TikTok has been around since 2016 but didn’t gain mainstream traction until around 2019, and then the global pandemic took it to critical success as it became recognised as one of the most popular social media platforms. In the UK, there are around 23.38 million users per month, but more than 1 billion active users worldwide. With such a large number of users, it should come as no surprise that businesses have hopped onto the platform to get a slice of the action. However, TikTok marketing is a different beast, which is why you may need to adopt the following five ways to improve your marketing campaign.
Balance Promotion and Entertainment
TikTok lends itself perfectly to entertaining and informing customers through well-placed video content, but promotion is also an important part of marketing. However, if your videos feel overly promotional, users will swipe up and move on.
The key to success is to build a following through entertainment and information, and then slowly slot in promotional content at the right time. If you need help with strategizing on TikTok, then consider using a TikTok ads agency that’s committed to performance.
Follow the Trends
TikTok has a unique algorithm that encourages users to follow the latest trends, which is why marketing teams should be consistently informed about the latest memes, hashtags, and the most popular content topics. Even though other platforms have hashtags, TikTok users actively search for new content through hashtags, which presents a unique opportunity to try out different creative styles.
Always Use Full Screen
TikTok is designed to be viewed in portrait while taking up the full screen, so make sure you’re appealing to users by uploading correctly formatted content. If your marketing team isn’t already, they should only be using the 9:16 video format for TikTok, which makes sure your message is all viewers can focus on.
Authenticity and Consistency is Key
TikTok moves at such a fast rate that the only way to survive is by uploading regularly, which will help boost exposure on the platform. When you post content often, you can easily see which posts are working and what might need adjusting. As well as this, TikTok’s intuitive algorithm uses impressions to help marketers make necessary post adjustments.
Use Calls to Action
Your TikTok video is the perfect way to connect with customers, but what happens when they come to the end of your content? Unless you use a call to action (CTA) to tell users where to go next, they’ll simply scroll to the next video. Effective CTAs for TikTok include store locations, offers, and product listings. By taking users away from TikTok, you bring them one step closer to becoming a conversion. There are a lot of components at play when it comes to TikTok marketing, but one of the most fundamental parts to remember is that you have to lean into current trends and try not to appear overly promotional if you want to stand a chance of succeeding.
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