TikTok is one of the newest social media platforms to date. Navigating this platform as a user can be daunting. But no need to fear, we have compiled a list of the “do’s” and “don’t’s” of TikTok advertising to help you become a TikTok pro!
Do – Use Trends
Trends on TikTok are ever-changing. However, keeping up with these trends helps to keep your brand relevant and entertaining for users. Jumping on trends is a great way to connect with your audience because users will view your company as savvy, creative, and playful.
Trends can be seen through hashtag challenges, quirky jokes, and infamous TikTok dances—just to name a few. Many people have seen success in using trending songs or sounds in the background of their videos. This not only brings more people to your page but guides your content to make that sound applicable.
Many brands have seen great success in posting videos that involve trends. For example, the San Diego Zoo has crushed it on their TikTok by posting videos of their exotic animals with trending sounds and songs in the background. This tactic has gained them a couple of million followers.
Do – Balance Entertaining Content with Brand Promotion
We recommend using the 80/20 rule when it comes to TikTok advertising and your organic posts. This means 80% of your content should be entertaining and the other 20% should be brand promoting. The main reason for this is that users on TikTok use the app to be entertained. Constantly promoting your products may deter users from being invested in your content. So balance is key. If your company masters this, you not only will have a community of loyal followers but it can encourage your viewers to purchase your products or services.
Do – Use Partnerships
Using partnerships is a great way to reach a larger audience. This is commonly achieved via influencer marketing. When trusted users advocate for your brand, you become recognized by that user’s followers, therefore increasing your brand awareness and sales.
Do – Fill Up the Screen
When it comes to TikTok advertising, posting content that is not sized correctly can appear to be amature and overlooks valuable real estate on the feed. Consider using a 9:16 video format to ensure the most appealing video for your audience. This not only will look more professional, but it will catch the attention of your audience if you take up space. f
Do – Be Mindful of Time
Because TikTok is an entertainment social media platform, you will want to make your videos just long enough to provide users with the right information but not too long, so you can keep your viewers interested. Our general rule is to post videos longer than 30 seconds but no longer than 1 minute. Be concise. Of course, this can vary depending on the content, but it is a great idea to keep this in mind for newer users.
Do – Be Consistent
Consistency on any social media platform is key and your TikTok advertising efforts are no exception. This not only helps you reach more people but also keeps the attention of people who may already follow your brand. Our suggestion is to post 3-4 times a week, or even once a day.
Do – Have a Sense of Humor
The TikTok humor is often quite quirky. Humor may be the best quality for any TikTok user to have. This platform is meant to be playful and sometimes even chaotic. Many users have grown quite a large following by using their sense of humor.
Duolingo has reaped great rewards from being humorous on its platform by bringing its mascot to life. This account not only posts funny content, but they comment witty things on other viral videos which in turn bring people to their page. Whoever their social media manager is knows exactly what they’re doing!
Do – Use Closed Captioning
This rule may not be one you think of, but it is super important as it makes your content more inclusive for unique situations. Not only does it allow those hard of hearing to watch your content but it also helps users in quiet places to watch your videos without sound. Those of you in class or at work, we hear you and see you!
Don’t – Target the Wrong Audience
Whether your content is directly promoting your products/services or is simply there to entertain, your content should always target your ideal customer. For example, if you are a home decoration and furniture brand, you should post content surrounding interior design or architecture, even if your products or services are not on the screen. And guess what? This approach goes hand in hand with our 80/20 rule.
TikTok has written its own blog on finding your target audience. It is worth a read.
Don’t – Post Boring Content
If your content is not something most individuals in your demographic would connect with, it is probably not a great video to post. Luckily, TikTok’s trends are ever-evolving which allows you to always get new, fun ideas for content. Spend some time scrolling through new trends and rework them to fit your brand.
Don’t – Forget About Participating in Hashtag Challenges
Unlike most other social media platforms, TikTok has the unique advertising opportunity for users to start challenges for other users to participate in and promote those through special hashtags. For example, when Chipotle debuted on TikTok, they started the #ChipotleLidFlip challenge. This simple challenge resulted in 100k users attempting their challenge. This kickstarted their social media presence rather quickly and encouraged users to think of their brand as fun and entertaining. They have continued to use this method in their TikTok advertising efforts and now they are recognized as one of the most successful brands on the app.
If at this point, you are still unsure how to create fun and engaging content, feel free to reach out to Set Fire Creative for assistance in your TikTok advertising efforts. Contact us for a free consultation!
Raised in the suburbs of Los Angeles, California, Juliana left the golden state to attend Utah Valley University and completed a bachelor’s of science in psychology. After graduating, she began pursuing a career in digital marketing and client relations, which led her to Set Fire Creative. Juliana has a knack for all things creative, in and out of the office. In her free time, you can find her working out, traveling, studying interior design, or hosting dinner parties (of course, with charcuterie.)