TikTok has been the crown prince of social media for at least 18 months now. TikTok is a social network based on sharing short videos of up to 60 seconds in length. It allows users to create short videos with music, filters, and some other features.
As TikTok’s newsroom puts it,
One of TikTok’s greatest strengths lies in creating a community that feels close-knit despite being massive in size. A meme, trend, or song created on TikTok can quickly morph from an in-joke to a nationwide phenomenon.
Despite various challenges, including a US Government push to ban the app entirely, the latest download stats from App Annie underline the enduring popularity of TikTok, which continues on its march to becoming the next billion-user social app. That’s hardly surprising given that TikTok adoption grew five times in 2020 compared to 2019, bolstered by COVID-19 lockdowns. The app was installed 63 million times in August alone.
Doing social media marketing and selling, and in particular, laying a strategy to sell on TikTok is vital. Its model is a fresh breath of using video in a social media sphere dominated by text. Make it fun, and make it compelling. While it is not easy or cheap to advertise on TikTok, the network is becoming very important almost everywhere because of its numbers.
Different products would sell seamlessly on TikTok while others wouldn't. TikTok is all about fun and visually appealing content. If you look at the TikTok trending page, you’ll find tons of silly videos set to hit songs.
So, how do you get your products selling on TikTok?
1. Create fun and engaging content
"Here for a good time, not a long time," is an adage that would best describe TikTok. TikTok "dictates" that you share videos not longer than 60s and very captivating so that you can have engagement on your posts. Because the service's predomiannts users are aged between 16-24, you need to be creative in how you reach out to them. There's no room for sit down conversations or pitches.
And if you want to come off as uptight and boring, just record with your phone, rather than the hustle of primary recording and editing. Keep it simple. A light-hearted video that shows off your products will come across as more authentic than if your business tries creating a viral meme and fails.
2. Create hashtag challenges
Like other social media platforms, brands use specific words or phrases to create a buzz about their offerings. These hashtags are excellent at fostering user interaction and engagement with brands.
The viral nature of this user-generated content makes it so that your Tiktok advertising campaign builds and maintains momentum. After all, social video garners 12 percent more shares than text and image content put together. Furthermore, users enjoy this type of content. 16 percent of the videos on TikTok are hashtag challenges.
3. Partner with influencers
Given that the majority of users on the platform are young, the power of influencers can’t be overestimated. This demographic is particularly susceptible to social proof, making them more willing to listen to an individual before trusting a brand. Therefore, influencer marketing should be part of your Tiktok advertising cost. Engage influencers who align with your brand values and aesthetics but also appeal to your target audience.
Influencers drive the initial stages of your selling. For example, if you’re pushing a hashtag, notable influencers can give it enough juice so that it balloons and trends, creating buzz for your brand.
4. TikTok Advertising
Advertising on TikTok is getting more popular by the day. TikTok introduced a trial version of its advertising platform at the beginning of 2019. Huge brands like Nike and Apple have already gone ahead to try out the advertising option and reaped huge in relating with the young customers, considering that 41 per cent of the app’s users are aged below 25.
TikTok offers four different types of ads including:
Infeed Native Content: This type of ad is similar to Snapchat or Instagram story ads and supports multiple features like website clicks or app downloads.
Brand Takeovers: This lets brands take over TikTok for the day. They can create images, GIFs and videos with embedded links to landing pages or hashtag challenges.
Hashtag Challenges: Instead of trying to make a hashtag challenge go viral on your own, you can use promoted hashtags to get more engagement.
Branded Lenses: Branded lenses are like Snapchat's 2D and 3D lenses for faces and photos.
Depending on the payment plan, advertising costs on the platform can run from thousands of dollars to hundreds of thousands.
If your target audience is the younger generation (GenZ and millennials), you ought to give TikTok more than a chance.
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