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The Rise of TikTok
TikTok has begun replacing Google as Gen Z’s primary search engine.
CPG MBA
June 13, 2023
Yep, you read that right. The platform’s exponential growth in popularity is making it the number one source for product research within a generation that makes up a whopping 40% of the nation’s consumer market. So, it’s no surprise to see brands making the switch to short-form video.
But as with all social media platforms, there’s a right way and a wrong way to establish a brand presence on TikTok. Beyond just optimizing content for the algorithm, brands need to cater to formatting standards, subcultural relevancy, platform-specific real-time trends, and more.
In short—it’s a lot.
We’re here to help you make sense of it all. Here are some actionable tips and strategies to effectively leveraging TikTok to grow your brand:
Embrace Raw Storytelling
When it comes to advertising, we’re often taught that editing is king. That said, TikTok is an entirely different beast. Building a brand voice that is personal and raw by relying primarily on the simple, in-app editing functions makes your business more relatable to users. People like talking to a person more than they like talking to a company. Embrace imperfection.
Stay on Top of Trends
TikTok is a dynamic platform, and new trends can take the app by storm. Jumping in on popular formats, especially using trending sounds and hashtags, is a great way to increase your reach and visibility.
The best way to discover trends, especially those within your niche, is to be active on TikTok yourself. That said, resources such as the TikTok Creative Center and Later’s Weekly TikTok Trends Report can help you find popular hashtags, trends, songs, and more.
Leverage Influencers
A partnership with a good influencer can go a long way. TikTok influencers often have millions of followers, so getting your product in the hands of a trusted voice in the community can lead to a surge in traffic, followers, and (by extension) sales.
Engage with Other Brands
At the core, social media is all about engaging and communicating with others. In addition to interacting with your followers, you should put effort into regularly engaging with brand pages. Build virtual partnerships with other brands, choreograph fun rivalries, and use your public “relationship” with other well-known accounts to your advantage.*
An example of great a brand-brand collaboration is Duolingo and Scrub Daddy’s 2022 TikTok romance, which took the world by storm.
Set Up Paid Ads
Just like Meta, TikTok offers the opportunity for paid ads through TikTok for Business. Once again, remember that raw, mostly unedited videos perform best on the platform. For inspiration and examples of well-developed promotional content, explore TikTok’s Top Ads page.
Use Hashtags Wisely
There’s more to using hashtags than just writing #fyp at the end of your caption. Large hashtags with billions of uses are great, but they’re also highly competitive. Make sure you’re using a blend of both popular, trending tags with high view counts and smaller ones that more closely relate to your company’s niche. If you don’t know which tags to use, take a look at the accounts of competitors and industry leaders for inspiration.
Some final words…
TikTok is only expected to grow in popularity over the coming years. Over this time, Gen Z will grow older and become an even larger part of the consumer market, making good TikTok strategy critical for those looking to effectively drive brand awareness and increase sales through the platform. Establishing a strong social presence now is the key to ensuring your brand’s success in the future.
Coming up…
Join us next week for a deeper dive into how to effectively establish partnerships with influencers and trusted voices on TikTok, as well as key metrics you should be tracking to evaluate your campaign’s success.
Until next time,