TikTok has emerged as a pivotal platform for brands seeking to engage and expand their audiences. If you’re a brand charting a course on TikTok, you’re in the perfect place. This article offers expert insights on crafting an effective TikTok strategy for brands.
I had the opportunity to speak with social media expert Annabelle Nyst, previously the senior marketing manager for HubSpot’s brand social channels and now a social media content manager at G-P.
Contents
The Impact of TikTok on Brand Growth
Utilizing TikTok for brand development offers remarkable benefits, such as enhancing brand visibility and reaching a broad audience. By 2025, it is expected that TikTok will have exceeded 2 billion users, inviting numerous opportunities for brand exposure.
Moreover, many consumers now prefer discovering brands through videos on platforms like TikTok. Our recent survey indicates that 47% of users appreciate discovering products via short-form video content.
Beyond brand awareness, TikTok can support community building. The fitness brand Gymshark succeeded in creating a loyal community by interacting through memes and influencer partnerships. Competing against bigger brands like Nike, Gymshark has grown its following considerably via its TikTok community.
Moreover, to effectively reach Gen Z, a demographic with substantial purchasing power, establishing a presence on TikTok is crucial. Statista’s data reveals that 78% of Gen Z in the U.S. are active on TikTok.
Effective TikTok Marketing Techniques
Brands are leveraging diverse strategies to enhance their profiles on TikTok. Here are some proven methods.
Influencer Partnerships
Given TikTok’s emphasis on authentic content, brands have found partnering with influencers beneficial. Influencers can introduce your brand to new audiences in a genuine way, broadening your reach significantly.
Brands with limited budgets might consider engaging micro-influencers, those with 10,000 to 100,000 followers, as they often maintain strong connections with their audiences, fostering brand loyalty.
Educational Content
Creating tutorials is an effective way to demonstrate your brand’s expertise and build trust. For instance, ColourPop frequently shares short tutorials showcasing their products.
Staying on Trend
Brands like Duolingo prove adept at leveraging trending themes, whether it’s a viral sound or popular media reference. Connecting trending topics creatively with brand messaging can significantly boost engagement.
Using Trending Sounds
Audio is intrinsic to TikTok. Brands often creatively repurpose popular sounds to promote their products, adding a layer of engagement and relatability.
While it’s tempting to join every trend, you should align them carefully with your brand identity.
Let’s explore some expert insights on honing your TikTok strategy.
5 Expert Tips to Enhance Your TikTok Strategy
- Identify where your audience spends time.
- Clarify your brand’s goals.
- Define your value proposition.
- Organize with a content calendar.
- Engage strategically with trending content.
1. Identify Audience Platforms
Your brand’s target audience should guide your platform presence. For some brands, TikTok aligns perfectly, while for others, it might not. For example, a brand targeting retirees might not find its audience on TikTok.
Nyst emphasizes, “Before diving into TikTok, assess if it aligns with your audience and brand strategy.”
Understand your target audience’s behavior before committing resources to TikTok marketing.
2. Define Your Purpose
Without a clear purpose, creating a focused TikTok strategy can be challenging. Your goal will influence content, style, and engagement. Common objectives include community building, brand awareness, and traffic generation.
Monitor metrics such as views, likes, and follower growth to refine your goals periodically.
3. Communicate Value
Articulate how your brand adds value on TikTok. Annabelle Nyst advises, “Pinpoint your unique contribution. Value-driven content can distinguish your brand in a crowded market.”
Gymshark’s success arises from content that resonates with its audience. Even traditionally “serious” brands like the Washington Post have adapted by creating amusing, news-centered skits to engage TikTok users.
“Every brand can find its niche,” Nyst emphasizes. “It requires creativity and strategic thinking.”
4. Stay Organized with a Content Calendar
Create a content calendar to maintain consistency and adaptability in your content. While scheduling regular posts, leave room for timely content to respond to unfolding trends.
Posting once or twice a week with relatable, quality content can help in growing engagement over time.
Consistency builds momentum and enables you to learn which formats resonate most with your audience.
5. Selective Trend Engagement
TikTok’s rapid cycling of trends can be tempting, but focus on those aligning with your brand identity. Over-engagement without value addition can dilute your brand voice.
Decide strategically before participating in a trend: Can your brand add a fresh perspective?
Conclusion: Embrace TikTok Mindfully
TikTok remains an exciting and rewarding platform for brand marketing. However, ensure it suits your brand and target audience before committing. Once integrated, consistently provide engaging content to build your presence effectively.
Editor’s note: This article was initially published in November 2022 and has been updated for clarity and detail.
Discover more from Make Money Online and Work From Anywhere
Subscribe to get the latest posts sent to your email.
