How to best use the new social platform for your marketing efforts

Wondering how you can use TikTok in your marketing efforts and increase brand awareness? If you use the new social media platform just right, you could grow your audience, increase engagement and reach millions of users.

TikTok, previously known as Musical.ly, was originally created for users to film short lip-sync videos to popular songs. After the name change in 2018, the content on the app generally stayed the same. While some of the most popular content on the app is still primarily lip-syncing and dancing videos, there is no set rule book as to what types of videos can be posted. You can find videos of users trying new recipes; the latest social media challenges; interior design trends;  and even book recommendations, if that’s what you’re looking for.

With over two billion downloads and more than 800 million active users worldwide, TikTok can be used for brands to reach new, larger audiences.


TikTok Demographics

As of May 2021, TikTok ranked seventh for the most used social media platform, with most of its users being teenagers and young adults between the ages of 10 and 29.

The app is also available in more than 150 countries, allowing users to create brand awareness worldwide. This can be a great platform to connect with new audiences in different countries.

While the design of the app does cater to the younger generation, app popularity continues to grow. As the types of content shared in the video continue to change, the reach and demographics of the app will shift.


Making your Video

TikTok has made it extremely easy to create and share content through the app. Once you know how the app works, the posting process takes little-to-no effort.

It’s important to remember viewers initially got hooked to the app due to the short video content posted.

Ideally, when posting, your video should stick to the 15-to-30-second range. Keeping your content short will also increase maximum watch time.

Make use of the TikTok song library and filters you can find on the app. These often go along with trends that can push the videos you post to the “For You” page (FYP).

Before posting your video, make sure to include closed captioning. This is an easy way to increase your video reach and make sure your content is more accessible.


Creating Engaging Content

The biggest draw to using TikTok is the short, engaging content it can provide. TikTok also uses a unique algorithm, catering the apps FYP to each individual user.

While it’s difficult to pinpoint how TikToks algorithm works exactly, there are some ways to help get your video on users trending pages.

New video trends are created daily, such as the latest dance challenge for a popular song or the use of an in-app filter. It’s important to stay on top of these trends because the algorithm prioritizes content that is popular in the moment.

TikTok allows brands to connect with their audience in a new, fun way. While seeing ads have become a new normal for consumers, users of TikTok aren’t looking to watch videos from brands that are pushing product.  

This platform is a great way to showcase behind-the-scenes content from a brand that wouldn’t normally be shown anywhere else. Videos showing how photoshoots work from the perspective of the photographer or quick try-on hauls from clothing companies can be a great way to engage followers.   

Starting a new social media platform can be time-consuming and overwhelming at times. An easy transition to using TikTok may be repurposing videos that were initially posted on Instagram or Facebook. That way, you don’t have to create brand new content right away.

It is also important to remember, while TikTok is meant to be a place to post more lighthearted content, it is important to continue to use the same message across all social media platforms.


Experiment and expand your marketing reach

TikTok can be an excellent way for a brand to continue to expand its marketing channels and increase brand awareness.

While the platform still has a way to go before it becomes a key player for brand marketing, it provides a lot of opportunities to expand marketing efforts and increase brand awareness.  By getting yourself on TikTok now, you can establish your following now and take advantage of the platform as it continues to grow.


– Contributed by Rebecca Pilkey, Junior PR Specialist, Pink Palm MarCom