January 27, 2023

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This year, 24% of marketers considered TikTok effective for achieving their business goals. A year ago, only 3% of marketers believed that. The number of marketers confident in TikTok’s business potential has increased by 700% in just one year.

The young TikTok’s meteoric rise to fame has threatened the reins of many undisputed kings of the social world (read Facebook and Instagram). The move from these platforms to the new TikTok has pushed these social giants to copy the ways introduced by the new kid on the block.

But despite its staggering growth, is TikTok marketing worth leveraging into your content strategy? Yes!

The platform has long been on the receiving end of mean jokes. Many adults have always looked down on TikTok as an app for kids who have nothing better to do. But TikTok has endured all the ridicule and has become a force to be reckoned with.

If you’re a business looking to grow digitally, TikTok is where your content should be.

Related: 4 reasons why TikTok should be part of your marketing plan

Why use TikTok marketing in your content strategy?

TikTok has about 1 billion monthly active users. The app has been downloaded more than 2 billion times. Marketing your content on TikTok helps you take your brand to a huge audience. But that’s just one of the reasons why you should consider using TikTok for marketing. Here are a few more:

1. Create content that users love and reach the right audience

Customers today are spoiled for choice. They want their brands to be intuitive about their content preferences and bring what they love.

These customers like short content. 73% of consumers prefer to watch short videos over longer ones to learn about new products and services. TikTok is the trendsetter for short content. The platform empowers brands to create videos from 15 to 60 seconds that users have come to love. This is the norm on the platform, and it’s how TikTok gives brands the right environment to create and deliver the content that users love.

Apart from that, the TikTok algorithm is designed to serve relevant content to the users. If a user repeatedly views travel-related content, TikTok will likely bring your travel agency’s vacation travel guide to this user. This way, your content gets to the people who matter most to your brand.

2. Increased brand awareness and reach

TikTok is the breeding ground for viral content. Many of the world’s viral trends have sprung from this platform. This reflects the platform’s potential to maximize content reach and increase brand awareness.

TikTok empowers brands to gain traction and raise awareness through tools like hashtags. Users often search TikTok using hashtags, and popular hashtags tend to get a lot of views. The most used hashtag on TikTok last year – “fyp” – collected more than 18 trillion views.

Therefore, serving the right kind of content with the right tools can help your content reach a huge audience and establish your presence online.

Related: How Brands Capitalize on TikTok to Win New Audiences

3. Help engage your audience

TikTok is by far the most engaged social media platform, with an average user session of 10.5 minutes. Therefore, if you want to engage your customer base (who wouldn’t?), TikTok might be where you should go.

4. Drive brand sales

TikTok has a huge influence on customers’ purchasing decisions. Example: feta cheese. A TikTok trend, #fetapasta, went viral and led to the creamy cheese disappearing from supermarket shelves across the US.

67% of TikTok users claim that the platform inspires them to shop, even when they don’t intend to shop.

An intelligent TikTok brand marketing strategy can help you leverage this influence and drive brand sales.

Tips for an effective TikTok marketing strategy

Despite its extraordinary marketing potential, TikTok is still (relatively) sparsely populated by brands. Therefore, any brand that succeeds in breaking through with a good strategy is likely to enjoy the reach, exposure and sales benefits the platform promises.

Here are a few tips to help you get off to a good start with TikTok content marketing:

1. Only enter when your customers are there

Yes, everyone uses TikTok. But just because everyone else is doing something doesn’t mean you have to do it too. When older adults label TikTok as an app for kids, they’re not entirely wrong. TikTok has a highly segregated demographic: 60% of its users belong to Gen Z and fall in the 16 to 24 age group.

So if your target audience consists of older adults who are less likely to use or be affected by TikTok, you’re better off investing your efforts in a channel that is more popular with your potential customers.

2. Collaborate with creators

35% of users discover products through influencer-created content. 61% of consumers trust influencer recommendations. Plus, collaborating with influencers can increase your content’s view-through rate by 193%.

TikTok calls its influencers creators and allows brands to collaborate with over 100,000 creators on the platform. This could be an exciting opportunity for brands looking to increase product awareness. You can hire the right influencers and give them the creative freedom to create fun content that works for their audience to get powerful creative assets that resonate with an audience relevant to your brand.

3. Always use captions

You come across an engaging social video. You want to know what’s in it. But your phone is muted and the headphones are out of range. So you skip the video altogether instead of unmuting your phone or reaching for the headphones.

How often does this happen? Very often.

Facebook found that more than 85% of its users watch Facebook videos on mute. The stats won’t be too different for TikTok.

Users prefer to watch videos with subtitles. This is why adding a caption to TikTok videos can increase impressions by 55%. So add captions if you want your content to be consumed by the intended audience. This will help people understand the message you’re trying to convey and improve the overall user experience – a win-win situation.

Related: Add Captions to Your TikTok and Instagram Videos and Get More Reach

4. Create the right kind of content

The TikTok generation is very picky about the content they want to consume. They want something quick and informative that adds value to their lives without wasting too much time.

This is why educational content is one of the top performing TikTok content types. #TikTokTaughtMe went viral some time ago and has been viewed over 8 billion times.

So consider creating bite-sized educational content that delivers valuable information in short bursts.

Last words

TikTok content marketing, if done right, can greatly contribute to the digital growth of your business. However, make sure your target audience matches the TikTok user demographic before jumping on the platform.

Since the TikTok ecosystem is difficult to navigate, creating content requires creativity and trial and error. So take the time to research. Find out what type of content your target audience consumes. See what your competitors are making. And then develop your own content marketing strategy to make sure you’re prepared.

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