TikTok is a social media app where users can create short videos to share with other users. The app is available on both iOS and Android devices, and it is free to download. TikTok has various features that allow users to edit and share their videos, including filters, AR effects, and multi-person live streaming. TikTok also has a duet feature that allows two users to record a split-screen video together. For the last several years, influencers and creators have flocked to the platform, and brands have followed.
According to Statista, TikTok now has 1 billion monthly active users with 3 billion app installs as of January 2022. This is a channel that should not be ignored by marketers. However, some may be hesitant to jump on board because they are unsure how to approach the platform and its users.
Here are some tips on how to engage with the TikTok audience:
Start with audience analysis
Use audience insights to understand your audience and create content that resonates with the trends and topics that are top of mind. Any brand that wants to see value in TikTok needs to start with a detailed audience analysis.
Without understanding the audience, it will be difficult to create content that resonates with them. Even worse, you could create content that offends or alienates potential customers. A thorough audience analysis will help you to understand the demographics of the TikTok users you want to reach, as well as their interests, needs, and concerns.
Once you have this information, you can start creating videos tailored to their interests and designed to address their specific needs.
The last thing you want to do is fly blind in a new platform, waste time and energy creating content that will not resonate, and then find yourself in crisis mode when you do.
TikTok is all about creativity
When creating content for the platform, try to think outside the box and be creative with your concepts. Don’t be afraid to experiment with new ideas and content formats. You should be prepared to create content not fully aligned with your brand colors, identity, and guidelines.
The TikTok audience is known for being youthful and trend-savvy. Keep this in mind when creating content, and try to appeal to what’s trending in the app. For example, you could use popular music, film references, or memes in your video content.
The content on TikTok is usually light-hearted and fun. This doesn’t mean you can’t produce serious or informative content, but remember that this isn’t the platform for hard-selling your products or services. Instead, focus on creating content that will entertain, add value, and engage your audience.
TikTok users are very active. Remember, their users skew Gen Z, which means they spend most hours of the day scrolling through their feeds and consuming content. Post frequently and interact with your audience regularly. Respond to comments and questions, and like and share other users’ videos. This will help you build a strong connection with your audience.
Use trends and challenges to reach new audiences
When marketing on TikTok, it is important to know the latest trends and challenges. This will help you to create content that is relevant and engaging for users. You can follow popular creators on TikTok, keep tabs on the TikTok For You Page (FYP), and set up Google Alerts for keywords related to your brand or industry. Once you have a good understanding of what is currently trending, you can start creating content that is relevant to your audience’s interests and the cultural trends of the day but aligned with your brand values.
For example, if you are a fashion brand, you could create videos showcasing the latest styles or trends in fashion or co-collaborate with the creator to create original content.
Create short, creative videos that are easy to consume
Some basic best practices should be followed when creating content in TikTok. Any brand looking to engage with TikTok users should be creating short, shareable videos that are easy to consume. The attention span of users today is relatively low, so it’s important to make videos that are visually stimulating, concise, and won’t take long for users to “get it.”
That said, you don’t want your videos to be too simple or basic. TikTok users should still be able to learn something or take away valuable information from watching your videos. Keep this in mind when coming up with ideas for your content, and you’ll be sure to engage them effectively.
Finally, consider using TikTok ads to reach a wider audience. TikTok offers a variety of ad formats, including in-feed ads, brand takeovers, and hashtag challenges. These ads can be an effective way to reach new users and grow your following on the platform. If you’re unsure where to start, consider working with a TikTok creator who can produce engaging content for your brand.
In summary, if you want to engage with the TikTok audience, you should be prepared to be creative, produce content regularly, and use trends and challenges to reach new audiences. Keep your videos short, sweet, informative, and keep up with the latest TikTok updates.Â
Also, consider using TikTok ads to reach new audiences and give your content a boost. And lastly, partnering with a TikTok creator can help give your brand trust and credibility, resulting in immediate engagement.
