TikTok dominated the social media market in 2020, and is showing no signs of letting up in 2021. The COVID-19 pandemic vastly accelerated TikTok’s popularity and the platforms unique visitor count rose by more than 48% in the past year. TikTok has expanded beyond dance videos and challenges, and has proven itself to be a valuable and innovative marketing platform for brands.

With more than 500 million active users worldwide, TikTok provides advertisers with an opportunity to promote products and create compelling campaigns that can be instantly shared around the world. Additionally, TikTok provides companies with the ability to make an account on “TikTok Ads” so that users can create advertising campaigns easier and track key metrics such as engagement and leads.

What is TikTok?

TikTok is a 15-second-or-less video creation application that gives users the ability to express their creativity and share it with the world. In fact, more than one third of TikTok users create new content every day. On the TikTok homepage, users can see the “Following” tab — users that they are following — the “For You” tab that displays content that is likely of interest to the user, and the “Discover” tab that displays popular hashtags and challenges.

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How are brands using TikTok?

Due to TikTok’s massive user base, brands have been flocking to the app to get in on the craze before it fizzles out. Brands are able to run ads on TikTok, and formulate a relationship with a younger clientele as 66% of TikTok users are younger than 30 years old. One way to do so is by creating hashtags and brand challenges to enhance engagement.

Let’s look at four tips to successfully add TikTok into your brands marketing mix:

  1. Keep Content Short and Engaging: TikTok videos are less that 15 seconds — so keep videos short, fun and entertaining!
  2. Don’t Repurpose Content: TikTok is its own platform — what works on Facebook or Twitter likely won’t be successful or make sense on TikTok. Instead, focus on creating unique content for TikTok that works within the guidelines!
  3. Focus on Entertaining Content: TikTok is all about short clips of entertainment. Don’t focus on serious or informational content — focus on entertainment. Work with influencers or content creators to increase your authenticity.
  4. Keep it Simple: Keep content simple, digestible, and easy to replicate! TikTok is all about relatability.

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