TikTok emerged as a simple app to showcase short, silly videos, but quickly caught on as the hottest, most sought-after social media platform of the year. TikTok is the sixth-largest social network, surpassing LinkedIn, Reddit, Snapchat, Twitter, and Pinterest, and its prominence keeps growing!

As of 2019, TikTok is available in more than 150 countries, and its ads can reach audiences in more than 75 languages. The platform accounts for 800 million active users as of October 2019, with average users opening the app more than eight times per day and sticking around for an average of 52 minutes daily. 

A vast majority (69%) of TikTok users are between 13-24 years old, making it the ideal platform for reaching younger, trendy audiences, but it's growing in popularity among all age groups. In terms of gender, TikTok skews 60% female and 40% male.

But TikTok isn't just for showcasing the latest viral dance or lip-sync challenges with friends anymore. There are a lot of companies and publishers getting on board with the platform.

How To Build Your Brand On TikTok:

DO TRUE. TikTok is an authenticity-driven platform and focused on realness. You don't need to try to be something it's not. Viewers want to connect with the humorous and unguarded side of your brand. Be candid. Be a little scruffy! 

DON'T IMITATE, INNOVATE. Following the top trending TikTok videos and hashtags lets you take inspiration from others, but pick and choose content that strategically fits your voice and resonates with your target audience. Then, quickly recreate it with your company's own spin. 

Making videos based on daily trends set a rhythm for your content creation, gives instant relevance, and lets more and more new fans discover you every single day!

DO FUN and CREATIVE.  Music, dances, pranks, camera tricks, and much more, TikTok shows the light and human side of your brand. It's about discovering, creating, and sharing thumb-stopping, attention-grabbing, captivating content. 

DON'T GO IN FOR THE HARD SELL. The one thing TikTok is not is overrun with ads. The ads that are available on the platform blend into the native content and do not overtly feel like ads. TikTok Ads should be immersive and flow seamlessly into the vibrant conversations happening on the platform, rather than halt or interrupt them. You can learn more about TikTok Ads on the company site. 

DO SHORT and QUIPPY. Long captions and hashtag spam are for Facebook and Instagram. TikTok is designed for snack-sized captions and trending hashtags that closely relate to the content delivered. TikTok is mobile-first and video-centric. Keeping the copy short and quippy brings better results.

PRO TIP: Want to make the most of your copy to drive engagement? Ask a question. Tell a joke. Make your audience... "wait for."

DON'T TRY IT ALONE. Kick off a branded hashtag campaign that challenges users to create and upload TikTok videos related to your #HashtagChallenge. Then have them tag their friends to attempt the challenge too. In turn, your company can respond to other branded challenges and expand your reach and audience that way.  

Take your TikTok videos even further on TikTok and collaborate with influencers with established followings on the site. As with any other platform, influencers have a built-in fan base and authority that can quickly boost engagement and awareness for your brand.

------------------

ICYMI -- Hip, Asian fashion e-commerce platform, ZALORA, wanted to make inroads with an untapped audience of trendsetters. So it partnered with the equally as hip TikTok to drive awareness, gain new shoppers, and drive new app installs during its online event, ZALORA Fashion Festival.

ZALORA ran a customized Branded Hashtag Challenge in Singapore, supported with performance ads designed to generate buzz among TikTok's massive audience base. The results of the #ZStyleNow Challenge videos were impressive, with over 991K video views, 1.1K+ user-generated videos, and 19.75% brand takeover CTR.

More details about this campaign are available in a case study called Inspiration: ZALORA published on the TikTok Ads site. 

------------------

We're here to help your company develop a TikTok marketing strategy. Contact us to explore your influencer and marketing options, potentially pairing up with one of our content creators and influencers with your brand.