Just a year or two ago, most people didn’t take TikTok seriously. And even today, many business owners still treat it as an app where teens post funny videos and clips of themselves dancing and nothing more. But in reality, TikTok has evolved into an incredibly powerful marketing tool with a huge demographic. In today’s business environment, if your target customers are using TikTok, you need to be there advertising your products as well. However, this is easier said than done. TikTok is different from other popular social media platforms like Instagram and Facebook. Thus, you need to have a completely different marketing strategy to be successful there. In fact, many large brands that don’t realise this and simply continue posting their Instagram or Facebook content on TikTok end up failing miserably and becoming the laughing stock of the TikTok demographic. But we can help you avoid this! NUOPTIMA’s team has used its extensive TikTok marketing experience to create a comprehensive guide for business owners. Keep reading to discover our top tips below!
Was ist TikTok?
TikTok is one of the largest social media platforms in the world. With over 1 billion users, this app is more popular than Pinterest, LinkedIn, Snapchat, and Twitter. Even though most TikTok videos last less than a minute, the app is extremely addictive and engaging. This is evidenced by the fact that an average user spends just under an hour per day on the app, opening it eight times per day on average and viewing content from dozens of creators. Roughly 32% of all TikTok users are aged between 10 and 19, around 29% are between 20 and 29, 16% of users are aged between 30 to 39, 14% of users are between 40 to 49, and 7% of users are 50+ years old. As you can see, while the platform still has a considerable number of teenage users, nearly 70% of its users are older than 19 years of age. Thus, the notion that TikTok is only used by children who don’t have much of a purchasing ability and thus marketing there is pointless is completely erroneous. In reality, countless politicians, news outlets, Fortune 500 companies and even airlines have gained massive followings by using effective TikTok marketing campaigns.
TikTok zur Werbung für Ihr Unternehmen nutzen
Es gibt eine Vielzahl von Zielen, die Sie erreichen können, wenn Sie ein geschäftliches TikTok-Konto betreiben, mit TikTok-Influencern zusammenarbeiten oder auf der Plattform werben. Dazu gehören:
- Aufbau eines großen und hoch engagierten Publikums
- Verbesserung des Markenbewusstseins
- Schaffung eines neuen Kanals für die Kommunikation mit den Kunden
- Werbung für Produkte
- Verkauf von Produkten
Beste TikTok-Marketing-Strategien
Es gibt viele Möglichkeiten, TikTok für Unternehmen zu nutzen. Sie können selbst Videos erstellen und posten, von Ihren Kunden gesendete Videos posten, Anzeigen schalten, mit anderen Kreativen zusammenarbeiten usw. Im Folgenden finden Sie die besten TikTok-Marketing-Taktiken.
Ein geschäftliches TikTok-Konto eröffnen
Running a TikTok account can help you attract new customers and increase brand awareness. But it can also give you an outlet for your creativity and add lots of fun moments to your daily life of running a business. Creating TikTok videos is very simple, and you don’t need to spend a lot of time on them or purchase expensive equipment. TikTok users value authenticity above all else, so leave heavy editing and picture-perfect setups for Instagram.
Wenn Sie Schwierigkeiten haben, Ideen für ein Video zu finden, können Sie sich im Bereich "Für Sie" inspirieren lassen. TikTok-Nutzer nehmen oft an Challenges teil und verfolgen die neuesten Videotrends. Es ist also eine sichere Sache, den neuesten TikTok-Tanz oder die neueste Challenge mitzumachen.
Nutzen Sie das TikTok-Influencer-Marketing
If you’ve tried marketing your products on Facebook or Instagram, you’re probably no stranger to influencer advertising. But influencer marketing on TikTok is generally more effective. This is due to the fact that Instagram has been overrun with ads. Most Instagram users simply ignore brand integrations, ads, and influencer recommendations in general. However, TikTok has a lot fewer ads, so people there are a lot more likely to consider purchasing your product after hearing about it from their favourite TikTok influencer.
TikTok-Anzeigen schalten
Even though TikTok has been around for a few years now, the platform only recently introduced ads. One downside of TikTok ads is their high price compared to other platforms. Plus, the minimum TikTok ad campaign budget is $500, which means many small businesses can’t afford to advertise there.
Es gibt verschiedene Arten von Anzeigen, die Sie auf TikTok schalten können:
- Hashtag-Herausforderungen mit Markenzeichen
- In-Feed-Anzeigen
- SparkAds
- Markeneffekte
- TopViews
- Markenübernahmen
Hashtag-Herausforderungen mit Markenzeichen
Branded hashtag challenges allow you to take advantage of user-generated content to increase brand awareness among the TikTok community. Once you launch a challenge, it will be shown to other users on the Discover page. When people click on the hashtags associated with the challenge, they will be forwarded to a landing page. This page will have all the info about the challenge, including a list of users who participated in it and a link to the sponsor’s website.
The good news is that branded hashtag challenges are incredibly effective because they are fun for the users and allow them to connect with your brand on a completely different level. However, the downside of these ads is that they are very expensive – a six-day challenge will send you back $150,000.
In-Feed-Anzeigen
If you’re looking for something more affordable, in-feed TikTok ads may be a good option. The minimum budget for these ads is $500, which is the cheapest add type offered by TikTok. In-feed ads on TikTok are marketing videos that occasionally appear in users’ feeds as they scroll through content.
