“TikTok overtakes Facebook as most downloaded app”. With this said, TikTok Features Very Short Videos & Allows Users to Easily Upload & Edit Short Videos Themselves to Share.
1) Set target audience
TikTok has a very specific user demographic; it is largely used by young people between the age of 16 and 24. Hence, it may help your brand to reach out directly to its target audience. So, TikTok is a sure shot to engage directly with the targeted audience.
The hashtag strategy works well on TikTok. Using specific hashtags relevant to your brand; it’s product/services, could really help to reach directly to the relevant audience for the special content released by the brand.
With this, also comes the “Trending Hashtags”. They are the most widely used hashtags on the platform. So, if a brand’s hashtag is trending, it’s a boom. Say, e.g. Hashtag Game Of Thrones (#GOT / #GameOfThrones) can be used to release all the videos, dialogues and music under the same hashtag. This hashtag becomes the official hashtag of the brand (in this case GOT) and can be effectively used by the users. This will also enable the brand to easily check how many users have engaged.
2) The Everyday/Regular Content
Posting regular content on TikTok can help revive the follower’s touch with the brand. Every platform awards regularity as the chief metric of any platform is engagement. So even though you might hit couple sixes out of the park, everyone knows that singles and doubles are more important to keep an innings on track. If you want a poker analogy then think that though everyone wants that big pot once in a while but you gotta keep collecting the antes to keep in the running.
If you are already posting regularly on FB and Insta (which most brands usually are), just morph the content into a TikToky style of content. You don’t have to necessarily post daily on TikTok but a regular stream of videos surely helps. Your content team working on social media content concepts needs to simply list down the video concepts that will resonate with your brand/product. E.g.: A company dealing with hair products can post a video of “Kareena Kapoor from K3G” flicking her hair and going “Kaun hai jisne mudke POO ko nai dekha”. How you package and brand this video is up to you (please be careful of the legal guidelines on giving due credits). Direct advertising/branding is not the TIKTOK way. The platform is all about fun, sharable content which connects with the brand promise/offer.
3) Pre-Release Marketing
If you’ve got a release coming. Post some snippets beforehand. Try and get the users to engage with the core message of the brand/product etc. Get them to do some wacky thing (but standardize it so it trends). Offer a giveaway if you have to.
4) Fan based content
Something that has already worked for your product/company. It can be an old advertisement video an old jingle, basically any combination of audio & video which has already worked in the past. Case in point; “Kya aap closeup karte haiiinnnn” of the closeup ad series or the “Ting ting Tiding” of Britannia. Releasing famous audio/video files will create strong callback for the brand and also gives TikTok users something new to experiment with and create content.
5) Promoting songs/tunes/jingles
TikTok users love to act dramatically and enact songs. Not everybody is good with playing with dialogues and expressions etc. but everybody on TikTok loves to create videos of their own and simply add music to it and post; or pick up a trending tune/step and do their version of it. Ask your ad agency to come up with a tune/jingle and some wacky action on the same and push it out there. If you do not have big bucks then just get the creative team together and see what you can come up with. Main point is to definitely try this strategy once because if it picks up, the upside is huuuuuge.
6) Influencer marketing
Just like Instagram, TikTok has its own influencers with millions of subscribers. Pushing content through influencers works really well. They key here is of course, the selection of the influencer (they should have synergy with your brand and message). With such a huge base of users on TikTok, you can choose to collaborate as per your budget.
What can we demand from TikTok?
For relatively known brands & even otherwise. Find out a contact (reference/LinkedIn) who works in TikTok and start a conversation with the platform on all that they have to offer to give your account visibility.
- Yellow Tick – which says that the user is a popular creator (same as blue tick on Instagram)
- Put the music and videos by the brand on Trending
- Make brand’s content more visible on select search keywords given by it
- Top banner ad space
- Songs/sounds to be featured in the discover Tab
- Content should feature in the funny segment & music in the relevant segment accordingly in sound search tab
- Hashtag in trending section