December 6, 2019

How to make the best use of TikTok for branded content

TikTok Branded Content

Love it or hate it, there’s not a single day when one doesn’t encounter a TikTok video. It could be sent by a colleague, or it could be someone’s WhatsApp status, or you might see it on a social platform.

In a very short time, this Chinese app has registered exponential growth, with its users increasing manifold. After acquiring, TikTok got access to a wider audience, and recently it managed to cross the 120 million mark in India alone! With that kind of customer base, the platform is certainly hard to ignore if you’re a marketer.

But how does one take advantage of the TikTok boom? And is it the right choice for every brand out there? Let’s dive in and find out.

Check your target audience

Before you nod your head and put good money on TikTok, you need to know the kind of audience this platform attracts. Be warned; it’s quite different from regular social platforms. Most of those present on this medium are aged below 30, though this is rising.

If you’re planning to put your money on a TikTok influencer, consider the quality of followers they have and not just the number of followers. Next, see how powerful the influencer is when it comes to the engagement part. An influencer with millions of followers but no engagement is not the right horse to put your money on.

Get the genre right

Study the platform to know what type of content works on it. Trendy, casual, and funny videos tend to perform better on TikTok. Have a strategy in place. Going by existing users, serious ads might not work as well as those with a dash of humor. So play accordingly. No matter what you’re selling, make your ads look cool and youth-oriented.

If you’re a music company or an artist, TikTok is the ideal platform to display your talent. For instance, brands like Gaana, Niki, and Tinder are doing great by partnering with a handful of influencers. That’s not all; FMCG brands like Colgate and Vicco have been able to garner 2.3 million hearts thanks to content created by their influencers.

Who should invest in TikTok

If your products are visually appealing and demonstrative, TikTok is the perfect platform. Your offerings should be relatable to youths or young millennials. For instance, the producers of Bala were able to garner tremendous response by promoting the movie on TikTok.

Brands that have already tasted success in India on the ByteDance-owned app include Amazfit, Moov, Oppo, Vivo, Flipkart, Club Factory, Pepsico, and Bingo. Some emerging names have also tried their luck and succeeded: Dunzo, Bounce, dating app Tantan, Vigo, Meesho, and several others.

So, if you have a brand in this category, chances are high that you will excel. That is if you can create simple yet intelligent videos with a dash of humor, coupled with the right hashtags. That’s a sure-shot recipe to become successful on TikTok.

The takeaway

As TikTok is in a nascent stage, there’s no right or wrong on this platform. Try various experiments and see what works for you. This could be the best platform for new businesses as the competition is much less compared to bigger platforms such as Facebook or Instagram. But be quick as your competition is likely to be reading this too!

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