TikTok
Today, the promotion of goods and services is increasingly taking place on the Internet. No wonder. All we need is we google. Then on the network we get to know the product in more detail, read reviews, consult about it in the communities. It's no secret that promotion specialists now need to understand the laws of internet marketing. The battlefield is the Internet and social networks, which are developing by leaps and bounds.
Social media is mainstream today. Companies create accounts on Facebook, Instagram, LinkedIn, upload videos to YouTube and even TikTok. Is this policy correct?
Until recently, it was believed that a serious business should not be too fond of being present on all popular social networks. That is why many companies are actively promoting their services only on Facebook. Today, when promoting your services, it is important to understand which social network your audience is using. If people are actively using TikTok, then they are immediately looking for anything interesting. And if for some reason you ignore this social network, your potential client will not switch to another just because of you. Therefore, it is worth focusing on the needs of the target audience.
A page containing only advertising information is not working. In this case, only you and your employees will visit your page if you force them to. A person will like it and subscribe to your account if it is interesting and useful.
Writing is interesting, simple and at the same time professional - this is a real art. Such skills do not appear on their own. This can be learned, the main thing is to be persistent. Write a lot and regularly. Daily practice is the best option. The methods and techniques are the same everywhere, and constant practice is the secret of success. The more you write, the better you will get. The stylistics can be developed, the skill can be hone, the methods of solving certain problems in the writing process can be developed.
With our courses, you will learn how to create engaging, professional, and compelling content. However, this is not enough. For content to really work for you, you need to actively distribute it. If you have a budget, be sure to invest in targeted ads to bypass the barriers and hurdles of the Smart Feed and show interesting information to as many people as possible. Even flawless posts without targeted ads won't get much publicity, which means they won't bring you new customers.
When working on social networks and on the Internet in general, it is important to understand (at least at an elementary level) SMM. Today it is more important than ever to learn how to create a content factory with an emphasis on a specific target audience, with a clear content plan and a content distribution system.
PR and promotion professionals also need to have a good understanding of how search engines work, how they can promote sites and make them search engine leaders.
TikTok is a video-sharing social network owned by Beijing-based ByteDance. Zhang Yiming founded it in 2012 to create short videos of up to 15 seconds in which users lip-sync, do comedy and showcase their talent. On November 9, 2017, ByteDance spent up to $ 1 billion to purchase Musical.ly, a Shanghai-based startup, and shortly thereafter, the app launched outside of China on iOS and Android platforms. The app has become popular mainly in Asia, the United States and many other parts of the world. On August 2, 2018, Musical.ly merged with TikTok.
Today, Tiktok is one of those platforms that show a lot of potential when it comes to social media marketing.
What makes TikTok special?
On Tiktok, from adults to children, anyone can create short videos to share, from funny to serious, and connect with their friends, family and fans. Its likes and comments are like any other platform, however, it allows you to create duos, making interaction more fun and easy. Its user interface is much simpler and takes less time to set up than apps like Instagram or Snapchat.
It has an extensive collection of databases of audio and filters with easy editing, music videos, sound effects and other features. It is available in over 150 countries and over 75 languages, making it accessible to everyone. And the fact that his 2018 merger didn't impact existing accounts and data worked in his favor.
Who uses it?
A total of 41 percent of TikTok users are between the ages of 16 and 24. Of these, 44% of TikTok users are women and 56% are men. And 90% say they use the app on a daily basis.
In addition, in 2019, TikTok was downloaded 738 million times, and by 2020 this figure has increased to 2.6 billion downloads worldwide. On average, daily time spent on TikTok is estimated at 52 minutes worldwide. And Indian TikTok users spend 38 minutes a day on TikTok.
TikTok is important for social media marketing, why?
TikTok has become not only a medium of entertainment, but also a good source of income. People are promoting their brand and services through TikTok. People are now experimenting with TikTok's marketing features such as in-feed ads, branded hashtag calls, brand takeovers, and shopping ads. This has benefited top brands such as Chipotle, Ralph Lauren and the NFL. In addition, TikTok also allows for sponsored hashtags, which allows users to view products related to the sponsored hashtag without leaving the platform.
