TikTok – A New Marketing Era


    No doubt, once a predominately lip-synching app has grown into the content of full short-form video content. 

    This platform supports various similar features to Snapchat, Instagram, and Twitter all meshed up together to suck people in and keep them scrolling for more.

    Yes, you are right, we are talking about TikTok.

    TikTok is booming and there is no way to ignore it. Therefore, it is about time to know more about this app from the business point of view. Nowadays, various best SEO companies in India start promoting businesses on TikTok to get a wider audience.

    According to the hype, TikTok is next to the Snapchat or Instagram.  According to the survey, the app has about 80 million users in the United States and about 795 million internationally.

    If you believe the hype, TikTok is the next Snapchat or Instagram. According to Variety, the app has about 80 million users in the United States and about 795 million internationally.

    Let us discuss first, what is TikTok? Should it good for your business?  If you are looking how to promote your business, you should take help from the top SEO companies for the optimal results.

    What is TikTok?

    TikTok is an app for iOS and Android in which users can create and share 15-second videos.

    It works like most social media apps with followers who like and comment on content.

    With the help of Hashtags, users find content by theme. On paper, TikTok does not sound very different from most apps, but it is a lot of fun and has some interesting content.

    Nowadays, Lip-syncing videos are popular, but so are short videos of parkour moves, band promotion, magic tricks, and other stunts.

    Editing tools is one of the best features. It gives users resources to create fun videos. It has some interesting features as well such as the ability to record your reaction to a video while you are watching it.

    Users can also record a video of their own using the audio from another video.

    TikTok was launched in China in 2016 and its former name was “Douyin”.  Later, it was rebranded as TikTok for an international market after one year later.

    Today, it is one of the fastest-growing apps in the market regularly ranking in the top three spots of free downloads in the Apple Store.

    Its parent company, ByteDance, merged TikTok with the popular musical.ly app to build a broader user base. The TikTok name was kept, but all of musical.ly’s content was brought into TikTok.

    Who Uses TikTok?

    Musciall.ly actively targeted Generation Z, with a female bias. It is too early to see if there is any real change with TikTok. Younger people, however, still overwhelmingly favor it with 66% of its users under 30. A similar percentage of TikTok users are female.

    It has international appeal, with large numbers of users in the USA, India, and in the form of Douyin, China. Douyin has reported 400 million monthly users.

    Douyin has operated in China since 2017. In the beginning, over 50% of its users were under 24. Notably, those early Douyin uses appear to have stayed with the platform as they have aged, meaning that the average age of Douyin users has gradually crept upwards. As of February 2018, only 31.8% of Douyin users were under 24, with 23.4% of users aged 25-30, and another 23.4% of users aged 31-35. It will be interesting to see if we see a similar trend with TikTok in the rest of the world over time.

    3 Reasons You Should Incorporate TikTok in your Marketing Strategy

    For 2020, social media marketers need to start looking away from the big 4 (Facebook, Instagram, LinkedIn, Twitter), and start including new platforms like TikTok into the mix. Here are the reasons why.

    1. Building Community

    The way people are consuming social sites is changing day by day. It is becoming less about what you are doing as an individual and more about what you can do as a community.

    Thus, sharing ideas, starting conversations with like-minded people to make community projects that really matter. The major channels saw this coming, focusing on groups as part of their strategy. Facebook now has over 400 million group members across the globe.

    Although there isn’t a group element in TikTok, you can see the community is at the heart of the platform. Much of the content is trend-driven, with people creatively responding to other people’s videos. Duets are a great example of this, with users able to add responses to other videos, for real collaboration.

    2. It Doesn’t Feel Like Marketing

    Generation Z does not like to be pestered with ads or the direct sell, so much so that 51% of them use ad blockers. When targeting this generation traditional marketing techniques will not work. TikTok is a less invasive technique that will grab the attention of a targeted audience.

    3. Establish User-Generated Content to Market

    Millennials value authenticity and the opinions of their peers or influencers. They are fully aware of marketing tactics and will not fall for these traditional ploys. They look to user-generated content for suggestions of what to purchase and what services to use.

