Marketing and advertising on TikTok, we teach you how to start and reach your audience on the fashion social network.
If you are already an expert “TikToker” or you already know the social network, we recommend you read our article to know what is the best time to post on TikTok.
Marketing and advertising professionals must be aware of trends among the youngest. The generations are growing and new generations are coming to demand new services and ways of relating.
It all started with Facebook and Twitter taking everything away, even with proposals from big companies like Google+ or “Ping” from Apple. Shortly after, Instagram broke out and YouTube found its space thanks to the content creators, a space that Twitch tries to occupy through live streaming.
And so, when it seems that everything is more or less established, it is when new alternatives arrive to offer the youngest a way to express themselves and communicate. We are talking about TikTok, the social network that is succeeding among the Z generation. That is why today we are going to try to understand this new social network and the possibilities it offers us to reach a new audience. Let’s see some strategies in marketing and advertising on TikTok.
What is TikTok?
TikTok is an evolution of the old Musical.ly app and has become the most downloaded app on Facebook, YouTube and Instagram. It has more than 400 million active users, a huge but understandable figure seeing that it is one of the most used apps in the East.
Its history dates back to 2016, when the ByteDance company released its app called “Douyin” in China. In 2017 the name was changed to TikTok and later it bought the Musical.ly social network to integrate it into its own platform.
How does TikTok work?
Its operation is very simple, it is enough to record videos of up to 15 seconds in length. To these you can add music, stickers and filters. Previously recorded videos of up to one minute in length can also be uploaded. The most popular videos are those in which users “playback”, react to other videos or perform magic tricks.
Those most talented, enthusiastic and technically competent users have the most followers, @ChenHe being the account with the most followers, with more than 50 million followers.
The difference of TikTok with other social networks
When someone starts on a social network, it takes an effort on their part. You must follow people and generate content to gain followers. Meanwhile, your feed is empty or with accounts that are of little use to the user. First TikTok offers you content from the beginning via the “For You” page.
This is thanks to the artificial intelligence of the app, which when you open it for the first time already works with assumptions. This yields a positive user experience and avoids this feeling of “emptiness” and “frustration” from other social networks.
TikTok has a high participation rate in its app. Their number of visits, likes and comments surpass those of Instagram and Facebook. Bring together the best of all social media: Vine’s viral character and interactive elements from Snapchat and Instagram. The social network is easy to use, fun and with addictive potential.
How do I use TikTok in my advertising strategy?
To start with the marketing and advertising strategy on TikTok, the first thing to do is open a company profile. The social network has a dedicated function and, if they consider that your content is of quality, they will show it in the users’ feed.
Like all social networks, you must find the best time to post. Most users use TikTok between 20:00 and 24:00, so you should consider posting at this time.
Choose the type of content well. Most shared content is music clips. Adapting to this format and learning to use music is key to generating attention. To all this we must take care of the staging in an original way.
Do not do what you do in other social networks. TikTok has its own personality, so adapting content from other social networks will not work for you.
Find your ideal frequency. From the company they indicate that publishing content five times a week is the ideal measure to get noticed.
Remember who you are addressing. 90% of users are under the age of 25, and 60% have higher education. These users use it more than Facebook and Instagram.
Interact with users: As in all social networks, feedback with users is essential. Generate positive feedback so that the community is comfortable.
TikTok Advertising Types
“Native Videos” in the feed. They look like Snapchat or Instagram Stories ads and are between nine and fifteen seconds long.
“Brand Takeovers”. Brands can take control of TikTok for a day and create brand images, GIFs, and videos. The success of these acquisitions is measured by impressions, reach, and clicks.
“Hashtag-Challenges”, which can be measured by video interactions, clicks, banner views and other metrics.
“Branded Lenses”, which are like the Snapchat or Instagram filters that users use in videos.
Examples of advertising campaigns on TikTok
Ralph Lauren has premiered on TikTok launching his first advertising strategy. Due to the saturation of social networks like Instagram or Facebook, Ralph Lauren opted for the new social network to promote the US Open of tennis, in which Ralph Lauren is an official sponsor.
How did Ralph Lauren work on TikTok advertising?
The brand generated personalized content and worked with influencers to generate organic interactions. This campaign consisted of several activations:
1- A series of three comic videos with Diana Silvers, the popular American actress who challenged users to upload their own videos under the hashtag #WinningRL
He worked with between four and six influencers who amassed almost 11 million followers on the platform. They opened a section where users could buy products from the official US Open collection within the application through the hashtag #ChallengePlus.
The company sought to measure the participation rate, the number of views of the videos and the interaction. According to Alice Delahunt, CEO of Ralph Lauren: “We see this as a full funnel campaign.”
How to use TikTok in your brand strategy
When using our TikTok marketing and advertising strategy in your brand strategy, it is clear that you have to adapt to the format. Make music videos that adapt to your brand in an original, fun and entertaining way. You can create a whole new way of communicating that may not have occurred to you before. TikTok is fun and crazy, if you want to succeed, you have to adapt. The question is … is your brand ready for it? You will only know if you jump into.
Related: Best Time to Publish on TikTok