TikTok is a social app of the Chinese company Bytedance. Just like Vine (RIP), TikTok allows people to record and share short video content and, an aspect not to be underestimated, in 2018; it was the most downloaded application from the different stores. Theis social network has about 800 million active users every day to date. Many people prefer to having TikTok followers to become influencers over there and leverage this platform.
How TikTok works
The two most important sections of TikTok are the ‘home’ and the ‘discovery page.’ Opening the app, you enter directly on the homepage, where you can see the latest trend videos of the most famous creators.
The diversity of TikTok compared to other social networks is to start experimenting; there is no need to follow anyone. The contents are shown as soon as you access the app, and, when you start following your friends, you can find both types of videos on the homepage.
Through the discovery page, on the other hand, it is possible to search for users and hashtags, as well as browse the current trends and challenges.
All users registered on TikTok also have a personal profile containing the published videos, the number of followers, and the total views. The videos published on the platform can last up to 60 seconds (as for Instagram).
Influencer marketing on TikTok
On TikTok, it is possible to create real brand awareness campaigns, promote albums, products, services, artists, and everything that can be targeted with users of the platform. Not surprisingly, there are many companies that have used the platform to manage influencer marketing campaigns. These collaborations are normally managed by brands with influencers and are a great way to gain visibility on the social network that is literally popular among the youngest.
The hashtag challenges: an exclusive promotional product to engage users
TikTok, like all other social apps, monetizes through advertisements. For a brand, it is possible to run Ad campaigns successfully also by experimenting with completely new advertising formats, including challenge hashtags. Hashtag challenges are a very effective source for reaching a global target. In practice, it is an advertising format very similar to that of a game, in which brands challenge users to create videos inspired by the person, published the video initially. The videos posted by users, of course, are never perfect, and that’s the beauty of it.
The brands that launch a challenge, therefore, create a video, choose a song, and challenge users to create their own version by sharing the result with a specific hashtag. It is, therefore, not surprising that the platform has achieved worldwide success; in this way, engagement rises to the highest levels.
TikTok for digital marketing how to start
Before opening a TikTok profile, it is good to understand if it actually makes sense for your business. If your target is very young, it is certainly a way you can try. Otherwise, we advise you to fall back on channels more suitable for your niche of users.
Here are some tips to get started with TikTok as a marketing tool:
- set concrete and measurable goals
- study your competitors and the most trendy users on the platform
- create an editorial plan suited to the tool
- creates content in line with the platform’s creative spirit
- interact with other users and influencers, also in order to lay the foundations for any collaborations
- Invest in ADS to grow your profile and find new users potentially interested in your products/services.