TikTok for companies how to use it in your Digital Marketing Strategy

TikTok for companies: how to use it in your Digital Marketing Strategy

Just a year ago, few would have bet on the potential of TikTok for businesses. Although its predecessor, Musical.ly, already hinted at it, with more than 200 million followers worldwide, at the time, the throne of the queen platform for videos was disputed by Instagram and Snapchat, which were beginning to deploy their arsenal of features and filters.

Today, TikTok has 800 million monthly active users (in 2019, 500 million). And according to the annual study of Social Networks by IAB Spain, it is the network that has grown the most in users in Spain. The rapid growth experienced in just over three years has made it a beautiful platform for brands. Therefore, as it continues to gain popularity, they are looking for new ways to be present on it and increase brand awareness. And you, have you considered using TikTok for companies? 

In this post, we will tell you about the features and potential of the app and how to integrate TikTok into your Digital Marketing strategy.

What is it, and how does it work?

Let’s start with the basics. This is a quick review for those who still don’t know what TikTok is and what it can offer to brands or companies.

TikTok is a platform that allows you to create and share short videos, mostly music and challenges, based on hashtags. There are three types of videos: fast, with a maximum duration of 15 seconds; long, with a maximum of 60 seconds; and in MV mode, to create a montage with photographs.

In addition, one of its great attractions is that it allows users to give free rein to their creativity since it offers the possibility of editing the video, modifying the speed, and including music, sound effects, voice-over…

TikTok for companies how to use it in your Digital Marketing Strategy

How to create a TikTok account for companies?

The first thing you need to do is to create a profile. You can register using a phone number and email, with a Google or Apple account, or by linking your Facebook, Twitter, or Instagram account,

Note that to use TikTok for Business, you must change the profile to a business account. In Settings > Manage account > Switch to Pro account > Enterprise, you can do this. Only then will you be able to take advantage of TikTok business tools and functionalities.

Once done, do not forget to optimize your profile, filling in the primary data of your brand or company. You have a limit of 80 characters. You can also add links to your eCommerce or another landing page to which you want to redirect users.

Why use TikTok for your brand?

Reach more audience: TikTok is especially popular among the younger population. It has conquered Generation Z, users between 16 and 24 years old. However, confinement has caused TikTok’s user profile to expand and reach Millenials between 25 and 40 years old.

TikTok’s algorithm: a point to consider to reach a wider audience is to know how the app’s algorithm works. To know which factors take precedence so that your videos are shown to more users. In the “For you” section, TikTok offers videos selected according to your interests, which it calculates based on interactions (likes, comments, accounts you follow…), the video information itself (subtitles, sounds, and hashtags), and the configuration of your device and your account (language, country, the device…).

Energize your community: one of the strengths of the social network is the feeling of belonging to a community that it generates. Give priority to innovative content that inspires other users to create content related to it.

Encourage User-Generated Content: in line with the previous point, TikTok allows you to invite users to upload content. So, you can take advantage of this to encourage content around your products, your brand, or a marketing campaign you have launched.

Interact with the audience: it was the most downloaded application in the first quarter of 2020, with 111.9 million downloads. A figure that can give you an idea of the level of user participation.

Generate brand image: TikTok is not intended to sell products or services. However, it is a new showcase to make your brand known and generate content to present your product more attractively and innovatively.

Marketing on TikTok for companies

An interesting type of content on TikTok for businesses is tutorials or presentations of new products. Show your audience how to use your products fun and creative way.

The TikTok of the cosmetics brand Sephora is an excellent example of the content for this social network. It shows its products in tutorials, giving makeup ideas. It also performs product demonstrations, allowing you to learn more about textures and shades.

TikTok for companies how to use it in your Digital Marketing Strategy

Hashtags Challenges

Challenge videos run like wild on TikTok. Challenge your audience to join your brand’s challenge, upload their content and tag it with a specific hashtag.

The hashtag you use will not only allow TikTok users to join the challenge and make it go viral. It will also help you keep track of the videos that TikTok users upload with your challenge.

Remember the maxims when creating a hashtag on social networks: simple and easy to remember.

