One of the hottest apps on the planet, TikTok, flipped the way we think about social media.
With an audience of over 800 million active users, TikTok appeals to the roots of social media – viral content.
Marketing teams around the world are capitalizing on TikTok’s success to advertise their products.
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Why is TikTok so successful?
TikTok (originally introduced under the name Douyin) was launched in China in 2016. Since then, the app completely crushed the global social media party and has become the world’s second most downloaded app.
The key to TikTok’s enormous success lies in the unique format it offers. TikTok was the first app to offer 15-second-or-less videos accompanied by pre-recorded audio clips or background music. The app also offers various customization features. You can apply filters, add effects, custom stickers, and labels to your videos.
How does TikTok work?
Businesses have all been absorbed in expanding their audiences through followers and subscribers. All Instagram and Facebook business accounts are built to attract more fans. Yet, TikTok suggests a completely different approach. TikTok’s algorithms value content above the number of followers. This means that any content has the potential to go viral and reach millions of people.
So, how do you create binge-worthy content for TikTok? I’ve gathered the best practices to help you figure out your TikTok advertising campaign. Follow these seven ways to use TikTok advertising to promote your business.
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#1. Entertaining content
On TikTok, fun content equals viral content. The platform isn’t the best place for your typical big-budget video ads. Your video has to be fun and entertaining to reach the maximum number of users.
When it comes to creating TikTok videos, there is no need for hiring a professional production team. Your content can be even filmed on a smartphone. What matters is your creativity and sense of humor.
The type of content you create majorly depends on your industry and product type. Comedy skits, music covers, product demonstrations, and dancing videos perform particularly well on TikTok. Alternatively, you can create beauty or fashion tips. There are just so many options! For example, if you have a photography website, you can make fun collages featuring your works accompanied by a viral soundtrack.
#2. In-feed advertising
TikTok’s in-feed content ads are very similar to Instagram and Snapchat story ads. In-feed ads are short advertising videos displayed in the user’s Discover feed in between other videos. They take all of the users’ attention as they appear on the full screen. Yet, users have the right to skip them.
Even though in-feed ads appear on the screen for several seconds, it’s important to make the right first impression and redirect viewers to take action. Similarly to Instagram, you can embed a link to your brand’s landing page or your app.
#3. Hashtag challenges
Similarly to Instagram and Facebook, hashtags play a key role in TikTok as users share and find content with their help. In fact, the whole communication on TikTok is built around particular hashtags.
Hashtag challenges are another one of TikTok’s special offerings for marketers who want to promote their businesses within the platform. Basically, hashtag challenges encourage users to recreate and share their take on your videos. Hashtag challenges are great because they increase brand awareness and allow users to directly interact with your content.
How do hashtag challenges work?
When users see your hashtag challenge, they can choose to be redirected to your challenge page. This page includes detailed instructions on what users have to do if they want to participate. All of the videos taking part in the challenge will be displayed under the hashtag’s name. You can find this kind of thing on TikTok’s trending page.
#4. Sponsored hashtag challenges
Sometimes, hashtag challenges need a little boost for them to go viral. You can promote your hashtag challenge by creating a sponsored hashtag challenge. Sponsored hashtag campaigns appear on the main Discover feed. This gives you a significant advantage as more users see your video.
For example, the fashion brand Guess launched a sponsored TikTok challenge back in 2019. The challenge encouraged users to post before & after wearing Guess’ clothing videos with the hashtag #InMyDenim. In fact, the campaign went viral as many influencers partnered with the brand.
#5. Influencers
You will see the real marketing magic when you collaborate with social media influencers. They can help to introduce your brand to the TikTok community, especially if you’re new to the platform.
Partnership with influencers is great for your business, especially if you’re targeting Gen Z, who are typically averse to any kind of traditional advertisement.
Make sure that your target audience aligns with the influencer’s audience. Collaborate with influencers and micro-influencers who work within your niche and those who broadcast the same values as your brand does.
MAC cosmetics #YouOwnIt challenge is a great example of a successful collaboration with influencers. As MAC partnered with three influencers, a total of 635,000 videos were created in six days, with a total of 1.6 billion views.
#6. Branded lenses and effects
Today, users can ultimately change their environments with social media. TikTok allows users to create and add 2D and 3D Augmented Reality (AR) lenses and effects. In fact, creating and launching your branded lenses is a great way to promote your business within the platform. Besides, you can boost brand awareness and user engagement.
With branded lenses, users can interact and play with your products. Let’s say your company produces cosmetics. So, why not offer some “free samples” of your products in the AR world? Create lenses that imitate makeup and allow users to virtually use your products.
All lenses and effects have the potential to reach the ‘hot’ and ‘trending’ tabs. They can live there for a maximum of ten days, which means that more users will access them.
#7. Brand takeovers
A brand takeover is another special offering for marketers operating on TikTok. A brand takeover is a full-screen advertisement that appears on the screens of all users when they first open TikTok.
The ad can be linked to your landing page or your hashtag challenge. Brand takeovers can be 3-5 second GIFs, 3-second videos, or images.
What is special about this form of ads is that they take over a category for the whole day. This basically means that your ad will be displayed for one day only but will reach all TikTok users at once.
Here’s how Chipotle managed to create a fun brand takeover.
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Final thoughts
Should you use TikTok advertising to promote your business?
The answer is definitely yes if you’re targeting Gen Z. From influencers to hashtag challenges, TikTok offers unique ad formats you can utilize to promote your business and connect with your audience.
Now, it’s time to create your binge-worthy videos!
Tip: Hire a TikTok expert or a freelancer on Fiverr.
Guest author: James Riddle is a multi-topic writer passionate about new technologies, marketing trends and branding strategies. He is always seeking to discover new ways for personal and professional growth and is convinced that it’s always important to broaden horizons. That’s why James develops and improves his skills throughout the writing process to help and inspire people.