TikTok is one of the fastest-growing social media platforms in the world. With an audience of over 800 million active users (and counting), this platform offers businesses a great opportunity to reach potential customers and increase their brand visibility. However, without the right guidance, it can be difficult to understand how best to use this platform for your business’s advantage.
Whether you're completely new to TikTok or have an account and are struggling to get things moving, I-COM can help. Get in touch to learn more about how we can help you build a successful marketing campaign that reaches your target audience and drives results on the world’s most popular social media platform.
Is advertising on TikTok suitable for my business?
Absolutely! There is a bit of a myth that TikTok is just for teenagers, however, TikTok’s demographic has dramatically changed and broadened over time. Since then, it has proven to be an excellent channel for ecommerce and lead generation.
The key to using any social media platform successfully is understanding your target audience and their habits, then creating content that resonates with them. As part of the onboarding process, I-COM will work with you to understand your business and brand to determine the type of content that best suits your target demographic. From there, we will carry out market research, set up campaigns based on your budget, and set your ads live!
TikTok Marketing - Taking Advantage of Video Ads
TikTok marketing is all about video - but not the typical polished videos you might see on Facebook or Instagram. Authenticity is at the core of TikTok; it’s a platform where you can push the boundaries a bit further and experiment, moving slightly away from any strict corporate guidelines.
Video ads allow you to showcase your product or service in an engaging way that boasts visuals, sound, as well as your brand ethos and personality — this makes TikTok ads all the more memorable than other forms of advertising like banner or text-based ads. Additionally, videos have a higher click-through rate than other types of ads, so they are a great way to drive more traffic to your website.
How we maximise TikTok marketing for our clients
There are several different ways to harness TikTok to show off your brand. Like any type of marketing, you’ll be able to use both organic and paid to build your audience. Typically, clients will be responsible for populating their organic TikTok feed (posting regular content to show your brand is active). In the meantime, I-COM will help you drive the paid side of things through engaging video ads and exciting partnerships to really push your brand to new heights.
Paid Display Advertising
Similar to the video ads you see on other social channels, we will work with you to create video-based ads with engaging visuals, audio, and calls to action that we can promote in a display format on the TikTok platform. There is a process behind ensuring the ad is in the best position to perform:
- Identify the target audience
- Build the ad
- Push Your ad in front of thousands of users
- Link through to your product/service
- Results measurement and reporting
Using the Creator Marketplace, we will work with you to identify the ideal TikTok creator to produce a video for your business, typically in exchange for goods, a fee, or both. This process typically goes as follows:
- Identify creator based on relevancy and performance metrics
- Create campaign and put forward a proposal to the creator
- Negotiation / agreeing content
- Content is produced and set live by creator
- Results measurement and reporting
The beauty of this approach is that the creator will already have a fully engaged audience with followers that trust their opinion and recommendations. Their success on the platform also demonstrates that they know what works. Whether it’s an ecommerce product you are trying to sell, or a service that is relevant to the creator’s audience, this can be a very effective method in reaching new corners of TikTok.
What will I-COM need from me for my TikTok advertising campaign?
As touched on above, it is important that if you decide to advertise on TikTok that you make an effort to produce your own content and build an organic audience. This will only complement the paid advertising and collaboration efforts with your TikTok advertising agency, as this will build trust and show users that you are a legitimate brand when they visit your profile.
Second, it is important that you come across as authentic and genuine - businesses need to understand that TikTok is not the place for hyper corporate ads. It is a unique platform that has demonstrated time and time again that authenticity sells, so even if your business maintains a polished reputation on other platforms, we always encourage you to explore the personalities and quirks within your industry and business through your content.
For some inspiration, take a look at the TikTok accounts of major global brands such as Duolingo, Microsoft, and Ryanair who have all embraced the lightheartedness of the platform to drive impressive levels of global awareness and engagement worldwide.
I'm in! How do I get started with TikTok advertising?
If you’re keen to explore TikTok advertising, get in touch with a member of our team who will talk you through the process and see whether TikTok is a good fit for you. As always, we would suggest a holistic approach to digital marketing including paid advertising, SEO (search engine optimisation), and PR, so if you also require support in these areas, we can help with that too. Call 0161 402 3170 or fill in our contact form and a member of our team will get in touch as soon as possible.