In today’s era of a mobile phone, online social media has become the main channel for people to obtain information. As a social APP that has only been launched for two years, TikTok has been downloaded 104 million times in the global App Store and Google Play, and has 500 million users worldwide. On average, each user opens the APP 8 times a day and browses for 52 minutes. Its marketing The reach is so high that it has been incorporated into the collection of social media networks that many marketing agencies work with.

TikTok Marketing Advantages

No.1

Wide coverage

TikTok not only has a huge number of users, but also covers 150 countries/regions around the world, has released versions in 75 languages, and has reached tens of millions of users in many countries. It has a wide coverage and great marketing influence. Rapid growth in the field.

No.2

Advertising system

TikTok has established a formal advertising system where businesses and sellers can try to use commercial TikTok accounts for product promotion. Establishing a corporate account can not only promote the product, but also play a role in promoting the corporate brand image, attracting the attention of the target audience, and establishing a direct communication channel with consumers.

No.3

Perfect information flow recommendation mechanism

TikTok has a complete information flow recommendation mechanism, which can be recommended according to the content that users prefer during use. The recommended information flow accounts for 53.62% of the total video viewing by users. Borrowing this set of mechanisms can help the brand’s content to reach the target consumer groups more efficiently, mainly with the following three advantages:

(1) Technical support

Relying on the unique intelligent recommendation technology, understand user preferences through machine learning, and recommend favorite content for users;

(2) Precise recommendation

Through the behaviors of staying, interacting and sharing every time the user watches a video, we can judge the change of user preferences, so as to be more and more accurate;

(3) Diversified content

Compared with the information based subscription recommendation form, TikTok has many ways to play, including facial expression recognition, AR technology, multi-screen display, changeable makeup, interesting games, etc. While catering to the needs of brands, it can also collect more diversified content, and Precise recommendations to interested users.

TikTok marketing tactics

Because TikTok’s user base is dominated by young people, and they are disdainful of anything similar to traditional advertising, paid advertising basically does not play a role in marketing. But there are three ways to help businesses and sellers achieve promotion and conversion through TikTok marketing.

1. Tag Challenge

One game that TikTok users frequently play is the hashtag challenge, which is a great way to get UGC. Users who post the same label have common preferences, which is convenient for the brand to find the target audience. The product is released through the label challenge, which can show the positioning of the brand to the consumer group and attract their attention. Even better, the label challenge opens up communication channels between brands and consumers, which can lead to better relationships of trust.

Chipotle: a well-known Mexican-style fast food chain brand in the United States

In May of last year, Chipotle co-launched a “Flip Lid” challenge marketing campaign on TikTok, leading participants to post content with the hashtag #ChipotleLidFlip, and participants had to film a video of themselves flipping the lid onto a bowl without using their hands. In the end, 110,000 short video works were received, which attracted up to 104 million people to participate in the video interaction and generated 230 million views.

2. Create interesting content to display products

Given that TikTok’s main audience is young users, they will prefer engaging and fun content. Therefore, the product needs to be more scrutinized and innovative in terms of promotion content in order to achieve the promotion effect.

(1) Diversification of marketing content

With more than 6.5 million followers, the NBA has a lot to learn from in terms of content production. For example, to share the highlights of the mascot, to make a grand slam video with skillful shooting shots, and to add joyful background music to attract followers’ interest; or to publish related videos of athletes to express their images and strengthen the relationship between players and followers. emotional connection.

(2) Targeted push messages

Sports brand Gymshark, not only publish videos of sportswear, but also for their target audience – fitness enthusiasts, publish videos of workouts including boxing workouts, flexibility tests, challenges and more. Keeping the audience in the habit of exercising is also a good way to indirectly increase the sales of sportswear.

3. Taking advantage of influencer marketing

Like Facebook, YouTube and other social media, influencer marketing is the most popular and effective marketing method. The first rule is to choose the right influencer for the brand. It is not only necessary to choose TikTok influencers with a large number of followers, but also to consider whether the followers have the same appeal as the main target customers of the product. Marketing can only achieve better results if the target audience is highly relevant.

Calvin Klein partners with TikTok influencer

The luxury fashion brand has sought the help of celebrities to showcase their favorite outfits. Musician Shawn Mendes, for example, wore a Calvin Klein outfit for an interview, and tapped other influencers who catered to the company’s TikTok audience, including A$AP Rocky and Kendall Jenner, which eventually attracted a young following. By.

Although TikTok marketing is still in the development stage, given its rapid growth rate, more and more marketing success stories prove to us that its marketing influence is evident. For companies and sellers, if they join TikTok marketing at this time, they will have more resources, less competitiveness, and significant marketing effects, which is the best time for brand promotion.