What is TikTok and How to Use It in Digital Marketing? - Velvet Vista Pro

  The role of social media networks in digital marketing has now reached undeniable awareness.  But what comes next is the rise of video-ori...

 The role of social media networks in digital marketing has now reached undeniable awareness. But what comes next is the rise of video-oriented platforms such as TikTok...

In recent years, the rise of video-targeted networks within social media portals is noticeable. We no longer want to read, we want to listen and watch. And frankly, we don't want this for too long... This is where the kingdom of short videos emerges. The short videos that have become most well-known and popular with Vine continue to be broadcast even if Vine is no longer in existence.

Snapchat is perhaps the next most well-known and used example of short videos. Other central social media networks could not remain indifferent to the popularity brought by Snapchat and added similar applications. Now we call these stories.

TikTok is Coming Fast

TikTok, which started broadcasting as a mobile application, allows you to shoot videos up to 60 seconds. The user base of TikTok, which shares music and videos, consists of a younger generation, which causes the application to be called a "teenage application". However, in the first quarter of 2018, the application became the most downloaded application in the world, leaving giants such as Facebook and Instagram behind. And with this download speed, TikTok had reached 500 million active users.

Today, TikTok ranks 7th among the world's most used social media platforms with 800 million active users, according to the 2020 data announced by We Are Social.

Brands must now create a vision for TikTok and the like. Because the rise of videos in content marketing will continue. Reels, published by Instagram in 2020, is currently the biggest rival to Tiktok.

How to Use TikTok in Digital Content Marketing?

TikTok, which has become a very popular and loved social media platform, especially with its adoption by the audience called Generation Z, entered our lives in 2016. The application, released by a Chinese company, first appeared as Musical.ly. And in the years when it was first released, the application only offered its users the dubbing feature, but as time went by, it introduced the feature of publishing videos up to 1 minute. Since then, it has shown a rapid growth momentum with the added filters and effects, and TikTok has attracted the attention of brands and managed to stand out as one of the social media channels that are considered to be used in digital advertising and marketing.

Why Should Brands Be on TikTok?

• 40% of TikTok users are young people aged 14-24. It is especially ideal for brands that want to reach users in these age groups.
•  Thanks to the low rate of advertisers, the competition rate is also low.
• Users enter the platform many times a day and spend minutes on it.
• Influencer marketing is also used effectively within the application.
• Video content has a high rate of interaction.
• Viral content marketing strategy is followed by creating many different trends by users or by participating in current trends .
• TikTok also has a service for direct advertising.
• Hashtags are widely used so that effective and fast interaction can be achieved.
• With the TiktokforGood feature, communities can be created by preparing content that is beneficial to nature, the environment and the planet.

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How to Advertise on TikTok and What are the Advertising Models?

To advertise on TikTok, you must first have a TikTok account and enter the "create ad" section on TikTok's website with this account. When you log in for the first time, you need to choose which country you are from and what type of content you want to show in your ads. You can start creating your ads by choosing one of the relevant ad models on this ad manager . 

Advertising Models

• LaunchScreenAds: These are ads that appear directly to users when they enter the application.
•  Timeline ads (In-FeedAds): These are the advertising models that users see on the timeline when they enter the application.
• Hashtag Challenge Ads: In hashtag ads, a hashtag is created by brands and users produce content with this hashtag.

Apart from these advertising models, reaching users organically through Influencer marketing will also be effective for brand awareness and interaction.

What kind of advertising and marketing strategy should be followed on TikTok?

• Since the young audience is predominant, it is necessary to first evaluate this young audience and determine the target audience.
• Application users and brand target audience should match each other.
• Video content should be created considering that creating creative video content is important to attract users' attention and increase the interaction rate.
• Videos should be natural as well as interesting. Because fictional advertisements are not found attractive and realistic by people.
• Effective use of viral techniques to be created by launching various campaigns for brands will enable the brand to achieve success on TikTok.