What is TikTok? Should I use it for business?
Updated: Aug 27, 2019
If you have a teenage son or daughter you have probably heard of TikTok but you may not have a clue what it is!
What is TikTok?
TikTok, formly known as music.ly, started as a platform where people would post short videos of them miming along to popular songs. It has now turned into a platform full of creative, short video snippets that people watch, create and enjoy.
Do you remember Vine? If you are still confused, it is sort of like vine but with lenses, stickers, effects, sounds, etc that you can add straight from the app without needing any sort of video editing skills.
Just under 40% of TikTok users are between the ages of 10-19. That is a very high percentage of the user base being in that young bracket, but it does still leave 60% of the users being over 19 so by no means does that mean that if you don't have a product/service aimed at young people you should be ignoring the platform.
TikTok have boasted having over 500 million user globally and throughout 2018 often holding the top spot for the most downloaded app across both the App Store and Google Store. With so many people using the platform, maybe it is time you paid attention to it.
How can I use it for business?
The very first step would be to download it, and get use to it. Talk to someone who uses it and get them to show you the ropes if you need to. You will soon find 15 second videos that you enjoy watching and you will see why it is has got so popular.
Content really is king on this platform. If you are going to be using this for business, you need to think about your brand and the vibe you want your business to give off. Don't create memes if that isn't what you want your business to be known for.
Authenticity is massive on TikTok. Unlike platforms like Instagram, TikTok doesn't promote polished videos on their platform. It is a much better platform for relaxed, informal content. If you are going to try using this platform for your business, I wouldn't suggest stiff, corporate content. Save that for Linkedin.
What about paid advertisement?
TikTok is still experimenting with how they want paid advertisement to work on the platform. They want to avoid heavily commercial-style productions and keep the authenticity and current feel of the app. Their are currently 4 paid advertisement's they are trying.
Brands are able to sponsor a certain area of TikTok, putting their branding and content there for a fixed amount of time. Users will then be able to click-through to a landing page.
These are videos that companies pay for to get more reach. They are skippable and have a click-through to a landing page. These videos are shown as a part of the users feed.
Companies can sponsor a hashtag which will put it at the top of users trending page along with a banner ad. You want users to be a part of the hashtag so make it something influencers would actually want to make content for.
Create a lens that users can use when creating content and have it branded to your company. If you are on Snapchat you may have seen similar lenses over there too!
Influencers are popping up on every social media platform and TikTok is no different. With videos getting millions of likes by users and 100s of 1000s of followers to certain content creators, you should definitely pay attention to them here.
Talk to influencers on the platform and find some that will be willing to feature your product in their video. If you do this, make sure to track the traffic to your website to see if it was worth while or not.
If you are thinking about experimenting with TikTok, download it and make an account. Take some time looking through and engaging with the app. Think about what you like, and what content you think your audience would like.
If you decide you are going to try and use the platform for organic reach, make sure your videos are authentic, fun, creative and friendly. Corporate videos will not work.
Consider if you want to try paid advertisement. Think about if your audience use TikTok and if it's within your marketing budget. Then decide what type of paid marketing you would like to do.
Find some influencers that you think might have viewers in your target audience. Reach out to them and see if they are willing to feature you product in their content.
Now go and make an account and see what it's all about!
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