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Strategies to Skyrocket Your Brand’s Popularity on TikTok

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Strategies to Skyrocket Your Brand’s Popularity on TikTok


At first glance, TikTok may seem like a platform that’s purely geared for younger people who just want to make the latest and greatest meme. TikTok isn’t only for kids and social media influencers, though: it’s an app with more than 500 million regular visitors whose trends and opportunities can provide brands like yours with greater organic engagement rates.

If you have a brand and have been hard at work expanding its outreach, then you probably know just how effective social media strategies are when it comes to boosting your brand awareness. So before you scoff at TikTok as a platform that’s seemingly only used by an immature audience, learn a little bit about the strategies that you can use to skyrocket your brand’s popularity on TikTok without compromising any of your brand’s integrity.

1. Center your posting intent around brand awareness

Last but not least, it’s important to focus the majority of your posts around the idea of building your brand engagement and awareness. Whenever you post a new piece of content to your TikTok account, the goal in the back of your mind should be to build on your brand awareness: you can look to TikTok’s different trends to get started.

One of the best ways to center your posting intent around building brand awareness is by leveraging your accounts on other social media platforms. It’s a good idea to link whatever you post to TikTok to your brand website and other social accounts.

If you find yourself too busy to juggle these responsibilities with the responsibility of generating content for and managing your TikTok account, consider whether it’s possible to bring on new personnel to help. Ready to bring on new employees to help skyrocket your brand’s popularity on TikTok? You’ll want to invest in an invoice template that comes with crucial features such as automated late payment reminders, sales tracking, and year-end reporting.

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2. Purchase a greater number of TikTok ads

There’s no doubt that the content you regularly publish is engaging and of high quality. Generating great content that your existing followers, as well as users who may not yet follow your account, is a must-do if you want to skyrocket your brand’s popularity on TikTok. With that said, you can’t expect to rely on content alone to keep building your brand awareness.

In addition to creating content that’s likely to get featured on TikTok’s “For You” page to grab new followers, it’s highly recommended that you start advertising on TikTok to expand your brand outreach even more. It’s easy to buy TikTok ads, and it’s even easier to rely on them to generate user interest in your brand. This is because, once you purchase a live ad on TikTok, it remains viewable to users for the rest of the day.

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Whenever someone opens up their TikTok application on their smartphone or personal computer, they’ll immediately see the ad that you’ve posted. Not only that, users can directly interact with your ad, too, since ads often come with hyperlinks that take users to a new page. As you become more comfortable with posting ads to your TikTok account, you can start to tailor them to the audience that you’re interested in targeting based on their topics of interest as well as their geographical locations and age ranges.

Need some inspiration for topics of interest to center your ads around? Considering that the demographic of TikTok users is composed largely of younger people, cryptocurrency can be a good topic with which to start. Try buying ads that educate your users on how to sell cryptocurrency online and see if you begin to generate an uptick in engagement. If you do, then you have a good foundation on which to base ads you post in the future.

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3. Get featured on TikTok’s “for you” page

Before we dive too deep into TikTok’s “For You” page, it’s important to mention how crucial it is that your brand uses TikTok’s Pro version. Why is the Pro version so essential to building your brand awareness on TikTok? It’s simple: TikTok’s Pro version lets you leverage its trends and analytics tools to gain insight into the users interacting, watching, and sharing your content.

Once you know which users are interacting regularly with your content, you can also explore other content they interact with that’s similar to yours. Chances are that some of that related content gets featured on TikTok’s “For You” page — similar to Instagram’s “Discover” page — which is the place your content needs to be if you want to quickly boost your brand awareness. The “For You” page features content that’s similar to the videos other TikTok users (including those who don’t yet follow your TikTok account) already watch, so consider generating more content that has a greater chance of being discovered by the types of users whom you want to target.

Getting featured on TikTok’s “For You” page isn’t just useful because it connects your content with potentially interested users; it’s a handy tool that lets you take advantage of social media users’ eagerness to immediately check new content that’s published on the platforms they use such as TikTok. Nearly one-quarter of people check their phone within a few minutes after hearing a notification alert. So, the more often your content is featured on TikTok’s “For You” page, the more likely it becomes that your featured content connects with new users as well as users who already follow your account.

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Conclusion

To create brand awareness as a small business or an individual, it is crucial to explore trends and be at a place before anyone else. It’s an excellent time to experiment and try out different things. You are way ahead of the competition, even if you face a stiff one on other social media platforms.

If you’re ready to expand your brand awareness, you shouldn’t overlook TikTok’s platform and the trends and opportunities it offers. TikTok is a great platform that lets you experiment with different strategies to connect with plenty of interested users. It also gives you a chance to link your other social accounts to your TikTok account to create greater cohesion between the pieces of content you post.



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MARKETING

Martech failure? 50% say loyalty programs don’t offer much value

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Martech failure? 50% say loyalty programs don't offer much value

The goal of martech is to add value for business and customer via personalized experiences which increase brand engagement. Loyalty programs seem like the perfect channel for this. So why is there such a huge gap between customers’ expectations for those programs and what they get?

Half of all US customers say loyalty programs don’t offer much value, according to a report from digital insights firm Incisiv and Punchh, a customer loyalty services provider. This is a real problem, given the huge impact these programs have on customer retention, satisfaction and brand advocacy. Customers who sign up for them engage with that brand 70% more than those who do not. 


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The gaps. So what is it customers want and aren’t getting?

  • 70% prefer to manage loyalty programs via app.
    • 26% Top 150 retailers and restaurant chains have a dedicated loyalty app.
  • 67% expect surprise gifts.
    • 28% Retailers and restaurant chains send gifts, offers or discounts on special occasions
  • 75% prefer instant discounts/redemptions.
    • 16% Retailers and restaurant chains offer instant discount on purchases instead of reward points.
  • 72% expect personalized rewards.
    • 48% Retailers and restaurant chains offer some form of personalization.

Enough with the cards already. It’s 2022 and people have been irritated about physical loyalty cards for decades. In case your own experience isn’t proof enough: 43% of shoppers say physical cards are the biggest obstacles to claiming rewards. And, this shouldn’t be surprising, 57% of shoppers like to engage with loyalty programs on their mobile phones. This means a digital rewards card is the bare minimum if you don’t have an app. 

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Read next: Leaning on loyalty, Chipotle orchestrates engagement across channels

If you do have an app, it should clearly provide more functionality and benefits than a card. The more it does that, the more people are likely to use it. Over 70% of shoppers are more likely to participate in a loyalty program that provides access to loyalty cards and rewards via its mobile app. However, only 4% of grocery retailers offer enhanced rewards or benefits on their apps.

Make members feel special. Joining a loyalty program signals that a customer values your brand (37% of shoppers are willing to pay to join or upgrade to a higher tier of their loyalty membership). Make sure they know you feel the same about them. Nearly 60% say loyalty programs don’t make them feel they are a part of an exclusive group. How? Well, 46% want premier or exclusive access to sales and promotions.

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Why we care. I can’t tell you how many websites I registered with and forgot about that send me an email on my birthday. I get them from a few loyalty programs as well. I’ve never gotten one with an offer or a discount. 

The bare minimum martech stack provides data unification, digitization and channel integration. A good one offers real-time analysis of customer behavior (past purchases, browsing history, etc.) combined with things like product attributes and availability to create an attractive personalized offering. For the customer, loyalty programs have to be more than a way to earn points. They have to give something unique and special. If your stack can’t tell you what that thing is, there’s something wrong with it.

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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