10 TikTok Marketing Tips and Best Practices
TikTok has exploded onto the marketing scene as a way to reach millions of people through creative video content.
Big brands are finding all kinds of ways to take advantage of the marketing opportunities available to them.
How can you emulate their successes?
Familiarize yourself with the best practices and attributes that make TikTok content engaging and engaging so you can grow your presence.
Read on for tips and tricks that will help you create a successful TikTok marketing campaign.
1. Take advantage of existing trends
TikTok’s algorithm prioritizes content based on popularity and number of views.
Therefore, marketing teams should use trending hashtags and memes to create relevant and engaging content for their target audience.
Unlike the advertising set up on other social media platforms, TikTok requires your team to be engaged to keep up with the latest trends.
Users of this platform will search for content under trending hashtags that can help introduce your brand to a new audience.
Leveraging existing trends can expand your creativity and tap into content that you already know is successfully attracting viewers.
Kraft took advantage of the popular Duet challenge on TikTok and the use of the hashtag #KraftMacMeSkip to engage with his audience, attracting over 6 million views.
2. Find a balance between entertainment and promotion
Although TikTok offers the opportunity to inform and entertain your target audience, it is also necessary to promote your brand.
If a video seems to be too commercial, viewers will skip it.
It’s important to inform and entertain first, getting an audience to engage with your videos from the start.
Once you have a following, bring in more promotional messages, including tutorials with your product, people interacting with merchandise, or exclusive offers.
By balancing entertainment and advertising, you can foster a connection with potential buyers.
3. Use partnerships to build brand awareness
As with any new marketing venture, there is a learning curve when conquering the TikTok realm.
So don’t be afraid to use the expertise of others to help you get the most out of your advertising strategy.
TikTok has a Creator Marketplace that can help businesses find expert personalities in creating meaningful content online.
With people from different backgrounds, a brand can find someone with the expertise it needs to help produce relevant videos, entertain audiences, and offer a unique point of view.
Using experienced content creators can help your team take your brand to the next level.
In addition to creators, using influencers can also help differentiate your products by inviting real people with built-in followings to advertise your brand.
Influencers can offer authentic content that matches their specific audience.
Partnering with an influencer can help build brand awareness and visibility.
Influencers can help connect your products to the consumer by showcasing products, offering promotions, and providing links to products from their posts.
Leaning on the experience of others can help launch your brand and give your team valuable content to guide future advertising decisions.
For example, Famous Footwear has teamed up with fashion blogger Makenna Willhite (@makennachristinexo) to showcase products authentically in a relaxed and friendly setting.
4. Give TikTokers Fullscreen Focus
TikTok users prefer to view content in portrait mode.
Your marketing team should consider a video 9:16 format to ensure the most engaging video for your audience.
This format ensures that you take full screen with your message and implement best practices for displaying your brand on this platform.
It is important to consider this preferred layout when developing content that best showcases your product.
5. Variety is key in product placement
TikTok’s top performing ads use a variety of backgrounds and settings to keep the viewer engaged with the product.
Instead of a stagnant background, try changing scenery, viewpoints, and camera angles to create a more diverse and engaging ad.
Creating different scenes helps draw the viewer in and creates a memorable message.
The visual appeal of your ad can set it apart from other videos and help your product stand out.
6. Connect through call-to-action opportunities
Displaying a call to action (CTA) in the ad creates a connection with the viewer and gives them a clear next step after watching your video.
TikTok Ads Manager offers features for clickable CTAs.
Depending on your brand objective, customers can click to buy deals, view deals, learn more, find a location, and more.
Clickable buttons can drive more traffic to your website and seamlessly connect your product to the audience.
Additionally, it creates a more interactive experience for the viewer as they can go beyond the content of a short video to learn more about what your brand has to offer.
Providing a call to action can increase conversions and is a staple of high performing ads.
For example, Starbucks’ New Year’s campaign for #GoodVibeMessenger clearly communicated the viewer’s next course of action.
By connecting through this marketing strategy, the brand will be able to send future promotional content to the consumer who engages with this offer.
7. Maximize impact with effective timing
For videos to be effective on TikTok, timing is everything.
Too short, and the message may be vague and unclear; too long, the viewer loses interest and may check or move on before the essential information is displayed.
According to TikTok statistics, videos that fall between 21 and 34 seconds are ideal for video ads to be effective.
Therefore, maximizing your messaging for this time period gives you the best opportunity to create an ad that will connect with your audience and drive conversions.
8. Post often with authentic content
A key to success when marketing in TikTok is to make sure you post regularly with original content.
If your goal is to increase your brand visibility, staying relevant is crucial.
By posting often, you can also see what works and what doesn’t.
Additionally, the platform’s algorithm can help you adjust your posts based on the impressions it generates.
When brands are starting out, publishing can often help them try out different types of content.
Creating different videos to showcase your brand is part of determining what appeals to your target audience.
By posting every day, you can gather feedback on what’s working.
It gives your team insight when creating relevant content.
If you find a design that works, follow this formula for continued marketing success.
9. Have a sense of humor
The best way to engage with TikTok users is to have fun and connect through humor.
Users of this platform seek entertainment.
It takes time to understand your niche and how to create content that showcases your brand.
Creating playful and fun videos can make your product memorable.
Instead of focusing on views, have fun creating content, and the audience will follow.
Do your research by looking at how other marketing campaigns stack up.
People want to see light and fun content.
When you browse TikTok, what ads attract you?
Is there a way to showcase your brand by creating content that resonates with a fun and playful audience?
10. Use captioning
Using captions throughout your video can help amplify the message while making the content accessible to more of your audience.
Using text for CTAs, along with caption content, can make your ad stand out and be more memorable.
It also allows users scrolling without sound to access your message, creating an impression and preventing them from skipping the video.
When deciding how to advertise on TikTok, consider the trends that are making waves.
Continue to immerse yourself in the culture of TikTok and learn how to insert your brand into areas that will lead to more impressions.
Be sure to use the metrics offered by TikTok to analyze how your content is received, and be flexible to adapt to changing trends.
Your brand can experience increased visibility and growth through creative marketing and responsive strategies.
Feature image: Kaspars Grinvalds/Shutterstock