TikTok is no longer the new kid on the block. However, many brands are still unsure where to start with one of the fastest growing and most influential social media platforms.
So, as part of our Summer Series, Smoking Gun held a webinar to provide actionable insights to help marketing teams build their brand and find their voice on TikTok.
Led by our Senior Digital Account Director, Carly Chell – with more than a decade’s worth of digital know-how – Brand Building on TikTok was an unmissable 101.
Missed it? Catch up on the webinar below…
Here are our five top takeaways:
1. Why is TikTok unique and so valuable for brands?
With a machine algorithm and an array of distinctive features such as live trends data, creativity tools and a creator marketplace, TikTok creates a completely unique and individual experience for its users. This allows audiences to feel a deeper connection to the brands they interact with on the platform.
2. Creating brand content for TikTok
Brand content is created using three key principles; entertainment, education and community. Brands winning with TikTok are matching their value offering with creative and varied content. To engage with their audience, brands need to think TikTok first, work with creators, utilise trending sounds and consistently post fresh content.
3. TikTok as a search tool
Short form TikTok videos are now showing within Google SERPs and consumers are using TikTok as a search engine and to digest their news. This means there’s a role for TikTok in SEO. Brands can capitalise on this by optimising their content for both Google and TikTok.
4. Working with content creators
TikTok is unique in that it has an integrated Creator Marketplace where you can create a campaign brief, search for influential creators and add preferred creators to a shortlist. Branded creator content needs a strong hook, a reward for the audiences’ attention, your brand’s three USPs and a call to action. Do the due diligence to ensure you choose the right creators and your content meets ASA guidelines.
5. Driving sales on TikTok
The potential for brands to utilise TikTok to engage consumer audiences is vast, as they flock to their interests, trending hashtags or creative stories. TikTok Shop enables brands to showcase and sell products, for the platform’s community to discover and purchase. By infiltrating these communities, brands can have a meaningful face, transactions can be seamless and they offer consumers a genuine value exchange.
Want to discover more ways to improve your cross-platform communications? Discover our ‘Future of the Newsroom’ webinar here.
