The Age of TikTok
By: Haley Lewis
As everyone knows, marketing is constantly changing and evolving, especially on social media platforms. The newest trend among young adults and teenagers is the self-expression app that has risen to the top four most downloaded non-game app in 2018. TikTok has exploded in the market with a 275% growth in monthly users with 41% of users aged 16-24 (Viner).
Major celebrities, artists, and brands are utilizing TikTok to help reach a younger demographic. Even media outlets like the Washington Post, The Daily Show with Trevor Noah, and The Tonight Show starring Jimmy Fallon have expanded into this platform to connect to a younger audience.
So how can marketers use TikTok to create a successful campaign? This starts by truly understanding what the users want to see. Since this platform is for creativity and self-expression, the ROI on a TikTok marketing campaign will not be sales or direct revenue, but instead awareness and engagement (Viner).
What is the best way to create engagement on TikTok? Challenges are extremely popular on the app. Consider the level of difficulty and the creativity of the challenge. Is it something young adults will find amusing and will be willing to share and interact? If your brand finds that challenges aren’t the way to go, consider using influencers who can help promote your brand to their followers. Really getting a feel for the content on TikTok is vital for a successful campaign.
Once your brand is ready to get started making videos on TikTok, create an account and start building a presence on the platform to create a community around your product or service before you launch a campaign. Remember, the most important part is having fun and get creative!
Source: Viner, Josh. “How To Develop a TikTok Marketing Strategy.” Medium, The Dopamine Effect, 7 Apr. 2019.