    TikTok is the biggest source of user-generated content and it is the shiny new object, which draws even more attention to the platform

    Why Businesses Need to Get on TikTok

    1. The Number of People on the App Is Insane

    It is probably no surprise to many that TikTok is heavily dominated by 18- to 34-year-olds. It is one of the hot topics these days among young people. Young people adopted the platform first and held it close to their chest in the early days.

    Today, the app has more than 1.5 billion users and you can find dentists, cops, teachers, parents, and even grandparents on the platform.

    How to Find out If Your Audience on Tiktok

    If you click on the “message” looking icon on a TikTok video, you can see who is commenting on the video.

    Go through a few of the profiles and see what kind of person is interacting with what kind of content.

    Remember, just because you find something interesting does not mean your target audience will find something interesting.

    2. The Users Aren’t Passive

    Before opening the TikTok app, users are already committing to an immersive experience.

    Video is the only type of content that attracts most of the user’s attention.  Your content should be unique and interesting to make your video viral. Your sound has to be on as well because the audio plays such a major role in the content.

    So when a user opens up the app, they are dedicating their attention to the videos they are going to be watching.

    3.  Attention is Easy to Capture

    The presentation of the content is the most valuable feature of TikTok.

    Content is represented in a full-screen which means there are no other distractions and there are no “partial” impressions.

    This is very different from some other platforms where impressions may be counted.

    With TikTok, you have the full attention of the user for at least a split second. All you have to do is figure out how to keep them watching.

     One of the studies shows that users are spending 52 minutes per day on TikTok.

    That means that, even if every video was a full minute long, the audience watches at least 52 videos daily on TikTok.

    Most platforms today are pay-to-play and even when you do pay, the platform layouts make it easy to skip through the content without even noticing a brand name – TikTok may be an exception.

    4. Capturing User Attention on TikTok

    Now, you are guaranteed users’ full attention for a split second and what you do with that split second is make or break.

    So remember, users, are used to fasting content that is constantly changing.

    They are used to seeing people lip-synching videos, jump cuts, dancing videos filters, editing, and “stories.”

    If you are not offering one of those things in that first split-second, you aren’t going to make the cut.

    5. Some people already using it

    Family Feud, Will Smith, Walmart, Chipotle, the NBA, tons of zoos and so many other businesses are already using TikTok.

    Brands that target younger people are starting to take advantage of this platform.

    Earlier, it is recorded that more than 1 in 8 U.S. adults is on this platform. We are just now starting to see brands like Guess, Sephora, join them for the fun.

    And while 89% of marketers are adding Facebook to their social media marketing plans for 2020, only 4% are adding TikTok according to the 2019 Sprout Social Index.

    There are over 1.5 billion people on a platform and only 4% of businesses are there?

    There are only some ways to get active on TikTok, as compared to another platform where you post organically or you can do a paid campaign.

    Organic posts are obviously the videos you can just post straight from your phone right after you record it.

    TikTok allows people to promote their ads in terms of hashtags.

    6. It’s Just Fun

     TikTok app is not for everyone.

    Similarly, Twitter is not for everyone. Most of the brands have something they can add to the platform – even if it is just UGC.

    The reality is these consumers are craving to get connect with brands.

    The platform gets people out of their comfort zone and also allows them to show off their talents all while being creative.

    TikTok is just another opportunity to meet people where they are in a sense they understand and enjoy.

    TikTok as an influencer marketing

    We all are aware of an Instagram influencer marketing campaigns that people used in the past, but would be using a TikTok influencer strategy be as effective as Instagram?

    This is where things get fascinating. Gen-Z’s are stirring away from the big players in the social media world like Facebook and Instagram and inclining as more organic, fun apps like TikTok. Just because of this app, TikTok can be a great way to reach younger audiences.

    As we stated above, most of the app users are only 16-24 years old. If your brand is targeting a younger audience, then a TikTok influencer marketing campaign could be a great way to reach your target audience.

