TikTok

TikTok is one of the most popular social networksWhen were the first social networks created and which network was Facebook inspired by? Which networks are among the biggest in 2023? More today, and it is no longer the case that you can only find younger generations on TikTok. For people, it is a source of entertainment and relaxation, but also a search network and an inexhaustible well of inspiration. For companies, it represents a unique opportunity to reach a wide audience through interactive, creative and entertaining content.

TikTok: What exactly is it?

TikTok is a social network that allows users to create and share short videos, often with music, filters and various effects. It became popular mainly for its entertaining content and algorithm that adapts the feed according to the interests of each user. For the younger generation, TikTok has even become a popular search network. If they want to visit an interesting cafe in an unknown city, they go looking for it on TikTok. When they need to find out which clothing brands are trending right now, they turn to TikTok again. It’s also a popular place to share trending and viral content.

The application was launched in September 2016 under the name Douyin for the Chinese market and subsequently, in September 2017, it began to function globally as TikTok. In 2024, TikTok has more than 1.6 billion users in the age category 18+, which is already worth at least thinking about how to apply it in your marketing funnel.

TikTok algorithm

TikTok is based on short and quick video content that tends to capture and hold users’ attention. In the feed, you simply see videos similar to the ones you search for and interact with on the platform. For businesses, this means that even with a relatively small number of followers, you can achieve huge organic reach if your content resonates with your audience. Creativity, knowledge of the target group and testing will be the right keys to success.

TikTok as part of a marketing strategy

TikTok is currently an integral part of the marketing strategy of both smaller and larger brands. From the beginning, it was used more as a suitable tool for brand building and interaction with the audience. However, with the advent of TikTok advertising, it has become another important platform to directly increase sales.

Why should TikTok become part of your marketing strategy?

1. Huge reach and engagement. The average user spends more than 50 minutes a day on the platform, increasing your chance of reaching your audience.
2. Organic growth. Unlike many other social networks where organic reach is declining, TikTok still allows businesses to achieve relatively high visibility without paying for advertising.
3. Access to the younger generation. TikTok is particularly popular among Generation Z and Millennials, making it ideal for brands looking to reach this target group. The younger generation tends to be resistant to traditional forms of advertising, but creative and interactive campaigns can be very successful on TikTok.
4. Low production costs. TikTok content doesn’t have to be expensive to produce to be engaging. Authenticity is key, and simple videos often do the best. This means that brands can create effective campaigns without much expense. You just need to involve creative thinking and someone from the younger generation who can connect viral trends and your product in a short video.

Key elements of a successful TikTok strategy

If you’ve decided to incorporate TikTok into your marketing mix, don’t forget to prepare at least a simple TikTok strategy. It is especially important:

Creativity and authenticity. Users on TikTok are used to the informal style of videos, so companies should focus on direct but fun communication. If you don’t know how to do it, try entering names such as “content hunter”, “trend scout”, or “content manager” directly on this network and contact one of these young people for cooperation.

Interaction with the community. TikTok is a social network, so any kind of interaction and community building is a must. Communicate with your followers, reply to comments and messages, engage them in communication. You can invite them to vote in polls or create their own content related to your product. Build a community! This can be your big competitive advantage over large companies with unlimited capital.

Regular and consistent content. Frequency and consistency are important on TikTok. Forget lengthy productions and extreme emphasis on video perfection. Build regular content that resonates with your followers and is interesting enough to attract new people.

Hashtags and trends. Hashtags and trends play a key role on TikTok. Participating in popular challenges and using the right hashtags can greatly increase the chances of your content being seen by a larger audience. The TikTok algorithm analyzes hashtags and, based on them, recommends videos to users who are interested in similar content. Correctly used hashtags also increase the chance that your video will get to the “For You” section, which will dramatically increase your reach on this social network.

TikTok Ads: How does paid advertising work?

TikTok advertising is finally coming to Slovakia. Since we are a small country, until now brands could only build their accounts on TikTok organically. With the arrival of “TikTok Ads”, the situation changes and brands have the opportunity to use paid ads aimed at increasing visibility and directly generating sales. The main types of ads you can find on TikTok:

1. In-Feed Ads – These are videos that appear in users’ main feed, similar to regular content. Their advantage is that they look very natural and the user often does not even realize that it is an advertisement.
2. Brand Takeovers – These ads appear on the “For You Page” as soon as the user opens the app. They can contain still images, videos or GIFs and are great for building brand awareness as they grab attention instantly.
3. Hashtag Challenge – A unique ad format that invites users to participate in a challenge. These campaigns can be very successful because they create a huge interaction between users and the brand.
4. Branded Effects – Brands can create custom filters, effects or stickers that users can use in their videos. This type of ad encourages user engagement, helps create a relationship with your followers, and builds a community.

TikTok for small and medium businesses

One of the biggest advantages of TikTok is that it is not just a platform for big brands. Even small and medium-sized businesses can use TikTok for effective marketing. Authenticity and creativity are key, which means that even with a low budget, smaller brands can achieve big results. The biggest added value for them is:

• Community Building – Through interactive videos and challenges, small businesses can create strong relationships with their customers.
• Fast and easy experimentation – TikTok allows businesses to quickly test different forms of content, track audience reactions and adapt their strategy accordingly.
• Increase sales – With the help of features like TikTok Shopping, businesses can link their content to specific products and allow users to make purchases directly through the app.

Successful examples of brands on TikTok

Many brands have already been able to successfully use TikTok in their marketing strategy. One example is Gymshark, a sportswear brand that has gained huge popularity thanks to challenges and creative videos. Using the #Gymshark66 challenge where users were challenged to achieve their fitness goals in 66 days, the brand achieved massive engagement and brand awareness. Because 66 days are all you need to acquire new habits and make a healthy lifestyle your daily routine.

Another example is Elf Cosmetics , which created one of the most popular trending videos on TikTok thanks to the #eyeslipsface viral hashtag campaign. Creating a custom soundtrack and inviting users to use it in videos has brought the brand huge success and millions of interactions.

TikTok and the future of digital marketing

TikTok is no longer just another social network. It has become a key tool for digital marketing, helping even smaller businesses spread their brand awareness and increase their sales. TikTok also opens up new opportunities for creating partnerships with influencers, helping to further spread the brand’s reach and credibility. Businesses that want to succeed on TikTok should focus on creativity, authenticity and audience interaction . Building a community and using challenges to try to get as much user involvement as possible.

If you want to gain an advantage and use TikTok in your marketing strategy, Dexfinity can help you. Whether you’re a small business or a big brand, TikTok can help you grow and gain a competitive edge in today’s digital environment.