The social network TikTok has the potential to become a key media platform for brands looking to reach out to young people.
TikTok has become popular because of the ease with which users can create videos with post-processing options to add various effects, digital stickers, captions and music. There is also the possibility of co-creation of content, when users from different places join forces and create video duets. To date, this platform has already been used by 500 million users, most of whom are teenagers.
The network clearly has huge potential and many marketers are sure that brands should definitely use it. Especially against the background of the fact that TikTok does not yet have a dominance of advertising, which means there is no strong competition (however, everything can change in the very near future). But at the same time, brands must be willing to experiment and not be afraid of failure, as TikTok's media capabilities are still not well understood. The company is in the relatively early stages of developing advertising products and is working on creating the best strategies.
Brands that want to actively promote themselves on TikTok need to dedicate themselves to developing fresh content rather than repurposing existing content. For example, marketing agency RhythmOne recommends that businesses think about how their goals fit with the immediate feel of the platform before creating content for TikTok. Only creativity and authenticity work here, while at the same time the content should be light and funny. According to RhythmOne, failure to meet these requirements may even backfire.
Today, TikTok offers many different ad formats, such as time-limited videos, regular banners, or branded augmented reality lenses. The platform is actively working to expand its media capabilities, in order to challenge other social networks that have already become a familiar tool for marketers. The new tool has already been used by such well-known brands as Uniqlo, Ralph Lauren, American Eagle Outfitters and a number of others. The key strategy here is to actively work with influencers who can help spread the advertising hashtag.
By the way, now is the best time to try out a new tool in action. After all, very soon the Christmas and New Year holidays, all kinds of "black" Fridays and in general the time when people order gifts. Before the holidays, users can search for content related to gift categories, including clothing, accessories, shoes, cosmetics, electronics, and toys.
A well-executed advertising campaign on TikTok can allow brands to significantly increase sales by attracting a younger audience.
