Politicians may be wringing their hands over how to deal with this insanely popular app, but that popularity is showing no signs of slowing down anytime soon. And smart marketers are learning just how lucrative TikTok can be, especially over the holiday season.
For that reason, we at Workdom have put together a Marketing Guide to TikTok that will help grow your brand awareness, promote customer loyalty and boost your sales during what has been a real rollercoaster of a year! Our guide is based on TikTok’s own recommendations, made in cooperation with Ad Age, so you know your marketing efforts will be in good hands!
Let’s take a closer look:
What Dates Matter Most to Your Business Promotions?
TikTok allows you to create new ads based on its existing templates, shortcutting much of the creative process. In creating an entire campaign that spans Black Friday and Cyber Monday all the way until after the holiday season, you’ll want to focus on specific dates and specific objectives (more on objectives to follow below). For example, if you’re looking to improve brand awareness and attract new customers, you’ll want to focus on video views, which needs a different type of campaign than one designed specifically for getting traffic to your website.
And even if you want to focus on sales, the question then becomes, should you concentrate on product page views? Whether or not a product (or products) was added to the cart? How much of these product page views actually converted to a purchase? As you can see, there are a lot of things to take into consideration when marketing on TikTok.
Ensure You Have a Frictionless Mobile Shopping Experience
In the rush to promote your business on TikTok, it’s important to remember that this is an app, which means users are going to be navigating through it and onto your website via their smartphones. That means your mobile shopping experience has to be seamless and user friendly from start to finish. Be sure to test it out thoroughly on different devices (Android, iOS, etc.) and different phases of the action you want your audience to do (i.e. product links, checkout process, etc.) to ensure that the process is as easy as possible throughout the transition from app to store.
Discounts and Special Offers Can Make a Big Difference
This year, more than any other, people are watching what they spend. A solid discount, special bundles or special offers can make all the difference in convincing them to take that action and click that place order button. But don’t forget that although Black Friday and Cyber Monday are some of the biggest shopping days of the season, they are by no means the only ones, so make way for similar discounts on products and watch your sales grow as a result.
Don’t Forget to Create and Analyze Your Goals
As we mentioned before, aligning your TikTok marketing efforts with different goals is important to get the most out of this hugely popular app. There’s no real “secret sauce”, but just like any marketing strategy, it’s important to consider your goals first, and then work backwards, optimizing in order to achieve that goal. Be it page views, video views, or any other metric, having goals in mind rather than throwing everything at the app without really getting to know how it works is a recipe for spending a lot while getting very little (if any) return on the investment.
The good news is that you don’t have to reinvent the wheel with TikTok. You can easily use the assets you already have, including videos, photos and more and incorporate them into TikTok’s templates.
And if you need help with formulating, creating, launching and optimizing a TikTok campaign for your business over the holidays, why not reach out to us at Workdom? Our advertising specialists know how to make this unique platform work for your business, no matter what you have to sell. Contact us today to learn more!