TikTok has come a long way from its humble lip-syncing video beginnings.
In just a few years, the app has gone from relatively niche to 8.9 million active TikTok users in the UK alone. Currently, TikTok has over 1 billion monthly active users.
Its ability to hook users in has made it a staunch competitor to its rivals in social and search. We’re now seeing data suggesting YouTube is losing its grip on younger audiences to TikTok and a Google executive revealed that they’relosing users as well.
We’re seeing established and esteemed organisations, such as the Financial Times, joining the platform to great success. Its first post received over 530,000 views – that’s five times the paper’s weekly print circulation… in one short video.
TikTok ads have proven to be highly effective in enhancing brand performance and exceeding key performance indicators (KPIs).
If you haven’t already, it’s time to create your TikTok channel and get acquainted.
But before you can create videos and exciting content to leave a mark on TikTok, you need a comprehensive understanding of how the app works. It is also important to build up your TikTok presence using your knowledge and brand to unlock the marketing potential that TikTok offers.
TikTok content is integral to shaping a brand’s presence on the platform and scaling content activities over recent years.
Let’s take a look at why TikTok should be in your social media marketing strategy.
What makes TikTok so powerful?
The answer lies in its highly engaged communities and unparalleled viral potential.
Take #FinTok, a financial advice community boasting nearly 5 billion views. Creators like @Financielle (350k+ followers) and @PokuBanks break down complex financial topics into educational, bite-sized videos.
Then you have FarmTok, SutainabilityTok and BookTok, which has led to the soaring success of authors like Sarah Jane Maas.
No matter your industry, chances are there’s a thriving niche community waiting to be tapped into on TikTok. These communities offer a captive audience hungry for relevant, entertaining content from brands and creators they trust.
Understanding the TikTok community and its diverse subcultures is crucial for creating content that resonates with these specific groups, enhancing engagement and connection. Influencer marketing plays a key role in reaching and engaging with these niche communities on TikTok, leveraging the trust and reach of relevant creators to drive successful marketing outcomes.
When it comes to TikTok, video reigns supreme. Short-form video content continues to dominate in terms of engagment and virality.
To succeed on TikTok, creating engaging content that is not only authentic but creative, entertaining, and informative should be the cornerstone of your content strategy.
Embrace experimentation, authenticity, and a willingness to learn. The algorithm can be fickle, so an open-minded approach to testing trends and themes is crucial. If one video doesn’t fly, don’t be disheartened just move on to the next one.
Beyond content marketing, TikTok has become a powerful tool for attracting Gen Z talent.
As the largest demographic on the platform (36%), this audience is a crucial target for businesses battling the talent crisis and skills shortage.
TikTok’s ability to attract young talent into business is already being proven.
Leading agencies like Battenhall, Here Be Dragons and Emerge are leveraging TikTok to drive significant spikes in job applications, new business inquiries, and brand awareness with Gen-Z candidates.
By showcasing their company culture and values through engaging videos, they’re resonating with potential recruits in a way traditional and linear channels can’t match.
While your specific content will depend on your brand’s unique voice and values, some universal tips can help guide your TikTok approach as part of a comprehensive digital marketing strategy:
Authenticity Matters: TikTok users crave genuine, unfiltered content that reflects your brand’s true values and personality. Understanding the TikTok community and audience is crucial to creating content that aligns with their interests and values, capturing the spirit of TikTok to build a brand authentically.
Share Your Story: every business has a story to tell. Use TikTok to showcase your unique journey, knowledge, and experiences.
Spotlight Your Team: user-generated content (UGC) from employees tends to perform very well. So consider how you can shine a light on your team.
Educate and Entertain: teach your audience something new while keeping them entertained – the key to hooking TikTok’s short attention spans.
Hook them in fast: perhaps one of the most important TikTok marketing tips is don’t linger. The first few seconds are vital, get straight to it.
Posting Natively: Third-party scheduling tools are common and useful. But in the case of TikTok, posting natively is often best. Native posting grants access to the latest features and some third-party schedulers may limit things like copy and hashtags, which can impact reach.
Collaborate with Creators: Partner with thought leaders and industry experts to amplify your reach. Interestingly, Sprout Social’s data reveals that smaller creators (5k-10k followers) yield the highest engagement rates at 76.23%, surpassing mega-influencers. This presents a prime opportunity for cost-effective collaborations that drive real results.
With its low barrier to entry and massive reach, there’s never been a better time for content marketers to embrace TikTok for business. All you need is a smartphone an open mindset… and a content strategy.
Harness the power of short-form video, TikTok communities and creator collaborations. By doing so you can heighten your online presence, build brand loyalty, and tap into valuable target audiences.
It’s time to join the TikTok revolution and unlock a world of viral content marketing opportunities.
If you need help developing a winning TikTok strategy, then get in touch – our expert team are here to guide you every step of the way.
So, what are you waiting for?
AMBITIOUS by name and by nature, we are a PR led communications agency that delivers integrated strategic communications - online, offline and everywhere in-between. Proud to be crowned winners of The Drum Magazine's RAR Best PR Agency of the Year.
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