TikTok Marketing

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TikTok has come on strong. A social channel to complement your social media marketing strategy.

TikTok which started as an innocent social network to create music videos, has positioned itself as the new phenomena for mobile phones.

And now, with time, it has acquired more significance. So, do you need to design a TikTok marketing strategy?

The answer is Yes. 

Why to run a TikTok marketing strategy for your brand or business

Apart from my categorical yes, numbers that never lie support my answer.

One of the most popular social platforms

If numbers could speak… well, they did.

Total TikTok downloads have crossed the 1 billion mark. In particular,  it has reached 1.5 billion downloads on App Store and Google Play together.

A social platform that doesn’t stop growing

Since TikTok was launched in 2016 as Douyin, it has experienced an unstoppable growth.   In 2020, it has 800 million monthly active users according to DataReportal. Numbers that place TikTok on top of other social channels like LinkedIn or Twitter.

Users actively use the app

Even when many user have an app, if they don’t interact with it, it is doomed to failure. Something that doesn’t happen with TikTok, where 68% of users watch videos from other accounts  and more than a half (55%) create and edit their own videos.

The content is addictive

TikTok users spend at least the same amount of time as on Instagram (53 minutes a day) and a little less than Facebook (58 minutes). This data confirms that it is already at the same level as the most popular social platforms.

Now that you know that Tiktok is becoming more popular. Are you convinced that you should include it in your marketing strategy?

With TikTok you will be able to… 

➡️Share your products or services in a casual and relaxed way.

➡️Reach a large audience that can become a future customer.

 Where should we start? As always, from the beginning.

Start with TikTok from scratch

First things first, you have to download the App. It is available for mobile phones and tablets, both App Store and Google Play.

Done?

If you want to check out the app a bit more before creating a TikTok account, explore the new app and learn more about it. 

 
⚠️ 

Once you create an account, you can see two types of content when you enter the app. 

For You: Videos recommended based on your preferences and interactions while you are on the app (likes, comments, following, etc.). Following: videos of the users you follow, like on Instagram feed. 

If after reviewing the app, you feel ready, don’t be shy and click ‘Sign Up’.

 

Create your TikTok account

To get started with TikTok, you need an account that you can create with some simple steps. 

 ▶️ Choose how you want to register with TikTok, the fastest way is through your email address.

▶️ Set up a password.

You already have an account!

Once you have it, it is important that you differentiate from other personal accounts.

Remember, this is oriented to your business marketing strategy.

To do so, you must switch to a Pro account that allows you to:

➡️ Access different tools to improve your content and performance.

➡️ Consult all the stats related to your content in detail, such as reach or number of followers.

The benefit of a Pro account is that it lets you track if your TikTok marketing strategy is on the right path.

Why you need to verify your TikTok account

With 800 million users there is a risk of your account being plagiarized.

Obtaining a blue check will help you to: 

✅ Prove that your profile is real and avoid that your content and comments are plagiarized. 

✅ Be easily found on the search tool.

✅ Demonstrate that the business is yours to avoid identity theft and therefore, a potential fraud and scam.

How to verify your TikTok account

There are three different ways to obtain the blue check for your TikTok account:

FIRST

The first option is that you are a famous celebrity such as Robert Downey Jr.. In this case, the platform itself will verify the account.

SECOND

The second option is to be an active content creator on this app or a renowned brand such as Nike. 

THIRD

So, if you don’t fall into any of the previous user categories, you  have just one option left: Earn the blue check through hard work.

Premises that will help you to get your TikTok account verified:

↪️ Create high-quality content

Being creative is a must on TikTok.

You can use sounds or songs that already exist in order to create something witty or you can upload your own sound through the app and make your video go viral.

↪️  Join Challenges

A way to reach a larger audience is to join one of the most popular features on this platform: Challenges.

Dances, sports, riddles, there is one for everybody. If you include the hashtag associated to the challenge, your video will reach more users.  

↪️ Follow new users 

Your account won’t grow if you isolate yourself.

It is important that you don’t follow other accounts without rhyme or reason, the ideal is to build a community related to your sector or industry. 

If for example, you own a fashion store, click ‘follow’ on users whose activity is related to your sector or influencers who stand out for wearing different brands. 

Personalize your TikTok account

What’s the point of sharing high-quality videos on your account if users can’t recognize you?

It’s time to give a personal and recognizable touch to your TikTok profile.

👉🏻 Change your profile picture

It can be the logo of your store or a representative image of your personal brand. You can even choose a video.

The point is that it must be easily recognizable so any user who ends up on your profile, knows that it’s you. 

👉🏻 Add a Bio.

