Why is TikTok an important tool for marketing?

TikTok, “the world’s leading destination for short-form mobile videos,” is a platform founded in 2017. Over the last three years, TikTok’s number of active users has grown substantially, reaching 689 million active users worldwide, with nearly 50% of active users between the ages of 18-29, made up of young Millennials and Gen Z, one of the largest age groups that influence the direction of social trends.

How can you incorporate TikTok into your marketing and social strategies?

Create short, simple, and direct content. With TikTok’s videos being only a maximum of 60 seconds long, TikTokers need to get their point across quickly with clear voice overs, sharp visuals, or captions to hook the users.

Make sure your content accessible to everyone

Tools on Tiktok now allow for videos to be more accessible for users and creators. Users can enable automatic closed captions with the text-to-speech feature. However, creators themselves can also add captions to their videos, as automatic closed captions are not always the most accurate.

In addition to these tools, there is now also a growing number of disabled creators that are raising awareness about disabilities, shattering misconceptions and stigma and demonstrating a side of disability that many might not have seen before, breaking barriers for the disability community.


Collaborate with influencers

Influencers on TikTok, also known as TikTokers, understand TikTok tools, features, and trends, and know how to use it to their advantage. Some companies create their own brand accounts but this isn’t necessary. Brands can work with influencers and have content created and promoted on the influencer’s handle and still have a successful campaign. For example, Clorox and Billy Porter partnered for the #YasClean campaign. Billy Porter created an original musical track as part of their hashtag challenge, putting a twist on the trendy phrase “yas queen.

To facilitate the collaboration between brands and creators, TikTok established a Creator Marketplace, dedicated to matching brands with individuals best fit to tell their story.


Be real and relatable

One of the biggest factors that draw so many users to TikTok is the fact that creating TikTok content does not require any fancy equipment or lighting. Many videos on TikTok are just simple videos shot on the phone either in passing or from the comfort of their own rooms, as was the case for many creators due to the Coronavirus stay-at-home orders.

TikTok has included a selection of built-in filters, effects, soundbites, and editing tools that beginner users can use to create their own video content. Content that is relatable to the audience can heavily influence the reach of the content and the level of user engagement.


Have fun
Keeping up with the trends is one thing and starting your own is another.
You can play with the many features on TikTok, try new trends, and even create your own hashtag challenge. TikTok’s For You page constantly updates, bringing trending hashtags to the top. When creating a brand challenge, always include a hashtag so that if the hashtag takes off, there is an increased chance that your brand will be featured as well.

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