Thus, we can say that TikTok is one of the largest largest social media advertising platforms.
Popular trends that have been noticed
2020 was a victorious year for TikTok. Setting the same pace for 2021, TikTok has consistently created viral trendy videos around the world that have attracted 1.1 billion users.
The rise of TikTok
TikTok has been the world's most downloaded app in recent years. It exceeded one billion App Store downloads and 1.5 billion Google Play downloads in one single year - 2019. In January 2021 alone, it was downloaded 62 million times.
There were many people who gained popularity and only a few became influencers on social media who came up with a video or challenge that drove the audience crazy and made them follow it. Lil Nas X's "Old Town Road" has become one of the loudest songs of 2019. Then Jimmy Fallon, one of the first influencers to be created on the TikTok platform, came up with the #TumbleweedChallenge, which generated 8,000 videos with over 9 million views. And who can forget the Ban Ban Bang Challenge, which has garnered 4.2 billion views and is on the rise?
In June 2019, the company with 37 billion views unveiled #EduTok. Looking at this success, the company has partnered with startups Edtech to create educational content on the platform.
Why should brands be promoting on TikTok?
TikTok has features that stand out and appeal to a wider audience. Mainly due to editing options, filters, live streaming, easy sharing on social media, variety of soundtracks, duets, QR code scanner and geolocation. TikTok also helps advertise your brand and services.
Why should you advertise on TikTok?
Recently, you can see people promoting their business on TikTok. Take a look at the highlighted examples that can help you how and in what ways you can promote your business through TikTok. Brands like Google and Network ABC are using the platform to raise awareness, which signals a clear shift in the mindset of large corporations that TikTok is a worthwhile marketing platform. In addition, the NBA has joined TikTok and has over 5.7 million subscribers. The NBA shares game highlights and famous players.
Even media platforms such as The Washington Post and NBC have used the platform to give their subscribers content previews and behind-the-scenes videos to get a glimpse of reporters' personalities. So with these different ways / ideas you can also promote your business.
How can brands be promoted on TikTok?
First, create your channel and upload videos that are relevant to your business. Make sure you upload videos that showcase your services in an attractive way. Then use influencers to discover / share your content with a wider and more targeted audience. Finally, pay for ads using the new TikTok campaign features. You may want to consider any of the following written promotion tactics that work best for your business.
Bid ads
Bidding ads target audiences by age, gender, and location with the proper context on a specific platform. And here you have three options to choose CPC (cost per click) CPM (cost per 1000 impressions) CPV (cost per view: six seconds) So here advertisers manage their ad campaigns and costs.
Brand takeover announcements
This is an ad, which is a full-screen, five-second static or animated ad that appears when you open the TikTok app. These ads link users to a web page or TikTok account.
Native video ads
These are auto-play full-screen ads that appear between videos with custom content. These ads will link users to a landing page or app store, just like Instagram ads. For example, when you watch a video on the TikTok app, you'll see ads between results or when scrolling down the page.
Hashtags
These are topics created by brands or companies associated with the promoted hashtag. Hashtag ads are when you encourage users to create videos and add your branded hashtag to them. ABC ran the #LikeAnAmericanIdol TikTok contest, which invites you to "showcase your amazing voice!" (To date, 25.3 million hashtag videos have been created.)
You can see how many companies are using TikTok to showcase their services to an audience. TikTok has provided them with a great platform to represent their business.
You see how the average person can attract millions of followers. And they position themselves as an influencer on social media and fashion. They have become so popular that today they are no less than celebrities. Many great brands sponsor them to advertise their brands and services. They do this because they know that people are looking at these influencers, listening to what they have, and will take their opinion into account. So, yes, if you still haven't thought about porting your digital marketing strategies to TikTok, you should rethink this. Tiktok can provide a suitable and wider audience.
