More than ever, both individuals and businesses are choosing to utilize TikTok to globally promote their brand. The TikTok platform is considered one of the more successful promotional channels used to market a brand, especially amongst younger audiences. While TikTok marketing differs a bit from other social media marketing platforms, this simple platform isn’t hard to learn or utilize for promotional agendas.
This social media giant allows users to create and share short videos, setting them apart from other social media marketing platforms. The goal is to create engaging and catchy videos that must be shared. If done right, the videos have the potential to go viral. TikTok thus offers one of the best online communities for creating high rates of engagement.
Currently, TikTok offers three marketing options for brands. 1. Brands can create a channel and upload relevant promotional videos. 2. Brands can hire a social media influencer to gain access to a larger audience. 3. Brands can run paid ad campaigns. Each option offers its own engagement opportunities.
Launching in 2016, the TikTok platform is one that became instantly popular. Just two years later it became the most downloaded app in the United States. A top reason for its success is due to its audio system, as it easily supports the ability for its users to add music to its video posts. Due to its huge popularity amongst online users, more businesses are starting to consider whether or not this is the right marketing platform for their brand.
TikTok now offers business accounts to specifically help a business market its brand. Top account features include real-time performance tracking, unique engagement solutions, analyzing campaign data, and the ability for users to post trending content that gets noticed.
Any size business can now use TikTok to grow their brand at a so-far unparalleled speed. The TikTok all-in-one marketing tool for businesses makes promoting a brand on TikTok super simple. It also supports a business’s ability to create a brand video that goes viral.
Brand promotion on TikTok continues to grow, making it the most popular and trendiest social media platform of today. Generation Z makes up about 60% of the TikTok audience, with those between the ages of 25 and 44 making up 26% of its audience. Before a business can decide if promoting their brand on TikTok is the right marketing choice, they must determine how much audience engagement they can expect.
This means while TikTok makes a great marketing platform for many brands, it’s not a fit for all brands. Top businesses currently using the TikTok platform to promote their brand include Nickelodeon, Red Bull, Netflix, ESPN, and the NBA. The most followed brand on TikTok is Guinness World Records, with a following of 11.3 million.
Interested brands can sign up for a TikTok For Business account to learn more. This marketing platform of tools allows any business to promote their brand in a way that captures the attention of the TikTok audience. The objective is to help brands “unleash their creative side”, supporting their ability to create TikTok videos that encourage engagement.
Brands that choose to promote what they’re selling on social media must understand how well their audience is engaging with its posted content. Engagement rate is a metric that allows a brand to learn how many people are actually engaging with its content, placing a focus on what’s being well-received, and what isn’t. The higher the engagement percentage, the more people engaging with the brand, the more likely the brand will succeed.
Generating engagement is thus a top goal for every brand choosing to market on the TikTok platform. Because TikTok users tend to be very energetic and highly engaged brands must advertise in a way that attracts and even involves the TikTok audience. For example, one of the more popular methods brands use to engage their audience on TikTok is to create a sponsored hashtag challenge.
Another is to use TikTok brand influencers. Professional brand influencers who have an established TikTok presence tend to have the highest engagement rates of all social media platforms. TikTok Influencers in the United States currently have an average engagement rate of 17.99%, a much higher percentage when compared to other top social media platforms.
Every business needs to know its engagement rate when promoting its brand on TikTok. A high engagement rate equals an audience responding well to a brand’s videos.
Brands that choose to promote on TikTok do so to be more visible, specifically via brand videos. It depends on the brand to determine how exactly they’ll produce videos that get noticed. The higher the engagement rate a brand has when promoting on the TikTok platform, the overall more successful that brand tends to be.
Increasing a brand’s engagement rate on TikTok is easier when compared to increasing engagement on other top marketing platforms. The reason being it doesn’t usually take a lot of time to produce a promotional message utilizing videos.
And today’s audience is very responsive to video marketing, making it so the best brand videos receive the highest engagement rates.
Engagement rate is the number that informs on how much engagement a piece of content receives. There are different types of engagement rates to configure – by views, by followers, and by brand profile. All require simple measurements to get a calculation percentage of TikTok engagement.
TikTok Engagement Rate Formula For Posts By Views:
[(Number of likes + number of comments + number of shares)/number of views] X 100
TikTok Engagement Rate Formula By Followers:
[(Number of likes + number of comments + number of shares)/number of followers] X 100
TikTok Engagement Rate Formula For Brand Profile:
[(Number of hearts + number of comments for last 20 posted/number of combined views] X 100
Calculator. https://hypeauditor.com/en/free-tools/tiktok-engagement-calculator/
TikTok organic engagement rates tend to range between 3% and 9%. TikTok average engagement rates tend to range between 16% and 22%. Once a business gains a certain amount of TikTok followers it can use the below average engagement rate chart to determine where it can expect its engagement rate to stand.
Followers = Average Engagement Rate:
- 100,000 to 500,000 = 17.93%
- 500,000 to 1,000,000 = 22.79%
- 1,000,000 to 5,000,000 = 20.57%
- 5,000,000 to 10,000,000 = 21.97%
- 10,000,000+ = 21.72%
Brands looking to increase their engagement rate should make sure their account is made public, post relevant videos at relevant times, and optimize their profile in a way that easily captures the attention of the TikTok audience.
Marketing on TikTok has the power to make a TikTok video go TikTok Famous, even overnight. This brand marketing goal often produces the best promotional videos, giving them the potential to go viral. Once a video goes viral, brand accounts can potentially gain millions of new followers.
As of September 2021, Charlie D’Amelio is the most famous with 124.4 million TikTok followers.
Becoming TikTok Famous TIPS:
- Choose A Niche. Brands must focus on their niche when marketing to the TikTok audience. If they don’t, followers are likely to be confused. Creating a list of words to describe a business can help, i.e. adventurous, bold, enchanting, charming, romantic, sustainable, whimsical.
- Think Outside The Box. Brands that think outside the box are more likely to stand out and get noticed on this trending platform. TikTok Famous brands don’t follow what others are doing and instead create the unique video content users want.
- Only Post High-Quality Content. To become TikTok Famous brands must always post high-quality videos. Anything less will prevent them from becoming famous on this always-trending platform.
- Post At Least One Piece Of High-Quality Content Every Day. Posting a variety of TikTok videos at least once a day helps keep a brand audience consistently engaged. Brands can post in-depth and educational videos, funny videos, contests, etc. to ensure consistent audience participation.
- Create TikTok Challenges. Brands can only strengthen their TikTok presence when introducing a challenge, leading to an overall positive brand image. Creating a TikTok challenge is a simple way for brands to gain more followers, as well as engage their current followers.
- Find, Identify, Follow Trends. Consistent audience growth is a goal for every brand. In turn, brands need to capitalize on any trends that’ll help them expand their reach. Whenever a brand can connect with a TikTok trend they must do so quickly to prevent their competition from benefitting from any trends first.
- Collaborate With Niche TikTok Influencers. Working in partnership with one or more TikTok influencers is a great way for brands to stand out and get noticed. If done right, TikTok influencers have the ability to not only inform and educate but to also grow a brand’s audience into the millions.
The TikTok social media marketing platform is one that inspires organic growth. This makes TikTok a great platform for brands that are looking to grow their audience naturally, gradually. To experience success, every brand needs to use the TikTok engagement rate formula. This calculation allows brands to recognize how well their TikTok videos are being received and if the numbers are lower than expected, changes can be made.
