TikTok has taken the world of social media by storm with its rapidly growing user base of over 500 million active monthly users globally. The app, which has become the most downloaded on the App Store, is here to stay. Land Digital, a digital marketing firm, is providing a comprehensive guide on how to leverage TikTok for promoting your events. The guide covers everything from capitalizing on viral trends to developing an impactful video strategy. With a deeper understanding of how the app works, you can effectively use TikTok to advertise your upcoming events in the digital space.
what is TikTok?
Before you can effectively adjust your event marketing approach to this new platform, it's essential to comprehend what TikTok is all about. In simpler terms, TikTok is a social media platform that specializes in video content. It allows users to upload and engage with 15-second user-generated videos. The interface operates much like other social media platforms, where users can like, share, and comment on posts from friends, influencers, and celebrities. The feed is populated with content from the accounts users follow and the most trending videos, making it ideal for promoting both viral reach and small community engagement.
Why is it so popular? Most viewed tiktok video
TikTok was originally launched in China under the name "Douyin" in 2016 and rebranded for the international market a year later. The app gained significant popularity in 2019, partly due to American talk show host Jimmy Fallon's use of the app for the #TumbleweedChallenge on The Tonight Show. With over 8,000 submissions and 10.4 million views, people across America and the world participated in the viral trend, showcasing their creativity with TikTok's unique video editing features.
TikTok's unique features are what make it so appealing to its users. The app integrates with the Musical.ly app to allow users to record with audio from other videos or songs, and it also allows users to record their reactions while watching another video. TikTok offers a variety of entertaining editing features for users to play around with.
So how can you use TikTok to promote your event?
Promoting events on TikTok requires an imaginative, innovative, and original approach to event marketing. It's crucial to consider whether this platform will bring in attendees in the form of conversions. This depends largely on your event's target audience.
It's no surprise that the majority of TikTok users belong to the teen demographic, with 41% of users being between 16 and 24 years old. However, this does not mean that TikTok is not useful for reaching other demographics. In fact, the number of adult users in the USA grew 5.5 times in just 18 months. If you want to excel in event promotion, the first step is to conduct market research on your target audience to gain a better understanding of their interactions with apps and determine if they can be effectively targeted using TikTok.
Method 1 – Jump on a viral trend
If you believe that TikTok can reach your target audience effectively, there are several ways to make use of the platform for event promotion. One of the key aspects of TikTok's appeal is the promotion of viral trends. Participating in these trends is a great way to increase brand visibility and event promotion. The app's topic feed allows users to filter content by a chosen topic or hashtag. When a trend becomes popular, the associated hashtag will appear higher up in the feed, resulting in increased engagement and view count for your video.
To create a video, simply choose a 15 or 60 second clip and press the red recording button. The app's editing features, such as timers, filters, and the ability to slow or speed up clips, are located on the right side of the screen. You can also upload pre-existing videos from your phone's image and video library.
After you have made your video, uploading is straightforward. Simply add a caption and the relevant hashtag to the "describe your video" box, and then press the "post" button. Users searching for the hashtag will be able to see your video and may click through to your page, where you can provide event information through promotional images and bios. The aim of this method is not to promote your event directly through the video, but to create a presence for your brand and event by taking advantage of a high-engagement platform.
Method 2 – Create your own hashtag
Instead of participating in an existing trend, consider starting your own by creating a unique hashtag challenge. By coming up with a creative and engaging video topic, you can turn your followers into brand ambassadors who will share videos with your hashtag and extend your reach to their followers. Make sure the challenge is relevant to your event, for example, if you're hosting a music event, create a dance challenge for one of your headlining acts' songs.
To succeed, you need a pre-existing audience, so promote the challenge on all your social media platforms. Connect your Facebook, Instagram, and Snapchat accounts and share the challenge on the upload page. To encourage participation, offer a prize such as free tickets to your event or an upgrade or merchandise for those already attending.
Method 3 – Create a TikTok strategy
To maximize the impact of your event promotion on TikTok, you need to create content that directly promotes your event, not just relying on increased page visibility. A great starting point is a hype video that announces your event. Make sure to be creative and add all the necessary details, such as ticket links, in the video description.
With 29% of TikTok users using the app daily, it's important to have a longer-term content strategy to keep users engaged. You can achieve this by releasing videos featuring your event lineup, guest speakers, or gradually revealing details about your event as the day approaches. To encourage interaction, make sure to enable comments on your videos, which can be done during the upload process.
Also, don't forget to regularly check your messages as people may reach out for more information after seeing your content. Your inbox can be found at the bottom of the interface.
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