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TikTok Marketing in 2020

Now that older people (GenX, boomers and those even older) have joined the social media video app TikTok – and enjoy hundreds of thousands or even millions of followers – you know the channel has gone mainstream.

That being the case: it’s time you started marketing on the app.  After all, as one of the boomer/GenX stars of the platform mentioned in the article linked to above said, “If I put something on Facebook I might get 20 likes, but you put something on TikTok and you might get a million likes.”

First, Some TikTok Statistics

  • As of May 2020, the app has 800 million active users worldwide.
  • Most users (41 percent) are between the ages of 16 and 24, and 50 percent are under the age of 34.
  • 26.5 million users spend an average of 52 minutes on the app every day.
  • The app generated $115.3 million in user spending in 2019.
  • The average engagement rate is 29 percent.

Yet as of February 2020, only four percent of social media marketers use the platform!

That means there’s HUGE potential for you to start marketing and advertising on the app: start now and beat the rush.

TikTok Marketing/Lead Gen Tips

Why do we market our services? To generate leads so that we can then engage and build relationships with prospects so that eventually they’ll buy from us.

You should, therefore, start your marketing work on the platform with lead gen as your main purpose of marketing on the app.

Strategies and Tips to Keep in Mind:

  • We wrote a TikTok marketing overview post in October; check it out.
  • Remember that the app skews to a younger crowd. User ages are increasing, but the app probably will remain a good marketing spot for products and services for a younger market.
  • TikTok is great for mobile-first campaigns because most content made and consumed are extremely short videos of 15-seconds. (Although you can put multiple clips together to create 60-second spots.)
  • Focus on storytelling: TikTok’s main demographic prefers the authentic and genuine and what’s more genuine than telling a story?
  • Use the right hashtags to attract your target market. Here’s how.
  • Participate in TikTok challenges. This is great way to go viral. Create your own and participate in others. Here are some great examples to inspire you.
  • Set up partnerships with influencers. Doing so can help you expand your brand and build trust with their followers, potentially resulting in gaining leads. Using influencers in your hashtag challenges also is a great way to see the challenge go viral.
  • Create a noteworthy hashtag for your brand and challenge people to use it and “do it.” Jimmy Fallon, for example, in late 2018 created the #tumbleweedchallenge that challenged his followers to upload videos of themselves rolling around like a tumbleweed.
  • Invest in advertising on TikTok.

TikTok Ad Management Strategies

  • First, this Hootsuite post has directions on how to set up a TikTok account and how to set up different ad objectives.
  • Remember that TikTok’s new “biddable” ads options require that you set a minimum ad spend of $500 per campaign, although the app currently is encouraging advertisers to “invest an amount needed to accumulate enough data to produce results,” which “seems to imply” that ad spend should be more than $500.
  • It’s best to create what’s called an “in-feed native ad.” You can add a link to your website and even “order now” button on the ad itself. (These take the user directly to your order page.) They are “skipable.” The best part? You can trace ad usage via click-through rates, total views, impressions, video viewing time, and engagements.
  • Consider advertising your brand’s TikTok challenges (we mentioned challenges, above).

Like any “new” marketing and lead gen tool, it can take a bit to really get a feel for running successful TikTok ads. If you’d like to learn more about successful campaigns on the app, contact us here at Ingenex Digital Marketing.

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