TikTok. Everyone knows the identify now. This app took over the social media world after its explosive look on the scene in 2018. TikTok has greater than 6 billion lifetime downloads within the Apple App Retailer and Google App Retailer, and entrepreneurs have been strengthening their TikTok advertising and marketing sport lately. Not surprisingly, this will carry enormous dividends to manufacturers seeking to broaden their shopper base, model consciousness, or total conversion fee.
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TikTok is a video-sharing social media app, often called Douyin in China, that’s owned by Chinese language firm ByteDance. Customers can share short-form movies throughout numerous genres from meals to bounce, comedy to vogue and past. Every consumer’s private feed consists of movies from customers they observe, in addition to a For You web page comprised of movies advised to them by the complicated TikTok algorithm primarily based on what the algorithm decides matches their pursuits.
TikTok’s Transient Historical past
Again in 2016, video sharing app Douyin was launched in China. TikTok didn’t come alongside till the next 12 months when it was launched globally for each iOS and Android. ByteDance purchased potential rival app Musical.ly and merged it with TikTok in 2018. All Musical.ly consumer accounts grew to become TikTok consumer accounts. The profit for TikTok was that Musical.ly already had a large consumer base within the US that TikTok may leverage.
In 2020, TikTok grew to become probably the most downloaded app globally throughout each iOS and Android. If that doesn’t inform you that it is best to think about advertising and marketing on TikTok (even when simply to not be left behind), we don’t know what’s going to.
Kinds of TikTok Customers
What demographic are TikTok customers? After all, there’s nobody single demographic populating TikTok. Contemplating the variety among the many content material, there needs to be a various viewers to have interaction with all of it too.
- 50% of TikTok’s world viewers is under 34.
- 32.5% of TikTok’s world viewers is between 10-19.
- 41% of worldwide TikTok customers are between 16-24.
- In 2020, 62% of TikTok’s US customers have been between 10-29.
- 53% of worldwide TikTok customers are male, 47% are feminine.
- Within the US, 61% of energetic TikTok customers are feminine.
Why TikTok Advertising?
Any platform with billions of energetic customers is a platform price advertising and marketing on, and TikTok falls nicely and really into this class. All of these customers could be leveraged as a part of your advertising and marketing technique, and even segmented into related teams so that you’re solely paying to market to your audience.
The demographic on TikTok is way extra various than chances are you’ll consider – see above for reference – and so there’s loads of alternative for manufacturers of all types.
One other nice side of TikTok advertising and marketing is the lesser competitors in comparison with already well-established platforms within the advertising and marketing world akin to Fb and Instagram. That may make the price of reaching extra folks a bit decrease.
What’s extra, TikTok content material is definitely shareable off of the platform itself, with a hyperlink, that means there’s countless alternatives in your TikTok advertising and marketing efforts to be seen by non-TikTok customers.
TikTok has been discovered to have increased engagement charges than competing social media networks akin to Instagram and YouTube. This refers to engagement throughout all follower ranges, whether or not that’s a Micro Influencer’s viewers dimension or a Macro Influencer’s viewers dimension. Not solely do customers interact extra when utilizing the app, additionally they spend loads longer on the app than different platforms can boast too.
TikTok content material has a distinctly completely different model to most different social media content material, except for Instagram Reels for instance (Reels was launched by Instagram to instantly compete with TikTok). As such, it’s an entire new inventive outlet for manufacturers to showcase their product in an attractive manner. There’s no motive why app entrepreneurs shouldn’t be getting on board.
How Can Manufacturers Use TikTok
Manufacturers can use TikTok in countless methods, there’s no restrict to the creativity the platform presents. Nevertheless, there are some essential marketing campaign sorts in line with KPIs that we’ll cowl under.
Model Consciousness Marketing campaign
Model consciousness is among the most essential focuses for any profitable enterprise. If you would like prospects that you simply haven’t paid for instantly, then it’s good to create robust model consciousness to assist folks uncover your app organically. The extra model consciousness you create in your model, the extra probably you might be to up your buyer rely. As quickly as your app or enterprise turns into related to somebody, they could develop into a buyer as a result of they learn about it.
For instance, social media may introduce somebody to your app which connects architects, builders, decorators and many others. to owners. Maybe they typically see pictures you share of superbly adorned houses designed and painted by professionals out of your app. They may save these posts for a time after they really need these providers. Quick ahead a 12 months, they’re shifting home, and also you’ve acquired your self a brand new consumer merely from creating model consciousness and producing content material customers’ need to see through social media.
