TikTok has surpassed Google to become the world’s most visited website, driven by its engaging video content, viral challenges, and influential celebrities. Smart brands must explore ways to leverage this platform by crafting authentic content and optimizing paid advertising strategies to drive traffic, generate leads, and increase revenue.
The app’s sophisticated algorithm, which surfaces videos from accounts users may not follow, enables even small brands to gain visibility and standout in user feeds. By engaging with target customers, this unique content discovery approach makes TikTok an excellent platform for lead generation, brand personality development, and perception transformation.
This article delves into the intricacies of the TikTok algorithm, effective content types, and provides insights on building a robust brand presence and marketing strategy on the platform.
TikTok, a rapidly growing social media app for short-form videos, has rapidly become a staple in many marketing strategies. Originally developed from Musical.ly, it has outpaced Facebook, Instagram, YouTube, and Snapchat in monthly App Store installations since its rebrand in September 2018. With over 1 billion active users globally, TikTok has outperformed competitors like Instagram Reels, Snapchat’s Spotlight, and YouTube Shorts.
The app’s core premise is to create and share short, shareable videos using a variety of trending sounds, filters, and effects. Users and branded accounts alike have access to these tools, along with the ability to interact and discover new content based on their preferences. The app’s “For You Page” algorithm is known for its complexity, serving engaging and relevant content to users.
TikTok features various engagement tools, including the “duet” and “stitch” functions, as well as the new “TikTok LIVE” feature, which allows real-time interaction and “gift” exchanges. Despite the misconception that TikTok is just for Gen Z, the platform’s audience is diverse, with over 67.5% of users over the age of 20.
Brands are recognizing the value of TikTok marketing strategies for engaging new audiences, encouraging user-generated content, and building authentic brand personas. The platform’s active, engaged audience, with nearly 90% of its 1 billion users accessing the app daily, and the level playing field provided by its algorithm make it an ideal choice for small and large brands alike.
Brands can also benefit from TikTok’s low-production, authentic content, fostering user-generated content (UGC) that can be used across social media channels. Additionally, TikTok offers more affordable influencer rates compared to other platforms, and the TikTok Creator Marketplace is a valuable resource for smaller brands.
To create successful TikTok content, focus on storytelling, using trending sounds and hashtags, and experimenting with different video styles. Collaborations with influencers and cross-functional team collaboration can further enhance your TikTok marketing strategy.
An experienced agency can help maximize your investment in a TikTok business marketing strategy, providing a comprehensive approach to achieve long-term revenue growth. Coalition Technologies has extensive experience in social media marketing and can help optimize your efforts and reach a wider audience. Contact our strategy team for a free action plan to get started.
