The birth of a digital platform like It is always an entry challenge for marketers, and it is not easy to venture out and launch right off the bat in any medium to advertise our brand, because we always run the risk of failure after a large investment by the company.
The first question that should arise is: should I or can I enter? Does it work for me? How does my brand adapt to this new space?
If we stop to think about each social network, we see that they all have their own shape: they are a world that gives us a space for something special, a chance to do something new, and a place where everyone wants to be: without a doubt their differences represent the key to their success and therefore the success of our brand in the medium that we think is suitable for communicating. Do you know how to boost your brand on TikTok?
Brands on TikTok: sharing with creativity and intelligence in such a special audience
TikTok It is a short video platform that is on the rise and has a much higher advertising potential than other streaming applications, thanks to and with an impressive time commitment in which they remain, which is very interesting for digital marketing.
If you still do not know this network, you may be missing a good medium to transmit and connect with your target. And if you have already tried it, you can encourage yourself to analyze all the opportunities offered by its platform, to boost the account, increase the followers that interact with you, not leave or remain there without knowing how to be.
Knowing the social phenomenon, the question would be…
Is TikTok the place for me?
discovering TikTok as they describe themselves as “the leading destination for mobile short-form video… a hub for creative expression through videos that create an experience of authenticity, inspiration and joy” we can visualize our brand entering this space where all young people are today.
Videos on the screen of each of the mobiles of the being shared over and over again and managing to connect with them, is an idea that may seem easy due to its similar format to the extinct Camealready known Snapchat and instagram storiesbut the complexity arises in adapting to what tiktokers are looking for and in trying to understand why they are here and not in the aforementioned ones or in any other.
In the first place we must identify its quite different essence that starts from the principle of using music to give life to a story. We talked about something that was definitely key to the success of TikTok: music more public exposure and only among young people.
For them, this is an authentic, creative space, where they can unleash their imagination and express themselves freely, without so many older users who can judge or react negatively to the clips, which makes it their quintessential social place.
Also TikTok It connects them to what they like without even looking for it. Developed by the Chinese company , it uses artificial intelligence to generate personalized feeds according to what its users are consuming, connecting them with what they like, in a way that can be very attractive for the development of any marketing strategy for this segment. of people.
Now creating videos, stories, messages and making them succeed among this new generation raised in the digital age, who were practically born with a device in their hands, is an arduous task and requires effort and attention to what they want today, knowing that perhaps already Tomorrow everything changes. But brands are always worth a try because it is a relatively new platform with a huge growth process, and now there is a lot to do, to allow us to innovate and evolve with them.
Tips for creating Brand content on TikTok:
1- Video Content:
The first thing to think about is its motto “real people, real videos”: understand the power of video content that can then be combined with the native effects of the App, always using little text and fewer emojis that are much more typical of Instagram. The campaigns that you launch and the novelties that you have adapted to this medium, converted into a story model focused on a short video with the effects that should be used in TikTok.
2- App formats
Respect the only format of the platform: videos must be mounted vertically. If we want another format, there are already platforms like Youtube either Facebook where you can put horizontal videos.
3- Organic Content
Promote the growth of the brand in organic content: who I am, what I am doing in general, what I am doing in real time (sometimes this can be more important than what you do as a company), show the brand inside, its essence. These guys they don’t want to see the faces of models with poses but the people who live the brand, its deep history and the people who build it.
4- Innovations and labels
Betting on resources such as trend labels and challenges, not very difficult or far-fetched that involve long interactions by other users, the complexity of a challenge can make it boring and take away the immediateness that they are looking for in this space.
5- Interactions
Sharing moments, things that happen suddenly, is like life itself, what you do in the room while nobody sees you, only here you share it with imagination and fun so that other tiktokers identify with you.
6- Tracking and updating
Create moments all the time, there always are. The ideal is not to leave the account abandoned and become part of the cemetery of brands and celebrities who have or have not had their moment in TikTok and then they no longer see each other on this social network.
7- Spontaneous tone
More spontaneous posts, less ad flair, nothing paid, it’s all genuine or at least has to appear to be.
The music industry was the first to explore this social network, which makes a lot of sense for this medium, understanding that video clips are the business card of an artist or a music company, but the app format, nice, creative and authentic Type Karaoke or Lip Sync it is something that can be used in other industries and made to work successfully.
Let’s think of these video clips as fragments of life itself, or as our own feelings, which seem to have their appropriate soundtrack in our heads. If we combine each of these funny or sad moments with a song that accompanies them, they can become more intense and connect with others.
Achieving that in a short video and getting hooked with the tiktokers to reach their hearts.
Brand success stories on TikTok
Brands with a youth target may be the ones with the most opportunities to express themselves perfectly in TikTok and there are many of them that are not taking advantage of this way of fascinating boys.
These videos in vertical format, with duration between 15 seconds and 1 minute they can manage to capture the attention of young people by transmitting current, creative, genuine, entertaining and spontaneous content. The less forced and more natural it looks, the response from users will be much more favorable.
In this video we leave you four positive examples of how it has worked tiktok for brands outside the music industry are FC Barcelona (which has announced exceeding one million followers), Real Madrid, Red Bull and TikTok itself. His publications are very close to the format of Instagramwith the reality of its people, its team, its moments, its stories and experiences that generate happiness: videos with training scenes, pre-match concentrations or simply the daily life of soccer players.
The amazing case of Barça: 15,000 new followers per day
FC Barcelona is the first football club in the world to reach : in just two months, the blaugrana entity has outstandingly surpassed the rest of the international teams who had a presence on the platform long before the arrival of Barça.
Barça officially announced its presence on TikTok on July 19, coinciding with the start of first team training. Since then, its acceptance among the TikTok community has been spectacular, cWith an average of more than 15,000 new followers every day. In addition to this upward trend, the club also leads other data related to content interactions: the Barcelona account accumulates a total of 7.2 million likes which, in addition to the number of views, is another indicator of the commitment generated with the fans.
During these months, the contents that have had a better acceptance among the users of the platform have been those linked to the arrival of Antoine Griezmann, the summer tours in Japan and the United States, and the awards ceremony organized by UEFA in Monaco, where Leo Messi and Frenkie de Jong played a leading role. Fun and entertainment, combined with the participation of the players, are some of the keys that explain Barça’s success on this channel.
As explained by Dídac Lee, a member of the FC Barcelona Board of Directors responsible for the Digital Area: “We believe that the best way to connect and generate with our audience is through new communication channels that allow us to interact with users and generate unique experiences that help us bring fans from all over the world closer to the Club. For this reason, we are very proud to have reached one million followers on TikTok, one of those with the greatest potential for growth today and which is widely popular among the youngest. A milestone that we have achieved in just over two months and that, without a doubt, contributes to consolidating FC Barcelona’s leadership in the field of social networks, where we already have more than 340 million followers”.
Solidarity: another path for brands on TikTok
But TikTok can also be a good place to develop other types of actions, such as those carried out by the hand of the organization Conservation International to launch the challenge
. The challenge sought to highlight the critical role that the world’s oceans play and how we can protect them for future generations.
As a platform that encourages creativity, TikTok users could show their support for ocean conservation through their videos and raise awareness to keep our oceans clean for a better future.
Additionally, TikTok users could apply an “ocean” effect to their creations with which users will be able to “clean the plastic” from the ocean. For each video uploaded using the hashtag TikTok donated $2 to Conservation International to help save 3,000 square kilometers of ocean.
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