In addition, it is essential not to lose the focus of your brand and that it does not cease to be present.

One of the most viral examples of challenges on the platform is the one launched by Pepsi through the hashtag #pepsicanbalance.

Trends

Another option is to take advantage of hashtags and content that have gone viral and that you will find in ‘Trends’ to generate content. Many brands accept the challenges that others launch through challenges.

One successful case of a challenge that other brands have accepted is that of La Liga. La Liga has launched different challenges for its followers to show their skills. Sports media, such as Gol TV, have joined the challenge.

Trending content will also help you imitate and reproduce it or adapt it to your brand. If something is already working, make it yours!

TikTok for companies how to use it in your Digital Marketing Strategy

User-Generated Content

Encourage platform users who are customers of your products or users of your services to upload content related to your brand. Make them your best ambassadors.

For example, a makeup brand can encourage them to upload their makeup, and a restaurant can encourage them to reproduce their most typical dishes.

Campaigns with influencers

TikTok’s user profile and the engagement generated by videos on this social network make it the perfect platform for working with influencers. Use influencer marketing to reach a wider audience.

Sweepstakes on TikTok

A sweepstake on social networks is one of the contents that generate the most interest and can help you increase your engagement, the number of followers, and brand awareness.

TikTok is the queen platform for short videos. The best scenario is to organize a video contest with a participation form. This will allow you to energize your TikTok community, generate branding, and capture leads from potential customers.

The idea is to generate engagement and virality on TikTok, spreading the contest there. Once the participants upload their videos to the platform, redirect them to the campaign landing page to complete their participation. They will have to fill in a data form and upload the TikTok video.

You can run a voting contest or a random drawing among all participants.

Considering another type of sweepstakes on TikTok, you should know that it is a very occult social network. It does not allow external applications to access data. So, for example, you will not be able to make sweepstakes of comments and then collect those participations with an app for sweepstakes, such as Cool Tabs.

However, TikTok can serve as a loudspeaker to spread the word about your sweepstakes and drive users to other social networks, such as Instagram, where the sweepstakes dynamics will occur.

TikTok for companies how to use it in your Digital Marketing Strategy

Ads on TikTok for companies

TikTok has TikTok Ads Manager, which allows you to create and manage video ads on the platform. It has a wide variety of templates, which will make editing easier.

The operation to create an ad in TikTok is similar to that of Facebook Business Manager. It has three components: campaigns, ad groups, and ads.

Create your campaign: in this first step, you will have to select the objective (drive traffic to your website, increase app downloads or increase online sales), set a name, and specify a budget. The app itself recommends a minimum investment of USD 500 per campaign to achieve optimal performance and results.

Set up an ad group: After creating your campaign, the next step is to set up an ad group. You will have to define the locations of your ads, the audience, the type of publication…

At the moment, TikTok Ads is only available to brands with a comfortable budget. If you are willing to invest in ads, there are different types of ad formats you can set up:

In-Feed Ads: the classic ad that appears to the user in the feed. In the case of TikTok, they will be shown in the “For you” section. Their duration is between 5 and 60 seconds.

Top View: a format that will undoubtedly capture the user’s attention since it appears in full screen when accessing the app. The video can be between 5 and 60 seconds long. Users can click “like”, “comment”, “share” and “follow”.

Top View Lite: the reduced version of the full view ad, with which you can attract users’ attention in 3 seconds of the image or between 3 and 5 seconds of video (without sound).

Branded Hashtag Challenge: an ad to give a boost to your hashtags, promoting them. They will appear in Trends, the hashtag for the campaign, and music page recommendations.

Branded Hashtag Challenge PLUS: offers the same visibility as the Branded Hashtag Challenge, but with the bonus of including a purchase element to increase sales without leaving TikTok.

Branded Effects: the ad appears as filters or stickers (Snapchat or Instagram style) so that TikTok users can use them in their videos. It allows you to include calls to action and QR codes to increase engagement.

Now that you know how to use TikTok for business, what are you waiting for to open an account? If you have a brand with a target audience in those bands, give TikTok a try. Download it and take an accelerated tutorial to handle it like a real tiktoker.

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