TikTok for social media marketing: yay or nay?

Tok Tok for social media marketing - yay or nay?
Author: Ananya Vijayanand Vijayanand

With over 500 million monthly active users globally, TikTok has witnessed a rapid growth over the past two years, resultantly stirring up a storm in the digital world.

For starters, let us give you a brief about the renowned app, *drumroll* TikTok.

TikTok is a short-form video-sharing app used extensively by teenagers and young adults for the sole purpose of entertainment. It has been labelled as the “next big thing” and don’t be surprised, because it just might be as it is the third most downloaded app in the world.

So, what makes TikTok so distinct and popular?

It is more than just lip-syncing to cliché songs or pre-recorded videos, TikTok is an outlet allowing users to unleash their creativity, use the numerous AR lenses and express themselves by means of short, catchy videos.

However, the question arises; can brands incorporate TikTok in their social media marketing strategy?

The answer is, why not? TikTok can be a potential new platform for brands to explore and open up to various opportunities and connect with new audiences. Thus, increasing brand awareness amongst an untapped segment particularly for brands that are interested to cater to a youthful target. TikTok also runs its very own TikTok ads platform which allows advertising to only a limited target based on simple factors such as age, gender and state level geolocation. Nevertheless, by the end of 2019 TikTok promises to narrow down their demographics and emerge with an improved ads platform.

To achieve the desired outcomes on TikTok, brands would need to get their creative juices flowing and pouring! A full-fledged brainstorming session, a solid ‘think out of the box’ idea and the will to delve into new possibilities; these will help kickstart your brand’s journey on the app. TikTok gives your brand the opportunity to effectively promote your products or services, a jingle or slogan or any element of your brand as innovatively as possible.

Global fashion chain Guess was the first ever fashion brand to take on TikTok with the #InMyDenim challenge. Users were encouraged to create a mini music video while wearing their Guess denim piece from the newly launched denim line and post on TikTok with the hashtag. The challenge was a tremendous success with over 38.6 million views and tons of entries. What Guess also extracted from this challenge was a mammoth amount of user generated content; an essential for every brand.

Another brand using TikTok to their optimum is Red Bull. Short videos boasting the adventure and thrill in skydiving, skateboarding, mountain bike riding and more by involving followers are featured on Red Bull’s TikTok feed as it translates to the brand’s persona. With the rapid rise of TikTok came along the influencers on the platform, and we kid you not, these TikTok influencers are fast-growing with an unbelievable number of views. The large following of these influencers can be targeted by brands in order to boost their products or services. Similar to collaborating with Instagram bloggers, brands can tie-up with TikTok influencers with a large following for campaigns to reach out to a wider audience. Howbeit, with this social platform running primarily on the youth having fun, brands will also have to do the same rather than perceiving it as no more than just an advertising opportunity. We wouldn’t recommend brands to simply create a profile on TikTok and share their own videos. Instead, here’s what we suggest; if your brand possesses the right resources and an exceptional idea, capture the interest of the users by developing a campaign.

If you’re overlooking these advantages for your brand, know that you will be missing out on a great deal because TikTok is here to stay. But if this piques your curiosity, head over to the best social media agency in Dubai – Seven Media to step into the new age marketing medium.