TIkTok Strategy For Brands

We firmly believe there is no better time than now to begin building a brand presence on TikTok. TikTok is a powerful tool for brands with the potential to reach audiences in new & creative ways. At the simplest level, there are 4 ways for a Brand to use TikTok: Influencers, Brand Channels, Challenges and Ads.

INFLUENCERS

Use TikTok Influencers:  Brands are sometimes tempted to use influencers that have worked with on other platforms, such as Instagram or YouTube.  While this practice can be ok, we suggest using native TikTok influencers.  Native TikTok influencers generally produce more engaging content and understand the community and what drives engagement. 

Think Out of The Box:  Brands should experiment with the types of influencers used, for instance using a dance influencer to integrate with a food or automotive brand.  There are many niches on TikTok, everything from Dance, Comedy, Education, Artists, etc 

Creative Freedom: Give influencers room to tailor the content to what they feel works best for their audiences.  One thing to keep in mind is some TikTok influencers might have less brand experience and may need more coaching and more concept reviews. 

Consistency:  TikTok’s algorithm leads to some great discoverability but can also have more volatility than other platforms, meaning the posts can be hit or miss.  Additionally, sometimes posts don’t trend immediately and may “hit” after a few weeks.  The key is to post consistent content.

BRAND CHANNELS

Brand Content:  Content on TikTok is more raw or unpolished than on Instagram.  Videos can be anywhere from 15-60 secs and should definitely include music.  TikTok has rolled out changes to how brands can use music on their platform.  Verified businesses can only access royalty-free music from a new Commercial Music Library. 

Frequency:  Brands should try to post daily.  The frequency of content is key given TikTok’s algorithm.  

Trends: Give influencers room to tailor the content to what they feel works best for their audiences.  One thing to keep in mind is some TikTok influencers might have less brand experience and may need more coaching and more concept reviews.

CHALLENGES

CoCreate: Don’t dictate, co-create with TikTok creators.  Hashtag challenges should start with a clear ask with an invitation for creative interpretation.  The opportunity for creativity and self expression is what drives participation.

Be Specific:  Explain the rules of exactly what the challenge is and how to participate. Do you want people to perform a certain task? Can they give it their own creative twist? If so, then what should remain constant in all the challenge videos?  If it requires some form of dance then it should be choreographed easy-to-copy, simple steps. If it is a process, then provide clear steps. And, if it simply needs participants to use your product in a certain way, then show them how.

Keep It Simple:  The barrier to entry should be low so that other creators can easily join in the trend. These campaigns encourage users to attempt and share their own individual takes on the challenges posed by different creators.

Music Selection: Music is the cornerstone of a successful challenge and should be integral in the Hashtag Challenge strategy.  Think with sound and get users to follow along with sounds.

IN-FEED ADS & TAKEOVERS

In-Feed Ads are the video ads that appear in between user videos as you scroll through the “For You” page and are very similar to the ads you’d see while tapping through Instagram Stories.  

Brand Takeover Ads appear first upon opening the app — presenting a full-screen video to a targeted audience.  These ads are exclusive to their category, meaning there is only one Brand Takeover a user will see per day.

Creative: Make sure the creative feels native to TikTok.  Include a call to action, such as Shop Now.  Keep in mind that just like any other video on your FY page, In-Feed ads can be scrolled passed or skipped.  You have 2-3 seconds to grab the attention of your audience.  Consider collaborating with influencers to make the ad feel more native. 

Using Text:  The text on TikTok videos should grab attention right away. Questions to ask yourself:  What type of text can you use that will convince someone to turn the sound on and/or stop scrolling.

Music: In order to use music in the ad, you will need a music license.