What is TikTok and how can it help businesses
TikTok is a very new social media entertainment application, however it has managed to pick up a lot of users over the last two years. The app now has over 800 million active users per month, making it currently one of the highest used social media platforms. TikTok is a very easy to use, which is why a lot of people have taken a great interest into it, as it caters for hundreds of different target markets.
At the start of the app, users get a choice of what they want to view. For example, sport, makeup or magic, there are many different categories to choose. The benefit of this feature for a business is that their content can then be shared on the ‘foryoupage’ also known as ‘fyp’ making it a lot more likely to be seen by people who have the same interests and therefore the perfect target groups the business is trying to reach out to and connect with.
Trends that can help promote a business
A TikTok trend starts when a video manages to go viral, which in short means the video gains a lot of traction extremely quickly. This often happens when a video is posted and shown on the trending page. It is most commonly a video that people can repeat or recreate easily making it fun and relatable.
The benefit this can have for a brand is when they create a popular trend that can be used to contain their content and products they are trying to promote. For example, creating a video where people are required to buy certain items like shoes, bags or anything they sell as a part of the trend in the video.
The trending video will then be shared around and promoted by other TikTok users by recreating it on their own accounts. Viral trends, often described as challenges, can be easily created as long as the video has good quality content that is intriguing to watch. It also needs to be simple so that anyone can take part and re-create it.
There is a fine balance, the easier the video is to re-create the more people will be able to take part which therefore creates more promotional content. However, if the trend is too easy to copy it won’t then become a trend as it isn’t ‘challenging’ enough. One of the most important key points to note before trying to start a trend is whom you will be aiming the content at, so your target audience.
A good starting point to focus on is the demographic, as this will dramatically change the sort of trend you create especially on TikTok. The trends that allow younger people to get involved will do better on TikTok as it has a larger percentage of younger users. Hashtag challenges are a hugely popular within the younger demographic.
If this is your target audience this trend can help the business as they are essentially a challenge that contains an easy hashtag that other users can copy, the hashtag will relate back to the brand. They are commonly shared around by big name influencers and can also be copied onto accounts on other social media platforms.
TikTok features that businesses could use to boost promotion!
Sharing across platforms
If a TikTok user comes across a video that they find particularly funny or interesting, they are able to share that video onto other social media platforms in order to share it with friends. This has huge potential for all brands because it can lead to mass people viewing their content. It makes for an easy and free promotional tactic by using other social media platforms to share TikTok videos.
TikTok duets are when two users collaborate in a video, one user will post a video and then there is an option for another user to duet with the original. A common example of a duet is where the first person will sing one part while the other then sings the second. These duets are planned in advance and made by both people.
Sometimes TikTok duets are made to make a joke out of the original video, this is done to create comical content, these duets are usually not planned duets as they are two or more completely random users that have collaborated together. This is a great way for a business to promote itself by collaborating with other user’s videos or vice versa as these sorts of videos tend to get a lot of attention.
These are very similar to TikTok duets as they are displayed in the same way however the key difference is they are purely to react to the content of the original video and not to get involved with the same video. If a brand was to encourage people to make reaction videos from their content then they would get a lot of interest as people love to share their opinion and this feature makes it really easy to do so.
On the other hand, it also allows brands to react to users who have purchased their products, also people who have joined in on hashtag challenges or other trends the brand has created. This has the potential to show users that the brand is fun and interacts well with their following.
One of the new features on the app is branded songs, as music is such a huge part of TikTok branded songs make a lot of sense while trying to promote a brand. Making a branded song and putting it on TikTok can really help people remember the business by the video it is recognised from. The song doesn’t have to be original as many brands have teamed up with current and popular songs that relate to what they are selling.
A good example of this is when Chipotle teamed up with Justin Beiber and his song ‘Yummy’ to promote the food they sell. However good old-fashioned jingles don’t go a miss on TikTok either, in fact they are normally more catchy and funnier for people to watch and recreate, so for a brand trying to promote themselves on TikTok branded songs are recommended.
Much like other platforms TikTok has a discover page which allows users to search up hashtags, other users, key words or popular video trends. The benefit this could have for businesses is if they managed to get their content to have the popular hashtags then more people would see their videos even if they didn’t follow them.
Secondly, if the business used videos that are part of a popular trend whenever anyone tried to search the keywords for that trend the brands videos would come up. This is an easy way to market content without trying really hard, the most important thing is to keep up to date with what’s popular and the hashtags that are trending at that current time.
If your business isn’t currently using TikTok then certainly create an account and check it out. TikTok could be a great marketing tool for your company, if you approach it and use it properly. If this is something you are interested in, check out the ultimate guide to marketing GEN Z on TikTok.