TikTok has transformed the media consumption landscape in less than five years, becoming an indispensable marketing tool for corporations.

TikTok pioneered the production of short-form video content with its initial 15-second video limit, later increasing it to 60 seconds and now to 3 minutes. In fact, TikTok has become so popular that even established social media sites like Instagram and YouTube have developed their own versions of short-form video creation, respectively called Instagram Reels and YouTube Shorts, to keep up.

This Bold x Collective guide was prepared by our seasoned Social Media Marketing team to help you make the most of TikTok as a digital marketing tool for your brand.

Knowing TikTok

This is not the place for overtly promotional content, as the platform’s primary users are members of generations Z and Y. Instead, take advantage of TikTok’s brand exposure opportunities, often at no cost, by staying abreast of the latest popular sounds and material, all of which can be accessed in a single place on the app’s “Discover” page. Don’t forget to infuse some character into your brand by way of its content, whether serious or lighthearted. As a general rule, TikTok users would rather be educated or entertained than convinced.

Here are some entertaining strategies for launching your business on the platform:

  • A time-lapsed film showing each stage of production and packaging, respectively, for your goods.
  • Provide an inside look at how your office operates.
  • Use cool music or a cool dance to introduce yourself and your team.
  • Defend your company’s monicker by detailing its origin story.
  • A typical day (employee edition)
  • Read this article for more TikTok marketing tips for local companies.

Some well-known brands that have successfully embraced the TikTok culture include:

  • In the case of Duolingo, three million users
  • Lions Gate: 3,8 million dedicated fans
  • Ryanair: 1.5 million devoted fans
  • Followers: 1.2 million for The Washington Post
  • With 1.7 million people in their fan base, Chipotle has a massive online presence.

How Do I Even Start?

The thought of expanding your business into a new platform can be daunting, but because TikTok is an immersive tool, you don’t have to be an expert to use it effectively. Check out the competition and the wider market to get started.

Make Content That People Can Enjoy

The key to success on TikTok is being genuine. Unlike Instagram, the visual appeal of your profile is not important here, so you may save time and money on low-budget productions. The “Discover” feature on TikTok is a great way to keep up with the latest trends and think of creative ways to work your brand into those movements.

TikTok, unlike Instagram and Twitter, prioritises audio and video content. As a result, your company may try new things and see what works without worrying about whether or not the videos on its page will look out of place. Since TikTok is a casual medium, its advertising must be as well. Create more interest in your brand by being unique, entertaining, and genuine.

Join Forces with Key Opinion Leaders

Expanding use of influencer marketing is largely attributable to the rise of TikTok in recent years. It’s no secret that brand collaborations may lead to substantial exposure for your business, what with some influencers on the site having millions of followers and views.

To increase brand recognition, however, you need not collaborate with celebrities. TikTok is superior to other platforms for advertising because content can go viral with very few or no followers. If their existing content and audience are a good fit for your brand and target market, you could consider forming a partnership with them.

The Commercials on TikTok

However, just like Instagram and Facebook, TikTok allows brands to run advertising on its platform, even though the content on your profile shouldn’t be centred on advertisements for your products and services (since that doesn’t resonate well with TikTok users). Here’s a rundown of the various types of TikTok advertisements a business can create:

The term “in-feed native ad” refers to an advertisement that appears in the user’s feed between different pieces of content. The fact that readers can skip over this kind of promotion is a drawback.
A “Branded Lens” is a custom video editing filter made by your brand. When executed well, this provides users with a fun method to connect with the business.

When you start the app, you’ll see an ad for a certain brand before any user-generated content. This is the welcome screen that users would see when they first use TikTok.

Ads on TikTok’s “Discover” tab may be interactive and fun using the “Sponsored Hashtag Challenge” feature, which lets businesses publicise a hashtag challenge for users. Here I’m thinking about challenges like RBC’s #RBCPodiumPose and Toyota’s #ToyotaWave.
Even though it can be prohibitively expensive for smaller businesses to sponsor a TikTok Hashtag Challenge, you could always create your own challenge on your profile instead.

TikTok ads are still in their infancy, thus they aren’t widely used by smaller companies. For brands with a tighter advertising budget, investing instead in content, interaction, and influencer partnerships is a smart move.