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Thinking about bringing your brand to TikTok?
Now is a great time to do so! With a rapidly expanding community of over 800 million monthly active users, and an algorithm encouraging viral engagement, TikTok can be a huge opportunity for brands.
However, while TikTok’s exciting, it can be tough to know where to begin and how to expand your following. You don’t want to invest time and effort in a new channel without seeing growth. So, we’re sharing our 5 ultimate tips for beginners, to get you started on your TikTok growth strategy.
1. Create original content
One of the biggest mistakes we see brands make is repurposing content made for other platforms onto TikTok. Don’t repost your Instagram or Facebook content – you’ll stick out like a sore thumb! The TikTok community is known for creative, funny and innovative videos, so repurposing content will come across lazy and uninspired.
Instead, try to think of ways you can make your content stand out. Use trending sounds and TikTok’s native tools to create original content (such as AR filters and trending formats). Remember, your content shouldn’t come across as ‘hard-sell’ advertising, but rather introduce your product or service in a funny, interesting or useful way. Consider weaving in memes, pop culture references or simply offer interesting tips and guidance.
Take a recent video from Chipotle’s account below as an example.
2. Leverage influencer communities
When you’re starting out, influencers can give your content a much-needed boost. Content is really important, but you won’t get engagement if people can’t discover your TikToks! Leveraging influencer partnerships is a really easy way for brands to understand what content to create, and get viral engagement. TikTok influencers can range from those with a massive following to micro-influencers with smaller networks – and they exist across industries.
A brand that’s really understood the value of influencer partnerships is Bang Energy. Their entire marketing strategy is based on brand ambassadors and influencer partnerships. They act quickly to secure top influencers – take a look at this video with TikTok’s reigning celebrity Jason Derulo! They’ve also recognized that TikTok’s younger audience want brands to feel relatable, and so have partnered with brand ambassadors reflecting their target market.
It works, and not just for Bang Energy – 80% of marketers day influencer marketing is effective!
If you want to leverage viral engagement for your brand through influencers, but aren’t quite sure where to get started, get in touch so that we can help you find the right TikTok influencers for your brand.
3. Include paid ads in your TikTok growth strategy
Paid ads are another great addition to your TikTok growth strategy. While these ads work well to connect you to your target audience, it can be difficult to gauge which format to pick, or adapting ads to suit your budget. You can read our in-depth guide to learn more about the types of ad formats available, and decide which ones work for your brand. Most TikTok ads blend in with user-generated content so they don’t feel intrusive. Ads have a clear call-to-action for users, and you can adapt this to your product or service.
Our work with ‘Years & Years’ (a UK band) proves the effectiveness of targeted, strategic paid advertising. In just six days, we grew the band’s following from 13.3k to 53.9k, bringing both old and new fans to the band’s TikTok’s page. We achieved this with smart campaign strategy, complemented by our award-winning insights tool, Bytesights!
4. Utilise cliffhanger content to keep people coming back
Generate interest by giving people a reason to come back. Why do you come back for Season Two of any TV show? Cliffhanger endings!
Our case study with the watch brand Larson & Jennings highlights how we used cliffhanger content to keep users interested through two-part videos. We partnered with influencers who would post stories and concepts on their own profiles, with a promise to follow up the conclusion on the brand page. This gave users a reason to visit the brand page, and worked to increase brand following and engagement. Because of her promising to post the reaction on their account, we were able to drive over 1000 followers to the brand account in only two days!
You could use a similar concept for your brand, starting with a story, joke or skit that extends over two videos. Splitting these two-parters over a few days can increase following slowly, but partnering with influencers are the key to explosive reach.
5. Use duet chains
Duets are fun and effective – they’re a unique TikTok feature allowing users to respond to videos they see in their feed. Duets create a split-screen with the original video on the left, and the one on the right. If popular accounts ‘duet’ one of your videos, this can really boost your own following and engagement.
This strategy is exactly what we used in our work with Larson & Jennings. Our creative team at Fanbytes worked directly with Larson & Jennings, and influencer partners to come up with a duet concept that would perform well. We created the duet hashtag ‘#SlowMoments’ and our influencers created videos highlighting what they did at various points in the day. This drove almost a million views to the Larson & Jennings profile, and of course works as social proof for their product.
TikTok growth = unlocked
There’s never been a better time for brands to join TikTok. The landscape is still relatively uncompetitive compared to Instagram and Facebook. Funny and interesting content has the potential to go viral, whereas this would be harder to achieve on other networks. Don’t let your brand miss out! Follow the above tips to get started, and if you then want to take your brand to the next level, schedule a strategy session with our team at Fanbytes. We’ve cracked the code for Gen-Z marketing on TikTok.