TikTok is now one of the social media giants, but what benefit is it to businesses? Read on to learn why to include TikTok in your digital marketing strategy.

TikTok: The Rising Social Media Giant

First launched in 2016, TikTok has snowballed in popularity in the last year as the global Covid-19 pandemic has left people searching for ways to entertain themselves. TikTok’s video sharing platform has taken the internet by storm, providing an engaging platform that’s suitable for all ages.

With over 1 billion downloads and 800 million active users, TikTok is a worthy competitor of other social media apps like Facebook, Snapchat, and Instagram. In just 6 months, TikTok grew by 181 million downloads, putting it behind only the Facebook-family of apps in terms of user numbers.

App growth at the rate that TikTok has achieved is rare and begs the question:

What is so special about TikTok that has captured the hearts of internet users and the minds of digital marketers globally?

Additionally, what value can businesses get out of using TikTok in their digital marketing strategy? If growth statistics alone are not enough to convince you of the value TikTok possesses, here are some of the reasons you should consider TikTok as part of your digital-marketing strategy.

The Benefits of TikTok For Your Business

Video Content Marketing

In a world driven by mobile devices, video content marketing has never been more important. Creating valuable and consistent video content can attract, engage, and convert viewers into loyal customers. Video engages viewers more effectively than any other format. Alternatives, such as text-based marketing, simply can’t compete with video content across a range performance indicators. TikTok’s video content platform has successfully captured the attention of viewers. Users spend on average 52 minutes on TikTok everyday; almost twice the time spent on Snapchat, Instagram, and Facebook.

Harnessing the advantages of AI

It’s no secret that Artificial Intelligence (AI) is transforming the world of e-commerce today. AI presents multiple opportunities for businesses to improve the services they provide to consumers by using data insights to create a personalized, customer-centric experience. On TikTok, machine learning gathers information on users’ interests and preferences through their interaction with various posts. This data is then used to modify the content displayed on users feeds. Matching their interests with personalized content keeps users deeply engaged with their content feed. TikTok allows business to harness AI capabilities in marketing strategies. AI and machine learning means personalized ads can be targeted at customer segments. It gets your message to the right people at the right time.

Making TikTok Work For You

Here are 3 key aspects to consider when incorporating TikTok into you digital marketing strategy:

1. Understand Your Audience

Used in over 150 different countries, the diversity of users and immense reach of TikTok can help businesses to spread their message and connect with potential customers globally. However, its important to consider your target audience when evaluating if TikTok is right for your business. Currently, TikTok is used by predominantly younger, Gen-Z  users. If this is the audience you’re looking to reach, then TikTok is the place for you!

That being said, if your target audience isn’t currently on TikTok, it may still be a valuable platform to consider. Given the trends of other social media platforms, which started out with a younger audience and later diversified, getting involved in TikTok now could pay off in the future.

2. Create Your Own Channel

Creating a business channel allows you to upload videos about your business and share content that’s relevant to your brand. Creating an account also generates invaluable user-generated content by letting users tag your channel, hashtag your brand and interact with your content. Although TikTok is by nature fun, informal and casual, you should take sometimes to decide on the content and creatives that best fit your brand before making a channel.

3. Consider Paid Marketing Strategies

Creating a channel and content are useful ways to engage with customers for free. But if you have the budget to advertise, TikTok has a range of paid advertising methods that could benefit your business.

From traditional native ads to sponsored hashtag challenges and influencer content, TikTok has a wide range of marketing options suitable for every kind of business.

Additionally, ads appear as part of the content feed, making them more engaging and easily consumed by TikTok users.

TikTok can provide a fun, creative and interactive platform to connect with your customers; but navigating a new social media platform can be challenging. If TikTok is something you’re looking to pursue further, you can learn more about the benefits and features at TikTok: For Business.