In modern times, a good fraction of businesses happen online. Even for offline businesses, it is necessary to have a digital presence for marketing purposes. Social media is a powerful tool for brands to present their business offerings in front of their target audience. While Instagram, Facebook, and YouTube were popular for brand promotion, these days TikTok has taken the center stage. More than 300 brands have adopted TikTok brand marketing and used it to build a connection with a younger demographic. In this article, we will tell you all that you need to know about TikTok digital marketing.
Not All Brands Have a TikTok Presence
While brands like Samsung, Flighthouse, and Chevrolet are the most popular brands on YouTube, you will be surprised to realize that a significant fraction of brands do not have a TikTok presence. It includes billion-dollar brands like IKEA, Toyota, Facebook, and Google as well. The TikTok Marketing report states that 5 out of the top 10 videos on the platform were created by TikTok itself.
Understand that in such a situation, if you can come up with a coherent TikTok strategy for your brand, you can leapfrog over much larger brands in your genre. Today, TikTok has over 2 billion downloads, and the figures are expected to rise in the coming years. If your brand can establish an early TikTok presence, you will be at a business advantage.
The Best Brands Are Consistent in Their Posts
A look at the brands that garner an average of 10,000 views in their videos would reveal that they are consistent on their posts. On average, such brands post 3.1 videos in a week. Depending on the item that you are promoting, we recommend that you post video content on TikTok at least thrice a week. By posting more frequently than your peers, you ensure better brand recall among your target audience.
Potential of Paid Campaigns
The number of followers of a brand plays an important role in deciding the average views on a video and the subsequent engagement. When a brand has more followers, they can expect higher likes, shares, and comments on their post. That way, the video stands a greater chance of getting viral.
Studies show that if a brand has ten followers and runs a giveaway contest of $50, they can expect two more people to follow them on TikTok. Mathematically, that is a 20% boost in the number of followers, and this will translate to about a 13% increase in video views. Thus, running a paid campaign on TikTok is a tested way to improve the reach of a brand’s content and attract more followers.
Popular Genre of TikTok Videos
As a content creator, you need to respect the fact that while creativity is the ultimate deciding factor of your TikTok success, your industry of operation does have a role to play. Understand that TikTok is highly popular among tech enthusiasts and videos created by IT brands get 2.3 million views. This is closely followed by the Food & Beverage s, Gaming and Media sectors.
Role of Music in Video
The addition and choice of music play an instrumental role in dictating the success of a TikTok video. Upbeat music generates better views, and this can be explained by the fact that a large part of the popularity of TikTok is due to people grooving to its music. A look at the 650 most popular videos on TikTok would reveal that 80% of them have music.
While 62% used upbeat music, 10% had a relaxing theme, and 8% had tense or suspenseful music. Thus, if you are hoping to create TikTok videos that will get viral, make sure that you pay due attention to the audio. With video editing tools such as InVideo, you get access to a diverse music pool, and you can select one that is appropriate for your video.
Understanding Successful Video Types
Interestingly, over 90% of the popular YouTube videos had some form of branded placement. While most of it was a subtle reference, a few brands, such as Pizza Hut and Chevrolet, were loud about their products. The video by Pizza Hut had 64 million views, thereby establishing that proper product placement can help you get viral.
Brand endorsements and collaborations are another form of popular content and comprise 25% of the top videos. 15% of TikTok videos are dance videos, and 14% are tutorials that add value to the lives of TikTok users. As a content creator, you need to be armed with the data of what works in this social media platform. That way, you will deliver to user expectations and stand higher chances of getting viral.
Learning from The Shortcomings
A study of the most popular TikTok videos will reveal that only 3.7% of them have a call-to-action. When your video does not have a CTA, you miss out on the opportunity of guiding your viewers into doing what you expect of them. To make the most of TikTok plan, your video content in such a way that the CTAs are readable, and your viewer is aware of what to do.
Evoking the Right Emotions
Marketing is an emotional journey, and brands try to create videos that evoke positive emotions in the views. The positive emotions translate into actions such as purchasing a product, following the brand on social media or participating in an event. All such actions are beneficial for the content creator and play a role in boosting conversions.
You must note that 30% of the top TikTok marketing videos employ direct or indirect laughter. Satire and political commentary are other popular forms of TikTok content. While trying to make your audience laugh, make sure that the video is relevant to your brand. For example, if you are a funeral parlor, a sarcastic or humorous TikTok video will not strike a chord with the audience.
Work on the Video Design
TikTok offers several filters and graphic overlays for you to design your content. Try to add on-screen texts to your videos to give better side notes and commentary. That way, you can share relevant promo codes, special deals, and CTAs without wasting your precious audio. Graphic overlays and animations draw a higher number of views, and we recommend their usage for promotional videos.
Thus, you see that the behavior of the top TikTok brands establishes that creativity is the key to video success in this platform. As you create more and more videos to promote your brand, take proactive measures to ensure that you remain consistent in your video delivery. As you set a higher quality benchmark with every passing video, you will steer the TikTok success story of your brand.