You must have heard about this new trending social media – TikTok. Everyone’s on it but you are not exactly sure what’s going on there? We’ll tell you what’s the big deal about it. TikTok is a descendant of a social media app Musical.ly, not just because it is developed by the same company but because TikTok also relies on music a lot. So let’s see what’s actually happening there.
It is a social media where short 15 or 60s videos are posted. They are accompanied by music, either original sounds or popular songs, but it doesn’t stop there because once a user has created a sound others can use it also. This resulted in videos similar to one’s seen on Dubsmash, where users lip sync to popular narratives from movies or tv shows, as well as before mentioned Musical.ly videos, where songs are being lip synced and danced to. Some trends derived from Instagram, like challenges, although TikTok challenges are different from ones on Instagram, relying on videos solely. Some users took it a step further sharing various types of tips and tricks packed in a 15s video. Dropshipping tips are also present there. So then, who is the TikTok audience?
Audience on TikTok
To understand the worth of marketing on TikTok you have to understand what audience is present there. In the beginning, the audience was mostly teenagers, especially those around year 14. Being very young they do not have a strong buying power, so why marketing on TikTok. Those young teenagers maybe aren’t the ones that will buy things online due to their age, but they are very valuable to online performers, because they spend the most time on the Internet. This is how they attracted millennials to join this social media app. People between the ages of 16 and 24 make up the most of the users (41%) on TikTok and they have the biggest buying power. Another thing about TikTok is that its growth is faster than any other social media, even Instagram, now having 800 millions of users after about three years of existence. To compare it with Instagram – it reached 1 billion (thousand millions) in five years time.
Why market on TikTok?
To make everything even better, reach on this media is insane. A regular video can have 20 thousand views, so just imagine what reach do viral videos have. Another great thing is that it is very easy to engage with your audience. As mentioned before, challenges are extremely popular on TikTok. To gain attention and engage with your public start a challenge, preferably incorporating your product or brand. Challenges are marked by hashtags, and there is an option to pay for your challenge hashtag to be promoted, which boosts your reach. Recently, TikTok made clickable links in bio available, cutting a number of clicks that have to be made to reach your shop.
How to market on TikTok?
You have to consider that your audience are people that grew up with the Internet, therefore they were bombarded with ads since they can remember. This resulted in repulsion towards classical ads. To grab their attention you have to use their language. Make your ad look like it is not one:
- Start a challenge
As we said, challenges are very popular on TikTok. By starting a challenge you are increasing engagement in your profile, which represents your brand. If you have no inspiration to start a challenge of your own, there are tons of challenges going on. Try to be as creative and as different as possible while doing the challenge, because creativity is the best way to get noticed on TikTok, and is very valued.
- Pay an influencer
Similar to Instagram and YouTube, there are people that gained a respectable audience. They are a great means for marketing because their followers have a lot of thrust in them. Plus they already have a wide audience, so you do not have to wait while building your own audience.
- Make ads that don’t look like ads
You have to look cool, well fit with using filters and sounds on TikTok. Present it like your honest review. Before embarking into such a task, browse TikTok to better understand its trends and ways. Your videos, not looking like an ad, can go viral and bring you great conversion in a very short period of time.
Are there any bad sides?
TikTok is new to marketing so it still does not allow swiping up to go to a certain link, or any other type of directly going to a link from a video. Another tricky thing about it is that trends change rapidly. Something popular today, can be forgotten tomorrow. To avoid this happening to you, you should be very active on TikTok and follow all the trends and challenges popular at the moment. Do not forget to put the link towards your shop in your bio. Your shop and what it offers is still important, only being successful on TikTok is not enough. Be sure to have reviews in your shop as well. To avoid falling out on this aspect try Reviify, AliExpress reviews importer for Shopify.