Getting your model identify on the market inevitably results in extra conversions. TikTok content material creators can evaluation your app, for instance, with the principle call-to-action being to obtain your app. A optimistic evaluation from a trusted supply goes a great distance, and so does an efficient name to motion. On this manner, you’re taking the model consciousness up a notch and inspiring conversions instantly.
Conversions are a lot simpler to trace through this methodology as a result of you may see how many individuals downloaded your app from a specific hyperlink on a specific TikTok, whereas model consciousness marketing campaign KPIs are tougher to trace as a result of any conversions might come not directly just a few months later.
Additionally, video is among the only advertising and marketing strategies. It has the potential to enhance your conversion charges by eighty p.c. So, there’s no higher place to create model movies aimed toward conversions than a video sharing platform like TikTok.
App Launch Marketing campaign & Increasing Into New App Class
When it’s good to generate a buzz round your app to herald the downloads upon launch, there’s no higher manner than utilizing social media. And what’s the most popular social media of the previous few years? TikTok (critically, it was probably the most downloaded app globally in 2020).
As talked about above, video is among the only advertising and marketing strategies for producing conversions, and conversions are what you want when your app launches to make your app extra discoverable within the app shops, whether or not within the search outcomes or by the High Charts, class outcomes and discover visitors. On this manner, it might assist feed the cycle of app progress, the place sure paid components feed natural progress and so it continues.
In the identical vein as launching your app solely, increasing into a brand new class can require the identical quantity of background work to encourage conversions and get your app rating extremely for that class.
Artistic TikTok Methods
Sponsored Content material
The most effective methods to extend model consciousness, conversions and just about all the above is thru sponsored content material. You possibly can learn extra about how this works in our influencer advertising and marketing article.
How does sponsored content material work on TikTok? Your model pays a TikTok influencer to characteristic your app (or services or products) of their content material. The settlement can vary from a easy point out in a video to a full-blown evaluation, or from a one-time characteristic to a rolling partnership. There are numerous methods you may work with influencers on sponsored content material.
The one golden rule to recollect is making certain that the content material is created by the influencer themself to keep up authenticity. Their viewers values them for their very own content material, so no matter feels probably the most true to their model will generate one of the best outcomes.
A TikTok influencer may showcase how they use your app to their viewers, they may merely advocate it, they may movie a inventive sketch primarily based round your app, and many others. These are only a few concepts, however one of the best a part of working with a TikTok creator is leveraging their creativity that has a confirmed success fee with their followers.
Challenges and Traits
A giant a part of TikTok is challenges and tendencies. Model hashtag challenges have develop into notably standard, which bodes nicely in your app. These challenges may also help you each increase model consciousness and set up your model id.
Any problem you set surrounding your model ought to be related to your model providing. For instance, should you’re a meals app, chances are you’ll create a 60-second cooking problem for TikTok influencers and common customers to provide movies for. The extra noise your problem generates on TikTok, the higher. Whoever is uncovered to movies as a part of your problem ought to have the ability to see how wonderful your app is, so bear this in thoughts when establishing what the problem is.
Additionally, TikTok is residence to numerous tendencies. By partaking in tendencies and getting in on the motion, you’re contributing to the favored content material of the second that receives probably the most engagement.
Low cost Codes
A positive fireplace approach to get folks to enroll to your app is with a financial incentive. If you will get TikTok creators to provide thrilling content material round your app to make it look tremendous epic and encourage all of their viewers to obtain it, and then you definately throw a reduction code into the combination, you’re giving these followers much less and fewer causes to not.
Giveaways and Competitions
Similar to low cost codes, giveaways and competitions give TikTok customers an incentive to get on board along with your model. For those who do an epic giveaway whereby customers must observe your TikTok web page and tag three buddies within the feedback with a view to enter, you’re rising your follower base and model consciousness immensely. Or, should you do a contest the place you ask your followers to share their most inventive concepts for a brand new marketing campaign in your model on their tales, you’re additionally rising your model consciousness.
Content material Trade
That is an possibility for working with influencers the place the influencer can produce content material in your TikTok web page and you may produce content material in collaboration with them for his or her web page. The explanation why we don’t advocate you producing the content material for them is as a result of this gained’t resonate with their followers, who need authenticity. The influencer themself has constructed the rapport which allows this methodology to achieve success – so leverage it.
Influencers producing content material in your TikTok web page will preserve your content material new and contemporary, and if their followers are a part of your audience it might carry them to your model and probably carry you new app downloads.