When speaking about digital marketing, staying abreast of the latest platforms can be the key to capturing new audiences. As we inch deeper into the 2020s, social media continues to dominate as a pivotal marketing arena, with nearly 4 billion global users and counting. Among these platforms, TikTok has surged to the forefront, offering a unique blend of music, video, and community engagement that resonates strongly with the younger crowd
CREDIT: This is an edited version of an article that originally appeared on Business News Daily
Originally grabbing the spotlight with a youthful audience, TikTok has matured into a vibrant community with 1 billion active monthly users, most of whom are under 40. Its format—a cocktail of Vine’s brevity, Twitter’s immediacy, and Instagram’s visual appeal—makes it a fertile ground for brands aiming to snag the elusive attention of millennials and Gen Z’ers.
Mastering TikTok’s landscape
To flourish on TikTok, it’s crucial to dive in fully. Create a profile, follow trend-setters, and experiment with content until you’re au fait with the platform’s pulse. Mike Prasad, CEO of Tinysponsor, advises, “For a business to be successful on TikTok, they need to first be active on TikTok.” Authenticity wins on this platform; your content should reflect your brand’s true persona rather than forced memes or salesy vibes.
Advertising on TikTok: What are your options?
TikTok supports a variety of ad formats, each serving unique marketing needs:
TopView ads: These are the show-stoppers. Appearing at the top of users’ feeds upon app launch, these ads can run up to 60 seconds, providing a powerful punch of brand visibility.
In-feed ads: Similar to Instagram stories, these ads are skippable, blend seamlessly into the feed, and are ideal for short, engaging clips.
Brand takeover ads: Capture exclusive attention by taking over the app for a day with these quick, impactful ads that are front and center upon opening TikTok.
Branded effects and hashtag challenges: These allow users to interact directly with your brand through custom filters or community-driven challenges. DreamWorks, for instance, saw massive engagement from the #SpiritRidingFree challenge, promoting their show effectively to TikTok’s youthful users.
Small business strategy on TikTok
For smaller enterprises venturing into TikTok, the platform can be particularly rewarding. Here’s how to tap into its potential:
Trend watching: Pinpoint trends that resonate with your target demographic to inform your content strategy. Whether it’s dance, DIY, or quirky challenges, aligning with trends can amplify your visibility.
Keep it real: TikTok thrives on authenticity. Avoid overly polished content; instead, opt for a genuine, relatable approach that showcases the fun side of your brand.
Engage through challenges: Participating in TikTok challenges or even starting your own can boost engagement and help your brand appear more approachable and connected.
Why TikTok deserves your attention now
Despite its massive growth, TikTok still offers a relatively untapped market for business advertising compared to older platforms like Facebook and Instagram. With its unique algorithm and content style, TikTok provides a creative playground to engage a younger audience who favour genuine, entertaining content over traditional advertisements.
TikTok is not just a passing trend but a substantial opportunity for businesses ready to innovate and connect with the next generation of consumers. By embracing TikTok’s culture and leveraging its advertising tools, brands can create a vibrant presence that speaks directly to a youthful, engaged audience.
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