TikTok is the platform of the moment, with the short-form video app continuing to lead the app download charts, and add users at an unprecedented rate.
And with the platform now on track to reach a billion users this year – despite losing its biggest user market in June 2020, due a ban in India – that will put it on par with Instagram, and make it one of the top five biggest social/messaging apps.
Which, of course, now sees it attracting more interest from marketers, looking to go where consumer attentions lie. And no doubt, there is huge opportunity for boosting brand awareness and even generating direct sales – but the creative focus of TikTok does mean that it requires a dedicated approach, you can’t just re-purpose content from other platforms or campaigns.
So how can you make the most of TikTok for your brand?
We recently spoke to Becca Sawyer, TikTok’s Global Head of Small Business Solutions, to get her insights into what brands starting out on the platform need to keep in mind, as well as her key tips for growing your business presence in the app.
BS: Ads that perform best don’t look or feel like ads – they embody our “Don’t Make ads. Make TikToks” motto.
We always remind brands to not overthink it. TikTok is the place where authenticity and realness is not only accepted; it’s celebrated.
We know it can feel intimidating at first, and that’s why we’re constantly working on ways to make it easier to create and share content on TikTok. Our Small Business Resource Center has creative tools and examples of successful businesses to help business owners get comfortable. We also recently partnered with Vimeo to launch templates that can help small businesses create quality video in a few easy steps.
BS: We always encourage brands/organizations to:
BS: A common mistake from brands and businesses is approaching TikTok with the mindset that the last click is the holy grail.
Brands should be thinking about TikTok uniquely – it’s an immersive, entertainment experience, where people build and find community. Brands that show up authentically, and genuinely want to be part of the everyday conversations, will see the best results. As such, we often remind brands that engagement prior to the final click is highly valuable.
BS: The brands we see having the most success are those that embrace the creativity and authenticity of the TikTok community.
Examples of brands that have really leaned in:
BS: Just dive in! Read the comments. See how people are talking about the community or subject your brand fits into.
Also look at what’s going on behind the trends and culture movements. A brand’s content should look and feel the same way as the community’s posts. That way, your brand’s content will be grounded in what’s really happening on the platform, and will have a stake in the conversation.
Source: www.socialmediatoday.com, originally published on 2021-08-07 21:52:00