The power of TikTok marketing

The popular video app TikTok has become an integral part of our daily lives. With more than 2 billion downloads, TikTok is one of the most used social media platforms in the world. The app is very successful with a young audience (millenials and Gen Z), but also older generations are increasingly finding their way to the social media platform. On average, users are between 18 and 34 years old. But how can you use TikTok as a marketing strategy? We give you a few tips below!   

Have you ever heard of the trend TikTok made me buy it? This hashtag has more than three billion views. A real hype! But how does this trend work? Both influencers and regular users post their opinions on products. After seeing these - often good - reviews, others also want to try the product, which can lead to a huge demand for the highlighted items. A great example of the importance of hashtags on TikTok. The hashtags become even more powerful when used in challenges that encourage TikTok users to make videos. As an organisation, you can launch your own hashtag challenge, which can increase both your awareness and engagement. A real hit to increase your follower count, at least if the challenge catches on.  

TikTok is all about one thing: appealing videos. TikTok is the number one platform when it comes to entertainment. To attract attention and generate reach, your videos have to be fun to watch. A big plus is the use of humour. You can also go crazy with your content, because the more creative the better. Keep it casual. Users appreciate original videos and are not interested in advertising. It is no coincidence that the platform uses the slogan "Don't make ads, make TikToks". Please note that companies no longer have access to the full TikTok music library. However, you can use the 'Commercial Music Library' or sounds uploaded by users themselves. If you want to use music that is not in the Commercial Music Library, make sure that you have the necessary licenses.   

Influencers often already have a huge fan base behind them who follow them on TikTok. Of course, organisations can capitalise on this. Although one of TikTok's great strengths is that you don't need a large fan base to reach a big audience, it helps to have an expert to create appropriate content and reach the desired target group. By working with the right influencer, you can easily get more followers and audience on your own TikTok account.   

Two features of TikTok we would like to zoom in on are Duets and Stitch. Through Duets, you can easily build on another user's video by embedding your own video next to the original video. The release of the new Duet layouts also allows users to choose between four options: a left and right layout, a reaction layout, a top and bottom layout and a three-screen-layout. Stitch, on the other hand, allows users to cut a piece from another user's video and integrate it into their own video. Like Duet, Stitch is a way of reinterpreting and completing another user's content.   

Who do you reach with the posts you make on TikTok? According to Digimeter 2021, it is clear: the growth of TikTok is incredible and not only among young people. In 2021, 21% of 25- to 34-year-olds in Belgium were active on TikTok once a week. Among 16 to 24-year-olds, that number is even higher, with 59% users on a weekly basis. In 2019, these figures were still a lot lower: with 1% of 25 to 34-year-olds and 7% of 16 to 24-year-olds as weekly TikTok users. These figures do not lie, TikTok has grown exponentially. Especially in Wallonia, video apps such as TikTok and YouTube are number 1, while Instagram and WhatsApp continue to take the crown in Flanders. This was shown by the SMI-Barometer.