How to include Tik Tok for business in your digital marketing strategy
If your company includes Generation Z among its target audience, the TikTok platform can be very useful to publicize your brand, either by creating your own content, working with influencers or launching a paid advertising campaign.
Today, any marketing strategy must take into account the dissemination tools that the digital world makes available to us.
In this article we will develop the way in which TikTok is gaining prominence in this regard, from a triple perspective:
- TikTok: a new business marketing channel
- Steps to implement a good corporate strategy on TikTok
- Success stories of digital marketing on TikTok
Tik Tok for Business: A New Business Marketing Channel
It is common to hear that TikTok is a perfect platform to get closer to the call Generation Z, made up of people born between 1994 and 2010.
This social network allows you to create and share videos, as well as launch challenges from hashtags. Since the birth of its Chinese precedent, Douyin, in September 2016, the platform has not stopped growing, currently having 1 billion monthly active users. This spectacular trend has managed to get companies to place TikTok in their sights, including it in a preferential position within their digital marketing strategies.
Between the main features of this platform the following stand out:
- A fantastic video editing tool, with numerous resources: musical backgrounds, stickers, texts, filters, visual and sound effects, etc.
- A model based on User Generated Content (UGC), that is, the content generated by the users themselves, called ‘Tiktokers’.
- An artificial intelligence system that shows each person the content that is likely to be of interest to them, without the need to follow any other user.
- A wide variety of content, including challenges, reaction videos, cringe and dubbing.
To use TikTok you need to download the application and register on the platform, indicating an email, username and password (or using the data from your Google account, Facebook or Twitter). To record your first video, just click on the bottom button of 'Click to create new video', and select the recording functions that you find most interesting. You can expand your audience by adding hashtags in each publication.
To access the statistics that will guide your strategy in this social network, It is convenient that you transform your account to PRO. You can do it in Settings> Manage account> Switch to Pro account> Company. Only in this way will it be possible to take advantage of the tools and functionalities of TikTok Business. Do not forget to optimize your profile, completing the basic data of your brand or business. You can also add links to your ecommerce or to another landing page to which you want to redirect users.
Although initially TikTok was not conceived to sell products or services, its enormous capacity for growth has made it a huge digital showcase to publicize your brand, as well as to generate content with which you present your product in a more attractive and innovative way. You can also use some new tools that facilitate its dissemination, such as Messagenes Social Media Stickers, which allow dual and instant access to your account by QR code / NFC technology. You have more information about this product in the following link:
Steps to implement a good corporate strategy on TikTok
Check if the profile of our potential client is a TikTok user
Register a business account
It will not be necessary to do so if you only want to study this network. However, if you have already decided to launch into the TikTok world, you have several possible methods to create a business account: via phone or email, or through the Facebook, Instagram, Twitter, Line, VK or KakaoTalk networks.
Optimize your business's TikTok profile
It is important that you include an attractive and representative image of your activity, that you write a biography in accordance with the message you want to convey to your potential clients, and that you link your corporate website, as well as the rest of the social networks that you are already considering in your digital marketing strategy.
Design a content strategy for your account
This is probably the most important phase of the process. You must plan and be clear about what type of videos you are going to upload, as well as what tactics you plan to use to capture the attention of your followers. Avoid corporate videos and think about how to create creative and fun recordings that will engage your audience. For example, challenges are a very effective tool. The basis of TikTok is user generated content, so you must ensure that your customers are involved in the generation of relevant content related to the product or service you offer.
Define the hashtags you are going to use
This aspect is important because it allows creating communities around the same shared point of interest: a topic, an idea, a challenge, etc. Logically, if your audience is international, bet on hashtags in English. You can combine your brand's own hashtags with others that you have detected as relevant in your target audience, linked to your activity. It may be helpful to visit the Discover and Trending sections on TikTok.
Use business advertising
It is not essential to go to advertising on TikTok for companies, although it will speed up the obtaining of results. We warn you that the advertising costs on TikTok are somewhat high. You have five formats to advertise on this social network:
In this format, brands create augmented reality filters that they make available to users. In this way they can be used in stories and videos to make the brand viral and give more visibility. There are similar formats on Instagram and Snapchat.
Measure the engagement achieved
As with any digital marketing campaign, you need to know and evaluate the engagement rates achieved with your content on TikTok, in order to make the right decisions in your strategy.
Success stories of digital marketing on TikTok
The American basketball league has been publishing high-quality content on TikTik for a long time, which has allowed it to reach 10 million followers on this social network.
This brand has achieved a significant number of followers with very few publications, but with very good results, relying on a recruitment model through challenges.
The Washington Post
The North American newspaper has implemented a very effective strategy on TikTok, based on very attractive and funny videos that have already hooked almost half a million users.
Although it has not achieved the spectacular results of the NBA, the American football league has also got several million fans to follow its TikTok account with videos of high creative quality.
This well-known energy drink brand regularly posts numerous and impressive extreme sports videos, with which it has managed to retain four million TikTok users.
The Fútbol Club Barcelona has managed to hook three million followers on TikTok, publishing videos mostly recorded by the team's players, which shows the enormous potential of this social network in new digital marketing strategies.