The Ultimate Help Guide to TikTok Content Marketing
If you want to market your products to a younger audience then there is no doubt that TikTok provides you with a great opportunity to do this. With more than 500 million worldwide users it has surprised many with its fast growth. To get the best out of TikTok you need to know what you are doing and in this article we will explain the best way to approach it.
Understand the TikTok Platform first
Just jumping on to the TikTok platform not knowing what you are doing will turn users away so you need to study it carefully before you get involved. Take a look at the most popular videos on TikTok and work out why users are attracted to them.
You also need to know how to interact properly with TikTok users. If you get this wrong then you will drive users away in droves. It is essential that you realize that TikTok is all about fun and entertainment. There are a ton of mini music videos that do well as well as humorous videos too.
There is no place on TikTok for pushy sales messages. In the United States the majority of users are between 16 and 24 years old and they are not interested in sales pitches. You have to be creative in the way that you connect with TikTok users.
Your Content must be Fun
You have to be prepared to create really fun content for TikTok. Once you get used to doing this you can create really inexpensive videos that have a major impact on the platform. TikTok users are not expecting top quality Hollywood style videos so you can record on your smartphone and this will be totally acceptable.
It really is best to keep it simple and not try to be too clever. Create light hearted videos that showcase your products used in an entertaining way. TikTok users will really appreciate this and believe that you are authentic and will trust you.
Use Hashtag Challenges
Many brands and organizations have had a lot of success with hashtag challenges. You create a branded hashtag and then use this to promote a challenge where users participate by creating their own videos using your hashtag.
A good example of this was the hashtag challenge created by Guess Jeans. Their challenge was to ask TikTok users to create videos of themselves wearing their Guess clothes “their way”. Their hashtag was #inmydenim.
Use the Best Hashtags for Your Content
Like other social media platforms such as Instagram, TikTok uses hashtags. Hashtags are very important if you want users to discover your videos on TikTok so it is very important that you use the right ones.
For marketers on the TikTok platform there are a number of ways that you can discover good hashtags which we will explain in this article. It is a good idea to use the correct hashtags to relate to previous posts you have made on the platform.
> Why Hashtags are so Important on TikTok
There are a few reasons why using the right hashtags is very important on TikTok. The most important of these is to extend your reach and get more views for your videos. The best approach is to use a hashtag related to the content of your videos. By doing this other TikTok users will begin to trust you are more likely to follow you.
Some TikTok users use misleading hashtags to try and get in on some trend. Usually this results in TikTok users staying away from their content after experiencing videos that had nothing to do with the hashtag used. Don’t do this with your content.
Being successful with TikTok is all about driving engagement. There is nothing wrong with using hashtags from trending topics on the platform as long as your video relates to it. With more views you are likely to get more likes (hearts) and more followers.
A lot of TikTok users search for specific videos on the platform. When you use the right hashtags you can help them find your content. Relevant hashtags are always the best as TikTok users do not like anything that is misleading.
> How do you find the right Hashtags?
One of the best ways to find the best hashtags to use for your content is to really know your audience. Find out what hashtags your audience follows and then use these in the right situations. Never be tempted to just use random hashtags or you will end up with a low number of views to your videos.
After establishing yourself on the TikTok platform you can start to create your own customized hashtags and let your audience know about this. If you are new don’t start out by doing this as you will run the risk of nobody finding your content.
Have a good look at what your competitors are doing with regard to hashtags. Identify their popular videos and see what hashtags they used. The best marketers on TikTok always know who their competitors are and what they do to increase the number of views to their videos.
TikTok has a number of influencers that have millions of followers. You can look at their videos and see what they have done to become successful on the platform. Again look for some of their most successful posts and note what hashtags they used with them.
With competitors and influencers you can also learn by their mistakes. Identify some of their posts that didn’t do very well and see which hashtags they used. You can also watch their videos to see if there are any clues to why they failed.
> External Hashtag Suggestion Tools
There are a number of external tools that you can use which will suggest hashtags for you. They usually work on the basis of you typing in related keywords for your niche and then presenting you with hashtag suggestions. Two of the best tools for this are “Seekmetrics” and “All Hashtags”.
There are already influencers on TikTok that have huge followings of millions. This is a great way to extend your brand reach on the platform. Not all influencers will be willing to work with you. Your brand and style needs to fit with theirs or they will turn you down.
Influencers need to be comfortable with your products. If they like them then they will be willing to showcase them to their audience. Do your homework here and use external tools to check on potential influencer bios before you commit to working with them.
