How to Use TikTok Using the Brand to Reach GenZ Audiences

The newest smartphone app that’s becoming viral is called TikTok. You’ll find that some, if not most, of the people you know have started to create videos on the app, unless you’ve been living under a rock in 2020.

Surprisingly, a relatively unexplored target population is largely responsible for TikTok’s enormous popularity. This group can be a bit difficult for organizations to interact with. But marketers may find that the TikTok app is the key to effectively reaching the Gen Z demographic with their product marketing.

TikTok and its Generation Z users

According to a Forbes article, TikTok was able to “democratize virality,” which is how it was able to draw in Gen Z consumers.

In recent years, the rise of influencers has been meteoric. These “TikTok-famous” influencers have had extremely rapid growth. Consequently, the idea that their videos could go viral and that they could even have the opportunity to become influencers inspires TikTok users, particularly their Gen Z audience.

In contrast to other social media platforms like Instagram or Snapchat, the majority of the material on TikTok is created by users and features dancing, lip-syncing, and music. AR lenses, filters, and other visual effects are frequently used to customize videos. It distinguishes itself from the typical polished and carefully chosen material on other sites with its tone and lighthearted comedy.

In summary, the following TikTok demographics are:

• 16–24-year-olds make up 41% of users.
• Out of all users, 44% are women, and 56% are men.
• US consumers make up 26.5 million of the total.
• Of the users, 43% are from India.

Growth factors for TikTok
TikTok users can post their own movies and modify them using the platform’s features, which include speeding up and slowing down the video, as well as applying various filters. Additionally, users can record a video of themselves reacting to another video using the “react” feature.

Users of TikTok can also make videos using the “duet” feature, which allows them to place one video next to another. Its distinctive feature from Musical.ly, the app that came before it, is still highly popular on the TikTok network.

It’s astonishing how quickly the TikTok platform has expanded in such a short period of time. The following are some of the primary causes of TikTok’s phenomenal growth:

· Celebrity Approvals

The popularity of an app can be significantly influenced by celebrities. On social media, celebrities amass millions or even hundreds of thousands of followers. As a result, a celebrity’s recommendation to use the app can influence many of their fans to do the same.

· Personalized Information

TikTok is a worldwide app, yet it still prioritizes locally relevant content. The platform’s local user base can grow significantly as a result of several local difficulties. Additionally, TikTok gives users suggestions for local subjects, which has led to a notable increase in the number of locally produced videos.

Companies can use Shakr Local to produce video campaigns on TikTok that are relevant to their local market. Shakr can assist in producing a distinctive and personalized creative video to boost brand engagement with local TikTok users.

· Usability

It should come as no surprise that the TikTok app is comparatively simple to use—it was the software that made virality on the internet accessible to anyone. Customers value how easy it is to make and share videos on this platform. There isn’t a high learning curve for those who are new to TikTok, making it easy for them to get started. To publish on the app, they simply need to record a video and share it. Watching videos is also quite simple because they play sequentially.

Is using TikTok a wise decision for my company?

Prior to setting up a TikTok account for your brand, you should determine whether this is the best platform for business marketing. Begin by posing these queries to yourself:

• · Is the demographic you are targeting under 35 years old?
• · Is your company trying to reach younger Millennials and members of Generation Z?
• · Does your merchandise look good in videos?
• · Is your company affiliated with musicians or the music industry?
• · Do you think your brand is modern, carefree, and enjoyable?
• · Do you have the means to upload videos to TikTok on a regular basis?

A Comprehensive Guide to Begin Your TikTok Adventure

• Select your display name and username.
•  Craft a compelling bio description.
• Provide a link to your YouTube or Instagram profile.
• Post a vertically oriented video that is no more than one minute in length. Select a filter, add effects, and create a soundtrack if necessary. In-app video recording and real-time editing are also available, and Shakr can be used to further personalize your recordings.
• Craft a captivating synopsis for your video and ensure to include pertinent hashtags.
• You have the option to enable the “duet” feature so that other users can comment on your video.

TikTok Advice Following Installation

Upon creating your account and publishing your initial video, the next action is to initiate conversations with other TikTok members. Here are a few suggestions to get you going:

First tip: Make the brand easily recognizable.

You might begin by announcing that you already have a TikTok account on your other social media accounts (such as Instagram, Facebook, and Twitter). By posting an announcement on your website with a link to your TikTok account, you may alert your followers even more.

