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| The Complete TikTok Marketing Guide |
Roll your eyes all you want, but it's time for all of us to start taking TikTok seriously. What was once the exclusive toy of online teens has now become a platform accepted by people of all ages.
This is the place where millions of people spend hours stuck in an endless scroll of content. And if you're not promoting your brand here, you're missing out on a huge open target.
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| The Complete TikTok Marketing Guide |
So we have the complete TikTok marketing guide 2022. You'll learn what makes it unique as a platform, who uses it, what content to create, and, perhaps most importantly, how to direct people from it to your landing page.
What makes TikTok different (and so powerful)
For many people — especially those who are past their teens — content as short as TikTok and Vine felt like an insult to their intelligence. TikTok is a watershed moment that marks the end of intelligent civilization. Correctly? Wrong.
It's easy to bid on content that's 30 seconds long. It's like playing with household money: even if the video didn't rock your world, you've only wasted a tiny amount of time. More attention is being paid to more traditional forms of content - blog articles, e-books, videos, and white papers.
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| The Complete TikTok Marketing Guide |
The short duration of TikTok videos is what makes them so powerful. Even if you see one you don't like, you scroll through it in seconds: no harm, no foul. The second magic trick the app plays with you is autoplay and auto-loop. They are relentless, leaving you chasing the next laugh, then the next, and the next.
Social media platforms are designed to keep you scrolling and engaging. TikTok is the undisputed champion in this. (And while you may see TikTok dabble in a rich content in the future, short forms are where TikTok shines.)
It's like when someone who knows you brings you what you want, even if you don't even ask for it or even realize you want it from the start. Chances are you went to YouTube to watch a trailer for a movie and found yourself watching chicken tikka masala recipes 45 minutes later. It happens to the best of us - don't worry.
One last thing to consider: even if you don't have TikTok, you have seen TikTok content and will see it again. Such is the porous nature of online life. The best of TikTok is shared on YouTube, Facebook, Instagram, Twitter, WhatsApp, and other platforms you visit.
Who uses TikTok?
As of last year, TikTok has been downloaded over 3.3 billion times, with over 1 billion monthly active users currently - and with over 1 billion video views per day!
One thing you might be interested to know is that 59% of TikTok users are women. . So if you want to work with women (especially those aged 19-29), you will find them right here!
During the pandemic, it has grown a lot. Not only in terms of viewership, but also in terms of demographic diversity. Over the past 18 months, the number of adult users has increased 5.5 times.
- Under 18: 28%
- 19-29: 35%
- 30-39: 18%
- 39+: 19%
These new mature users are also more than just passive observers, with an engagement rate of 17.99%! They make original content there.
How to understand the algorithm
It is important to understand how the TikTok algorithm works if you want to run a successful marketing campaign on the platform. But don't worry, you don't need to be a programming or math master. You just need to have common sense, intuition, and problem-solving skills.
The initial impact is based on geographic location. After that, the exposure is based on the performance of the restricted group. "Performance" is tricky. This is an uncertain calculation, which is affected by the number of views, likes, shares, comments, and saves.
Hashtags on Instagram and Facebook are not very trendy. However, on TikTok, hashtags matter. What is also curious is that supposed dormant volcanoes could erupt at any moment. In other words, old TikTok can sometimes go viral again.
What type of content works (and how)?
Here are examples of the most reliable options for getting your message out to your target audience with TikTok marketing.
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| The Complete TikTok Marketing Guide |
Ads in the feed
Feed ads are the traditional way to promote your brand. Like a banner in a newspaper or a TV ad, you can pay to have your message shown on people's screens.
This is a good tactic because it guarantees access to your chosen demographic. However, it costs money and people may feel negative that your brand is ruining the user experience.
Unfortunately, you can't use keywords for Tiktok promotional content yet. However, a cool trick you can use for your ads is to have your content show up in the "search" section above "what others are looking for".
This effectively does what well-tuned keyword placement does: it places your brand in the channels of your target audience.
And now that you have your brand image in front of the right person in the right place, you need to get the content right. If it's a generic "please buy" phrase, people will ignore it like a traditional ad that distracts them from interacting with the app.
The trick is to create content about how to solve the problems your target audience is facing or how they can achieve their goal. Once you've got their attention with this, you direct them with a CTA to your landing page, where they can complete what they were looking for in the first place.
So, for example, you can drive more people to your landing page with content named like this:
- How to fix your (x) with (your product)
- How to do (x) with (your product)
But how much will it cost you? Well, prices start at $10 CPM (cost per 1,000 views). However, this requires that you spend a minimum of $500 on each campaign. Therefore, if you have little to no marketing budget, you need to carefully consider whether it is worth your time.
Influencer marketing
Influencers are everywhere on the Internet, and nowhere else than on TikTok. You can partner with popular content creators on TikTok to use or promote your products.
Of course, the more authentic and sincere the collaboration, the better, because transparent paid advertising is empty advertising.
Let's say you can partner with an influencer who has the knowledge, experience, or customer affinity for what you do. In this case, it will destroy the association of trust between their followers and your brand.
This is where a quality landing page is needed to secure a sale after they have clicked on the sponsor's link. See this Blow LTF landing page for an example of our unique service and product pages.
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| The Complete TikTok Marketing Guide |
Branded content
Many brands have their own TikTok channels, from Apple Music to Chipotle to The Washington Post and ESPN.
You can give your brand a vibrant personality and a compelling voice. However, remember to respect the spirit of the platform. It is a short content platform designed to be self-made, retractable, and conversational.
Just check out Unbounce's branded Tiktok channel for Smart Copy. Here we have humorous content that touches on the problems of our target audience interestingly and funnily, offering a solution as a subtext. The best thing about this - and what makes it successful - is that the channel doesn't sell anything directly. It offers relevant content that people really want to see, and the bio leads to the Unbounce product landing page!
Hashtags
As we said before, hashtags matter. So, of course, always add relevant hashtags to your content. However, you will also want to make your own.
For example, let's say your target audience is older: you need to find the hashtags they use. TikTok reported that the following hashtags have received the following views so far:
- #family - 67 billion views
- #momsoftiktok - 44 billion views
- #dad - 25 billion views
- #momlife - 20 billion views
- #familytime - 8 billion views
- #education - 4 billion views
In short, making your product or content relevant to these popular hashtags will get you on their radar.
A prime example is what Adweek called “ the most influential campaign on TikTok ” by elf Cosmetics and their #eyeslipsface campaign. They have amassed over 4 billion views with over 5 million videos - wow!
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| The Complete TikTok Marketing Guide |
Get the most out of TikTok with optimized landing pages
Tiktok marketing is important because its popularity is growing across all demographics. There's a very good chance your target audience is using it, so you should too!
Now you also know that the best way to introduce your brand to them is through feed ads, influencer marketing, branded content, and hashtags. However, TikTok's bounce rate is higher than other forms of social media, so you need a solution designed to keep people from leaving your landing pages.
Unbounce is useful for TikTok marketing as it lowers the bounce rate of an app designed to keep users from leaving. With Smart Builder, you can create unique, high-converting landing pages with instant copy creation that drive up to 30% more conversions. And the more conversions, the more leads, sales, and registrations!
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