Tik Tok in your digital marketing strategy
Companies launch into marketing through TikTok
To consider including Tik Tok within your digital marketing strategy, it is important to evaluate what your objectives are and analyze the type of audience you want to reach.
TikTok has become one of the most used social networks these days, and will no doubt be part of tomorrow’s digital marketing.
Since its launch in 2016 this application has reached more than 1.5 billion downloads. According to the Hootsuite 2020 digital report, as of January of this year there were already 800 million users; a big increase considering that in 2019 there were 500 million.
This social network is mainly used by children and young people between 10 and 25 years old.
The average time of users on TikTok is 52 minutes a day. According to data from Business of Apps, the estimated time in which they can visualize approximately 300 tiktoks; if we take into account the length of the short videos.
Now that we have these interesting facts about TikTok and its large scale among social networks, let’s learn a little about this application.
It is likely that since the beginning of this note you have remembered several videos that you have seen on facebook; perhaps you know a little about its functions and perhaps you have made use of it; but it is not too much to briefly review the features of this application.
TikTok is a social network based on creating and sharing videos ranging from 3 to 60 seconds, accompanied by popular songs in many cases.
The constant updating of this application allows users to create increasingly fun and entertaining videos. Although it is important to highlight that in this application, unlike Facebook and Instagram, creativity exceeds quality. In other words, the spontaneity of the videos is much more appreciated by the users.
The lip sync is one of the most used functionalities in Tik Tok; besides its variety of effects and animations that help create very entertaining videos.
Among its main popular content types are challenges, dubbing and reaction videos.
How to use TikTok for business?
First of all, as mentioned above, the audience is between 10 and 25 years old.
Besides enhancing your brand with the different features it offers, TikTok is becoming more and more compatible for companies that want to use it.
Whether it’s generating more traffic to your website by adding a link in the user’s biography; or making use of the different advertising formats that TikTok Ads offers, such as
In-Feed Ads: This is the most common and affordable format of all. It is the one we are already familiar with in other social networks.
The configuration with bids for advertising space (paying per clicks, impressions or views). In addition, it allows the ad to take you to a website or download applications.
Among its advantages is the segmentation by geographical area, age and gender, but it is expected that later it will also be by interests and behavior.
Brand Takeover: This type of advertising format in TikTok consists of paying to appear right when a user opens the application. The advertisement can be animated or static and can target either the company’s website or a destination within the application.
Only one brand per country is allowed for this advertising.
Hashtag challenges: Hashtag challenges promote brand viralization. When you pay to promote a hashtags you will have the advantage of having a banner in the “trends” tab of TikTok, with which you will provide instructions for the challenge.
Branded Lenses: With this format, you will allow TikTokers (the influencers of this social network) to use the augmented reality filters created by your brand, which of course will allow you greater visibility among users.
Data protection, TikTok’s weak point
At first glance, what differentiates TikTok from the rest of its networks is their origin, since most of them are American. The Chinese giant had to pay a $5.7 million fine for collecting data from children under thirteen, and its use is banned by the U.S. Navy for security reasons.
Within the borders of his home country his censorship activity did not go unnoticed either. Those who denounced human rights violations in the Asian country have been silenced by the moderators.
This is a controversial issue, especially since a large part of its users are minors and the use of their personal data is questioned.