Sie können diese Anzeigen so gestalten, dass sie sehr organisch aussehen und von nicht gesponserten Inhalten fast nicht zu unterscheiden sind. Sie können jedoch auch CTAs hinzufügen und andere von TikTok angebotene Marketingfunktionen nutzen, wenn Sie möchten, dass Ihre Anzeigen hervorstechen.
SparkAds
SparkAds is the newest and one of the most effective ad types available on TikTok. These ads are similar to in-feed ads with one major difference – advertisers can use their own TikTok posts or clips posted by other users as advertisements. This gives businesses a great chance to utilise user-generated content in marketing campaigns. However, keep in mind that you will only be able to use content posted by other users if they consent to it.
One of the biggest advantages of SparkAds is their authenticity, which is key to TikTok success. When users interact with other ad types, they are forwarded to a landing page. However, SparkAds behave like regular TikTok posts, so users can browse comments on the video, like and share it, visit the creator’s profile, etc. In addition to adding to the ad’s authenticity, this also allows it to have a more lasting marketing impact on the advertiser’s profile.
Markeneffekte
Markeneffekte sind vergleichbar mit Snapchat- oder Instagram-Filtern. Die Nutzer finden diese Effekte im Allgemeinen sehr unterhaltsam und ansprechend, weshalb sie sich in der App oft viral verbreiten und wie ein Lauffeuer auf die Marke hinweisen, die sie eingeführt hat. Mit $100.000 pro Effekt sind diese Anzeigen jedoch sehr teuer.
TopViews
TopViews sind In-Feed-Anzeigen, die den Nutzern beim ersten Öffnen der TikTok-App angezeigt werden. Die in diesen Anzeigen verwendeten Videos können bis zu 1 Minute lang sein. Dies ist der beliebteste Anzeigentyp bei Werbetreibenden.
Markenübernahmen
Like TopViews, brand takeovers show up at the top of the feed when users first open the app. These ads take over the user’s screen for 3 (static images) or 5 seconds (videos). TikTok shows each user only one brand takeover ad per day, so there’s less ad fatigue with this ad type. However, these ads are also quite expensive.
Starten Sie eine kostenlose TikTok-Herausforderung
TikTok is the perfect platform if you’re trying to go viral without spending money on ads. So if you don’t have a huge budget, you can try launching a challenge using a hashtag, sound, or dance and see if people want to join in on the fun. Thousands of people have achieved fame on TikTok without paying a cent, and you can do it too.
Die besten TikTok-Tipps für Unternehmen
Wenn Sie sich entschließen, ein geschäftliches TikTok-Konto zu betreiben, sollten Sie einige Tipps beachten, die Ihnen zum Erfolg verhelfen werden:
Don’t be too serious
While Instagram is all about having that perfect profile, TikTok is all about fun, creativity, and engagement. Thus, what works on Instagram and other social media platforms definitely won’t work on TikTok. Creators who try too hard, act too seriously or spend too much of their videos trying to sell their products or services usually antagonise their audience. If you’re an avid TikTok user, you’ve probably come across videos where the creator spent ⅔ of the clip asking people to subscribe. Don’t be like that.
Experimentieren Sie mit Ihren Inhalten
We can’t emphasise enough how important it is to be creative and entertaining on TikTok! The worst thing you can do is post dull, repetitive content – aka Instagram selfies and stories. Your viewers need to be entertained or educated by your videos every time. This is why the most popular videos on TikTok feature comedy, music, or dance.
Beteiligen Sie sich an TikTok-Trends
A sure-fire way to raise your TikTok popularity is to participate in one of the dozens of trends that sweep the app week after week. Try to have fun and enjoy yourself even if you don’t feel like you belong. Oftentimes, TikToks filmed by creators who don’t seem like they are the type to perform a silly dance routine become the most popular clips of all!
Behalten Sie den Wettbewerb im Auge
No matter what field you’re in, there are likely at least a few other TikTok users creating content on a similar topic as you. Thus, it’s crucial to find these competitors and audit their accounts. For example, you can use the SWOT method to determine what their strengths and weaknesses are and what opportunities and threats their accounts present.
Nutzen Sie die Vorteile von TikTok-Analysen für Unternehmen
Wie alle anderen Social-Media-Plattformen stellt auch TikTok seinen geschäftlichen Nutzern analytische Informationen zur Verfügung, und das sollten Sie immer ausnutzen. Sie finden sie, indem Sie auf Ihre Profilseite gehen, auf das dreizeilige Symbol in der oberen rechten Ecke des Bildschirms tippen, auf Creator Tools drücken und Analytics auswählen.
Verwenden Sie Hashtags für TikTok SEO
Das Einfügen relevanter Hashtags in Videobeschriftungen ist eine der besten Möglichkeiten, Ihr Video auf TikTok organisch zu bewerben. Das Feld für die Bildunterschrift hat eine Obergrenze von 100 Zeichen, aber Sie können so viele Hashtags einfügen, wie Sie unterbringen können.
Untertitel in Ihre Videos einfügen
If your TikTok videos include you or other people speaking, you should always include captions, as this dramatically increases accessibility for other users. You don’t need to do this by hand, as there are plenty of apps that add closed captions to videos automatically.
Nutzen Sie nutzergenerierte Inhalte für die Vermarktung Ihrer Produkte
TikTok users value authenticity, so they are likely to respond much better to videos of other people enjoying your products rather than clips of you advertising them. But the best TikTok business accounts are the ones that don’t even try to sell products at all! You can check out @eclairlips.com for a great example of this.
