Entertainment-Based Marketing Strategies on TikTok
In the last couple of years, TikTok, the rapidly growing short-form video app, has become one of the key platforms for companies to get the attention of their consumers.
With over a billion active users, the platform and its unique algorithm that helps brands get discovered by consumers also helps companies connect with new audiences and engage with them.
Although it might still be a fairly new platform, it has quickly turned into an essential tool for businesses to reach their audiences.
Hashtag Involvement
Once the pandemic started at the beginning of 2020, and brick-and-mortar shopping opportunities for apparel brands came to a halt, many brands decided to showcase their products in different ways that would capture the attention of potential buyers.
The key to doing that is creating a branded hashtag, or participating in existing hashtags . Using hashtags is what helps generate virality and visibility on TikTok
One of the brands that have unlocked the opportunities of user-generated content on TikTok is SHEIN, the trendy clothing digital retailer.
When consumers use the company’s branded hashtag, they get a chance to show their shopping hauls to other people, and the opportunity to be featured on the brand’s own TikTok profile. This strategy is what has enabled the brand to receive the highest engagement rate on TikTok among its competitors.
Creativity
According to many successful brands, developing unique ways to showcase products or coming up with new trends can resonate with many followers. One of those brands has been e.l.f. Cosmetics, which got a great start on TikTok when it managed to leverage the power of sound.
The brand commissioned its own branded music track and paired it with a hashtag challenge, which resulted in about 5 million videos being created by consumers, which reached about 8 billion views.
These days, the brand’s sounds are used in over a million new videos, while e.l.f. still continues to create new ones in an effort to promote other campaigns. This is a great example of how companies can do a lot more than simply share content to connect with audiences.
Authenticity and Purpose
One of the first things that companies should think about when using TikTok is the reason they’re using it in the first place, and what the target audience should receive from interacting with the brand on the platform. Once a company starts to create content, a vital element should be authenticity.
That’s because consumers don’t want to see over-produced and polished content which feels like a commercial. Instead, many consumers prefer to see content that’s relevant to them and that appears real.
However, as long as the content is entertaining, companies can have a more human approach when connecting to their target audiences and converting more consumers.
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In the last couple of years, TikTok, the rapidly growing short-form video app, has become one of the key platforms for companies to get the attention of their consumers. With over a billion active users, the platform and its unique algorithm that helps brands get discovered by consumers also helps companies connect with new audiences and engage with them. Although it might still be a fairly new platform, it has quickly turned into an essential tool for businesses to reach their audiences. Hashtag Involvement Once the pandemic started at the beginning of 2020, and brick-and-mortar shopping opportunities for apparel brands came to a halt, many brands decided to showcase their products in different ways that would capture the attention of…