TikTok — Have you ever heard of that new social media platform?
You probably know the importance of video marketing for your business. Perhaps you’ve regularly published video content on the major social networks, namely Facebook, Twitter, and Instagram. However, if you’re looking to connect with Generation Z, you need to be on TikTok.
TikTok emerged in 2016 and has cornered the social media market for 10- to 19-year-olds. The platform’s 500 million monthly users upload and watch very short videos, typically created by adding music to short clips they record on their smartphones. TikTok recently launched options for promoted posts, and marketers are discovering the vast potential of this emerging social network.
What types of content can I post on TikTok?
As with any social network, there is a feed of content shown to users based on whom they follow. Marketers can promote posts to appear in this feed and track engagement, similar to Instagram.
Unlike Instagram, which allows up to 60 seconds for video content, TikTok videos are limited to 9 to 15 seconds. That means that short, highly engaging content performs well, while commercials or instructional videos are better reserved for Instagram, Facebook, or YouTube.
Also unlike Instagram, TikTok favors “raw” content rather than heavily-produced, sleek videos or video ads. The app’s slogan is “Real People. Real Videos.” TikTok users like to see natural-style content that’s fresh and accessible. If you’re considering TikTok for your marketing campaigns, you likely need to rethink your video strategy. Authenticity is key, so if this kind of casual approach doesn’t match your brand, you can actually harm your reputation by posting on TikTok. However, if an organic, expressive style works for you, TikTok is a great venue for targeting a younger audience.
What are some creative ways I can market on TikTok?
Many TikTok users add “lenses” to their videos, which are similar to Instagram or Snapchat filters or Facebook profile frames. You can create lenses that tie into your brand identity or current campaign.
You can also do hashtag challenges, in which you encourage users to use your hashtag on their content and offer prizes or other incentives for the best content.
It’s important to note that your content is highly discoverable because the app generates a feed for users based on topics they like. That means that users don’t have to navigate to your profile and start following you to see your content.
How do I get started?
If you want to target younger audiences and think you can create videos that match TikTok’s vibe, you should develop a TikTok content strategy and begin interacting on the platform. Be organic and conversational, and roll out videos that take users behind-the-scenes of your company — or just make them laugh.
There’s no better time to get involved on TikTok, because paid advertising is relatively cheap and many of your competitors aren’t yet on this platform. Establish a presence on the network, and feel free to experiment with content. You might just find that TikTok marketing campaigns will give you a great ROI, plus access to the elusive Generation Z!