Marketing On Tik Tok

Marketing On TikTokWhat Is TikTok?

OK let’s start at the beginning by asking the question ‘What is TikTok’?

TikTok is a social media platform that allows you to post a video onto the platform for anyone to see.  This could be a video of you eating dinner, doing a dance, doing a prank, it is really down to you.

TikTok really blossomed during the COVID-19 lockdown as people were at home, bored with nothing to do except mess around trying to get likes and comments.

The platform is unique, and very new to the world of social media.  Different to Instagram and Facebook, TikTok is a Chinese owned platform (ironically) that is used by millions globally.

It is addictive and uses an algorithm to send you videos it thinks you will be interested in watching.

Influencers use ‘tags’ so that their videos are picked up either on your feed (for your page FYP) or in categories such as ‘food’, ‘cheeseburger’, ‘window cleaner’ etc.

Can Marketing On TikTok Be Successful?

Social media marketing companies can help you get attention, by using ‘influencers’ to help market your products or services.

It is just a case of finding the right one that is appropriate for your products/services.

The cost will vary depending on how popular they are or how many followers they have.  Some have a following of a few hundred thousand, some millions.

What Is A Social Media Influencer?

A social media influencer is someone that uses the platform with the purpose of generating an income.  For each comment and ‘like’ they get for a video, they receive income from TikTok of 2 cents (US currency) per thousand likes.  The goal being they get millions of likes to generate anything like a reasonable daily income.

Some examples would be the following:

  • Mikaylah – A US based teenager that takes imaginary questions as a radio presenter often based around a sexual note.  Her videos are around 30 seconds long.
  • Laurence – A UK based influencer that shares his weight loss journey by videoing what he eats for breakfast or ‘dinna’.  His videos are normally a minute long and are mostly filmed from his kitchen.  Laurence has 3.4 million followers.
  • Lauren Sarah – A UK based 22 year old that has an interest in fashion.  ‘I am going out, so lets get dressed’ is how she starts her videos which are usually around a minute long, filmed in her bedroom.  She has 250K followers.
  • The Smithy Family – Based around Nick (the father), they film silly clips around their house or garden doing a variety of dances, pranks, food related content.  They have 3.4 million followers.

Marketing on TikTok is very new, and seems to have evolved into a very powerful form of marketing that is used by both global brands and independent sole traders.

How To Win With TikTok

Since followers of influencers is global, getting a specific target audience is difficult.  Certainly your brand/product/service is unique, you may be looking to get views in a certain geographical area, or to a certain demographic group.

While Facebook has a very proven advert targeting system, using an influencer is more tricky.

Marketing on TikTok is very new and is still evolving.

If you are a global brand, and are looking for general or global brand awareness (such as Pepsi, Deliveroo or Justeat) it is perfect.  If you are a sole trader gardener, TikKok may not be suitable.

Lots of brands (such as Five Guys) post their own videos on TikTok and do not use influencers.  If you have the time, this is how you can win.  You can even share them on other platforms (such as Facebook) to get double to exposure.

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