Analyzing the data from the Sensor Tower research, it can be seen that in the first quarter of 2020 TikTok surpassed the record for downloads made in just 3 months that previously belonged to Whatsapp, thus becoming the most downloaded social network in the shortest time.
There is no doubt that social distancing to limit the spread of Covid-19 has greatly influenced the achievement of this milestone. Time spent indoors led people to look for new entertainment options, and TikTok found itself in the right place at the right time. Anyone who has heard of this innovative virtual space took the opportunity to experience the platform and escape the monotony of quarantine.
What better time than a period of forced isolation to try new ways of sharing online? TikTok offers immediate and extravagant entertainment and above all it is really easy to use. Unlike other social networks, on TikTok videos are the only possible form of content and text posts or static images cannot be shared.
How does TikTok offer business opportunities for your brand?
The success of TikTok cannot fail to intrigue professionals or brands who want to take advantage of the opportunity to make themselves known. It is for this reason that TikTok Ads did not wait and immediately offered solutions to promote your brand with specific TikTok advertising strategies.
Land on TikTok with your brand
Are you thinking about using TikTok for your brand but don't know where to start? We explain in simple steps the procedure to follow to create your pro account on TikTok and develop an effective advertising strategy:
- As a first step, you need to download the app TikTok and create a simple account by signing up with an email and password. Immediately take care of your page: enter your brand name, add the company logo as a profile photo to make yourself recognizable, fill out the bio with useful information to describe who you are, what your goals are, and create a link to your Instagram page.
- Once you have created your own page, by accessing the account management settings, simply click on “Switch to Pro account” to enable the Pro version of the account and access the 'analytics' part, with which you can Analyze your video data and your profile/page progress. This means that you will have access to data on the number of likes, comments, shares, coverage (audience reached with your videos), the origin of traffic (from "for you", followers, hashtags) and many other information.
- Identify precisely what objectives you want to achieve and what audience you want to target. According to research by Marketing Charts, currently more than 50% of TikTok users are in an age group ranging from 10 to 29 years old. However, it cannot be excluded that soon the spread of the app will also involve broader age groups.
Rule that applies to any social network, publish only valuable content!
Use hashtags relevant to your products, create special ones with your brand, and encourage your followers to use them when sharing something related to your brand. How to create an advertising campaign
It's time to move on to creating advertising campaigns:
First create an account on TikTok Ads
Choose between “Individual” or “Business” account, you will obviously set up the Business account for your brand
Enter your account details and all information related to your business, accept the terms of the TikTok Ads Program and register.
Now you can finally start creating your advertising campaigns. Let's continue following all the steps!
Access the "campaigns" section that you will find in the menu at the top left and follow the instructions offered by the platform to create your first campaign
Set campaign goals: you can choose between Traffic, Conversions, App Installation
Create the ad group by choosing the type of advertising activity you want to run (for example, you can choose whether to promote your website or app), the target audience (set gender, age, language, etc.)
Plan a budget based on your needs, also specifying the time in which you want to do it
What are the main advertising methods that can be used on TikTok?
Here are 3 + 1 promotion strategies that could be really useful for your brand:
The Brand Takeover ad is a truly unique opportunity: it's a full-screen image or video with a call to action that appears when the user opens the app. The aspect that makes this listing exclusive is that the Takeover is reserved for only one brand per day in each country.
The most classic ad: a short video of 5 to 15 seconds. The video will appear in the feed of the users you want to show it to through a sponsorship investment. Also in this case, a call to action with a reference to an external landing page or app store can be inserted within the video.
A truly effective communication strategy could involve the most loved and sought-after figures on Tiktok, the so-called influencers. Before establishing a collaboration and leaving the image of your brand in the hands of another person, it is essential to evaluate, in addition to the number of likes, followers and comments, whether the chosen influencer is in line with your brand and can represent added value. for your brand Always remember that people look for truth and authenticity. “Exploiting” the popularity of someone totally distant from your values could have an undesirable effect and ruin your reputation.
Why do we write 3 + 1 strategies? There is a hybrid communication strategy that can be used by anyone without a financial investment. At the same time, however, it represents the most innovative and captivating advertising strategy of all.
The hashtag challenge
With the "hashtag challenge", combining the advantages of social advertising with those of user-generated content, it is possible to encourage the production and viral circulation of content to create interest and participation around a specific topic .
Through a special camera filter devised and designed by the brand, users were able to show off three different outfits in a short video. This campaign generated more than 6 million views and the best looks were published in Glamor Italia magazine.
Is it necessary to use TikTok to stay up to date?
Nowadays there are more and more new opportunities to promote a business. However, it is essential to know how to analyze and evaluate whether it is appropriate for your brand to take advantage of the opportunities offered by new sharing tools.
Getting caught up in the excitement of the new trend is never a good idea and risks losing profits and reputation in the worst case scenario.
This platform is proving capable of offering brands interesting business opportunities and innovative advertising strategies. Before deciding whether or not to use it in your communication strategy, you must anticipate which audience you want to intercept. According to the previous analysis, carried out by Marketing Charts, more than 50% of TikTok users are under 29 years old. This means that if your target audience is within that age group, Tiktok advertising without tio can represent an excellent solution to integrate your digital strategy, to communicate with users in a creative and authentic way. On the contrary, it is possible to consider the option of waiting and monitoring progress in the dissemination of this platform, which is finally involving broader age groups as well.