So, yes, we can conclude that TikTok is a great platform that encourages people to advertise their talent and make a good amount of it. Not limited to entertainment, TikTok has also taken its place in business lines. This encourages companies to promote their business on the TikTok platform and reach a wider audience. The many success stories and examples above suggest that TikTok has truly taken over social media marketing on the internet. And on the TikTok platform, we also have a wide range of social media marketing opportunities. With the growth in the number of TikTok users increasing over time, we can hope for a lot more benefits soon.
Do you need to promote your business on TikTok?
Promotion in social networks has long and confidently occupies a leading position in Internet marketing, and now no one is surprised by videos on YouTube and collaborations on Instagram. However, TikTok, a new video hosting service that emerged in China in 2016 when local company ByteDance launched the social network Douyin, is becoming more popular with people. Several years passed, and it literally thundered all over the world under a new name.
With that in mind, let's take a look at how useful TikTok can be for businesses, and when it makes sense to try your hand at promoting on this video hosting site.
To begin with, here are some statistics that will help us better understand the possibilities and prospects of promotion on TikTok:
The engagement rate of the Tik Tok audience is about 30%, while on Instagram this figure is 10 times lower.
Daily traffic of video hosting sites during quarantine increased by a little more than 15%.
More than 50% of the audience of the service are people over 24 years old, of which 37% are with an average income, and 30% are with a higher income.
The audience is divided by gender ratio 56% to 44% in favor of girls.
On average, a user visits the application 8 times a day and spends 56 minutes in it.
64% of the audience are active: they like, share videos, leave a comment.
Before you start promoting Tik Tok, it should be noted that most people use this site for entertainment and free time. They are most likely just scrolling through the feed, but even in this normal process, benefits can be found to promote their brand and business in general.
What business is TikTok promotion suitable for?
First of all, promoting a TikTok account will be an excellent solution for a business that can visualize its product or service and explain its essence within 15 or 60 seconds, since the main content of a video hosting service consists of videos of this length. The TikTok format will perfectly fit into the themes of fashion, cooking, creativity, beauty, healthy eating, online education, food delivery. It will be more difficult to work with industrial, legal, medical, economic topics. However, electronics and home appliance companies such as Citrus and Foxtrot have already been able to promote TikTok channels.
It turns out that, as such, there is no limitation of business to niches within this social network? It turns out not. The main thing is that it has your target audience and your brand does not have a strict corporate culture, tone of voice. For example, TikTok does not prohibit or pursue jokes on a religious or political topic, moreover, flash mobs and challenges are considered fashionable on this social network, and the most popular are epic, funny and stupid content. However, this does not mean that positive, entertaining or humorous, but meaningful videos are doomed to fail. It's important to capture the mood of your target audience and provide them with interesting content.
Another important aspect is ordering an SMM service, followed by TikTok, in order to build brand popularity. Develop your account, attract the attention of the target audience, remind yourself and be always in sight.
TikTok promotion: posting trending videos
So which video format is best for the emerging video hosting trends? When it comes to adapting to specific topics, we recommend that you adhere to the following trends:
1. Format "before and after" - creatives on this topic are always positively perceived by the audience, based on your business, it can be videos "before and after" massage, makeup, manicure, cosmetic procedures, repairs, equipment installation.
2. Competitions are an excellent solution for the sports sector, for example, fitness clubs, gyms, specialty grocery stores. Sports are one of the most popular niches on TikTok.
3. Experimentation - Different user experiences are well received by the audience because people are interested in learning the results of processes that they personally would not dare to repeat. This theme works well for cooking, fashion, beauty, where you can experiment with styles, products, ingredients, and more.
4. Social videos are pleasant videos with a sensitive storyline that continue to grab the audience's attention and interest.
5. Dances and songs - from these videos the popularity of the video hosting TikTok began, the promotion of which is now of interest to many entrepreneurs. And no matter how trite these videos look today, they still remain one of the most viewed.
6. Illusion, tricks - here it is important to make the video memorable, even if viewers understand that this is a joke, they should be interested in watching it.
