Are you looking to tap on TikTok as a digital marketing channel? What are the tips, tricks and techniques that you need to know to master this social media app?
With its unique content consumption patterns and highly engaged user base, TikTok has made a huge impact in how consumers spend their time online. It is also a golden opportunity for FMCG, retail, and F&B brands to connect with their target audiences in an authentic and impactful way.
In this comprehensive guide, you will learn some of the insights and strategies to reap the full benefits of TikTok marketing.
By the end, you’ll have a better understanding of how to tap this platform to drive brand awareness, engagement, and ultimately, sales.
Understanding the TikTok Phenomenon
Before we explore the tactical aspects of TikTok marketing, let us look at the platform’s unique nature and the reasons behind its meteoric rise.
Let us first look at some Key TikTok Statistics:
- Over 1.9 billion monthly active users worldwide (Source: Hootsuite)
- 90% of users access the app daily (Source: Wallaroo Media)
- 62% of TikTok users are under the age of 30 (Source: Omnicore Agency)
- Users spend an average of 95 minutes per day on the app (Source: SensorTower)
TikTok’s success can be attributed to its highly engaging and immersive user experience, driven by advanced algorithms that serve personalised content based on individual interests and behaviors. This has a mix of both serendipity (as presented on the app’s FYP or For You Page) and search intent (TikTok is fast overtaking Google as the search engine of choice for Gen-Zs).
The platform’s emphasis on authenticity and creativity has also fostered a vibrant community of creators and influencers, further fueling its growth. Its popularity and pervasiveness has made several governments take notice — most recently, the possibility of a US ban on TikTok has caused a major stir, with many users and businesses up in arms.
Crafting a Winning TikTok Marketing Strategy
To tap TikTok for your brand, you need a comprehensive marketing strategy. Here are the key components to consider:
#1 Define Your Goals and Target Audience
Clearly define your marketing goals on TikTok. Are you aiming for increased brand awareness, higher engagement rates, or driving sales?
Additionally, identify your target audience on TikTok by analysing their demographics, interests, and behaviour patterns. There are lots of TikTok tools that helps you to do audience research.
Example: A leading snack brand aims to boost brand affinity and product trial among Gen Z and young Millennials through relatable, humorous content that resonates with their values and lifestyle. Hence, they decided to use TikTok as their primary digital channel.
#2 Develop a TikTok Content Strategy
TikTok’s success hinges on its ability to captivate users with engaging, creative, and authentic content. Develop a content strategy that aligns with your brand and resonates with your target audience.
Here, the sky is literally the limit, but you do want to be more targeted and focused on content related to your niche rather than hopping onto every #challenge out there.
Here are some of the Content Types to Explore:
- Trends and Challenges
- Behind-the-Scenes Glimpses
- Making-of Videos
- Day-in-the-Life Videos
- Educational and Instructional Content
- User-Generated Content (UGC) – see if you can tap on your existing customers
- TikTok Influencer Collaborations
Example: Fast-food chains like McDonalds or Pizza Hut regularly engage TikTok influencers to create entertaining videos showcasing their products in unique, quirky ways, encouraging user participation through challenges and hashtags.
#3 Leverage TikTok Ads and Influencer Marketing
To boost your content reach, TikTok offers a suite of advertising solutions and influencer marketing opportunities.
As an awareness tool, TikTok ads offer unprecedented reach and impressions—the topmost part of the marketing funnel. However, you may want to integrate it with other social media advertising channels and search ads to better nurture your prospects and lead them to conversions.
Here are some of the common types of TikTok ads and placements:
- In-Feed Ads
- Brand Takeover Ads
- TopView Ads
- Branded Hashtag Challenges
- Branded Effects
For bigger brands and companies that have the moolah, consider working with TikTok influencers. You can easily find them by looking for trending creators in your home country (eg Singapore), or work with an influencer agency.
- Identify and collaborate with relevant influencers aligned with your brand values and target audience.
- Negotiate on the terms of engagement, including no of videos, use of UTM links, tracking of KPIs, fees, and in-kind benefits, as well as duration of engagement.
- Leverage influencer-generated content for increased authenticity and engagement.
Example: A leading cosmetics brand partners with popular TikTok creators to launch a branded hashtag challenge, encouraging users to showcase their makeup looks and skills, driving brand awareness and product discovery.
#4 Measure and Optimise
Continuously monitor and analyse your TikTok performance to optimise your strategy and improve social media ROI. Tap TikTok’s built-in analytics tools and third-party platforms to track key metrics such as:
- Engagement Rates (Likes, Comments, Shares)
- Follower Growth Rate
- Reach and Impressions
- Video Views
- Video Watch Time (Important)
- Click-Through Rates (CTR)
- Conversion Rates
Regularly review your insights and make data-driven adjustments to your content, ad campaigns, and influencer collaborations. (PS — you may also want to look at how to track your influencer ROI.)
Pros and Cons of TikTok Marketing
While TikTok presents an exciting opportunity for brands to connect with their audiences, you do need to weigh the potential benefits and drawbacks before diving in. Let’s explore the pros and cons of TikTok marketing.
