TikTok Marketing: What Is TikTok and How Can You Market on It?

Many people may not know what TikTok is, yet, but you may want to incorporate it into your social media marketing strategy. 

Even though you haven’t used TikTok before, you have most likely heard about it. Videos with the TikTok logo are all over other social media platforms.  

Currently, TikTok has roughly 800 million active users and in January 2020, it was reported to be the most downloaded app. It is now bigger than Pinterest and Twitter. 

It is very possible that TikTok is here to stay. It sounds like a goldmine for marketers, doesn’t it? You need to be very careful, however. People go on TikTok for the entertainment and you have to be wise while taking your business there. 

This guide will teach you everything you need to know.

What Is TikTok?

It is a social media app for smartphones and is mostly about video content. TikTok users (otherwise known as TikTokers), take short videos, then post them on the platform after editing. They use hashtags to identify with popular categories. 

Much of the content posted is generally comedic. Popular genres include cooking how-to’s, cringe videos, lip-syncing and short skits. 

Challenges are an extremely popular phenomena on the platform. 

TikTok’s Specific User Demographic

41% of the total number of TikTokers are aged 16 to 24 years. This is the only information that the social network has released. But you can safely assume that 24- to 30-year-olds also make up a big percentage of the users. 

Here are other known statistics:

  • iPhone/Android usage: 52%/47% split
  • TikTok is available in 75 languages in 150 markets
  • 44% of TikTokers are female while 56% are male.

With these statistics in mind, TikTok would be great for your marketing strategy if your audience is young. 

Marketing on TikTok

You can either create original content or collaborate with influencers.

Working with an Influencer

TikTok has huge influencers, some of them with millions of subscribers. The influencers have already created a relationship with their audience and they can easily convince them to try your products. You basically pay them to promote the products or use them on camera. 

Anytime you are looking for influencers, remember that relevance is better than reach. 

Incorporate Original Content

Creating your own content requires resources, creativity and a lot of time. And you need viral content too. 

To make your content popular, you have to hop on trends. See what hashtags are trending. Use them to create your version. Remember to wisely incorporate something about your business. 

Another easier way would be offering tricks, tips, how-to’s or inside secrets relevant to your industry. 

Using TikTok Ads

If organic engagement seems too complicated, you can always use the TikTok advertising platform. 

Ad Formats on TikTok

According to TikTok, formats include but are not limited to square, vertical or horizontal images and videos. 

They have ad creation tool sets—Video Creation Kit and Automated Creative Optimization— to help you create ads. 

The ads can appear in story, post-roll, detail page or in-feed. You also have the option to target a specific audience.

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