Since the brand is new to the platform, you must include relevant hashtags in your videos in order to increase account discoverability. You can check the popularity of the hashtags you intend to use by searching for them. It will also be beneficial to get involved in the TikTok community by following well-known creators in your field, following your audience, leaving comments, and interacting with them.

TIP 2: Preserve the visual identity of the brand.

Even if TikTok appears to be a more relaxed platform, it’s still a good idea to stick to your regular tone and style while maintaining your brand’s visual identity. Recall that users’ initial perception of your brand is shaped by the appearance and feel of your TikTok account. Verify that your account doesn’t appear to be out of date on any of your other social media accounts.

TIP #3: Create a cross-channel strategy.

Make sure your new fans know where to reach you on other social media sites once they find you on TikTok. Connecting your social media profiles will increase the brand’s legitimacy. Another way to maximize your content schedule is to create a shorter TikTok video version of your YouTube or Instagram material. Using your CTA, you can encourage your TikTok fans to view the full version on other platforms.

TIP 4: Consider the needs of your intended audience.

Choose topics for your video content that make sense for your target market and brand. Do some research on the themes, hashtags, and video trends that your TikTok followers will find relatable. Because this app is more relaxed, feel free to try creating engaging and original material for your audience.

TIP 5: Retain a consistent brand image.

You can post material that demonstrates your leadership in your industry and stick to the themes your brand is strong at because your brand is still relatively new on the TikTok platform. To ensure that you are consistently present, post every day. To test your platform’s engagement, you may also try posting at different times of the day.

TIP 6: Post only genuine, high-caliber material.

Remember that the quality of your video content—rather than its format—will determine how memorable it is to your audience. Keep abreast of contemporary issues and trends, but make sure they align with the essence of your business.

The TikTok Algorithm: Important Information for Brands

Algorithm Tip 1: The performance of each video is the only factor that determines brand exposure.

Even without a large following, a brand’s TikTok videos can receive a million views. The algorithm on TikTok gives each individual video’s engagement and interactions more weight than your brand’s complete profile. Once your video is live, a select group of TikTok viewers can see it on their For You page. Its chances of being promoted to a wider audience are increased if it is well-received by those early viewers.

The algorithm takes into account more than just “views,” as suggested by Algorithm Tip #2.

Rewatches, completed videos, shares, comments, and favorites are just a few of the several metrics that the TikTok algorithm looks at. Therefore, there’s a significant probability that your brand’s TikTok video will perform well on the platform if it continues to be relevant to your audience and they find it to be both fun and educational.

Algorithm Tip 3: Location determines how much of a brand is seen initially.

Users with the same geolocation will see your TikTok video first when it is published. As a result, small businesses can use this platform to help raise brand awareness in their neighborhood. Shakr Local’s excellent hyper-local video campaign content may help you establish a genuine connection with TikTok viewers on a larger scale.

Algorithm Tip 4: Trending hashtags and noises are a good place to start.

Using hashtags and sounds is one of the easiest ways to increase your videos’ discoverability on TikTok. Popular hashtags from TikTok videos are aggregated into Discovery pages, where they may receive further attention in the For You sections. Adding original hashtags to your content will also make it easier for the TikTok algorithm to understand what your content is about and recommend it to users who might find it interesting.

Algorithm Tip 5: Older videos can go viral as well.

TikTok videos typically last longer than those on other sites, such as Instagram. The TikTok algorithm keeps track of every single video’s performance, even the older ones. Your previous films will still be shown to fresh batches of viewers on their For You page if there is a rise in engagement with them.

Effective TikTok Marketing Techniques to Get Started

· Hashtag Difficulties

The TikTok community is passionate about taking on challenges. On the platform, users would frequently accept challenges and post films in response. Make an appropriate hashtag to go along with the challenge if your brand wishes to create one on TikTok. Make sure the challenge will provide the TikTok community with enjoyable and engaging opportunities to interact with your brand.

Employ Duets

With duets, several brands may have fallen short of expectations. Brands can draw in more audience interaction by implementing a hashtag campaign that features duets. Utilize the duet option to engage your audience in novel and imaginative ways. Singing to each other, conversing, giving each other high fives, and finishing each other’s sentences are a few ideas.

Make use of influencers

Even though TikTok is a relatively young site, there are still a lot of influencers with millions of followers. Using TikTok influencers to your advantage can improve your brand’s marketing strategy. But in the end, it will still come down to choosing the appropriate influencers for your intended audience. Since they are more familiar with their own audience than you are, give them the latitude to produce the best material for your campaign.

