TikTok 101 – Why TikTok Should Be Incorporated Into Your Digital Marketing campaign in 2022
What Is TikTok & Which Demographic Does it Speak to?
TikTok is a social network where users can share, create, and watch short videos on their mobile devices.
TikTok’s algorithm personalizes your feed to appeal to your interest, making it a popular social network for young people. Roughly 50% of TikTok’s global audience is under the age of 34 with 32.5% aged between 10 and 19. For youth-oriented brands, TikTok is a mandatory element of any digital marketing strategy.
Users creating a TikTok video can adjust their videos using stickers, filters, and sounds making it easy to use for creators. People generally use TikTok as micro-entertainment. The videos appear to a user for a maximum time of three minutes. Typically, TikTok users watch daily to boost emotion or distract themselves from the real world for a couple of minutes at a time, or for hours. (Source)
1. TikTok Increases Exposure
TikTok has an estimated 1.2 billion monthly active users. Don’t let this number intimidate you – it is an extraordinary opportunity to gain exposure to your customers on the app.
For a brand with a target audience of 10-25-year-olds, TikTok is essential in their digital marketing campaign as this same age range tends to spend the most time on TikTok. Using “keyword hashtags” in your videos can lead to more interested users discovering your content.
As an example, say a snowboard retail brand uses TikTok, to advertise their videos they could use the hashtags #Snowboard, #Snowboardcrash, or #Snowboardbigair. Users
who are interested in snowboarding search for these hashtags on their feed which will lead them to your videos. (Source)
2. Media Platforms
TikTok allows its creators to create and share videos unlike Instagram, Facebook, and Linkedin which primarily use photos and text. Creating well-made videos allows the creator to tell a story through their post. Creators can lengthen their story into
multiple videos so users are encouraged to click on your page if they wish to continue watching. Doing this leads to users discovering more content. Telling compelling stories creates a bond with followers and converts them to consumers of your
product/service. TikTok’s algorithm provides businesses/marketers with a level playing field. Specifically, TikTok does not promote accounts based upon the number of followers an account has, unlike other platforms. A TikTok account with zero followers can get millions of views if the users are engaged in the video. (Source)
3. TikTok Users Are Very Engaged
The average TikTok user spends 52 minutes per day on the app with 90% of its users using the app every day. When it comes to the average number of TikToks watched each day the number comes out to approximately 1 billion. For digital marketers, this provided them an opportunity for their videos to go viral. TikTok is growing constantly and is showing no signs of slowing down.
4. TikTok Is A Place To Be Creative
Brands that portray openness, creativity, and authenticity have a massive advantage over their competitors. These companies rise in popularity quicker. Users appreciate a creative and authentic approach to a topic. You want your TikToks to spark conversation, educate viewers, or make your viewers feel a certain emotion. If you succeed in creating meaningful content for your intended audience, the views, likes, and positive comments will come. Even though following trends can be beneficial, all trends start somewhere. Digital marketers should be taking full advantage of all the features TikTok has to offer.
Balancing the number of features with the quality of the content your posting is critical to attracting viewers. Congested, and confusing posts will decrease your viewer’s engagement levels. (Source)
5. Partner with Other Brands
Partnering with other brands on TikTok is simpler than you would think. All you really have to do is make sure the business you want to partner with or duet a video with has a relation with your brand. Simply get into contact with them to collaborate on
creating content to benefit both brands.
- Brand recognition, video view length, and engagement are all positively impacted by TikTok-specific branded content in partnership with creators.
- When working with other brands/creators, show your product in use to demonstrate how your product improves people’s life.
- TikTok’s made without a partnership achieved a 12% higher brand engagement rate. TikTok’s with creator partnership achieved 83% higher engagement rates.
Are You Ready to Use TikTok In Your Digital Marketing Campaign
DMAC offers a selection of great courses that teaches you the fundamentals of Social and Digital Marketing and how you can apply it in your next campaign. Receive your certification and diploma from one of our online courses.
We also offer customized corporate training seminars. The DMAC training provides your business with hands-on experience. Coming out of the DMAC training your business will learn updated Digital Marketing strategies and the latest tools available which can be applied to your business or organization’s Digital Marketing campaigns immediately.
By: Oscar Muha
March 21, 2022