ‘ethical skincare’. Of course, not every niche is going to be on TikTok, but it’s a great way to target an audience who are interested in very specific things that are similar to your brand (depending on what your brand is!).
TikTok’s algorithm is designed so that you don’t need to have thousands of followers in order for your videos to go viral. As long as the audience enjoys the content and is engaged with the video, your video will be shown to other users on the ‘For You’ page. If your content is appealing enough, you could get a high number of views with a low number of followers. The TikTok algorithm also allows you to quickly identify viral trends that are on the rise and jump on these in order to increase your visibility and reach.
A recent study shows that influencers on TikTok have an engagement rate of 17.96%, while Instagram is just 3.86%, and YouTube is 1.63%. TikTok is a fantastic platform to partner with influencers on, as influencers also want to increase their visibility and many are more willing to work with brands at a more reasonable rate than on platforms such as Instagram where influencer marketing comes in at a hefty price.
One of the things we love about working on TikTok campaigns is that it requires unique, engaging content that is visually appealing. It gives you the opportunity to think outside of the box in order to create exciting content that is authentic and shows off your brand.
These days, people are super savvy when it comes to online advertising, with 37.5% of people using ad blockers on their browsers. People don’t want to feel like they are being sold to and in general tend to find adverts irritating as they interrupt the content they are enjoying. The beauty of TikTok marketing is that it doesn’t look or feel like marketing, and is all about entertaining and educating.
TikTok content should never be focused around a ‘sell, sell, sell’ approach. This isn’t what people want to see when they are scrolling through a platform based around entertainment. Use your content to increase engagement and build a loyal base of followers who are interested in your product and this will naturally generate leads.
80% of TikTok users are between the ages of 16 and 34. If this is your target demographic and you are struggling to find a way to reach them, a brilliant TikTok strategy with high quality, compelling content will do the trick. Don’t be put off by concerns that your content is only reaching people who are too young to afford your products, as TikTok ads reach 17.9% of all internet users aged 18 and over, which is nearly 885 million people!
Of course, like any social media channel, TikTok isn’t for everyone. We would never recommend that you spend time and money on a platform if your audience simply isn’t on there. If you are interested in TikTok marketing we will run an in-depth analysis of your industry and target market to find out if TikTok is the right fit for your business.