When it arrived on the market, many people dismissed TikTok as another Vine and assumed that it would soon meet the same unfortunate end. Instead, the platform has seen massive growth. Today, it’s one of the most popular social media platforms, with more than 500 million active monthly users.
Since 2017, the platform has seen exponential growth, which exploded after it acquired Musical.ly. What really makes TikTok unique, however, is that it’s an app for everyone.
What Is TikTok?
A video editing platform, a social network, a tool for creators? TikTok is many things, but very few people thought it would ever apply to business marketing. However, today big brands like The Washington Post and Chipotle are already finding ways to incorporate TikTok into their marketing strategies.
Yes, TikTok can help you expand and market your brand as a business. It’s also a useful tool if you’re a creator, or online marketing and advertiser. There’s very little you won’t find on TikTok, and if you’re not taking advantage of the platform yet, you’re missing out on a massive audience.
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In this article, we’re going to look at a few different basics:
● Why TikTok is essential for brand marketing
● How to download and install the app
● How to start using TikTok and making videos
● Challenges, Duets and Live videos
There’s a lot you can do on TikTok, and if you want to stay ahead of your competitors, it’s an excellent tool to include in your online marketing strategy.
Source: Flickr
Why Use TikTok for Marketing?
On TikTok, content is king. Unlike other content platforms, it doesn’t matter how many followers you have. It doesn’t matter if you’re a new account or have been around for years. Even a brand-new account may create a video that can go viral.
Many brands are getting massive returns for very little investment. Take the Washington Post, for example. In less than a year, the Post managed to rack up 400,000 followers. In the process, they attracted a new, young, and vibrant audience with their content.
There are very few limits on this platform, and, with a little effort, you can turn TikTok into one of the most powerful marketing platforms you have. Launch your music or bring your online reviews to the future. There’s no end to what you can accomplish.
Paid Advertising on TikTok
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Like other social media platforms, TikTok allows users to create paid advertising. There are a few different options available, much like Instagram advertising:
● TopView
● In-Feed Ads
● Branded Hashtag Challenges
● Brand Takeovers
With In-Feed Ads, there’s a clear Sponsored label, so that users know that it’s paid content. You can also include a call-to-action, inviting people to learn more, shop now, or download something.
With TikTok, there are so many ways to advertise, both paid and free. However, if you’re leaning more towards the former, you need to be aware of the costs.
A minimum budget of $500 is required for self-service ad campaigns, for example, with ad groups costing a minimum of $20. On the high end, though, costs can go up between $25,000 and $150,000.
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If you’re interested in paid advertising, you’ll need to visit the TikTok Ads page and sign up there as well. The process for that is quite different from manually advertising your small business for free, which is what we’ll be covering below.
The Algorithm That Makes TikTok Unique
How often have you found that you just don’t hit your audiences with social media platforms? How many content marketers have talked about Google or YouTube’s algorithms? These things are very real, and they can make it incredibly challenging to get your new content noticed.
That’s not how TikTok works. In fact, no one knows how TikTok works. It’s been incredibly secretive with its For You page algorithm, but there’s no denying that it works.
For one, it seems to be very performance-based. When you release your video, TikTok shows it to a few different users, usually close to your geolocation. If these users interact favorably with your content, TikTok will show it to more users.
Instead of judging your whole profile, the algorithm seems to decide on a per-video basis. It also appears to account for rewatches, shares, comments, video completions, etc.
The more people seem to enjoy what you’ve created, the more TikTok will spread it around. That’s why you can get a viral video on the platform, even if you have no followers at all.
Using TikTok for Beginners
Step 1: Download the App and Sign Up.
The TikTok app is available on the App Store and Google Play. Search for TikTok and download the app. The application will guide you through the incredibly easy registration steps.
Alternatively, sign up using your Facebook, Gmail, or Twitter account.
Source: Flickr
Step 2: Create Your Profile
Once you’ve signed in, TikTok will immediately start showing you videos. Don’t get side-tracked! Instead, tap on the icon in the lower-right corner that looks like a little person. That will take you to your profile, which you need to set up.
First, select an image to use for your profile. If you’re a brand, you can use your logo or an image that personifies your brand. For example, if you’re an ice cream boutique, you can have a picture of someone enjoying your product.
Add a username and your bio information. You can also link your Instagram or YouTube page to your profile. This is useful for businesses, especially if you’re already using any of those platforms to advertise.
Step 3: Explore and Experience
If you want to know what’s popular now, you need to explore TikTok. You can also experiment a little with the different video tools before you make your own. Basically, take a few minutes to familiarize yourself with TikTok, and the kind of content people and businesses like yours create.
Step 4: Camera Mode
Now it’s time to start creating your content. First, tap the button to enter the camera mode. You can even flip the camera to use either the front or back view. You’ll also notice a few extra icons on the right side of the screen:
● Speed: Speed up or slow down your recording
● Beauty: Add an AR filter that’ll smooth out your skin and hide blemishes
● Filters: Add a color filter
● Timer: Set up a countdown to take hands-free shots
● Flash: Turn flash on or off
You can also add music to your video, which is highly recommended. If you’ve recorded a video outside of the app, you can choose to upload it instead of recording a new one.
There’s also another effects button, where you can add one of many, many AR and effect filters. TikTok has an extensive amount of these, so have fun exploring them!
Source: Flickr
Step 5: Video Time!
Once you’re ready, you can record your video. Record it all at once or record it in pieces to make it more interesting. You can fit in different shots by holding the record button, letting go, and then pressing it again when you’re ready for the next shot.
Make stop-motion videos, add exciting scene changes, or just have fun with it. Remember, though, that making a video too long or too short can have an impact on your views. While 15 seconds is considered to be the appropriate length of TikTok video, you can go higher than 60 seconds.
Step 6: Edit and Caption
Now that you have your video, it’s time to add music, filters, effects, stickers, overlays, and more. Once you’re happy with the result, tap next. You can add a caption, hashtags, and even tag other accounts.
You can also adjust the privacy settings, allow, or turn off comments, or encourage duets. Save it to drafts or post it and share your creation with the TikTok world.
Source: Flickr
Duets, Challenges, and Live Videos
These are some of the most popular video types on TikTok. Why? Because it allows users to interact, have fun, and create content together without ever having met.
Even if you’re a business, allowing other creators to make ‘duet’ videos with your content is a fantastic way to foster interaction. Participating in challenges is also an excellent way to get your brand noticed.
Finally, live videos are an excellent way for people to interact with you. Have a Q&A, or share a bit of their office day.
Final Tips
Here are a few essential tips you should keep in mind when marketing on TikTok:
● Don’t shy away from special effects and music. TikTok users are not your LinkedIn professionals. They want to see the fun, exciting side of your business. Show it
● Humor is a good thing. Don’t be afraid to make a few jokes. Just don’t take things too far
● Participate in challenges, do duets, and include relevant hashtags
● Remember to look at what your competitors and other brands are doing. You might just be inspired
Take Away
Whether you’re a business owner, marketer, or freelancer, you should be using TikTok to advertise your brand. You don’t always need to go for paid advertising, either. While it’s a great option, just interacting through the application is an excellent way to promote your brand.
TikTok is easy to use, and by using it the right way, you can get your business in front of a massive audience, fast. Explore humor or give away a little free information. In the end, it’s worth it.
Invited Guest Writer:
Wendy Dessler is a super-connector who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition.
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