TikTok and Branding
TikTok is still on the rise in popularity even after much controversy surrounding the app. In fact, it is the most downloaded app on IOS with over 33 million downloads (Sid, Afluencer.com). Many of these downloads include marketers to see how they can use the app as a promotional tool. Aside from its clear youth appeal, TikTok gives a vast range of advertisement options and takes measures necessary to safely educate its users on how to use the platform. Are you thinking about adding TikTok to your marketing mix? Read on to learn more about this video app and how you can use it as a useful promotional tool.
What is TikTok?
For those of you who know what Vine and Musical.ly is, TikTok is a blend of both. They are similar due to their 15 to 60 second long spurts of video content platform. Users are given a live-streaming option and a full range of filters, effects, and tools to improve their video presentation. Hashtags play a notably large role in TikTok with its functionality, varying from “challenges” to jokes, singing, dancing, etc. If you’re looking to reach users under the age of 30, this may be the platform for you.
How Can Brands Use TikTok as a Marketing Tool?
Create Your Own Account
One way to stay relevant to your brand is to create an account for yourself. Showcasing your business behind the scenes can help followers understand who your brand is and what you have to offer. For example, many local boutiques enjoy using TikTok to showcase their clothing and have a try-on styled video with fun, upbeat music to appeal to their target audience.
Utilize Influencers
A significant component of TikTok is its vast amount of influencers. Influencers are essential to getting people to talk about your brand on this platform. There are more than 500 million active users worldwide and is growing in popularity among young people, with 41% of all TikTok users aged between 16 to 24 years (Sid, Afluencer.com). TikTok is a platform that this generation is all about as this group appears to have distanced itself from Twitter and Facebook and the filtered video content on those platforms. They are going to TikTok by the masses to see people using a brand in their everyday lives. And as many brands are aware, this age group is one of the market’s hottest buyers. This leaves TikTok as one of the leading platforms. You’ll find many brands lurking for new ways to reach their target audience.
Paid Advertisement
While larger businesses like Nike, Chipotle, and Disney have taken to advertising on TikTok that drive huge impressions, TikTok ads may not be affordable for smaller companies. Although the platform does offer several options, the starting price for many comes at a premium.
- In-Feed Video: Ads appear in the native news feed of TikTok on the For You page. The average cost is between $25,000 – $30,000.
- Brand Takeover: Ads appear when TikTok users open the app and completely take over the screen for a few seconds before turning into an In-Feed Video ad. The average cost is approximately $50,000 per day.
- Hashtag Challenge: Ads appear on the Discovery page. It encourages users to participate in user content creation challenges. These can include a shoppable component for retailers. The average cost is $150,000 for six days.
- Branded AR Content: Ads appear as branded lenses, stickers, and other 2D/3D/AR content for TikTok users to use in their videos. The cost is between $80,000 – $120,000 based on the complexity of the lens design. (Hines, Hootsuite)
These advertisement options are known to work but are a bit on the expensive side. If your company feels it is worth the investment, it is definitely worth taking the plunge into TikTok. If these premium costs seem a bit out of budget, influencer marketing and creating your own account are the best alternatives.
With some creativity, TikTok can be a promising investment for marketers to help reach their target market. Even if you don’t have a large budget for advertising, incorporating TikTok into your marketing mix can give your brand a competitive edge in today’s market. It is still a new platform and with a little help creating Brand New Ideas, it can boost your business to the next level.
Do you need help putting together a marketing plan that includes TikTok? Give us a call today at 334.446.6149 for a Brand New Idea to target your audience.
Posted: Nov 23, 2020