Search the hashtag #nike to see the real marketing magic. More than 929 million users have viewed the hashtag and millions of TikTok posts include it. As you scroll down, you’ll see videos and GIFs of users wearing their Nikes, painting their Nikes, dancing in their Nikes, and more. This UGC is free advertising for the brand.
#3: Advertise on TikTok
Like other social media platforms, TikTok is moving toward a monetized future where brands can pay to have their ads shown to users. The following are four ways TikTok allows you to pay for ads from within the app.
Brand takeovers: These ads appear in the user’s feed before they see any other user content. They’re linkable to the advertiser’s landing page and are exclusive to different categories. Basically, only one ad can show in that slot for the specific category per day.
Native ads: These video ads play between user content. They can be between 9 and 15 seconds long and include buttons. However, users can skip or scroll past these ads.
Sponsored hashtag challenges: Hashtag challenges are a big deal on TikTok. When there’s a new challenge on the Discover page, millions of users can see it and join in. Your business can pay to sponsor a hashtag challenge and obtain a custom banner across the Discover page. When users tap it, they’re taken to videos that your team creates explaining and demonstrating the challenge, all while promoting your brand.
Branded lenses: Design a TikTok filter related to your business. Users can select the lens when choosing a filter for their video and it’s live for 10 days. The lens is automatically included in the top 10 trending list and it comes in 2D and 3D. TikTok is currently working on an AR version.
#4: Develop Influencer-Created Content on TikTok
Like Instagram, Facebook, and YouTube, your brand can use influencer marketing to expand your reach. Influencers on TikTok have varying numbers of followers, and therefore, varying degrees of influence. Generally, the more followers an influencer has, the more expensive they are to work with. However, the ROI has the potential to be tremendous.
As a brand, you can approach relevant TikTok influencers and propose a working relationship with them but it’s important to be strategic about whom you partner with. If your brand sells beauty accessories, working with a video game influencer isn’t the best fit. Find influencers who work within your niche and whose personalities align with your brand’s values.
For a certain level of pay, TikTok influencers might:
- Talk about your product in a TikTok video.
- Post about it in the video description.
- Link to your brand in the description.
You’ve seen how successful influencer marketing is on other social platforms, and TikTok is no different. Like other influential platforms, you need to be smart about the contracts you propose and sign, and which influencers you work with.
To fully understand what TikTok is, it’s important to know about its predecessors. Vine was a video recording and sharing app that allowed users to create short videos that play on loop. Musical.ly was similar, except it allowed users to add special effects and was commonly used for lip-syncing popular songs and sound bites. In 2018, the creators of a similar Chinese app called Douyin purchased Musical.ly. They combined these two apps into TikTok and entered the Western market.
TikTok is here and it doesn’t seem to be going anywhere. So get familiar with the app and have some fun!
What do you think? Does TikTok make sense for your business? If you already have a TikTok account, what type of content do you share on the platform? Share your thoughts in the comments below.