7. Vines, a format of short videos that tell a specific story, are still in demand among TikTok users.
In addition to posting your content, it makes sense to participate in the discussion and express your opinion on videos that are directly or indirectly related to your business niche. The main thing is to do without the negative; on the social network TikTok, this behavior is considered bad form.
TikTok Business Opportunities
Before you include your account in the SMM TikTok service, we recommend that you familiarize yourself with the tools and capabilities that this video hosting offers to businesses. The main ways to promote content on this social network are:
1. Hashtag Challenge - announce a thematic contest or challenge, announce the terms of participation, come up with a branded hashtag, comply with the video hosting requirements and distribute the video in any way possible. This will help generate interest in the product and expand your target audience.
2. Native videos are ads that are placed in the feed and shown to the user as they scroll. It can be supplemented with interactive elements, clickable links, reactions.
3. Brand Integration - Using brand products and branded elements in videos.
4. Collaboration with bloggers - as in any social network, there are also people with popular and visited channels. Promotion of TikTok with their help is a pretty effective solution.
5. Labeled elements - create stickers, masks, lenses in a corporate or unique style, unobtrusively place a hashtag or logo and publish.
6. Brand Takeover - placement of a branded banner that is displayed upon entering the application. The video is no more than 5 seconds long. In this way, you can advertise third-party sites, applications, and internal content.
7. You can track how effective the promotion of TikTok is using account analytics, which can be accessed through the settings section.
And now one more aspect of video hosting. You're probably wondering how videos get into user recommendations. TikTok results are generated according to the following criteria:
1. Geolocation. This is beneficial for local businesses, such as a food delivery service, while bloggers and businesses have a much harder time promoting an account to an audience in another country.
2. Interaction with the user. Social network algorithms analyze and track the actions of each user. For this, likes, comments, reposts, video viewing duration, transitions to authors' profiles, subscriptions after views are evaluated. Videos that are similar in topic will appear in recommendations.
3. Popular videos. Posts that get a lot of views end up in the feeds of all visitors.
Does business need TikTok: let's summarize
1. TikTok is dominated by a Gen Z audience
As stated above, the majority of TikTok's audience is Gen Z (i.e. 18 to 34 years old). This audience, according to research, represents the largest consumer population. The purchasing power of this Gen Z is over $ 140 billion. These statistics show that Gen Z is the fastest growing consumer segment with unique purchasing power. Do you know what this means for your business? Targeted ads to this audience can translate into more revenue for your business.
2. The engagement rate of TikTok users is high.
A report released by App Annie found that “the average monthly time spent per user on TikTok grew faster than almost any other app analyzed. This includes 70% in the US and 80% in the UK, surpassing Facebook ”in 2020. Young people on Tiktok now spend 80 minutes a day, up from 58.5 minutes on Facebook. This shows that TikTok users are an engaged audience. The more the audience is engaged, the better for the brands. This means that you are likely to get more attention and interest in your business.
3. Advertising on TikTok expands the reach of your video content.
Video marketing is on the rise and won't slow down anytime soon. Research by Social Media Week found that viewers claim to retain 95% of the messages they receive via video. In addition, 93% of brands gained a new customer through social media videos. Using more videos on TikTok opens up your business to reach a larger target audience. If you haven't started using video yet, TikTok provides the option to include video in your marketing campaign.
4. TikTok has different ad formats that drive engagement.
There are various formats for TikTok ads. These ad formats drive huge user engagement.
5. Advertising on TikTok can help attract an international audience.
TikTok is available in 150 countries in 70 languages. If your business operates internationally, TikTok advertising is best for you. This allows you to reach an audience in different international markets.
After analyzing the trends of modern marketing, we can unequivocally state that social networks are increasingly playing a role in promoting business. Therefore, the more often your brand is noticed on different online platforms, the higher their loyalty to you will be. As for this service, the promotion of TikTok for free and for a fee with the help of advertising is in increasing demand in Internet marketing. Even companies working in areas that seem not very suitable for the TikTok format have a positive experience of promoting on this social network. This means that a successful result is achievable and it can be yours!