Using TikTok To Enhance Your Brand

May 1, 2023

Are you looking to up your game on TikTok and take your brand just that little bit higher? It can be an overwhelming platform to start, but this blog will take you through everything you need to jump on the TikTok bandwagon and build a loyal following.

TikTok is top-of-funnel marketing, not conversion based. Many brands expect to get sales from their content, and while this can be an added bonus, the key focus should be building brand awareness. Organic social media marketing is a long game that requires patience and persistence. But it’s absolutely worth it.

Why use TikTok?

TikTok is an algorithm-based content-sharing platform, where millions of users watch and share videos of all kinds. Using this algorithm means that content can get huge exposure, or even go viral. Here are a few reasons why TikTok is powerful for marketing:

  1. High engagement
    TikTok users are highly engaged with the content on the platform. They spend an average of 52 minutes per day on the app, scrolling, liking, and sharing videos. This means there’s a high chance your content will be seen and engaged with by your target audience.
  2. Increased brand awareness
    Brand awareness is super important, and TikTok can be a powerful tool for this. With over one billion active users, your brand has the potential to reach a massive audience. Plus, the platform’s algorithm is designed to show users content they’re interested in, so you have a higher chance of being discovered by the right audience for you.
  3. Your content might go Viral
    TikTok is known for its viral content. When a video goes viral on the platform, it can spread like wildfire and reach millions of users in a matter of days. This means your content has the potential to gain massive exposure and reach new audiences.
  4. Higher conversion rates
    According to a survey by Kantar, 49% of TikTok users said they purchased a product or service after seeing it on the app. Because of the viral nature of the content on the app, your product may get shown to an audience it might not necessarily have before. TikTok can be a very valuable platform for driving conversions and sales.
  5. Growing user base
    TikTok’s user base is growing rapidly. In fact, the platform is on track to gain 9.6 million social buyers this year, according to Insider Intelligence. This means there’s a huge opportunity to reach new audiences and grow your customer base.

How to win on TikTok

Have a TikTok first approach

Content should showcase your niche and expertise while being engaging and relevant. All content should be created with a TikTok first approach. This means, when users are scrolling their For You Page, the content looks native to TikTok. This is the expected format, especially for younger audiences and ultimately, this is how you win on TikTok.

Be consistent

People spend most of their free time on social media channels, so you want to be where they are. With over one billion active users, TikTok is a goldmine for marketers looking to build brand awareness and connect with their target audience.

Here’s the catch: it takes seven or eight times for a business or person to pop up on your For You Page before you recognise them. Users may not necessarily need your product or service at the time they view your content, but if you’re at the front of their minds when they do, they’ll go to you.

This is why it’s so important to consistently produce high-quality content that resonates with your audience.

Test what works for your brand

TikTok is a crowded space, so it’s essential to create content that stands out from the crowd. Your content should be creative, inspiring and tailored to your target audience. It needs to be high-quality and capture the user’s attention in the first three seconds.

You can use a mix of different types of content on TikTok, like educational videos, behind-the-scenes, or just something fun that captures the essence of your brand. Don’t be afraid to experiment with different kinds of content to see what works best for you.

Understand best practices

The best length for a TikTok is between 21-34 seconds. Keep your videos short, sweet, and to the point, and the algorithm will reward you. Don’t treat TikTok like another advertising platform. Organic social marketing is a long game that requires time.

How to get the most out of TikTok

Now that we’ve covered the basics, let’s dive into some specific ways to use TikTok to increase your brand’s awareness and loyalty.

Interact with customers

Having an online voice is important. And your customers want to feel heard, seen and valued. So don’t leave them on read! When someone comments on your TikTok, reply to their comment. If they ask a question, answer it. If they have a suggestion, consider it.

The more you engage with your audience, the more authentic and trustworthy your brand comes across. It’s important to always be growing your relationships with your customers.

Follow trends

Trends, trends, trends. They come and go, but they can also give your brand a quick burst of exposure. Plus, they’re a fun way to stay relevant and engage with your audience.

Keep an eye on what’s trending on TikTok, and see if you can join in on the fun. Just remember to keep it authentic and on-brand. Don’t force it.

Embrace hashtags

Hashtags are a great way to get your content in front of the right people. When someone searches for a particular phrase or keyword, they’ll see all the videos that have used these in their caption or comments.

Make sure you do your research and use relevant hashtags that are popular in your niche or industry. When you use hashtags, you increase your chances of getting discovered by people who are interested in the same things. This can help you build a loyal following and connect with people who are genuinely interested in your brand.

Another way you can utilise hashtags is through challenges. Hashtag challenges are a unique way to increase engagement and reach on TikTok. These challenges are usually initiated by brands, but can also be started by individual users.

The idea is to come up with a fun and relevant challenge that users can participate in, and encourage them to share their own version of the challenge, using your hashtag. You want to make it creative and super easy to participate in. When you create a challenge, promote it across your other social media platforms too. This will get people excited and make them want to join in.

Collaborate with influencers

Influencer marketing has become increasingly popular on TikTok and for a good reason. Partnering with an influencer on TikTok can help you reach a wider audience and build trust with your target market.

When choosing an influencer to work with, it’s important to make sure their content aligns with your brand’s values and messaging. It’s also important to consider their audience demographics, to make sure they have the right audience for your brand.

Influencer marketing on TikTok can be done in a variety of ways, such as sponsored posts, product reviews, or collaborations. The key to success is finding the right influencer for your brand and building a strong relationship with them.

Monitor and analyse your results

It’s important to monitor and analyse your results to see what’s working and what’s not. Use TikTok analytics to track your metrics on the app. Look for patterns and trends to identify areas where you can improve.

Some key metrics to track include:

  • Views - The number of times your video has been watched
  • Likes - The number of times your video has been liked by users
  • Comments - The number of comments on your video
  • Shares - The number of times your video has been shared between users
  • Followers - The number of people who have followed your account

Use this information to make data-driven decisions about your TikTok strategy. Adjust your approach as needed to improve your results and keep up with the latest trends and best practices.

Are you ready to enhance your brand with TikTok?

TikTok is a powerful platform for marketers and brands looking to build brand awareness and connect with their target audience. With its algorithm-based content-sharing system, high engagement rates and potential for viral content, TikTok offers brands the opportunity to create a large and diverse audience.

To succeed on TikTok, it’s important to be consistent and creative. Focus on creating high-quality content that showcases your brand, but is still authentic and resonates with your audience.

If you’re struggling with TikTok marketing, we’ve got you covered. Reach out to Reason and get ready to level up your TikToks.

Written by:

Maddison Stewart

Content Strategist
at Reason

Written by the team at Reason.

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