Apply FOMO

FOMO is a tried-and-true online marketing strategy that works well on TikTok. A time limit will force users to participate in your campaign right away if you desire engagement and participation. If challenges don’t have a time limit or employ any other scarcity or FOMO tactics, people may put them off and never get around to taking part.

Establish a community.

There’s more to TikTok than just making a challenge and reaching out to influencers. Both involvement and dedication are necessary. As such, creating a community on the platform requires careful planning. It’s also not always necessary to make a significant marketing effort. To gauge the kind of response you may expect, you might begin by making short films that will appeal to your target demographic.

Promote material created by users

Gen Z users are absorbed in the platform to the fullest. They enjoy participating in events that happen on the app. In an effort to draw in Gen Z consumers, let them contribute their own user-generated material about your company. One way to get started is by pushing TikTok users to post videos of themselves using your items.

Advice for increasing brand recognition among Gen Z customers

First tip: Don’t push too hard.
TikTok’s entertaining and imaginative user-generated videos helped it gain popularity. As a result, marketers should refrain from overtly promoting their products in your videos, as some of your TikTok followers may find this inappropriate. When promoting your video material, use creativity and interest.

TIP 2: Use originality to market your goods.
On TikTok, brands can still advertise their goods, although in an indirect manner. One guideline to abide by is to use the platform as a content creator before transitioning into marketing. Therefore, by including your products in jokes, memes, songs, challenges, and other forms of user-generated content, you may present them in more engaging ways.

TIP 3: Make use of customized advertisements.
Ads on TikTok are comparatively young, having launched only a year ago. But your brand already has a ton of options to choose from:

• · Ads that take over brands

  Brand takeover advertisements can be just what your company needs if you want to show up as soon as a user opens the app. This kind of advertisement can direct people from TikTok to your website or other external destinations. However, keep in mind that the brand takeover advertisement can only be used by one advertiser every day. If a user is not interested, they can also choose to ignore your advertisement.

• · Challenge ads using hashtags

  Because it focuses on enticing TikTok users to take part in a challenge that in some way promotes your company, this advertisement is among the most well-liked ones on the platform. Because they capitalize on consumers’ innate inclination to post original material to TikTok, hashtag challenge ads are incredibly popular.

• · Ads with brand lenses

  Similar AR lens concepts are seen in the TikTok-branded lens advertisements as well as on Instagram and Snapchat. High engagement rates with branded lens advertising are possible on the platform, particularly if you have a sizable following that will aid in disseminating your campaign’s message.

• · Native advertisements within the feed

  Instagram Stories and TikTok’s in-feed native ads share a similar premise. A user’s For You page displays these advertisements with a sponsored label. A clickable pop-up call to action, such as “Download Now,” “Learn More,” or “Shop Now,” is also included.

Brands’ Effective TikTok Marketing Campaigns

The NFL’s #GoProChallenge on Draft Day

In honor of this year’s collegiate football draft, the National Football League (NFL) partnered with TikTok to develop a promotional hashtag challenge. More than 500 million people viewed the #GoingPro challenge on TikTok, which invited viewers to make movies showcasing their professional goals and selecting amateur players to “go pro.” NFL Commissioner Roger Goodell even joined in on the excitement with a dance challenge.

The #ChipotleLidFlip Challenge of Chipotle

In order to get customers to flip the lid on their Chipotle bowls, Chipotle made its own video challenge. With the fitting moniker of #ChipotleLidFlip challenge, the campaign garnered over 276 million views in its first week and over 110 000 video submissions. In order to inspire the TikTok audience to join in on the fun and flip their Chipotle bowls, the brand also enlisted the help of celebrity influencer David Dobrik, who has amassed over 5 million followers.

Learn: CTV Marketing – How To Seize The Opportunity

The #TransformUrDorm Challenge at Kroger

In 2019, Kroger launched the #TransformUrDorm challenge to demonstrate to Generation Z that their brand is more than just a grocery store. They wanted their brand to be among the most popular places for college students to purchase necessities for their dorm rooms. In order to include them in the challenge, they also invited popular TikTok users Joey Klaasen, Cosette Rinab, Mia Finney, and Victoria Bachlet to participate in the challenge. Additionally, they are the first company to leverage the new Hashtag Challenge Plus Ads function, which allows in-app shopping on TikTok. Users who participated in the challenge on a specific brand page can also shop for Kroger products online.