Apart from your username and display name ( that you will have to edit after creating your account as it’s automatically created by TikTok). It’s important that you describe your bio in a few words. You can explain who you are, what you do or add a fun and clever sentence.

👉🏻 Add your links

At the moment, you can’t add links that take users to your store or product. However, you can drive users to your Instagram or YouTube profile.

If social networks are linked you can keep your community connected to your social networks permanently. 

Customizing your profile will make you more attractive to users and ultimately, gain followers.

Have you already personalized your profile? Then it’s time to upload your first video.

 How to upload videos to TikTok

Now that your profile is ready, let’s go to the most important part: Uploading a video on TikTok.

It might seem complicated, but we’ll show you how to do it step by step.

 👉🏻 Click the plus (+) icon at the center of the screen

 A new screen will display with all the possibilities for your video. What can you find here?.

↪️ You can choose whether you want to upload a video taken outside the app or shoot one with TikTok and add endless effects such as stickers or cover videos.

↪️ Choose the TikTok video length from 15 to 60 seconds or MV, an internal slideshow creator.

↪️ Select at the top of the screen the option ‘Add a sound’. Another screen will open where you can see trending sounds or the ones that you add as favorite. 

 
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In order to add a sound to your ‘Favorites’, simply click on the icon at the bottom of the video that you are watching, next to the name. 

The name of the song will appear in a new window, where you can tap to add it to Favorites, play the complete song, use the sound directly or check which videos have included the song.  

↪️ Edit your video before you publish it with multiple options that appear on the right side of the screen.

Flip the camera to put it frontal and record the video easily.

Change the speed of the video and be creative.

Add proposed filters to change the look of the video, portrait, landscape, food or vibe.

Give your videos a fun touch and beautify your look without leaving your couch.

Start a countdown to shoot a video if you can’t hold the camera. It can be 10 seconds max.

Once the video has been recorded and edited, you can still add new changes:

↪️ Adjust the sound chosen, crop the video or turn up or down the music volume.

↪️ Add sounds, effects (faces, slow motion, countdown cinema style, etc.), texts or choose  stickers-emojis from TikTok library.

Wait, you haven’t finished yet. Simply with a fun video you won’t reach all the people you want.

👉🏻 Add a description to your video

Before you publish your video, add a description: for instance, add a clever title, explain what it is about or add the name of the challenge or video. Don’t forget to include the hashtags related to your content or mentions to your friends or users.

You can also make your video public or private, allow comments or not, enable a duet so others can grab your video and publish their video next to yours, save or share it on WhatsApp, Instagram or Facebook.

Display your products or services on TikTok

If you have a physical store or online business and you want to bring up your products on TikTok you must bear in mind the type of audience that will be interested in what you are offering.

 Remember that the age range of users is mostly between 16 and 24 years old.

 The content must be fun, casual and homey.

Here you can check some business or personal brands that use TikTok to reach their audience. 

Nike

The famous north american sportswear brand is normally a star on social networks. So they couldn’t ignore TikTok, where they choose famous faces to launch new products. In this example, they launched these soccer shoes while inviting users to accept a challenge.

@nike

Show us your skills like Leah Williamson & @ben 🔥 #MagicBoots

♬ “WOAH!” – Cashino

Bershka

This fashion store approaches TikTok differently. Apart from offering a complete catalog of videos with their products, they invite users to show their look with Bershka clothes through the hashtag #bershkatyle.

They reach more followers by encouraging videos with their products. 

Cosmopolitan

Taking advantage of the rise in remote working, this popular fashion magazine offers a fun point of view about the outfits that their workers wear at home.

A video with guaranteed interactions: it uses a trendy topic and adds a fun copy with the right hashtags.

@cosmopolitanspain

Los ‘looks’ de nuestras chicas COSMO en días de teletrabajo 😂 💕 #homeoutfits #tiktokfashion #partycheck #cosmopolitan

♬ Boss Bitch – Doja Cat

Analyze your TikTok Strategy

Marketing in any social network without later analyzing the results of the whole strategy is a mistake.

➡ ️ Find out what kind of content works best for you and optimize your strategy to succeed in TikTok.

➡ ️ Keep track of your analytics is a very important step in your TikTok strategy to get the most out of your account.

TikTok Ads: How it works

Now we are getting into the good stuff, how to advertise with TikTok.

Before we get started, you must know that you can’t create ads or promote videos from the app. You must do it from their own website, TikTok Ads, a bit like Facebook Business Manager.

Therefore, first you must register on this “new website”. 

Add your company’s information.

First of all, you must include the billing country or region and if it will be used by a business or individual.

Whatever option you choose, on the next screen you must include the contact information such as, your full name, phone number and email address.

