TikTok has emerged as one of the most popular social media platforms among teenagers, becoming the one of most downloaded app worldwide in 2018 and 2019. Currently, there are 500 million TikTok active monthly users around the world.
TikTok encourages users to upload short videos to share publicly on the platform, most of which are up to 15-seconds long. Its target audience are teenagers and young adults with age ranging between 13 to 24 years old.
The ways that brands can market through TikTok is similar to most other social media platforms. Brands can either create their own channel and upload their own videos. They can also collaborate with influencers to spread content to their network and audience. Lastly, brands can also pay to advertise on TikTok through its platform.
There are a few ways to increase brand awareness and generate engagement:
1. Hashtag challenges: challenges are an essential feature of the TikTok community and users take on these challenges to make video content, making a hashtag challenge go viral. Brands can therefore make up their own hashtag and encourage TikTok users to take them on.
2. User-generated content: brands can strive to create unique and immersive experiences. Gen-Z love to share interesting sights and experiences online, and brands that can create experiences that are "TikTok worthy" can generate a lot of UGC that allows it to be discovered by more people.
3. TikTok ads: TikTok ads include in-feed native videos, hashtag challenges, Snapchat-style 2D lens filters for photos and videos, as well as brand takeovers.
4. Influencer marketing: given the young demographic of TikTok users, they are less interested in flashy cameraworks and high production values. They tend to trust influencers they can relate to who are original and fun. Influencer marketing is therefore an integral to any brand's TikTok strategy.
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