tiktok MARKETING

TikTok is rapidly expanding its global market in the past 2 years, and become one of the must-have social media platforms in many brands' marketing plans. TikTok has surpassed 2 billion all-time global downloads across iOS and Android devices and support 75 different languages in 150+ marketplace. It is the international version of the Chinese short-video app Douyin. However, it is different from Douyin in the registration process, searching rules, visibility rules, content style and e-commerce shop.

What makes TikTok so unique?

TikTok is unique in the way that it is the first social media platform combining characteristics from YouTube, Facebook, Twitter, Netflix, Snapchat and Instagram. Like YouTube, TikTok consists entirely of videos. Like Facebook and Twitter, TikTok users navigate through a list of short, digestible posts. Like Netflix, the default mode of encountering content is through the recommendation algorithm, not through the construction of friend or follower networks. And like Snapchat and Instagram, TikTok can only be produced on mobile phones, favouring younger users who are more fluent with smartphones.

TikTok Algorithm

Before diving into how to do marketing or advertising in TikTok, we should know how the TikTok algorithm works first. Location is definitely a key factor in what videos get recommended to users. If a TikTok video gets a great initial reaction in their geo-location, it’s likely that it will then be rolled out internationally. The TikTok algorithm takes into account the interactions on each individual video, rather than the user's profile as a whole. Rewatches, video completions, shares, comments, and likes all seem to be strong indicators of the TikTok algorithm. Hashtags and trending sounds are two of the best ways to boost the discoverability of content. This will help the TikTok algorithm understand what brand's content is about, and who might be interested in it.

Marketing Opportunities on TikTok

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Pay to advertise on TikTok

In-Feed Ads allows brands to embed their video ads to auto-play on target audiences’ ‘For You Page’. Each features a clickable CTA button which can be used to drive traffic to an external landing page, app downloads, or to the brand’s TikTok account.

Branded Hashtag Challenge

Brands can create branded effects and customized sounds that support the challenges’ overall growth and the brand’s awareness. Brands can also encourage hashtag challenges on TikTok and do their best to work with influencers to kickstart their #hashtag challenge.

User-Generated Content (UGC)

Brands can either base from their own TikTok channel, or alternatively, work with influencers to encourage their follows to create user-generated content (UGC) supporting the brand in some way.

Influencer Marketing

Brands should note that the younger generations are the most avid TikTok users. TikTok's young clientele are far less interested in flash camerawork and high video production values. TikTokers are interested in originality and fun, rather than the quality of videos.

Consulting, ideas, implementation and production. Comms8 help you in all steps of TikTok marketing:

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TikTok official account set-up and management to kick-start the marketing journey.

Industry-leading TikTok Ads strategy.

Content creation leveraging our in-house design capabilities.

Localization of your existing brand creatives to better enegage with your global audience.

Match and collaborate with influencers and celebrities to raise brand and product awareness and drive sales.

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