Tik Tok: A brand primer

//Tik Tok: A brand primer

Tik Tok: A brand primer

The big brands globally are using Tik Tok currently for their brand awareness. They’re mostly targeting younger audience by showing the fun side of corporate brands. Tik Tok requires specific clear strategy and that is that brands have to let themselves loose when it comes to creativity. When it comes to Tik Tok a simple influencer endorsement won’t get you through – the creativity needs to be top notch when it comes to putting your content on Tik Tok.

While understanding how Tik Tok marketing works – always know first how your brand can utilize Tik Tok as a brand primer for successful brand evolution.

Who is taking over Tik Tok?

Before you divert your brand’s marketing to Tik Tok understand who is taking over the content. Basically, what type of audience will you receive on Tik Tok. Gen Z has taken over Tik Tok as per stats (ages 13-22) creates majority of the content. Older generations always used social media as a mode of connectivity and communication while Gen Z uses the social media for their entertainment, marketing and sales tactics, confessionals etc.

How can Tik Tok work for brands?

Tik Tok has brought a huge change to digital branding and it seems to be growing well – brands are creating all the content and utilizing the influencers they can. But once you have identified your audience – understand that if your brand can even survive on Tik Tok.

For brands who know how to strategize around younger audience can make their spot on the platform. But brands need to know that simple static image ads and typical Instagram PR content won’t make through Tik Tok.

Following are the ways a brand can utilize to get the desired engagement:

  • Advertising

When it comes to advertising on Tik Tok – a lot of brands garnered their way in testing the Tik Tok advertisements – some stayed while some struggled and couldn’t survived through Tik Tok’s advertisements. Tik Tok offers advertising on CPM basis (Cost per thousand impressions).

Creative advertisement formats can include the following:

  1. In-feed native video ads (An In-feed native video is that when a brand takes over an entire screen.)
  2. Hashtag challenges
  3. Branded filters
  4. Topview ads (similar to brand takeovers but uses in-feed content)
  5. Influencer brand partnership
  • Social commerce

Tik Tok has also started off with shoppable video posts which made it possible for the creators to place their links of products (social commerce links) on the video posts. This has a capacity where users do not have to switch in between apps and they can purchase whatever they want from the app only.

  • Sponsored hashtag challenges.

Tik Tok’s ad gives the brand an opportunity to target larger community for their products. (and everyone knows by now how Tik Tok challenges get spread like wildfire) Sponsored hashtags not only give the brand a new engagement but also is a prompt response from the community because they can add their own spin to it without damaging the brand.

In conclusion, what we have learnt is that Tik Tok’s audience is young and they know digital content better as they are homegrown and starters. It’s one of the major reasons how brands can save up on content creation and get head-straight on a platform to develop their brands.


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