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TikTok was one of the networks that captured, worldwide, all the eyes and headlines in 2020. According to the Sensor Tower report, the application was the second most downloaded in the world, with 55 million, while Argentina is one of the Latin American countries where TikTok is most popular. In July 2020 alone, more than 700,000 people downloaded the app on mobile devices with Android systems, more than four times the number reported in the same month a year ago.
What happens when we face a new social network, both as users but, above all, as a brand?
Mayra Alcántara, Director of Influencer Marketing at Another Company, an independent regional communication agency, explains: “The main challenge with a new platform is to understand how it works, what people want to see there and what the brand wants to contribute. It must be borne in mind that TikTok, unlike other social networks, is not a space where people simply want to see the life of another, but rather it is a place where content must be provided to the audience, in addition to being attractive and disruptive. “
As in other networks, influencers have begun to grow in this Chinese application in a phased manner, and brands must learn how to enhance it.
Great opportunities for brands
The high level of users interacting with the content has opened opportunities for communication and marketing strategists to exploit this social network.
Although many brands have ventured to create their own profiles, others have applied a different model, in which they use these TikTok rockstars to promote their service or product.
What needs to be done to create a successful campaign on this specialist GenZetters network? Another Company shares 5 basic tips that every brand should consider when opening their profile.
- Powerful audio
TikTok behaves differently from other networks like Instagram, Facebook or YouTube. In the same way, content creation also has a different process. On TikTok, the star is the audio, as it marks the line and direction of the videos, which brings us to the next point.
- Custom musical creation
One of the main phenomena of the digital age has been the rights to music in pieces for social networks. That is why we must be very careful on TikTok when it comes to music, since in case of using an existing track for a #Publicidad or #AD content, the brand must have its rights, or, sometimes it is easier and cheaper make custom music.
“Music creation for TikTok has been one of the main areas of opportunity and success that we have discovered at Another Company when conducting campaigns on this social network, since music is the protagonist of the content. In fact, from the agency we have made the audio of some of our most successful campaigns totally in-house. It is a totally new service that we offer to our clients to provide comprehensive proposals. What benefit does this bring? As a brand, it is worth investing in your own audio that reflects your style and personality, a unique piece. It could even mention keywords or hashtags as part of its lyrics, since in this way the user will take over the music to make his video, “ Mayra Alcántara comments.
- Not everything is a challenge
Expert rule: not everything on TikTok is a challenge. Although it is a format that works quite well, it is important to think strategically about the ideal type of activity for the brand: the challenge it is not for everyone.
There are different formats that, well applied, can cause a boom in the platform to ensure that the initiative is replicated by the target audience. To mention just a few:
Lip-sync: format with which the platform started
Storytimes
Tags
Duets
Tutorials
Lives
- Expiration is key
This point is one of the most important. The speed with which TikTok advances is very high, so it is essential to be aware of the trends to be able to act on time, or, to review key conjunctural dates, such as movie or series launches.
Being late will surely result in losing relevance and interest of the audience to participate or interact with the content.
- The importance of the natives
Currently, there are a large number of influencers, however, to guarantee the success of a campaign on TikTok it is necessary to have native profiles of the platform, since they are the ones who know how it works and can help you take the first step in your Bell.
Once you start working with these profiles, you can additionally collaborate with migrant influencers from other networks, such as Instagram. The ideal is to constantly monitor the campaign to validate if it is working or even inject “micro” profiles to continue generating relevance, maintain validity and, above all, encourage the public to get on or interact.
One of the main indicators of the success of a campaign on TikTok is the number of organic videos generated, that is, those created by users with the product or audio. Few social networks achieve this level of interaction.
- A bonus…
It is always wise to think of pieces that are easy to replicate: do not forget that not all are experts. It is very useful that in the creation stage a mockup of the video to see how easy it is to make and how it looks assembled, like a storyboard.
In addition to these tips, it is essential that brands navigate this social network, see and understand how it works, detect what is a trend and who are the star TikTokers, as this will generate a deeper knowledge that will allow them to capitalize and optimize the benefits of the network most powerful social network of the moment.
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