Advocacy Marketing

TikTok Marketing: The Importance of Captivating Your Audience

April 18, 2022
Stacy Wells

TikTok was built for entertainment and is the best platform for brands to connect with a highly engaged social media community. The app's commercial uses and opportunities are growing at a rate no one could have predicted. TikTok marketing has great potential for organizations with the foresight to get started right now.

The rage of TikTok is skyrocketing, and not just with users. At the end of 2021, TikTok had 1.2 billion people on the platform, according to BussinesofApps. Amazingly, that number is projected to increase another 25% to 1.5 billion by December 2022. 

Also notable, Facebook has 2.9 billion active users, WhatsApp has 1.6 billion, and Instagram has 1.4 billion. TikTok is on its way to becoming one of the top social media platforms ever. 

To put things in perspective, consider these figures. TikTok has been downloaded more than 3 billion times! (Only Facebook has more installs.) Worldwide, there are 7.9 billion people. So almost four in ten individuals alive today have TikTok! 

As usage of the video-sharing app grows exponentially, brands and technologies are scrambling to get in on the action.

Luckily, TikTok is open to everyone. The social media platform presents an unparalleled opportunity to reach a vast and engaged fanbase. It's also a superb option to expand your company's brand and reach new customers. The businesses already utilizing this remarkable medium have seen impressive benefits. 

Whatever you think about TikTok, one thing is certain -- you cannot dismiss it. Record-breaking numbers for the app and its viewership make it even more popular than ever.

We'll show you why and how you can connect with consumers and market your brand on TikTok. 

What is TikTok?

TikTok is a social media app that enables users to create and publish videos on any topic. The realism and rawness of the videos are two of the greatest irresistible appeals. The format and vibe of the entire platform are engaging and keep users' attention for hours on end. 

Most of the time, videos are amusing or informative. Currently, the top ten most popular categories of content on TikTok are: 

  1. Entertainment
  2. Dance
  3. Pranks
  4. Fitness and sports
  5. Home renovation and DIY
  6. Beauty and skin care
  7. Fashion
  8. Cooking and recipes
  9. Life hacks and advice
  10. Pets

How Long Are TikTok Videos?

In February of this year, TikTok began allowing users to post videos as long as 10 minutes.

It seems the platform has been testing the expanding length of supported videos for years. TikTok upped the video length to three minutes in July 2021 from the former increase of 60 seconds. When first introduced, videos were capped at 15 seconds. 

Thanks to the extended video duration, creators may now film their cooking demos, tutorials, instructional content, and humorous sketches in more detail.

TikTok's increased video length has made it much easier for content providers to share on the platform. Navigating through a creator's feed to find the proper video in a series was inconvenient and frustrating for consumers.

Get a free guide to TikTok marketing campaigns

Marketing on TikTok

Brands are just scratching the surface when it comes to TikTok marketing. The social media format's commercial potential just got a lot better, thanks to the addition of longer videos.

TikTok is prime for marketing, with many promising approaches. For example, you can use TikTok to promote your brand, generate leads for your business, and build your customer base. Here are some of the most exciting was to market on TikTok. 

Build a Brand

Brand awareness measures how well customers know a company's name or product. It is the basis of building a brand. The more recognizable your brand or product is, the better. Consumers are more likely to trust, believe in, and stick with well-known brands. 

One of the most common business uses for TikTok is to build a brand. It is quick and straightforward. You can create and publish engaging and authentic videos that showcase your products and services. 

You can also add behind-the-scenes footage of your business, exciting facts about your brand, or engaging Q&A sessions. These types of videos are great for building your online presence and gaining exposure for your brand.

Right now, TikTok ranks as one of the best marketing channels for building your brand. But, as with other viral social media platforms, the race is to the swift. The time to start marketing on TikTok is now.

Generate Leads

A highly effective way to use TikTok is to generate leads for your business. People are flocking to TikTok to learn and get questions answered. 

People are flocking to TikTok to learn new things and get answers to questions, even questions they didn't know they had. 

Marketing centers on understanding consumers' problems and pains that your products solve. Speaking to these benefits and solutions works very well on TikTok. 

Take advantage of the current craze and create TikToks that answer frequently asked questions or address prevalent concerns about your product or service.

Publish lead-generating videos that answer common questions or address concerns your product or service is solving. For example, if you sell beauty products, you can create videos about how your skin will feel after using your products, how to get the best results, and what the ingredients are so that viewers can make better decisions.

