What TikTok Marketing is and How to get it right?

Editor - Iskra Dushkova

What makes Tik Tok unique?

TikTok, originally known as Douyin in China, was launched in September 2016. It quickly gained popularity within China, leading its parent company, ByteDance, to release an international version the following year.

Initially designed as a platform for sharing short-form videos, particularly focusing on lipsyncing and dancing clips, TikTok has evolved into a comprehensive video service catering to diverse audiences and offering various content options.

TikTok had claimed the title of the most downloaded app in both 2020 and 2021. Its peak performance was in the first quarter of 2020, when it achieved a remarkable 318 million downloads outside of China. This quarterly figure set a new record for the highest number of downloads ever recorded in a single quarter.

TikTok has become incredibly important for influencer marketing due to its ability to propel ordinary individuals like Shelby Renae to viral fame and connect them with a massive audience. Shelby's experience showcases the power of TikTok's algorithm in transforming everyday people into internet sensations.

In Shelby's case, she posted a short video of herself playing the video game "Fortnite" on TikTok, not expecting much. However, overnight, her video started gaining traction, garnering thousands and eventually millions of views. This sudden surge of attention made Shelby feel exhilarated and convinced her that her life had taken a significant turn.

What makes TikTok unique is its algorithm, which is known for its ability to amplify content and expose it to a wider audience. This algorithm analyzes user preferences, engagement patterns, and various other factors to curate personalized content recommendations. This means that even users who are not already famous or have a large following can have their videos discovered and shared widely.

Shelby's story is just one example of how TikTok has leveled the playing field for aspiring influencers and content creators. It provides a platform where creativity and relatability can be rewarded with viral success, regardless of one's background or previous level of fame. This democratization of fame has made TikTok an essential tool for influencer marketing, as brands can identify and collaborate with individuals who have organically built a dedicated following on the platform.

By connecting influencers like Shelby with a vast and engaged audience, TikTok has revolutionized the way brands can reach and connect with potential customers. It has become an indispensable platform for influencer marketing, enabling brands to leverage the power of viral content and authentic connections to promote their products or services effectively.
What are the main challenges when it comes to TikTok Marketing?

Content needs to be always new. You can no longer shoot one video and play it for months. If a video is good enough - people might rewatch it, but they will soon wait for "part 2"

Content needs to be authentic. Film a pixel-perfect movie with professional lighting and sound and you quickly fall into the "non-authentic" category. GenZ is tired of the pictures of the perfect reality, that doesn't exist or that they always get promised but never get closer to. They want to see what's here and now. Affordable lifestyle, the things that happen to common people, the things that happen to them.

Content needs to be relevant. Trends appear and disappear within days - and these are global trends. Brands can no longer plan for months on a particular campaign, or branding, then shoot materials and wait for them to be processed. Nowadays it's entirely acceptable that a video has been recorded with a phone, that the sound is not 100% perfect, the screen might shake a bit, but what truly matters is relevance. It's done here and now and relevant to the current context.

How is TikTok Marketing different?

Many brands have so far been apprehensive about jumping on the TikTok Marketing trend. We often hear: "TikTok, oh you mean the app where teenagers do the dancing and challenges stuff?". However, over the last couple of years, things have changed. TikTok Marketing is gaining importance but it also differs from everything brands have done so far. On TikTok, the content needs to be much more engaging, and much more fun. One has only 2-3 seconds to win the users' attention - or otherwise, they swipe to the next one.

Some brands realize their target audience is moving there. Others realize that even if the audience is not there yet, GenZ, who will soon be in control and who's already influencing buying decisions of the parents it's already there.

But the problem with GenZ is that they won't watch a commercial. They know that a commercial is there to influence their behavior. So what remains as a single option to brands is to offer high-quality content. Content that entertains, content that educates or content that provides escapism.

Some data on TikTok - it's here to stay, users, millions of revenues, time spent, engagement rate.

How influ.ai ensure that brands always stay on with the right TikTok marketing strategy?

Our mission at influ.ai is to make life easier for agencies and brands when managing and working with influencers. We provide an "always-on" TikTok Marketing service that ensures regular posting of relevant TikTok content that will resonate with your audience. We work with a large network of creators that can produce the right white-label content that engages with your target audience.

In addition, we'll ensure smooth execution through efficient end-to-end campaign management, including administration, payments, contracts, and invoices. Our highly-skilled campaign managers and TikTok strategists ensure that you can focus entirely on advancing your business and brand while we take care of the rest.

Start engaging with your TikTok audiences today!

Contact us here!
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