TikTok is easily the social platform to end all social platforms for Gen Z, but it’s seen widespread adoption across most age groups. This popularity has helped the app gain the third highest user base in the US behind Facebook and Instagram. Brands want to go wherever consumers are migrating, which has resulted in a substantial increase in interest in TikTok advertising. TikTok ad revenue increased by 170% from 2020 to 2021 and is projected to skyrocket by an additional 184% in 2022, reaching a total of nearly $6 billion dollars.
However, if brands go about TikTok advertising campaigns in the wrong way, whether organically or through paid media, they are likely to do more harm than good.
Coegi’s Social Operations Manager, Nicole MacKenzie weighs in on how to nail your next TikTok campaign and make a splash for your brand.
What kind of creative messaging is best on TikTok?
TikTok is a visual platform, a place where users go to be inspired, seek creativity and explore. If there is strong creative execution, most brands will succeed on the platform. However, brands must keep their messaging short and to the point, aesthetically pleasing, and authentically welcoming enough that the user is prompted to make an actionable decision.
What kinds of brands are the best fit for TikTok?
Brands that are a great fit for TikTok include, but are not limited to, beauty products, clothing brands, and food and beverage. These brands perform well on the platform because users are able to directly see the product being applied, worn or tested. This eliminates the element of surprise when trying out a new product for the first time and builds trust with the consumer.
Other industries outside of the CPG category, such as tourism and travel, professional sports, and technology can also thrive on TikTok. TikTok allows the user to go on a journey and visually see travel destinations first hand, view highlights from a sporting event, or hear directly from a user how a product or service changed their life for the better. That can be very persuasive.
What are the most important elements in a TikTok campaign strategy?
Aside from the logistics of choosing an objective, budget, target audience and bidding strategy, brands must dive further into an intentional campaign strategy that’s unique to the platform. TikTok’s algorithm is a complicated formula that serves content to a user based on their interests and previous engagements. In order to create that compelling content, brands should consider these six key elements to a successful TikTok marketing campaign.
- Define your purpose and brand message
- Connect with TikTok influencers and build a trusted partnership that aligns with your brand mission, values and goals.
- Understand current TikTok trends and how your brand can use them in a way that is inline with your brand.
- Know the purpose and importance of short-form video engagement
- Utilize TikTok analytics and pay attention to trending performance in order to curate visually, high-performing content.
- Entertain your audience and keep it authentic!
What are some common pitfalls you’ve seen brands make when advertising on TikTok?
The most common mistake is to start making content before fully understanding the platform and what performs well there. I have seen brands experience difficulty adapting their messaging strategy to cater to TikTok, causing diminished performance and user interaction.
Other common mistakes are repurposing content or ads from other platforms, skipping influencer marketing campaigns and not utilizing user-generated content. Brands that only post ads, have no familiarity with creative editing tools, and are not effectively engaging with their audience, are missing out on the full potential of TikTok.
How do you envision the TikTok platform changing over the next five years?
I believe TikTok will continue to adapt and compete with their biggest competitors: Facebook and Instagram. TikTok’s algorithm is like nothing I’ve ever seen before and shows how the platform will continue to evolve and reshape the future for social media, especially since it was the most downloaded app last year.
In order to remain at the top of the growth charts, the app has started moving more into the social commerce space, focusing on ways to build revenue for creators and brands. Additional social commerce tools, like the TikTok Shopping feature for in-app product selling, and more interactive elements like responsive videos, will help brands build awareness and engagement with their audience. We can only assume more features are on their way, so it is vital that brands keep up with new developments and build familiarity with the tools as they are released.
What’s your favorite thing about TikTok?
For a long time I refused to hop on the TikTok bandwagon, mainly because I knew I would be addicted. In the end, though, I’m honestly happy I did. As much as I dislike sitting on my phone, I’ve come to find that I can feel both productive and entertained at the same time. Sending videos to friends and family that I think they will find a laugh, joy, purpose, or inspiration from makes me happy. And I feel accomplished when I find videos that are helpful and inspiring towards my hobbies (cooking, house DIY, travel, etc.). I didn’t realize that a platform only composed of videos could be such an uplifting and helpful tool!
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