Grow Customer Base

If you are looking for new customers-- and honestly, who isn't--TikTok is once again the key. Another great way to use TikTok is to build your customer base. 

You can create and publish how-to or review-based videos that showcase your products. 

For example, if you sell fitness equipment, you can create how-to videos that show people how to use various pieces of equipment or how to modify an exercise to work around a piece of equipment that isn't available to the general public. Also, consider publishing review videos that examine different products and how they compare to each other.

Companies with the most success driving new customers with TikToks are using brand ambassadors and creators. 

SNO-GO is a ridable snow bike that uses Wooly to run its brand ambassador program. One of the brand's creators, Kane Williamson, was asked, "how he brings the snow bike on the lift?" In response, he produced a video on his iPhone that showed how he gets on a ski lift with his SNO-GO. 

The video went viral. At last count, the TikTok has over 2.6 million likes and over 34 million views!

tiktok marketing with brand ambassadors
@thesnogocriminal

The video was successful as a result of a few essential elements that brands can copy.

#1 - TikTok Captivates

The first reason the video was so popular what that it was relevant. The TikTok content tapped into an actual question. Another big plus that help captivate audiences was t he marketing team didn't originate it. The inspiration came from a more authentic and natural source.

According to Nielsen,

82% of customers look for recommendations from their peers before making a purchase.
#2 - User-generated Content

When it comes to engaging users, authenticity is crucial SSo the second advantage of this video is that it wasn't made by the brand  Frankly, even with all our brilliance, a brand advocate is ifar more credible and impactful.

Authenticity is critical when it comes to attracting and retaining customers. And nothing is more genuine than user-generated content.

User-generated content, also known as UGC, encompasses a wide range of media, including written material, images, photos, videos, and reviews. In contrast to most other forms of content, this one isn't the work of commercial entities. To put it another way, everything created by and shared with the people is what we mean when we say "UGC."

Most user-generated content stems from the individual opinions and experiences of its creators. The viewpoints, ideas, and convictions expressed in user-generated material are those of the creators themselves. 

Consumers place 2.4 times more confidence in user-generated content than in brand-generated content. (Source)
#3 - Creators Flourish on TikTok

Thirdly, the creator is a specialist. His entire account, @thesnogocriminal, is dedicated to this product. When consumers want truthful information from people who use the SNO-GO, he is the go-to person. 

Is TikTok Marketing Right for Your Business?

If you are thinking of using TikTok for marketing, then it is vital that you first find out if the app is right for your business. Here are some of the things you should consider before launching your campaign.

Target Audience 

The first thing you should think about when deciding whether TikTok is right for your business is the size of your target audience. Teenagers and young adults primarily use the app, so it is crucial that you clearly define your ideal customer. 

Where are your customers hanging out online? 

Does your target customer watch TikTok?    

While TikTok is a phenomenal place to market your brand, you should also consider other platforms that might be relevant to your customers. Be sure to study the TikTok demographics below to see if they correspond with your target audience.

TikTok Demographics

Not surprisingly, TikTok is most popular among teenagers. The app's predecessor Musical.ly, had similar demographics and usage. 

Source: BusinessofApps

Most U.S users skew towards the younger crowd. Think Gen Z. A little more than one-third of the audience consuming TikToks is 10 to 19 years old, and another third is between 20 to 29. (Source)

According to Pew Research, more older people may be using TikTok than previously thought. 48% of adults aged 18–29 say they use it, while 22% of those 30–49 do so. 

Interestingly, the same Pew Research study found that 48% of U.S adults between 18 to 29 say they use TikTok. In comparison, the app is used by one in four Millennials, or 22% of people 30 to 49 years old. As expected, only 14% of people aged 50 to 64 and 4% of those aged 65 and up spend time on TikTok.

Audience Interest

Another essential factor to consider before choosing TikTok as a marketing tool is your audience's interest in the platform. You must understand the types of videos your audience likes to watch and engage in. This information can help you decide which types of videos will generate the most clicks and views for your brand.

Bottom Line

Early adopters of TikTok have a lot to gain from this new platform. It actually favors creators who take risks and put themselves out there. 

If your brand is still dialing in or holding back on its TikTok strategy, we can help.

Wooly enables many companies to capitalize on TikTok marketing, plus we have one of the industry's first TikTok integration. Learn more about leveraging TikTok to grow your brand


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