Between 48 hours and up to 5 days, TikTok will contact you to confirm that information..

Create your ad

1.  Create your ad.

Once you have access to your TikTok Ads account. Click on ‘campaign’.

Then press create. Since it is your first campaign, the edit button is not yet enabled .

2.  Choose your objective

So far, TikTok only allows you to choose amongst three types of objectives: Traffic, conversions, App install.

They are quite straightforward, to drive users to your site, get more interactions or encourage users to install your app.

3.  Set your budget

There are two ways to set a budget: Total or daily.

Whatever budget you choose, monitor the performance of your campaign so if you see that it is not working as expected, stop it in time before it gets very expensive.

4.  Create an ad group

It’s time to start creating your ad group within the campaign.

On this section, you can change the placement, it can be automatic or you can select the placement to show your ads on TikTok and also on the rest of the apps of the group:, Vigo Video, Buzz Video, amongst others. 

Then, edit  all the details requested as you do on Facebook Ads: Landing URL, display names, images, etc. You can also select keywords to describe your page or app to help you reach your target audience.

On the Targeting section, you can define your target audience, selecting gender, location, age, language or other categories.

5.  Optimize your campaigns

 Before you launch your campaign, you must set your optimization goal for your campaign: 

  • Conversion, that will show your ad to the audience with higher chances to convert; 
  • Click, the goal is to get as many clicks as possible.
  • Impression, the goal is to show your ad as many users as possible. 

Within this section, you can turn on the ‘Smart Optimization’, to constantly optimize and increase your conversions.

Remember to set when your ads will run continuously, the budget and if you want your ad to show everyday or on specific days. 

6.  Design your ad

 On TikTok you can advertise through images or videos. 

If you don’t think that your homemade videos are good enough and video-editing apps are not your strength, keep calm! TikTok has you covered and puts a ‘video creation kit’ at your disposal where you can create your videos from templates that you can personalize with images, videos and music.  

Once the design is ready, you can write a text with 80 characters maximum and include a call to action.

TikTok Ads: Types

Once your account is registered on TikTok Ads, it’s very important to set a clear objective for your ad, and therefore, know the type of ads that you can create on this platform.

In-Feed Ads or Biddable Ads

These types of ads will remind you to those that you have already run on Facebook or Instagram. Ads that will appear in users’ feeds and can drive them to your website, buy a product or download something.

One benefit is that you can create custom audiences and target your audience by gender, location and age, the basics. However, at the moment it’s not possible to segment your audience by interests which limits access your potential customers. 

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These types of ads are the ones that require a lower investment and allow videos between 9 and 15 seconds. Here you can bid depending on the ad space. There are three payment models depending on your objective.  

Pay per click, per thousand impressions or per number of views that appear on the “For You” feed.   

Brand Takeovers

These types of ads appear instantly when users open the app.

They occupy the whole screen and they can be either a static image or a video and redirect users to an internal TikTok profile or external link, such as the page of any specific product. 

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These types of ads are the most expensive and it’s only within reach of big brands that want to promote their products on TikTok. 

The main reason that explains why it is so expensive is because TikTok only allows one advertiser per day. The platform Voluum has published on their blog that this ad can cost from $50,000 per day.  

Hashtag Challenges

If you have challenged your friends to do something, this can be your type of ad, although it won’t be cheap.

With these types of ads, the brand promotes a hashtag challenge where users can participate. It’s a great way to make your brand to go viral and increase the number of views.

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With this type of ad, you will appear with a banner in the trending tab during 6 days. Within this page, users will find the instructions of your challenge.  

You should know that the price of this type of advertising is around $150,000 per week according to Voluum’s blog. 

Branded Lenses

Getting the most out of your creativity is part of your day, right?

Now it’s time to bring it up to your ads, where you can create your own filters, augmented reality filter in this cases, that users can apply them in their videos.

If you know how to be different and original, you will get many views for your brand and help your filter go viral.

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These types of ads are also reserved for big brands that invest up to $80,000 a day to add a filter on TikTok so users can add them to their videos. 

We recommend that unless you are certain that you have created an extraordinary filter to reach millions, you don’t make such an investment.   

Another way of TikTok marketing

If you are not yet convinced with the other advertising methods, you can try influencer marketing. 

 As a brand, you can contact influencers to appear in videos with your products.

Except famous personalities who are quite expensive, you can try to reach an agreement with an influencer so they appear in your videos in exchange for the product that you want them to promote. 

For example, the fashion chain Bershka uploaded this video where Twin Melody, two influencers, where doing a challenge while wearing clothes from this store.

Have you taken notes with all the relevant information to start your TikTok marketing strategy?

If you have any question, we will read your comments.

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