How to Advertise Your Business on TikTokEditorial Team
By Francisco Schmidberger, Co-founder at LINK Agency.
Brands are always looking to leverage the latest social media trends to help the success of their marketing and advertising campaigns. Interestingly, compared to Instagram, advertising on TikTok is an even better place to start for every small business, not just those targeting a Generation Z audience.
TikTok is more democratized and less saturated. You can reach potential clients organically, without spending money, and be exposed to a bigger audience thanks to the algorithm and the short video clips that have the power to humanize brands.
How to Advertise on TikTok
Here’s how to advertise on TikTok to help grow your small business. Put Your Content Out There
Create Brand Awareness
Start with brand awareness and establish an audience by throwing darts at the dartboard and seeing what sticks, without overcomplicating things.
Don’t worry about the quality of your footage; the algorithm favors rawness and imperfection. You can check out Duolingo’s TikTok account for examples. The videos that go viral are often those that a brand thought, “hmm, it wasn’t perfect, but I’ll post it anyway.”
Due to decreasing attention spans, short-form content is here to stay, no matter the platform. Go for speedy cuts when editing footage, and keep it snappy and engaging. Tell a 10-minute story, which could be perfect for YouTube, in 30 seconds. If you are still struggling, agencies can help you with the creative process and build a viral brand presence.
Find a Balance and Consistent Format
Once you start posting often, you’ll begin establishing a brand voice. Define this internally and translate it to something that works on TikTok. Find a consistent format such as comedy skits, educational content, green screens, or dancing challenges, and integrate with the latest trends. For example, for the #BecauseIfItWereAGoodmorning trend, brands could simply position themselves, their product, or service as the reason why people would have good mornings. The algorithm takes all these moves into account when showing content.
More technical companies often leverage the green screen feature to explain more complicated concepts. But fintech companies or businesses with AI-powered tools must remain open-minded and create content that is off-script, too. At LINK, we conduct a deep dive into a client’s brand identity, leverage social trends, and format optimal campaigns to help brands do just that. Embrace the Ridiculous
On TikTok, businesses can push the boundaries further. Seriousness doesn’t often work, but your content doesn’t always have to be funny either.
Consider Selfie Videos
This is another effective way to advertise a business on TikTok. Selfie videos can be as simple as someone in an office environment using their iPhone 7 and explaining what it is like working at the company. This format is raw, imperfect, and grabs people’s attention.
You have to test the waters and monitor TikTokers’ reactions. You think there is a line when it comes to being ridiculous, but on TikTok, you can push this.
For example, take Ryanair, using the latest trending sounds and creating straightforward, organic content using green screen eyes and mouths to incorporate humor. They are a larger company, but they aren’t shelling out tons of cash for their TikTok account – their strategy is definitely something that small businesses can leverage too. Collaborate with Influencers and Creators
Follow Relevant TikTok Influencers
Follow the TikTok influencers who match your brand through searching relevant hashtags. Then, I’d always suggest targeting the smaller creators at first, as it is easier to get on their radar. You can engage with these creators by replicating their trending videos or commenting on their posts.
If you’re enjoying their content, let them know. But don’t spam them. Even simple comments like “we love this” or “ we think this is hilarious” work wonders. TikTok Creator Marketplace also helps you connect and collaborate easily, or digital creative agencies can link you up with some of the largest TikTokers open to collaboration. Try Out Funny Effects and Filters
The Versailles Run effect where TikTok users become Queen Marie Antoinette running through the Palace of Versailles exploded into an entertaining comedic trend. The filter is available natively on TikTok, meaning you don’t have to go through a third-party platform. Head to the Discover tab, type in ‘Versailles Run,’ tap on the filter at the top of the screen, and click the record button – the filter should start automatically.
Bring Some Changes
Later on, down the line, when your company has grown and has more of a budget for social media, think about translating your brand’s logo or product into Branded Effects and customizable filters. For example, Dirol launched a black-colored chewing gum, and the campaign featured a Branded Effect that encouraged users to show off both their calm and sassy sides, reflecting the white and black gum colors.
On TikTok, there are always new features rolling out and integrations for brands to take advantage of. Paid ads are also growing, and certain campaigns are even outperforming Facebook paid advertising. But before looking at that, follow the above-discussed steps to establish your brand and engage your community first.
Francisco Schmidberger is the co-founder of LINK Agency, a TikTok brand factory that specializes in establishing viral brand presences for companies.
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