What is the key to TikTok's success?

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When a new app emerges on the market and starts to grow in popularity, it can be difficult to understand why it is needed.

Instagram, for several years, seemed like a simple photo filter app, but it ended up becoming a social network and a platform for brands. Snapchat's stories seemed ridiculous, but as they grew in popularity, Instagram stole the idea and stories now dominate the platform.

When we talk about TikTok, we are talking about a huge market of people looking for micro-entertainment and distraction for a few minutes during the day. If a video is interesting or engaging, the algorithm quickly clinical nurse specialist email database reshares it on the “For You” page and gains millions of views.

How are brands using TikTok?
There are three main ways brands can market on TikTok.

- They can create their own channel and upload relevant videos through it.

- They can work with influencers to spread content to a wider audience.

- You can pay to advertise on TikTok. There is certainly no market like on YouTube but it is more than obvious that TikTok is becoming more and more popular and is consolidating over time.

Many brands combine their own channels and work with influencers to spread content to a wider audience. You can try some of the ideas listed below:

Hashtag challenges

Challenges are an essential feature of the TikTok community. TikTok users love to take up a challenge and upload videos accordingly. These challenges are usually named after a hashtag (#), to make them memorable and easy to find.

Perhaps one of the most famous challenges was the one promoted by American television host Jimmy Fallon, the #tumbleweedchallenge. This led to more than 10.4 million accepted challenges. Jimmy Fallon has continued to return challenges to TikTok ever since.

Brands can also challenge people with TikTok challenges. Unless your brand has managed to build its own TikTok channel, it's probably best to work with influencers to start your challenge. Once a challenge is launched on TikTok, people can participate in just a few clicks.

User-Generated Content

Again, this is a type of marketing that brands can work on from their own TikTok channel or alternatively work with influencers to encourage their followers to create user-generated content (UGC) that supports the brand in some way.

Gen Z loves the full immersive experience. We all know that this generation doesn’t sit at home in front of the TV, it’s too passive an experience. Gen Z now prefers to get involved.

If you can find a way to encourage your customers to share videos of themselves using or interacting with your products in some way, you're likely to see high uptake.

Chinese restaurant Haidilao discovered and ran a campaign on TikTok that involved customers creating their own menu. Customers who selected this option created their own dish and recorded the experience. Based in China, Haidilao encouraged its customers to share their videos on Douyin.

Haidilao-TikTok

Once some customers uploaded their culinary attempts, others flocked to the restaurant to be able to create their own meal and video as well. Ultimately, more than 15,000 people requested the option to create their own menu, with 2,000 videos eventually uploaded and 50 million views.

Influencer Marketing

Of course, all the influencer marketing techniques you see on other video-based platforms, like YouTube, also work on TikTok. If your product is tailored to an influencer’s audience, your TikTok campaign should be successful. In most cases, you should let the influencers create the content – ​​they know what their followers like.

As always, the key to successful influencer marketing is to set appropriate goals, targeting a specific part of the purchase funnel. Young TikTok streamers must remain authentic with their followers for influencer marketing to be successful.

Often, all a brand needs to do is encourage influencers to make videos showing them using the endorser’s product. Again, this will only work if the influencer is the type of person who would typically use the product. There is little value in trying to encourage an influencer to promote an inappropriate product.

Another side effect of TikTok users' youth is that they are much less interested in professional camera work and high video production costs. You should trust your influencers enough to produce their videos in their own way, even if they look amateurish in the eyes of a marketer. TikTokers are interested in originality and fun, rather than the quality of their videos.

More examples of successful brands on TikTok