In just four years, TikTok has managed to become a globally recognized platform and a dominant force within the social media industry; overtaking Snapchat, Twitter, and Pinterest while also rivaling Facebook, Instagram, and YouTube. Now that TikTok is one of the top social media platforms, brands have started to take notice and are looking to capitalize on the popularity of the app. But how can companies utilize TikTok to successfully reach and engage with target audiences? Here are some top strategies brands can use to increase their presence on TikTok.
Companies looking to develop sponsored content for TikTok must first be aware of TikTok’s main demographic: Gen-Z. According to TikTok’s user data, the largest percentage of users (25%) are 10-19 years old, and nearly 50% of all users are under 30 years old. While younger generations are the primary users of the app, millennials and Gen X also migrate to TikTok due to its rise in popularity and wide variety of content, resulting in a diverse audience being present on the platform.
In order to effectively engage with users, brands must release content that is not only relevant to target audiences, but entertaining as well. New TikTok trends, challenges, and meme templates emerge every day on the app, leaving hundreds of millions of impressions available for opportunistic brands to gain. Red Bull, Chipotle, and Gym Shark are just a few examples of brands who release sponsored content that resonates with audiences on TikTok, as seen by their large number of impressions, engagements, and conversions.
Consistency is key. Keeping a constant theme and posting consistently is what drives views with TikTok’s algorithm. When consumers see something they like, they want more, so posting consistently is important to keep users engaged and aware. When developing content for TikTok, brands must consider the awareness and preferences of their viewers. Content from brands on TikTok that is well received by viewers involves brands that are self-aware, utilize parody, and add a unique/creative angle to an already existing trend.
Influencers on TikTok are another great opportunity for brands to leverage the app for engagements, conversions and building brand awareness. TikTok creators can curate unique content that aligns with the brand, shows the product in a real-world situation, and exposes your brand to niche audiences. For example, a company that creates pet products would fit perfectly with a pet influencer, who could then create fun and engaging videos while serving as a brand ambassador for the company. Influencers make it possible for businesses of any size to join TikTok and start gaining brand exposure with new audiences.
Is your brand looking to expand its presence onto TikTok? At Chief Media, our team of digital strategists have years of experience working with companies to leverage content for all social media platforms, including TikTok. Let us help you plan your brand’s next big marketing campaign. To learn more, contact us at [email protected].