Raising brand awareness for your small business though TikTok part 1.
“The attention economy is competitive with brands vying for consumers’ time and engagement against countless creators, media outlets and digital activities… To break through the noise, brands must be more willing to invest in social and experiment on new platforms.”
Tressie Lieberman, Vice President of Digital Marketing and Off-Premise at Chipotle (Inside Hook, 2021).
Owning a small business is a lot of work. You are the ideas, the designer, the graphic designer, marketer, pr, photographer, packager and so much more. As an e-commerce business owner, I found that utilising social media is the core reason why my business sells in the online market.
My business is called Freckled Clothing Co. I am a team of 1 and my future goal is to utilise social media to increase brand awareness. I want to know how to use TikTok in the best way possible to find the right audience and to push for more views and further engagement. It appears that most articles believe that TikTok is the future of marketing, I want to personally see if that is true.
My TikTok: https://email@example.com?
This experiment will come in 2 parts. This first blog post will talk about what TikTok is and how brands are utilising the platform. Once posted, I will be asking around on other platforms to find out the best ways to market myself on it. The second blog post will consist of me trying out these tips and tricks to see what works and what doesn’t. I will not be paying for any promotions or post boosting. I hope that this can be used as a guide for other small businesses who are looking to increase their brand awareness on social media platforms in the future. It will also have a great impact of the future of my business as a whole.
If you have been living under a rock, TikTok is a short-form, video-sharing app that allows users to create and share 15-second or 60-second videos, on any topic (Influencer Marketing Hub, 2020).
Many brands and businesses are now understanding the potential of TikTok as an effective and even affordable marketing channel, despite it not having any space for traditional display ads. Trends come and go so fast these days. This time last year TikTok was slowly growing to be one of the most popular social media platforms. How am we suppose to keep up with the rapid growth of new platforms and new trends? I chose to focus on TikTok videos because video content is becoming a big marketing influence on consumers. When it comes to social media marketing, video content is being incorporated into almost every modern marketing strategy.
According to a State of Video Marketing Survey by Wyzowl in 2020, part of the reason for the growing investment in videos is that consumers now watch an average of 16 hours of online video per week which is a 52 percent increase since 2018. Additionally, this survey found that eighty-six percent of people would like to see more video content from brands which puts TikTok very high in the potential consumer marketplace.
Youtube or TikTok?
So why not use Youtube instead? It incorporates video format, and it has been for a long time. Firstly, Gen-Z makes up the majority of TikTok users, and Lieberman, Vice President of Digital Marketing and Off-Premise at Chipotle says that they “prioritize Gen-Z as our target audience because we know they dictate social trends and have rising purchasing power.”
Unlike YouTube, TikTok and reels are filmed in a vertical format, the usual way people hold their phones. This makes the platform slightly more accessible. Sound and the accessibility of popular and copyrighted music is the biggest upside on TikTok, and has already helped many songs top charts all over the world.
Watch time is also something that makes the platform differ from YouTube . TikTok has a 15 or 60-second limit which can be a struggle when it comes to telling your brands story in that short amount of time. At the same time, our watch-spans have drastically changed and short, simple and easy to watch content is sometimes preferred. Brands and influencers need to make sure that their content has a key message, a story, authenticity and a call to action. At the same time, their content needs to be short and engaging. Thanks to TikTok though, our watch-spans have drastically changed and short, simple and easy to watch content is sometimes preferred
Initial engagement is incredibly important, but isn’t the be all and end all when it comes to ‘going viral’. The algorithm measures Initial engagement and if requirements are met (minimum one like per every ten views), the content will be shown to additional users on the well-known ‘for you’- page (The Drum, 2020). If your content is engaging, fun and addresses something that viewers will be interested in, your content can receive millions of views over night!
Tiktok trends, also known as challenges, are a vital part of the platform and usually involve a popular song, routine, or hashtag that other users attempt to re-create. As a brand, tapping into these trends can be rather challenging as the speed of these trends are very unpredictable and new trends emerge every day.
Stay tuned to find our the tips and tricks for utilising TikTok for your business. I will also be implementing these tips and tricks for my own brand are share my results in the next blog post. See you then!
The Drum. 2020. TikTok: how to get the best out of it. Available at: https://www.thedrum.com/opinion/2020/03/03/tiktok-how-get-the-best-out-it. [Accessed 1 May 2021].
Forbes. 2020. Using TikTok To Build Your Business. Available at: https://www.forbes.com/sites/marciaturner/2020/03/31/using-tiktok-to-build-your-business/?sh=25dc03358462. [Accessed 1 May 2021].
Influencer Marketing Hub. 2021. What is TikTok? – The Fastest Growing Social Media App Uncovered. Available at: https://influencermarketinghub.com/what-is-tiktok/. [Accessed 1 May 2021].
Inside Hook. 2021. Is TikTok the Future of Digital Marketing?. Available at: https://www.insidehook.com/article/internet/tiktok-future-digital-marketing. [Accessed 1 May 2021].
Linkedin. 2020. YouTube VS TikTok: Which Is Better For Your Influencer Marketing Initiatives?. Available at: https://www.linkedin.com/pulse/youtube-vs-tiktok-which-better-your-influencer-tilda-linderholm?articleId=6678600192880705536. [Accessed 1 May 2021].
Wyzowl. 2020. State of Video Marketing Survey 2020: The Results Are In!. Available at: https://www.wyzowl.com/video-marketing-survey-2020/. [Accessed 1 May 2021].