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How to Utilize TikTok in Your Content Marketing Strategy

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How to Utilize TikTok in Your Content Marketing Strategy

  1. 1. How to Utilize TikTok in Your Content Marketing Strategy
  2. 2. CONTENT SUMMARY What is TikTok? Who is using TikTok? How are Brands Using TikTok? Chipotle The Washington Post Too Faced
  3. 3. WHAT IS TIKTOK? Acquried by the Chinese tech group in 2017 for $1 billion OWNED BY BYTEDANCE Worldwide downloads (96 million the US alone) 1 BILLION DOWNLOADS 60% of users in the US are between the ages 16-24. GENERATION Z Only 4% of social media marketers are using TikTok UNTAPPED POTENTIAL
  4. 4. CHIPOTLE July 2019: Chipotle launched the #GuacDance challenge to promote free guac giveaway in stores. Challenged TikTokers to create a dance to the “Guacamole Song,” from a viral video. They partnered with several popular TikTok creators to post their own videos and promote the challenge. Success! It was the highest performing branded content challenge with 250,000 submissions and Chipotle’s biggest free guac day to date. ·           Lesson: Utilize TikTok for user generated content with a fun, yet easy to execute challenge.
  5. 5. THE WASHINGTON POST The Post was an early adopter of TikTok, and grew their channel to 350,000 followers and 18 million likes. TikTok doesn’t seem like a natural fit for the publication, but they’ve discovered an entirely new audience on the app They’ve done their research into the specific humor and trends of the TikTok community and upload content that appeals to this audience ·           Lesson: Develop a distinct voice and show a sillier, softer side to your brand to connect to a younger audience.
  6. 6. TOO FACED Too Faced created the #TFDamnGirl campaign and partnered with beauty influencers to promote launch of new mascara. The hashtag garnered over 800 million views for the beauty brand.      Unlike YouTube and Instagram, TikTok is not yet oversaturated with advertisements and sponsored content, so an influencer partnership will go father and reach a less skeptical audience. ·          Lesson: Partnering with the right influencer (whose content in line with brand values) will help build visibility and overcome TikTok’s tricky algorithm in your channels early stages.
  7. 7. Download the app & get TikTok-ing! Take note of how your potential audiences & competitors are using the platform. Develop a voice .Have a sense of humor. Partner with an influencer to increase your initial visibility. Have fun! 1. 2. 3. 4. 5. Get ahead of the Competition!

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