5 Essential Strategies for Promoting Your Brand on

 TikTok

TikTok has seen significant growth in popularity since its launch in 2018. As of October 2018, it was the most downloaded photo and video app on the Apple App Store worldwide. The app has reportedly amassed over 800 million active users, with the US being the top country for downloads. With a large number of teenagers using the platform, it has the potential to drive music trends, products, and marketing campaigns. However, its non-traditional advertising approach has left some brands unsure of how to use the platform to increase sales and exposure. Some consider it a passing trend while others, like Nike, ABC, and Google, have embraced the platform and run advertising campaigns on TikTok. Even celebrities like Khloé Kardashian have posted sponsored content on the platform. To succeed on TikTok, entrepreneurs need to think creatively when strategizing. While the platform's demographics are not completely clear, it's predecessor, Musical.ly, had a user base that was approximately 70% female.

Below are top 5 tips on how to market your brand on TikTok

1) Native movie

Another way that brands can advertise on TikTok is by using in-feed native video ads, which TikTok has been recently testing on the app. The test was observed in the US version of the app, where a video labeled "Sponsored" from bike retailer Specialized appeared in the main feed, with a blue "Learn More" button that directs users to click for more information. This button can likely be customized to direct users to the advertiser's website or other online address, for now it opened the Specialized Bikes (@specializedbikes) profile page within the TikTok app. The music that followed the clip was tagged "Promoted Music." These native video ads are the same length as regular TikTok videos (9-15 seconds, although the test ad was only 5 seconds), are full-screen (similar to Instagram Stories ads), and can be skipped by users. It supports call-to-actions for app downloads and website visits, and can be measured by total video views, average video play duration, video engagement, and click-through rate. Influencers can also be utilized in these native video ads.

2) Influencer Marketing

Influencer marketing is a perfect fit for TikTok, as many successful and creative users have emerged on the platform since its launch. Several major brands have begun experimenting with influencer campaigns on the app. The best influencers can effectively turn sponsored content into an authentic message that resonates with customers. However, as a brand, it is important not to try to change the influencer's voice or dictate how they present your content. They are influencers for a reason, and their followers value their material because it is authentic. While this applies to many social media platforms, it is particularly true on TikTok, where Generation Z users will likely detect any inauthentic content. One brand that nailed it with its influencer marketing campaign on TikTok is Calvin Klein, which in 2018 stepped away from runway fashion to rebrand and expand its customer base among young people. It quickly became the most successful advertising campaign on TikTok. Influencer marketing is still relatively new on TikTok and even more cost-effective than on other platforms. Since the space is not yet too crowded, a savvy marketer can engineer a strategy that will bring in significant ROI.

3) Keep Your Eye On Trends.

TikTok's popularity has grown rapidly since its launch. As of October 2018, it was the most-downloaded photo and video app in the Apple store worldwide. With over 800 million active users and a large number of teenagers using the platform, it has the ability to drive music, products, and marketing campaigns. However, brands are still trying to figure out how to best use the platform to drive sales and gain new exposure. One way to utilize advertisements on TikTok is through in-feed native video ads, which the platform has been testing. Influencer marketing is also a popular strategy on TikTok, with many big brands experimenting with influencer campaigns. To be successful on TikTok, it's important to stay up to date with current trends and follow the best influencers. Additionally, observing the trending videos and hashtags on the platform can give you insight into what users are interested in.

4) Coming Shortly

TikTok is reportedly developing a 2D lens filter for photographs, similar to those found on Snapchat. This could potentially open up new opportunities for advertising within the app.

5) User-Generated Articles

A key aspect of any advertising strategy on TikTok should be utilizing user engagement and user-generated content. As the platform's success is built on the content created by its users, incorporating this into an advertisement campaign is a logical choice. A good example of this is Haidilao's introduction of a "DIY" option for its menu, allowing customers to create their own unique dish using ingredients available on the restaurant's menu. When customers ordered the DIY option, they were encouraged to make a short video of themselves creating the meal and share it on Douyin (the Chinese version of TikTok

User-generated content (UGC) should be at the forefront of any TikTok advertising strategy, as the app's popularity is built on the content created by its users. One example of a successful UGC campaign on TikTok is the "DIY" option offered by Haidilao, a Chinese restaurant chain. Customers were invited to create their own unique dish using the restaurant's menu items, and then share a video of the dish on Douyin (the Chinese version of TikTok). The campaign resulted in over 15,000 customers choosing the DIY option and over 2,000 videos being shared on TikTok, garnering over 50 million views on the platform. To replicate this success, brands can encourage customers to create content by offering a prize or reward for the best video, or by finding other ways to inspire users to post content. While the idea of TikTok advertising may be daunting, starting small and getting to know the platform and its audience is key.