People on TikTok For Business want to be entertained, as well as feel connected with the brands they follow. Therefore, creating videos that highlight your brand in an entertaining manner is an ideal marketing strategy.
Optimize for sound-off: Many TikTok users watch with the volume turned off. Provide captions and subtitles specifically tailored for those viewers.
Reaching the Gen Z Audience
Gen Z is an increasingly tech-savvy generation who are more concerned with authenticity and credibility from brands they follow than with brands in general. Therefore, creating content that resonates with Gen Z’s core values and shows your brand is prioritizing their audience over anything else can only make your brand stronger with Gen Z followers.
TikTok makes this easier by offering trending features. Use Discover page or hashtag searches to determine what’s popular, then take an innovative approach in making that trend relevant to your brand.
At Serendipity, Shopify merchant, they created a video showing their customers how they packed orders – this content also serves as an opportunity to highlight discounts or exclusives for followers – Gen Z has shown great favor of these videos which drive engagement as well as being time sensitive sales drivers.
Generating Leads
TikTok boasts over 90 million active users and counting, offering businesses the potential for generating B2B sales leads through video. However, with so much competition among videos for users’ attention it may be challenging to stand out and generate quality leads.
TikTok has introduced a feature to help businesses connect with potential customers more efficiently: users can now share their contact info directly through the platform using TikTok’s Lead Generation advertising objective and publish in-feed video ads that include an Instant Form link.
Users who click an ad can share their information with businesses through a secure form, pre-populated with details from their TikTok profiles and only shared with advertisers with consent from customers.
Lead information can then be downloaded or integrated directly into their CRM, making it easier than ever for businesses to follow up with prospects and convert them to customers. With this new tool, lead generation on TikTok has never been simpler!
Boosting Conversions
TikTok provides an effective platform to promote your brand to end users via its native advertising features such as in-feed ads, TopView ads and custom audiences.
In-feed ads allow brands to integrate branded content seamlessly into a platform. Men’s skincare brand Bulldog, for instance, utilized humorous influencer-shot ads as part of an in-feed ad strategy in order to increase engagement and drive sales growth by 5-10% with 29.8 million impressions achieved from this approach.
TikTok’s TopView ads present your video ads at the very top of users’ feeds, automatically playing without sound on. According to TikTok, 72% of its users prefer this ad format.
To maximize conversions, utilize CTAs that clearly communicate what action users should take – such as visiting your website or downloading your product. Also take advantage of lookalike audiences to target hot prospects who share characteristics similar to your existing customers – these audiences tend to convert well.
Increasing Engagement
Brands are drawn to TikTok as it represents a key trend on social media: creative collaboration among young audiences. Its fast-paced format and bite-sized videos appeal to both millennials and Gen Z audiences.
Content that combines humor and emotion often performs best on TikTok, garnering more views and being preferred by its algorithm. These videos also make your videos appear less scripted and more genuine.
Tutorials and educational content also resonate well on the platform, as evidenced by Huda Beauty gaining widespread following by sharing hair and makeup how-to’s on its app.
Keep in mind that building a strong community on TikTok takes time, but is possible if you dedicate the necessary effort into understanding your audience and adapting your content strategy accordingly. A third-party analytics tool may give you additional insight into engagement evolution, top hashtags and more, providing useful metrics to measure performance and optimize efforts.