    Some of TikTok’s users have a massive following. rands like Gymshark have created paid promotions with him in the past as a way to educate users about their products and to generate awareness as he has more than 4.1 million fans on TikTok. Thus, TikTok is one of the best platforms to reach them.

    TikTok Advertising Platform

    Back in February, TikTok started beta testing of the paid advertisement.  These ad products are geared more towards brand awareness and are currently available only with larger advertising packages that are not comparable with small businesses.  This may change in the future as it has rumored the brand may offer a self-serve advertising platform.

    TikTok Launch Screen Ads

    When TikTok Users initially open the app on their mobile device these ads appear. Right now, they are full-screen ads with static, animated or video content that will display for few seconds only.

    The main objective of this ad is to get the users to tap on them and send to an external webpage or participate in the hashtags challenge on TikTok.  This is one of the fastest ways to promote your business on TikTok. This could be a valuable way for brands to send users to a landing page or further engage them within the app.

     TikTok Video Ads

    TikTok also offers in-feed video ads to promote tour content on the app. Some brands also pay to you when you promote their content in the “For You” feed.  Brands can use these ads to send users to their website, an app page in an app store and to encourage users to participate in their hashtag challenge.

    Branded AR on TikTok

    Brands also have the ability to create branded lenses, filters and stickers on TikTok,

    Similar to the AR filters create for the Snapchat, when users select the branded filters in their TikTok Camera, their video will feature a design created by the brand that overlaid that video.

    Brands can also make the stickers the same as the Instagram stories. These stickers are simply a small icon or animated image that can be overlaid on the video after it has been recorded.

    For instance, the NFL created a series of TikTok stickers of different players like the one in the video above as a part of a recent promotion.

    How TikTok is useful for business?

    TikTok is reaching almost everywhere. Nowadays, most of the businesses are approaching to TikTok platform to promote your business.

    1.  Must have knowledge about this platform

    Mainly, there are two main areas, the “For You Page” and the “Following” page. Once your app is launched, you are directly redirected to the For You Page. Here you can see most of the trending videos and top video creators.

    As you explore the app and start following people, you can see more content over there. The following tab, instead, will show you the latest video created by TikTokers you follow.

    If you are interested in checking out the latest trends and the most amazing hashtag challenges, you can do it on the Discover page.

    2.  Use Advertisements on TikTok

    If you are willing to invest in digital marketing and paid media on TikTok, there are four primary forms of ad formats that you can use to implement.

    Infeed native Content

    TikTok videos last for 9-15 seconds, the native feed videos must be 9-15 seconds in length. The content will be displayed in full-screen same as Instagram stories those are displayed and skippable. They also support multiple features such as website clicks and app downloads.

    Brand Takeovers

    In this category, images, animated GIFs and videos can be used.  These embedded links can be connected to the websites landing pages or challenges or hashtags within the platform. The bran takeovers are exclusive to one brand every day. This category offers impressions, unique reach and clicks.

    Hasthtag Challenge

    This form of ads is used when a brand chooses to use promoted hashtags. In this category, the hashtag will contain a link that directs the users to the main challenge page where they can see the details of the challenge and the featured instructions, clicks, banners views, and similar user-generated videos.

    3. Promoting User Interaction

    The most important aspect of using TikTok as a successful influencer marketing campaign is user participation and interaction with your content.

    Success on TikTok mainly lies within creating a unique perspective to allow the users to interact with your content without giving off a forced perspective.

    4.  Go for Unique Content

    No doubt, TikTok as a unique tool for influencer marketing in 2020 is that you do not need high quality or highly polished content to make the required impact. Ultimately, originality should be the driving factor as opposed to quality.

    Final Thoughts

    If your brand is targeting a younger audience and is able to create original content for TikTok that fits the style and culture of the app, a TikTok marketing campaign could be worth the investment. If your brand does not have the resources to create original content for TikTok or you are targeting an older demographic. It will not be worth your time right now.  If you also interested to promote your business on TikTok, consult top SEO companies in India to get better results.

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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