Why TikTok Deserves a Place in Your Marketing Plans
Did you know that TikTok ranks second for consumer spending amongst the top global mobile apps?
TikTok is a behemoth of a social media platform, and — at least for now — there’s nothing else quite like it, at least not with the same vast audience. But as a brand looking to connect with potential customers, you may not realize that TikTok is just as powerful for marketing as it is for lip-syncing or learning the latest dance craze.
In 2020, TikTok came in eighth place when compared to the active users of other popular mobile apps:
And while that’s not bad, when it came to consumer spending, it ranked second:
If that’s not enough for you, we have even more reasons why TikTok deserves a place in your marketing plans.
It’s One of the Few Sound-On Social Media Platforms
When it comes to Instagram, Facebook and Pinterest, videos are often watched with the sound off, which means creators have to figure out how to get their message across in silence. TikTok isn’t that at all — instead, it’s a definite sound-on app. You can take advantage of that by adding music, narration and other sounds to your videos.
This is also a fantastic chance to talk to your audience. You can address your viewers directly and look them straight in the (digital) eye. Breaking the fourth wall is excellent for ad performance, too. If you want to encourage back-and-forth conversation, ask questions — particularly those that require more than a “yes” or “no” response.
Pro Tip: Make It Short and Sweet
The fact that viewers tune in to listen and not just watch doesn’t mean you can linger when it comes to delivering your message. You still need to get your point across fast, according to TikTok, since 63% of the videos with the best click-through rates highlight their message or product within 3 seconds. Thanks to auto-play, you can show viewers those initial 3 seconds without them even having to hit a “Play” button.
It’s Not an Evergreen Platform
If you’re looking for a platform where your content can be relevant forever, TikTok isn’t for you. But if what you want is a space where you can tap into trends and what’s happening circa now, then there’s almost no better place to do it. Maybe you make of-the-moment digital products or your audience is made up mostly of youths looking for the next cool thing.
“New” is the name of the game here — new special effects, new styles of editing, new viral videos, new music, and so on. By referencing what’s hot on TikTok in your ads, they’ll perform better and catch the eye of your trend-loving audience members.
Your approach here has to be twofold, though, or else you’ll miss an opportunity before you know it:
- Monitor trending topics, which can change daily or even hourly.
- Figure out a way to produce content fast — production turnaround times have to be swift so you don’t miss out. Nothing is less cool than trying to jump on a trend that’s already old news.
Staying up on trending hashtags, searches and songs can help, which you can find in the “Discover” section:
Ads Have Various CTA Options
No ad is complete without a call-to-action (CTA), and TikTok has several options for you to pick from based on the next best step your viewers can take. For example, you can:
- Direct users to your website.
- Send them to the download page for your app.
- Take potential customers to your ecommerce shop.
You can see a full list of TikTok’s CTA buttons here.
The Platform Has a Dedicated “TikTok for Business” Account
The app’s TikTok for Business profile is a one-stop shop for professionals who want to find out marketing tips and usage insights. You’ll also get the following:
- Advice for getting the maximum response from your audience.
- Best practices for advertisers.
- Previews of upcoming events that you may be interested in.
- Tips for how to frame your promotions.
The information on the TikTok for Business account comes directly from the brand’s internal experts and is based on the data they analyze.
You Can Connect With Pro-Level Creators
You may excel at what you do for your brand, but if making TikTok videos — or video content of any kind — isn’t your thing, leave it to a pro. The TikTok Creator Marketplace lets you partner with the platform’s top creators so they can take over video-making and you can reap the benefits. The creators in the marketplace are masters of the craft, always on top of what’s popular (and what isn’t) and adept at making high-performing ads.
Or You Can Use Quick Optimization to Create Ads
Don’t have the budget to hire a creator yet? With the Quick Optimization feature, you can create 12 creative pieces from just one video, and you can also turn a horizontal video into a vertical one. According to TikTok, “With just one click, Quick Optimization will automatically combine visual effects, opening frames, and music to create up to 12 pieces of creative from a single video asset.”
You may not want to rely solely on Quick Optimization for all of your ads now and in the future, but it is a fast way to see how TikTok itself thinks your video content would be best revamped for ads. Take notes, then apply what you see to the ads you eventually create on your own.
Wrapping Up
TikTok is regularly considering how it can help advertisers reach their audiences on the platform, and the more brands use the service for marketing, the more help will be offered. With everything that TikTok has already rolled out to help businesses, and more features on the horizon, there’s an obvious dedication to serving not just casual viewers and serious creators but also companies that know they can reach their core audience on the app.
Before diving head-first into everything TikTok can do for your business, avoid these six common mistakes.
Brian Meert is the CEO of AdvertiseMint, the #1 Hollywood-based digital advertising agency that specializes in helping successful companies advertise on Facebook, Google, Amazon, and Tiktok. AdvertiseMint has managed millions of dollars in digital ad spends in entertainment, fashion, finance, and software industries. Brian is the author of the best-selling, The Complete Guide to Facebook Advertising, a contributor to Newsweek and Forbes, and a thought leader and speaker.