Pros of TikTok
- Access to Highly Engaged Audience: With over 1.92 billion monthly active users, TikTok offers brands a vast and highly engaged audience. Users spend an average of 95 minutes per day on the app, presenting ample opportunities for content discovery and engagement.
- Viral Potential: TikTok’s algorithm is designed to surface trending and engaging content, making it easier for brands to achieve viral success if their content resonates with viewers. This can lead to massive reach and brand awareness.
- Authentic Connections: TikTok’s emphasis on creativity and self-expression allows brands to showcase their personality and build genuine connections with their audience through relatable, entertaining content.
- Cost-Effective Advertising: Compared to other social media platforms, TikTok’s advertising costs (at least on a CPM or CPV level) are relatively low, making it an attractive option for businesses with limited marketing budgets.
- Influencer Marketing Opportunities: TikTok has given rise to a new generation of influential creators with highly engaged followings. Collaborating with these influencers can lend credibility and authenticity to brand campaigns.
Cons
- Rapid Content Consumption: TikTok’s short-form video format and endless scroll can make it challenging for brands to capture and retain audience attention. Content must be highly engaging and tailored to the platform’s unique consumption patterns.
- Potential for Controversy: While TikTok’s algorithm aims to surface relevant content, there is always a risk of inappropriate or controversial content slipping through, which could damage a brand’s reputation if associated with it.
- Ephemeral Trends: TikTok trends can be fleeting, and brands may struggle to keep up with the constantly evolving content landscape. Failure to adapt quickly could result in campaigns falling flat or appearing out of touch.
- Limited Audience Targeting: Compared to other platforms, TikTok’s audience targeting capabilities are currently limited, making it harder to reach specific demographics or interest groups precisely.
- Potential for Content Oversaturation: As more brands flock to TikTok, the platform may become oversaturated with branded content, making it increasingly challenging for individual brands to stand out and capture audience attention.
TikTok Success Stories and Best Practices
To illustrate the power of TikTok marketing, let’s explore some real-world success stories and best practices from brands that have effectively leveraged the platform.
#1 Case Study: Chipotle’s #GuacDance Challenge
In 2020, Chipotle launched the #GuacDance challenge on TikTok, encouraging users to create and share videos of themselves dancing to a custom song while showcasing their love for guacamole. The campaign was a resounding success, generating over 1 billion video starts and 250,000 user-generated videos.
Key Takeaways from the Guac Challenge:
- Leverage TikTok’s trend-driven culture by creating engaging challenges aligned with your brand.
- Encourage user participation and creativity through clear call-to-actions.
- Collaborate with TikTok influencers to amplify the challenge’s reach and authenticity.
#2 Case Study: Elf Cosmetics’ #EyesLipsFace Campaign
Elf Cosmetics, a leading affordable beauty brand, embraced TikTok’s playful and creative spirit with their #EyesLipsFace campaign. The brand encouraged users to showcase their makeup skills and creativity through short, entertaining videos using the brand’s products.
@elfyeah How do you express your e.l.f. 💃🕺#expressyourelf #eyeslipsface #elfcosmeticsuk 🇬🇧
Key Takeaways:
- Leverage user-generated content to foster a sense of community and brand affinity.
- Encourage product showcasing and demonstrations in an authentic, relatable manner.
- Collaborate with TikTok creators and influencers to amplify reach and credibility.
Best Practices for Effective TikTok Marketing
Raring to get started? Wait just a minute. Before you go, consider some of these best practices in TikTok Marketing.
#1 Prioritise Authenticity
TikTok users are highly attuned to inauthenticity. Embrace a genuine, relatable, and transparent approach in your content and messaging. Make sure that it is relevant to your brand story and identity.
#2 Occasionally Tap Trends and Challenges
Stay up-to-date with the latest TikTok trends and challenges, and find creative ways to incorporate them into your marketing efforts.
#3 Leverage User-Generated Content (UGC)
Encourage and amplify UGC by running contests, challenges, and hashtag campaigns, fostering a sense of community and brand affinity.
#4 Collaborate with Influencers
Identify and partner with relevant TikTok influencers who align with your brand values and resonate with your target audience.
#5 Be Consistent
Frequency of content matters in the world of TikTok. Do not just post and ghost. Instead, hang around and interact with other accounts too — particularly those who look like they could be your target audiences.
#6 Experiment with TikTok Ads
Don’t be afraid of using TikTok’s advertising solutions, such as In-Feed Ads and Brand Takeover Ads, to amplify your reach and drive desired actions.
#7 Analyse and Optimise
Continuously monitor and analyse your TikTok performance, making data-driven adjustments to your strategy for maximum impact and ROI.
Conclusion
The world of TikTok marketing is both varied and ever changing. While it may seem mind boggling to the uninitiated, understanding how TikTok works can help your business grow and reach new younger audiences in a cost-effective way.
Ready to unlock the full potential of TikTok marketing? Contact Cooler Insights today to schedule a consultation and discover how our team of experts can help you develop a winning TikTok strategy tailored to your brand’s unique needs.
