Updated: Nov 15
Author: Caya Schomakers
Date of publication: 08/02/2023
When companies use social media marketing, they mostly use the Meta apps like Facebook and Instagram. However, with 3.5 billion downloads worldwide, TikTok was the most downloaded app in 2021. In fact, many brands already use TikTok as a marketing tool. According to a Nielson study from 2021, 68% of TikTok users find advertising content specifically to be unique or different from any competitive platform. This results in 63% of all successful ads on TikTok get their point across right away. You should be on TikTok right now if anyone between the ages of 13 and 60 is your brand's target market.
What is TikTok marketing?
TikTok can be used just like Instagram, Facebook, and Twitter. In particular, TikTok marketing can help businesses in many different ways:
get feedback from customers and audiences,
build engaging communities,
provide customer service,
advertise and sell products/services to target audiences
increase brand awareness.
Just like the other social media platforms, companies can use TikTok for influencer marketing. What’s more, TikTok even brings influencer marketing to a whole new level, as the company isn't a high-profile influencer for successful marketing.
Success of TikTok marketing
The thing which makes TikTok attractive for businesses is that any video can go viral. The company doesn’t need many followers to start with. Even with 10 followers, the video can go viral. As this can be a risk, it can also result in a lot of success. For example, let’s start with the small business “Slate & Tell”. Slate & Tell is a jewellery company that sells engraved and personalised rings, charms, necklaces, and bracelets. With TikTok, this small business wanted to build awareness. Therefore, their ultimate goal was to see 2 times the return on ad spends within six months. After launching a small campaign video of just 9 seconds, the campaign reached 4 million users and resulted in 1,000 single session add-to-carts. Can you imagine that? Of course the result was the ultimate goal of reaching 2 times the return on ad spends. Besides companies, artists also use TikTok as a marketing tool to promote their music. Lil Nas X’ song “old town road”, with Billy Ray Cyrus, is a good example of the major impact TikTok marketing can have. Lil Nas X first uploaded the song on TikTok, which resulted in a meme in which creators drink “Yee Yee Juice” and dress into western garb. Because of this meme, the song stayed at the top of the Billboard Hot 100 chart for a 17th week and broke the all-time record.
How to use TikTok as a marketing tool
Well, the most important thing is to have a TikTok marketing strategy. To be efficient and have moderate cost, it is beneficial to understand and get familiar with TikTok. For example, reading up about the TikTok algorithm can benefit your TikTok campaign a lot. So, understanding how TikTok ranks videos in the “For You” tab, can save you time and cost on the posts. What’s more, the right hashtags and content can be used right away. Last but important as well is just staying active on TikTok. Don’t forget to leave space for experiments and setting goals for your business.
In conclusion, it is highly recommended to have some research into TikTok and the use of it. In fact, TikTok can be a successful marketing strategy, if used correctly. Thus, do some more research on the impact of TikTok and how to use it correctly.