As a brand marketer, are you thinking of using TikTok as part of your social media strategy? You must have seen countless entertaining videos that brands have posted on the platform and wondered how they did it.
If you are thinking how to create TikTok Videos for your brand, don’t worry as we have come up with 4 pointers on how to connect your brand with the audience on TikTok.
1. Identify your brand’s niche
As a brand, you have to know what is unique and what consumers like about your brand. For example, Lush positions itself as an ethical cosmetics brand that does not tests its products on animals and supports eco-friendly behaviour. With this set of values, they have gained a niche and loyal consumer base that has the same values as them.
Besides your brand’s niche, you also have to identify your brand’s authentic voice. What does authentic voice mean? Imagine your brand as a person and talk in a ‘human’ voice to your audience. Does your audience feel that your voice is authentic enough to embrace it as their own?
2. Find out what your audience is passionate about.
By defining your brand niche, you can find an audience that is just as passionate about your brand as you. No matter what your brand is eager about, there will definitely be an audience on TikTok that loves and wants to engage with your brand.
You can also look at current cultural trends among your audience and how it affects their lives. For instance, Halloween entice people to dress up, do makeovers and go trick-or-treating. There might be a Halloween trend that you can ride on on TikTok.
Another example is Mucinex. The brand came up with a Halloween-themed campaign #TooSicktobeSick. It encouraged users to post their transformation from ‘too sick’ to ‘so sick’, and show that they are ready to celebrate Halloween. The challenge became widely popular and garnered a total of 1 billion views on TikTok.
3. Find the right TikTok trend to ride on.
There are plenty of ever-changing trends on TikTok you can hop on. They come as fast as they go; that’s why you need to be on top of them as quickly as possible. Not only will it get you featured on the discovery page, but it will bring you more attention organically. If you combine the passion of your brand with a well-chosen TikTok trend, your audience will definitely notice your content.
Guess, for instance, launched a fashion challenge on TikTok in 2018. It encouraged users to share their ‘before and after’ transformation looks in Guess apparel. Also known as #inmydenim hashtag challenge, it garnered a total of 52.5 million views on the app.
@kuhleeuhHad a fun day ##inmydenim @guess ##style ##OOTD
4. Add a creative twist to make it ownable.
How to own a TikTok trend? Create original sounds/music so your audience can recognise that it is from your brand.
Other ways include leveraging on your brand assets such as colours, typography, photos or illustrations to make your TikTok recognisable. You can also create your own hashtag for your brand campaign. It has to be clear, easy to remember and unique. Branded hashtag challenge ads usually generate high audience engagement and builds your brand reputation on TikTok.
Let’s take Zalora as a example. The fashion brand’s #ZStyleNow TikTok challenge invited their audience to flash a “Z” hand signal every time they change an outfit. This branded hashtag challenge garnered 3.3 million views on the social app.
@zaloraHow many outfit changes can you do for ##Zstylenow challenge? Can you top Jaylyn? ##sponsored♬ Getaway – CHUNNYT
Are you ready to create TikTok videos for your brand? Contact us if you need help on producing videos that work for your brand.
About Asia Travel Club
Asia Travel Club (ATC) is a social media agency focusing on China digital marketing, influencer and social messaging marketing.
ATC is the Official Sales Partner of Tencent (WeChat), Weibo, and Bytedance (TikTok, DouYin & TouTiao). Our China marketing team has verified and managed more than 100+ WeChat and Weibo Official accounts since 2016.
With teams across Asia, ATC can help brands connect with over 3,000+ influencers from China, Korea, Japan, Singapore, Malaysia, Thailand, and Vietnam.
Through our ATC Bookings, Chinese travellers can now Search, Compare, Book and Pay for hotel rooms via WeChat Pay directly with hoteliers.
Asia Travel Club (ATC) is a member of Digital 38 Group.