Harnessing the Viral Power of TikTok

Kira Fahmy
June 19, 2020

With its explosive growth and wide range of content, TikTok may seem like the Wild West of marketing. But the video-sharing app’s potential is huge. First, let’s go over the stats. Then, use these three strategies to introduce your brand into the world of TikTok – you might even see yourself go viral.


By the Numbers

TikTok hit its latest milestone of 1 billion downloads in April 2020. This surge is heavily attributed to the current shelter-in-place orders, where individuals at home are looking for new ways to engage and connect online. The app is available in over 150 countries, with the U.S. in particular bringing in 30 million monthly active users.

Globally, the app is dominated by Gen Z, with over 40% of users between the ages of 16 and 24. The app is also skewed slightly in gender – 60% of U.S. users identify as female.

In terms of impressions, the app guarantees big numbers. In its usual activity, U.S. users average 37 billion monthly video views. And when you invest in an ad campaign, you can expect up to five million daily impressions.

So how can your business harness the power of TikTok? There are three pretty clear-cut routes for brands to get seen on the app.


Create and Curate Your Channel

Not unlike the average TikToker, your brand can take the path of least monetary strain – downloading the app (free) and creating an account (free!). What comes next is actually pretty fun.

If video is already integrated into your digital marketing strategy, you may be focused on polished packages with strict templates and story guidelines. But TikTok content thrives in the casual sphere – and what users tend to respond to is less clinical and more authentic.

So what brands should be focused on showing is not necessarily their professionalism, but their fun side. Try engaging with preexisting TikTok trends or popular songs in a way that highlights your brand. And be sure to be straightforward – the short-form nature of TikTok’s content (60 seconds or less) means little wiggle room for excessive info. Check out this story on The Washington Post, an early adopter of TikTok who used humor to their advantage.


Influencer Marketing

Just as with other social media platforms like Twitter or Instagram, TikTok has its own homegrown celebrities. Take Charli D’Amelio, the most followed user on TikTok with a whopping 57.1 million followers. Her following even surpasses mainstream celebs on the app, like Justin Bieber or Ariana Grande. By tapping into these influencer’s preexisting fanbases, your marketing messages have the potential to reach a wide (albeit, specific) crowd.

TikTok even launched a TikTok Creator Marketplace, where advertisers can easily find and connect with influencers to collaborate with.


Paid TikTok Campaigns

Finally, TikTok offers its own various in-app ad options. Ranging from branded hashtags to complete brand takeovers that display your ad upon opening the app, your business can choose the options that fit your price range or style.

If you opt for in-feed ads, the videos will display a “Sponsored” label, and allow for clickable redirects, like “learn more,” or “shop now,” that can drive traffic to your site.

As it stands, TikTok’s growth is bound to go nowhere but up. Digital Marketers should start creating and collaborating now to take advantage of the app’s traffic. Get silly, try new things, and showcase all your brand has to offer!

If you’re looking for more help finding your brand voice and establishing ad campaigns, you’ve come to the right place. Contact us, we’re the experts.

Kira Fahmy
Senior Content Strategist

Kira is Northwestern graduate hailing from the east coast. If she could have a non-domesticated animal, she’d have a squirrel to sit on her shoulder as a buddy while she worked. She geeks out most about environmental justice and is a proud Aquarius.

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