Now there are ads available on TikTok to help you to extend your reach and brand exposure. Back in January 2019 TikTok started experimenting with ads on their platform. This led to the launch of their managed service platform in April 2019. At the time of writing this article TikTok ads are not available in all countries.
As with other social media platforms there is a biddable ad environment available. You cannot self serve TikTok ads at the moment and everything has to go through a representative of the company. This will certainly change in the future.
All available ads on TikTok are of the short form video format. This makes perfect sense as TikTok is a platform that is full of short form videos so any ads will be seamless to users. There are three different models that you can follow with TikTok ads which are:
1. CPC (Cost Per Click)
2. CPM (Cost Per Thousand Impressions)
3. CPV (Cost Per View where a view is a minimum of 6 seconds)
The targeting features are a little basic right now. You can choose your audience on the basis of age, gender and location. The geo targeting allows you to target down to state level in the United States. In the future you can expect to see more targeting options such as interest and behavior.
Here are the four types of TikTok ads currently available:
1. Native Ads (In Feed)
Have you ever experienced the story ads on Instagram? These are full screen mode and usually pretty effective. If this appeals to you then you will like the native ads on TikTok. You can add an external link to your website with these ads.
With this type of ad you need to decide on the length of your video from 5 seconds to 15 seconds. You have to create a vertical format video because it is going to display in the “For You” page of your target audience. You can add a call to action such as downloading an app or visiting your website.
2. Hashtag Challenge Ads
Hashtag challenges are very popular on TikTok so it makes sense to create ads in this format. What you will do here is to encourage the TikTok users in your target audience to participate in a challenge that is centered around your brand or one of your products.
TikTok users really like to participate rather than taking a passive stance. So if you come up with the right hashtag challenge ad you can expect some very good levels of engagement. These ads run for 6 days and a TikTok representative will support you the entire time.
3. The Brand Takeover Ad
The Brand Takeover ad appears when a user first opens their TikTok app. It is literally front and center on their screen. You can use this kind of ad to send a user to an internal piece of content or drive them to your website.
Brand Takeover ads are permitted on a category basis. Only one advertiser can use this kind of ad for a category each day. We predict that these are going to become the most expensive TikTok ads in the future because of the limited availability.
4. The Branded Lens Ad
If you go for a branded lens ad you will be able to use face filters, 3D objects and more. The right branded lens app can provide a lot of engagement on the platform so they are definitely worth considering.
Avoid These TikTok Mistakes
There are many mistakes that you can make with TikTok marketing if you do not do your homework. While there are a lot of cases of brands using the platform successfully for their marketing, there are many more cases where marketers got it completely wrong. In this article we will discuss the marketing mistakes that you need to avoid with TikTok.
> Promoting the Wrong Products
You need to understand that the TikTok platform has a particularly young audience. The majority of TikTok users are under the age of 30 and many of them are teenagers or in their early twenties.
They are only interested in products that suit their age group. If you try to promote products which are aimed at older people then you will fail. In time the platform may attract some older users but at the time of writing these are few and far between.
You need to work out if the TikTok platform is right for your business or not. If your target audience is Generation Z and younger Millennials then there is a good chance it will work for you. If you have a more mature audience then you should use another platform where these people hang out.
> Posting Boring Videos
TikTok is all about fun and excitement. Nobody on the platform is going to be looking for presentation style videos and besides you only have 15 or 60 seconds to get your point across. The majority of TikTok users are going to want to participate on the platform and not just passively watch videos.
You need to plan your videos for TikTok. Take a look at the popular videos on the platform and work out why so many users like them. Are they funny? Do they encourage participation? Are they different? Put your creative hat on and think about how you can engage your audience.
> Trying to Sell to TikTok Users
Nobody likes to be sold to. This applies to all social media platforms but particularly TikTok. You must avoid using pushy sales messages in your videos. This will not impress TikTok users and they will end up avoiding your content in the future.
There are other subtle ways that you can promote your products without being sales orientated. The trick is to engage your TikTok audience around your brand and products. Make a fun video with someone using your product in an entertaining way for example.
> Not using a Music Sound Track
TikTok is an extension of the Musical.ly platform. The young people that use TikTok expect to hear background music with most of the videos that they watch. It is so easy to add a good music clip to your vides so make sure you do this every time.
> Not using the Special Effects
There are a number of special effects available on TikTok. Users know this and expect videos to use at least some of them. You can make your video a lot more fun when you use effects such as speeding up and face filters.