In the fast-paced world of social media, where trends rise and fall in a matter of days, TikTok has emerged as a powerhouse platform, captivating audiences of all ages with its short-form videos.
Initially known for its dance challenges and lip-syncing, TikTok has evolved into a diverse ecosystem where creativity knows no bounds. While it has become a hub for entertainment, it has also unlocked immense potential for businesses looking to leverage its unique features and vast user base.
In this article, we will explore how creative TikTok marketing can be effectively utilized for business, highlighting strategies, success stories, and best practices.
The TikTok Phenomenon: A Brief Overview
TikTok, launched in 2016 by the Chinese company ByteDance, gained international prominence after merging with Musical.ly in 2018. The platform allows users to create and share short videos set to music, with a maximum duration of 60 seconds.
What sets TikTok apart is its algorithm-driven feed, which curates content based on user preferences and engagement. This ‘For You Page’ (FYP) is the holy grail of TikTok, as it introduces users to a diverse range of content, making viral trends and challenges spread like wildfire.
TikTok can be very addictive. The short videos allow you to stay and watch or quickly swipe up until you find another video of interest. Before you know it hours can transpire with you glued to the platform, wondering what you may see next.
That is why creative TikTok marketing may have a meaningful impact on business growth and success.
Why TikTok for Business?
1. Massive and Diverse User Base
With over 1 billion active monthly users, TikTok boasts a diverse user base spanning various age groups and interests. This diversity presents a golden opportunity for businesses to tap into niche markets and target demographics that align with their products or services.
2. Creativity is Key
TikTok thrives on creativity and originality. Unlike traditional marketing platforms, TikTok demands innovative content that resonates with its users. This creative challenge can foster a deeper connection between businesses and their audience, leading to increased brand loyalty and recognition.
3. Engagement and Authenticity
TikTok thrives on authenticity. Users engage with content that feels genuine, transparent, and relatable. This aligns perfectly with the modern consumer’s desire for brands to be more human, approachable, and interactive.
4. Viral Potential
The platform’s FYP algorithm is designed to promote engaging content, giving even small businesses the chance to go viral. This organic reach can save businesses significant advertising costs while reaping the benefits of increased visibility.
Strategies for Business Success on TikTok
1. Know Your Audience
Before diving into TikTok video marketing, it’s crucial to understand your target audience’s preferences, interests, and behavior on the platform. What kind of content resonates with them? What challenges or trends are they participating in? Researching your audience will help tailor your content to match their expectations.
2. Creativity and Originality
TikTok users value fresh and creative content. Develop unique ideas that showcase your brand’s personality while engaging viewers. Think outside the box and consider leveraging humor, storytelling, or relatable situations to captivate your audience.
3. Participate in Challenges and Trends
TikTok is synonymous with challenges and trends that spread like wildfire. Participate in relevant challenges to increase your content’s visibility. By adding your unique twist, you can stand out and attract TikTok followers who appreciate your creativity.
4. User-Generated Content (UGC)
Encourage your followers to create content related to your brand. UGC not only builds a sense of community but also acts as authentic endorsements. Reposting user-generated content showcases your appreciation for customers and strengthens your brand’s relationship with them.
5. Collaborations and Influencer Marketing
Partnering with TikTok influencers can amplify your reach. These influencers have established credibility and large followings, allowing your brand to tap into their engaged audience. Collaborations can take various forms, from product reviews to creative challenges.
6. Behind-the-Scenes and Sneak Peeks
Offer glimpses of your company’s behind-the-scenes activities or upcoming products. Such content humanizes your brand and piques curiosity, enticing users to become loyal followers who anticipate your updates.
7. Consistency and Engagement
Consistency is key on TikTok. Regularly posting high-quality content keeps your audience engaged and helps you maintain a presence on their FYP. Moreover, engage with comments and messages promptly to foster a sense of connection.
Success Stories: Brands that Mastered TikTok
Hubspot.com lists a large number of companies that are having great success using creating TikTok marketing. And the number of success stories is much longer and includes companies of all sizes.
1. Chipotle
The popular fast-food chain embraced TikTok with its #ChipotleLidFlip challenge. Users attempted to flip their Chipotle bowl lids and land them perfectly. The challenge went viral, amassing millions of views and user-generated videos. Chipotle’s witty and interactive approach aligned well with TikTok’s audience, resulting in a massive brand engagement boost.
2. Netflix and Cobra Kai
According to Colormatics.com, “By blending entertaining content tailored to the community and leaning into trends. The third season release of Cobra Kai is definitely a TikTok advertising success story. TikTok created a branded interactive Cobra Kai Chop filter for Netflix.
he paid campaign achieved over 2.8 million views and the hashtag #cobrakaichop has over 5.6B views, to date.”
3. Nathan Apodaca (Doggface208)
While not a traditional business, Nathan Apodaca’s viral video set to Fleetwood Mac’s “Dreams” became a sensation. Riding a skateboard while sipping Ocean Spray Cran-Raspberry juice, Apodaca’s video created a ripple effect. Ocean Spray gifted him a truck filled with their products, generating massive brand exposure and consumer goodwill.
4. Elf Cosmetics
Elf Cosmetics leveraged TikTok’s creative potential to showcase their makeup products. They partnered with influencers who demonstrated their products’ transformative abilities through short tutorial-style videos. The authenticity of these videos resonated with users, leading to increased sales and brand awareness.
Best Practices for a Creative TikTok Marketing Strategy
- Stay Authentic: TikTok users value authenticity, so keep your content genuine and relatable. Avoid overly polished or scripted content that may come across as insincere.
- Embrace Trends: Participate in popular challenges and trends to increase your content’s visibility. Add your unique spin to stand out and showcase your brand personality.
- Engage with the Community: Respond to comments, collaborate with users, and engage in conversations. This fosters a sense of community and builds stronger connections with your audience.
- Optimize Hashtags: Research and use relevant hashtags to increase the discoverability of your content. Trending hashtags can amplify your reach, but ensure they are related to your brand or message.
- Leverage Music: Music is a core element of TikTok. Choose tracks that resonate with your content and amplify its emotional impact.
- Experiment and Analyze: Don’t be afraid to experiment with different types of content and strategies. Analyze the performance of your videos using TikTok’s analytics to refine your approach.
- Call to Action (CTA): Encourage users to take action, whether it’s visiting your website, following your profile, or engaging with your brand in some way.
The Future of TikTok in Business
TikTok’s influence on the business landscape is poised to grow even further. As the platform continues to evolve, it’s likely that new features and advertising options will emerge, offering businesses more diverse ways to connect with their target audience. Brands that adapt quickly and effectively to these changes will have a competitive edge in this dynamic and rapidly expanding market.
Final Thoughts
TikTok’s explosive growth and engagement rates present businesses with an unprecedented opportunity to connect with audiences in creative and meaningful ways. By harnessing the platform’s unique features and embracing its culture of authenticity and creativity, businesses can unlock the full potential of TikTok for driving brand awareness, engagement, and growth.
As the platform continues to shape the social media landscape, businesses that successfully integrate creating TikTok marketing into their strategies will be well-positioned to thrive in the ever-evolving digital world.
Mike Mortson, CEO Supply Chain Game Changer
Copyright © Mortson Enterprises Inc. All Rights Reserved.
Creative TikTok marketing article published on August 29, 2023.
Cover image by Nyoman Suartawan from Pixabay