Digital marketers continuously keep looking for new marketing strategies to try and increase the global audience for their brand. In such efforts, Instagram campaigns have become widely appreciated by potential customers. It calls for a lot of engagement, and brands are able to get personal very elegantly, pushing for more purchases. With numerous brands using social media heavily for their digital marketing strategies, there was a need for something new that would catch the eyes of the customers and draw in attention. This new attention was drawn in from TikTok.


What is TikTok?


TikTok is a widely popular app used by people to upload their videos. Just like Vines, TikTok users can record videos of them performing a dance, singing, reciting a mini act, or lip-syncing to a song or dialogue and upload it on the platform. These TikTok videos can also be downloaded and posted on other social media platforms. The TikTok audience is very active, and several businesses have now started looking actively into building brands on the TikTok app. Marketing on TikTok is not very difficult, and you can try doing the same as well.


How do you market on TikTok?


Brands on TikTok have been increasingly getting positive results on their marketing campaigns. Clearly, TikTok seems to be quite an easy platform for you to try out. There are several ways you can utilize the TikTok app to market your product or service. The first obvious way is by starting your own channel on TikTok. Create an account for yourself with the name of your business, create TikTok videos that speak about your product or service directly or indirectly, upload them on TikTok, and see if you get the required response from the audience.


The second way is by involving influencers in the game. Influencers play a huge role in influencing the way the customers think. When influencers advertise a product or service, the audience tends to take more notice and the chances of them buying the product or service increases. These influencers already have a huge audience for their channel, and so your product is advertised to people who might have never even heard of you. This way, you can find more needs for your product and build a multidimensional buyer’s persona for your brand.


The third alternative to build a brand on TikTok is by utilizing paid advertising. This step is more useful when you have a solid and well-established TikTok audience for quite some time now. When you are looking to grow your audience, make sure that your already existing audience engages with you on at least some level. This helps you build a stronger foundation for your next digital marketing campaign. Utilize the paid advertising feature on TikTok and tap into a larger audience and bring elevated attention to your products and services.


The marketing strategy on TikTok is completely different from other social media apps


Social media apps such as Instagram, Facebook, Twitter, and so on provide a great platform for brands to engage with their audience and market their product or service. However, these social media platforms also give way to several discussions and comments that can result in diminishing the image of your brand or taking the attention away from the message you are trying to communicate. As opposed to these social media apps, the TikTok app features a completely different digital marketing strategy.


TikTok is fun. The usage of trending hashtags allows the TikTok audience to engage with only those TikTok videos they want to watch and have fun not only watching them but also have fun creating such videos. Moreover, when brands choose influencers who are not ‘salesy’ and are aligned with your brand mission, you can promote video content on TikTok that is not forcing the sale of a product on the audience and is also fun to watch. Hence, choosing the correct influencer is extremely important to engage a positive TikTok audience.


TikTok videos also should not have the touch of advertising in them. The most minute hint of sale or advertising can cause your TikTok audience to get wary of you and stop engaging with you. Choose to upload TikTok videos that are fun and promote your brand in a lively and casual manner. The best way to gain an engaging audience with a high potential to spend on your brand is by making TikTok videos that show how your product or service can be used in everyday life. When you show the importance of your product via fun videos, engagement and sales go up.


Staying authentic and creative is the only key to succeed on TikTok


The TikTok audience is extremely young. To keep in pace with the age group of your audience, you need to make sure that your content is extremely creative. Launching fun campaigns that cause the audience to create TikTok videos featuring your brand is the best way to go about TikTok. For example, Chipotle recently announced the #GuacDance challenge on TikTok, where the audience is encouraged to use the “Guacamole Song” by Dr. Jean as the background score of their TikTok video and dance to their best avocado-themed dance moves.


Such digital marketing efforts are extremely authentic and are not even a bit ‘salesy.’ The audience has fun participating in such campaigns, and they get good exposure to your brand as well. Remember, keep the challenges or campaigns real and stay authentic. Brainstorm the most creative ways to get your audience to give you a response. This is the only way to build a solid audience on TikTok that truly enjoys what your brand builds and sells and to allow more people to engage with your brand.