How to use TikTok effectively in your marketing strategy

“TikTok made me buy it” or “I saw it on TikTok” have become common phrases in everyday conversations. If you think TikTok is not worth adding to your marketing strategy, you’re missing out. TikTok is still one of the fastest growing social media platforms to date, with 1 billion active users every month. Thanks to the unique algorithm and userbase, you can find your brand gaining more exposure than you ever imagined.

Studies have shown the majority of TikTok users are inspired to shop because of the platform, even when they weren’t looking to. Three out of four users say TikTok has influenced them to find out more about a product or brand. TikTok isn’t just some fun platform for kids – the hidden potential it has to help you secure sales is huge. Let’s take a look at how you can tap into that. 

Why you need a TikTok business account

Like many other social media, TikTok has options for businesses, complete with analytic features to help optimise your content. With a TikTok business account, you get:

  • real-time performance tracking
  • the ability to run paid ads
  • the ability to drive traffic to external websites, including Shopify
  • have a product page on your profile where people can shop from
  • the option to partner with TikTok influencers.

How to leverage TikTok for marketing

Once you have that business account, find what makes your business unique. It’s worth getting to know the app and the wide variety of content on it. You can see the kind of content and style of video that is trending or that your competitors are using. When you know what others are doing, then you can figure out how to make your brand different

Remember, while there are ways to exploit the algorithm to gain more exposure, a lot of the time viral videos happen out of sheer luck! It’s a waiting game, but you can still aim to build a successful presence. The algorithm may seem random, but it’s also a lot easier to reach more people than on other platforms. 

Use a mix of strategies

There are three main content strategies for TikTok; influencer marketing, advertisements, and organic content.

With influencer marketing, you don’t necessarily need high-profile celebrities to succeed. Try to find rising influencers in your niche and get them to try your product or service. 

If you have a bit of a budget for it, TikTok is a great platform for all different types of in-feed ads. These are ads you make yourself, including image ads, video ads and spark ads (which boost the content you have for a wider range of audiences). 

As a more advanced marketing tool, you can work with a TikTok sales representative and have access to other ad formats like something called TopView ads. These are the ads that play when you first open the ad and can’t be skipped. 

Then, of course, there is organic content. TikTok videos can be made quickly and for free. There’s no concrete formula for going viral on TikTok, but here are some tips to increase your chances.

Going viral on TikTok

  • Make creative, humanised and on-trend content

TikTok users love relatable, humanised content. It’s quality content over aesthetic. Don’t make it seem like an ad, instead think of it as a way for people to get to know your employees, what you guys do and how you do it.

  • Join trending hashtags or branded hashtag challenges

61% of users like a brand more if they join a TikTok trend. Just do it! Twist any trending filters, effects, sounds and challenges to fit your brand. Remember to play to the style and rules of the platform to engage more people.

  • Maximise the first few seconds

TikTok moves fast and so do people’s attention spans. Capture the audience immediately through captions or high-quality content from the start of the video.

  • Research

It may seem easy to make short videos, but you really have to research the market constantly. What are your competitors doing? Who is your potential audience and what type of content do they not only like but also engage with. 

Going viral on TikTok may seem like a whole lot of good timing, but these are still sure-fire ways to get your business more reach and online presence.

Need more marketing content that will call your audience to action? Elite Words is here to help. Contact us today for content strategy, copywriting, and copyediting!

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