TikTok recently released an article giving brands information on maximizing their performance on the app. The article goes in-depth about the tools available to brands and offers statistics on what users are looking for. These tools include the Trend Discovery tool and the Commercial Audio Library.¹
For brands just getting started, TikTok recommends entering the Creative Center, the home for creative inspiration on TikTok. They also suggest utilizing the Trend Discovery tool to search for what’s popular in their particular region. The Commercial Audio Library is a great tool for companies to use with over 500,000 songs cleared for brands to utilize in their content.
Another tool TikTok advises brands to take advantage of is the TikTok Video Editor, which allows the use of all the video editing tools from the app through their desktop. TikTok has also curated over 100 customizable templates for brands, which brands can use to enhance their videos with music, on-screen text, colors, and more.
[Screenshot from TikTok]
The TikTok strategy for brands getting started
The primary strategy for brands to succeed on TikTok is simple: create authentic connections. According to Forbes, 56% of users feel more optimistic about a brand after seeing it on TikTok.² When a more personal tone is present in a brand’s content, the audience feels they can trust the brand and are willing to become customers if they were not already. Another tip is to be sure to engage with your audience. There are a few ways to do so, including challenges using specific hashtags, allowing your audience to engage with your brand creatively.
Many brands have found success when collaborating with influencers on TikTok. Finding an influencer who embodies your brand’s personality can lead to a successful collaboration. Influencers on Tiktok look at their daily lives that they might not give on other platforms, creating a personal connection to their audience. Users are more likely to trust these influencers and their opinions on brands.
[Screenshot from TikTok]
What TikTok users want from brands
According to TikTok, 73% of users say they feel a deeper connection to the brands they interact with on TikTok over other apps and sites they use. TikTok found that 62% of TikTok users say that TikTok-specific branded content is the best way for brands to connect with consumers.³ This encourages brands to start or continue making content for TikTok.
TikTok saw a 27% higher ad recall for branded content in collaboration with Creators.
Written by Esther Rodriguez
Image design by Minnie Huynh