If you’re thinking about establishing a presence for your brand or business on TikTok, we’ve put together some insights to help get you started.
Let’s begin by understanding if it’s the right platform to use:
- Are your customers <35? Whilst the average user’s age is on the up, most of the community is made up of Gen Z and younger millennials.
- Is your product or service visually engaging?
- Do you have the internal resources or budgets to employ an agency to manage the day to day running of your TikTok presence?
If you’ve answered yes to at least one of those questions then TikTok is definitely worth exploring some more. It’s also important to note that although your customer base might be older than 35, TikTok is a growing platform and even if your audience isn’t there right now, they most definitely will be soon.
A word of warning
Before we move on, we’d like to offer you one more bit of advice: beware that TikTok isn’t like other social platforms – it’s users consume a very different kind of content, therefore, it’s important that you set out to create content that speaks to people in a more authentic way. TikTok isn’t the place for polished first impressions and fake smiles. It’s a place for authentic entertainment, humour, and fun.
The proof’s in the pudding
TikTok is a platform that’s ever-evolving – adapting to the needs of businesses and brands. Recently the company launched TikTok ads and fashion brand, Guess used it to promote their latest Denim Fit collection. They #InMyDenim ad campaign, tied to Bebe Rexh’s “I’m a Mess”, included a brand takeover on the welcome screen, as well as 4 influencer partnership videos to help speed up virality. The results of the 6-day campaign are mind-blowing – Guess realized over 5.5k user-generated videos, 10.5million video views a 14.3% engagement rate and over 12k new followers.
What kind of content works well?
Unlike other social networks, TikTok has a huge trend culture, so although original, creative concepts do well. often the best performing videos are ones that are easy for anyone to replicate, or are a spin-off of an existing trend. And despite every trend seemingly being dance-related, there are in fact viral trends for almost everything: animals, lip syncs, fashion and beauty transitions, fitness workouts and tips, comedy moments, camera hacks, pranks, and challenges. More often than not, the most basic and fun concepts are the most successful on TikTok – so the lesson here is to keep it simple.
If you’re not sure where to start, seek inspo via TikTok’s discovery page.
Whatever your product or service, there’s a creative opportunity waiting for you on TikTok. And if your first video isn’t a hit, don’t sweat it – even the biggest influencers experience peaks and troughs. Keep at it and find what works best for you.
Let’s talk TikTok ads
When it comes to advertising on TikTok there are lots of options to choose from
- In-feed ads
- Brand Takeover
- Branded Hashtag Challenge
- Branded Lenses
Now, TikTok ads are a bit more advanced, so we highly recommend that you experiment with the platform first and begin to understand its community. But, once you’re ready to kick things up a notch we’d love to help you with your TikTok ad management. Yogurt Top Marketing & our sister company, The Viral Group, are two of the best TikTok Marketing Agency’s out there right now and two of only a few agencies offering TikTok Ad management.
Lastly, the content you start creating on TikTok can be cross-promoted across other social channels. It’s a proven tactic that’s extremely effective when it comes to growing audiences and raising brand awareness in general. TikTok videos are 15 seconds long by default, which makes them perfect for the likes of Instagram stories. Just remember to put a clear call-to-action on it before you post – something like “swipe up to follow us on TikTok.”
Together with our sister company, The Viral Group, we hold TikTok’s coveted Business Privilege status. Working alongside TikTok, we’ve built an extensive knowledge of its community and influencer culture to really understand what works. We use our unique insights to power our TikTok creative – positioning brands in the most organic, native way possible.
Whether you’re a cake maker, carpenter or pizzeria – we can take your marketing to the next level.
What are you waiting for? Unleash your brand’s creative side in a fully immersive, authentic world where there’s an audience for every voice.
Get in touch to find out how we can help get you started.