TikTok is one of the most happening social media platforms today. Ever since it burst on to the scene in 2017, TikTok has very quickly caught the imagination of the young generation. The core audience of TikTok is Gen Y who is fed up with brands pushing their product aggressively to them all the time. According to Forbes, 41% of TikTok users are in the age bracket of 16-24. The platform has also caught the attention of digital marketers who can use it to boost brand awareness and engage with users for building brand loyalty and driving sales. The chief weapon of marketers is content; accordingly, they need to evolve a robust content strategy specific to TikTok for the maximum impact. Some useful tips:
Create Content Specific To TikTok Users
The TikTok experience mainly revolves around short but attention-grabbing videos. In a significant departure from the curated, heavily-edited, and polished-to-perfection content that is the mainstay of other social media platforms, TikTok videos are typically unpolished and rough-around-the-edges for a more authentic appeal. This approach means that brands too must make sure that they approach content creation differently from what they are accustomed to for other social networks. Since TikTok users appreciate authenticity and originality, they like to view original content developed specifically for them, not something that has been repurposed. Even thereafter, brands can consider keeping money aside to buy real TikTok fans to give their engagement a quick boost.
Leverage Trends & User-Generate Content
The outstanding feature of TikTok is that its users are prodigious creators of content. This tendency of users creating large volumes of original content is a marked departure from the polished and curated content on other social media platforms that some experts believe actually turns users into a passive audience that prefers to view posts than create content.
TikTok, on the other hand, promotes participation among users for content creation and interaction. Brands need to keep in mind that for campaigns to be successful, the content has to encourage users to engage further. Following trends makes it more possible for brands to align their content strategy with the preferences of users. Whether positioning themselves for a hashtag challenge or engaging influencers, brands need to think hard about creating content that can help to spread brand awareness and provide the momentum to stimulate participation by users.
Avoid Pushing Your Brand Overtly
If there’s one thing that turns off TikTok users, it is brands trying to advertise conspicuously or push sales. For marketing campaigns to be effective, brands will have to ensure that their messages are delivered with authenticity and not appear commercial. Contrary to other social media that places a premium on curated content, polished content on TikTok is unlikely to find favor. Users love marketers who produce content with all its flaws using ordinary mobile phone cameras in ordinary environments.
Creative self-expression is the sole currency on TikTok, which is why brands should never look at this platform to directly drive sales but more to build brand awareness and engagement on a personal level in an informal manner. The content should be biased towards delivering a unique entertainment experience that compels viewers to engage with the brand creatively with brand oversight kept to the minimum.