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The popularity of the TikTok network has caught us a little by surprise, since the audience it is aimed at does not usually match the typical profile of marketers. Should I advertise on Tiktok? How does this network fit into my marketing strategy? What types of content work best? If you want to find answers to these questions and many more, you need a marketing strategy for TikTok!
Before we start… Is TikTok for you?
It’s easy to jump on the TikTok marketing bandwagon because “it’s trendy.” And while it’s true that its active user numbers are impressive, it’s also true that it has a number of peculiar features that make it not suitable for all brands. Let’s see the key points to take into account to assess if it is convenient for you to design a marketing strategy for TikTok.
What is the profile of your ideal customer?
TikTok sweeps among the youngest: 60% of the users of this network in the United States are between 16 and 24 years old. If your brand targets teenagers, you’re in luck! But if your ideal client passes 30, you will most likely be interested in continuing to focus on other networks such as Instagram or Facebook. Or you could find creative ways to grab the attention of the older audience on Tiktok.
Does your niche fit into TikTok?
While you can always find creative ways to integrate your brand into TikTok, it will be much easier to do so if it’s aligned with users’ interests. Music, fashion, humor, video games, food, and technology are some examples of popular topics on TikTok.
Are you comfortable ceding control over your brand communication?
TikTok has great viral potential, but you always have to keep in mind that it is based on content created by users. It’s as if the brand puts a “template” and users fill it in with their own creations. Therefore, it must be understood that not all content will be in line with the usual way of communicating the brand, and that it is common for users to use it in unexpected ways. If you have very strict communication guidelines, it may be a good idea to use a variation of network platforms.
What are your marketing goals?
TikTok is very appropriate to generate virality and notoriety, but it’s influencers and users do not respond too well to direct sales campaigns. When planning your marketing strategy on TikTok, therefore, keep in mind that it can be very useful to publicize your brand, but it will not be easy for you to link your campaigns on this network with conversions.
Influencers
Despite their youth, Tiktok has its own influencers and they are incredibly popular with their fans. Collaborating with them will help you multiply the reach of your hashtag challenges and other campaigns. For influencer marketing to work on TikTok, you have to keep in mind that authenticity is fundamental. Unlike other networks like Instagram, most influencers on TikTok aren’t comfortable with direct selling campaigns, so you’ll need to look for more creative ways to build a relationship with the brand.
Use A Marketing Company
If you are unsure of how to navigate the Tiktok platform, it may be better to consult with an ad agency or marketing company like Gen Z Marketing Carson Doyle that offers such services. It would give you an edge over the competition and help you to scale up sooner.