Posted on Nov 10 2021 byin Blog Blog Post Blogs
TikTok marketing has the power to transform any brand when leveraged correctly. Even the smallest companies can go viral with a little TikTok magic. After all, the platform is one of the most agile, rapidly-growing social media channels in the world.
For microbrands, TikTok represents an incredible opportunity to connect emotionally with your audience through quick, engaging, and authentic content. Though it’s fair to say TikTok is particularly popular among the younger generation, it’s quickly capturing the attention of all kinds of audiences.If you’re looking for an opportunity to improve your brand image, increase social media visibility, or simply boost your chances of sales, TikTok marketing is a must-have. The question is, how do you make sure you’re getting the best ROI on your campaigns?
Why Use TikTok For Marketing As A Microbrand
TikTok is one of the best social media platforms for microbrands, because it’s focused heavily on trends, engagement, and emotional impact. Most of the time, small-scale microbrands thrive best when they can speak their customer’s language and develop strong feelings of loyalty from the customers they interact with.
Through TikTok, you have a fantastic way of reaching more than 800 million active viewers, with authentic, easy-to-consume content that naturally generates affinity.
For microbrands, TikTok is a low-cost but high-return strategy for reaching new customers and improving the virality of your brand. Perhaps best of all, you don’t need a high number of followers on TikTok for your content to explode. Anyone can become the next hot thing with the right content strategy.
Succeeding with your TikTok marketing strategy means getting to know your audience, learning how to use the platform correctly, and experimenting with the right content. Here are some of the most important TikTok marketing tricks you’ll need to know to begin with.
Influencer marketing is a valuable tool in virtually every social media circle. However, working with influencers can be particularly valuable for companies on TikTok. The TikTok platform is all about authenticity, and genuine connections. Your followers on this channel won’t be interested in traditional ads, but they will take advice from big names they trust.
Partnering with a TikTok influencer improves your chances of getting your brand and content in front of the right customers. You can use a TikTok calculator to find out how much interacting with the right influencer will cost, and even consider using multiple micro influencer partnerships to expand your brand reach across multiple niches.
Elf cosmetics showed companies how influencer-based TikTok marketing was done when they created a unique sound for influencers to use when promoting their brand. The song went viral across not just TikTok, but Instagram and YouTube, too, and numerous celebs took part.
TikTok influencers can also be a valuable source of guidance and information if you’re new to the platform. Checking out what some of the top TikTok influencers are doing in your industry is an excellent way to get inspiration for your next video.
If you really want to get the most out of your TikTok influencers, don’t just leverage these professionals for content creation – learn from them, too.
As TikTok’s popularity has continued to grow, and more companies have made their way onto the platform, the TikTok team has begun to release tools specifically designed for business growth. TikTok for Business is a dedicated portion of the app where you can create ads and explore new ways of improving engagement with your audience.
There are various advertising opportunities available depending on your company’s goals. For instance, you can create hashtag challenges and promote them, or show your ads at the top of the app’s page to targeted customers. Guess used TikTok’s ad function as a tool to promote the #InMyDenim hashtag challenge and saw a massive increase in sales as a result.
Advertising opportunities range from post-roll advertisements to in-feed ads, and more. The key to success, as TikTok recommends, is making sure you’re part of the trends that matter when you publish your ads, and that you’re relevant to your audience. Remember, you can specifically target the kind of audience you want to reach with unique variables like age, gender, and location.
It’s also worth keeping a close eye on your TikTok business analytics when promoting advertisements, to see which of your campaigns work best. Like most paid strategies for social media growth, learning how to use ads on TikTok takes some practice, but it’s definitely worth consideration.
As mentioned above, one thing you’ll learn quickly when promoting your microbrand on TikTok, is that trends are everything. Successfully keeping track of what people love each day is crucial to ensuring you make the right impression with your TikTok marketing.
Perhaps the two most important things you’ll need to track to stay ahead of the trends on TikTok are hashtag challenges and sounds. Hashtag challenges are specific trending challenges designed to get users talking. They can involve learning how to do a dance or performing a specific action. You can even create your own hashtag challenge, like Pepsi did with the #Pepsicanbalance hashtag:
Hashtag challenges have an engagement level of around 17.5%. That’s far more engagement than you’ll get with virtually any other kind of content on any social media platform.
Sounds are another vital part of staying ahead of the curve on TikTok. Similar to browsing through content by searching for a specific hashtag, users can find content by searching for a specific sound. Staying up-to-date with the trending sounds means you can list your content alongside other trending content creators and improve your chances of being seen.
The “Discovery” page on TikTok is similar to the “Explore” page on Instagram. This is where you can check out all the content the TikTok community is sharing. As a microbrand investing in TikTok marketing, you’ll need to learn how to use the Discovery Page to your advantage.
The Discovery Page is a fantastic place to see what kind of content is already trending or find new ideas for the content you should create. The TikTok algorithm divides trending content into:
· Top Users: The people currently gaining the most attention on TikTok. This is where you can look for potential brands to collaborate with, or influencers you might want to reach out to. You can also follow top users for content inspiration.
· Top videos: The most exciting videos attracting views on TikTok. The top videos tab is where you’ll find engaging content from a range of different content creators. Try looking for content relevant to your industry that you can adapt to suit your brand.
· Top sounds: Here’s where you’ll find the trending sounds on TikTok. Remember, sounds are crucial to improving your brand reach on this social channel. The more you use popular sounds in your content, the more likely you are to reach your audience.
· Top hashtags: TikTok can also show you which hashtags are currently trending. Using a combination of trending, branded, and niche hashtags in your content is a good way to connect with the widest audience.
Finally, while TikTok might differ from other social media platforms in a variety of ways, it still has one crucial similarity to be aware of. If you want to succeed with your TikTok marketing, just like any other social media advertising strategy – you need great content.
The more time you spend exploring the Discover page, learning from influencers, and tracking the kind of content your customers consume, the more inspiration you’ll have. Remember, it’s a good idea to post content on TikTok regularly, as the trends can change overnight.
To get you started, try experimenting with some tried-and-tested kinds of microbrand TikTok posts, such as:
· How-to videos: Walk your customers through the process of using one of your products. Captions will help to deliver information quickly here, and sounds will keep your viewers entertained, while improving your visibility.
· Meet the team: As mentioned above, people on TikTok love authentic, transparent content. Showcasing the members of your small business in a video is a great way to make your microbrand appear more human. Introduce your team with a fun, light-hearted video. You can even get everyone involved in trying out a hashtag challenge.
· Get creative with duets: TikTok has a range of features designed to make your content more engaging. One of the most common solutions companies use is the “duet.” This allows you to position your content alongside another piece of content for an engaging finished effect. ESPN frequently uses the power of duets to turn clips into viral content:
TikTok marketing is one of the most valuable tools today’s microbrands have in their arsenal. While all kinds of social media can help your business to grow, TikTok is perfectly suited to smaller companies, hoping to build deeper relationships with their audience.
Through your TikTok marketing strategy, you can engage your target audience, improve your chances of gaining customer attention, and even go viral. Remember to pay attention to your TikTok analytics, too, so you know which of your strategies are working best.