TikTok: A brand primer

TikTok: A brand primer

October 16, 2020, Author: mystic-admin_@

The big brands globally are using TikTok currently for their brand awareness. They’re mostly targeting younger audiences by showing the fun side of corporate brands.

This app requires a specific clear strategy and that is that brands have to let themselves loose when it comes to creativity. When it comes to this app, a simple influencer endorsement won’t get you through – the creativity needs to be top-notch when it comes to putting your content there.

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

Who is taking over TikTok?

Before you divert your brand’s marketing to TikTok understand who is taking over the content.

Basically, what type of audience will you receive there?

Gen Z has taken over TikTok as per stats (ages 13-22) and creates the majority of the content. Older generations always used social media as a mode of connectivity and communication while Gen Z uses social media for their entertainment, marketing, sales tactics, confessionals, etc.



TikTok 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 if your brand can even survive there.

For brands who know how to strategize around younger audiences 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 it through this app.

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


When it comes to advertising on TikTok – a lot of brands garnered their way in testing the advertisements – some stayed while some struggled and couldn’t survive through its advertisements. It offers advertising on a 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 when a brand takes over an entire screen.)

2) Hashtag challenges

3) Branded filters

4) To view ads (similar to brand takeovers but uses in-feed content)

5) Influencer brand partnership

Social Commerce:

TikTok 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:

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

In conclusion, what we have learned 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 why brands can save up on content creation and get head-straight on a platform to develop their brands. 

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