TikTok is currently ranked the fifth most popular social media site with 1.67 billion monthly active users (MAUs). The average age of a TikTok user is 24 and although the platform is most popular with gen alpha and z, the age group demographics for TikTok are more diverse than many people may expect.
TikTok Business
One reason for TikTok’s growth was the introduction of TikTok for business in 2020, which saw an influx of brand pages, ads and later the introduction of TikTok Shop in 2023. Now, 61% of marketers use TikTok for marketing through influencers. Using TikTok for marketing has proven successful for many industries such as fashion and beauty, food and beverage, fitness, education, travel, retail and hospitality. The success of a TikTok social media marketing strategy is proven in the consumer spending habits:
TikTok was the first non-game app to generate $10 billion in consumer spending in Apple and Google Play stores
83% of users find the app’s ads entertaining
1 in 4 users have bought or looked into a product after seeing it on the app
58% use the app for shopping inspiration
How to Use TikTok in Your Marketing Strategy
Businesses should start by creating a TikTok for business account. Business account features include:
Creative hub: content creation inspiration and trends within your industry
Post scheduler: scheduling posts up to 10 days in advance
Auto messaging suite: greets users automatically and answers suggested FAQs
Business page: includes contact information and showcase business information
Business Suite: for accounts with over 1000 followers, additional features are enabled.
Strategy
Your TikTok marketing strategy should start with identifying your audience, target market and also, competitors.
Next, creating a content plan. This should include how frequently you will post, along with topics/ layouts/ trends to follow.
Following trends is a large contributor to getting views and being boosted on TikTok’s algorithm. They change quickly but can be in the form of challenges, hashtags and audios so there are multiple ways to follow them.
These short videos should be high quality to grab attention quickly, TikTok users are on the app to avoid YouTube longer style videos.
Analytics and Insights
This is one of the most valuable features TikTok provides that can develop your marketing. The demographic section shows the age groups and genders your video has reached, which can be used to adapt content to reach your target audience. The locations feature shows a business where their viewers are coming from and where potential customers are living. Traffic sources shows you how people have found your video on the app. The “Likes” section is also useful for finding which point in your content most people engaged with it and can help you define what to include in future content.
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