In the fast-paced world of digital marketing, staying ahead of the curve is crucial for brands looking to capture the attention of today’s consumers. Among the plethora of social media platforms vying for user engagement TikTok has emerged as a game-changer, reshaping the landscape of digital marketing strategies in profound ways. From its innovative content format to its algorithm-driven discovery, TikTok has unleashed a wave of creativity and connectivity that marketers can no longer afford to ignore. In this article I will be discussing how the app has revolutionized digital marketing, and what this means for digital marketers who want to update their marketing strategy.
What Makes TIKTOK SO SPECIAL?
In September 2021, TikTok reached a milestone of 1 billion global monthly active users, ranking it 6th among the world’s most active social media platforms. Data released by the company reveals that by April 2023, marketers could potentially reach 1.092 billion users aged 18 and above on TikTok, with the platform’s advertising reach steadily increasing over the preceding three months. During this period, the total number of users reachable by ads on TikTok grew by approximately 41 million, marking a 3.9% increase. These statistics imply that marketers can potentially target around 13.6% of the global population through TikTok advertisements. Notably, as TikTok only publishes advertising audience data for users aged 18 and above, the platform’s actual audience reach rate is likely even higher than reported.
TikTok’s algorithm – renowned for its impressive user-personalization – contributes significantly to its appeal for digital marketing. This sophisticated algorithm excels at curating content tailored to individual user preferences, thereby fostering prolonged engagement within the app. As a result, users are less inclined to navigate away from the platform, which can influence ad click-through rates positively.
What sets successful advertisements on TikTok apart is their departure from the conventional formats typically seen on other social media platforms such as Meta and Instagram. Rather than standing out conspicuously, TikTok ads seamlessly integrate into the stream of full-screen videos on the platform, often blurring the lines between advertisement content and user-generated posts. This subtle assimilation means that when users interact positively with a video created by a brand, the algorithm is more likely to serve them additional content from that brand. Consequently, the brand gains increased exposure and a greater opportunity to connect with its target audience. TikTok offers advertisers the chance to revolutionize traditional marketing by embracing innovative storytelling and creative content, enabling them to forge direct connections with today’s generation. It is for this reason that the app itself advises brands to not make advertisements, but to make TikToks.
– TikTok for Business
DuoLingo – Setting an example
At the core of TikTok’s allure lies its emphasis on short-form video content. With attention spans waning and users craving instant gratification, the platform’s bite-sized videos ranging from 15 to 60 seconds have resonated deeply with audiences globally, providing the perfect window to create punchy and memorable content. Marketers have swiftly recognised the potency of this format in capturing attention and conveying messages succinctly. Departing from traditional long-form ads, brands are now delving into creative storytelling and tailored visual narratives suited for TikTok’s dynamic platform. One notable example of successful digital marketing on TikTok is Duolingo.
With engaging content the language-learning has garnered widespread praise among TikTok’s diverse user base. In 2021, Duolingo boasted 1.7 million followers and 7 million likes. Impressively, by April 2023, its follower count surged to 10 million, accompanied by a remarkable 218.9 million likes, highlighting the significant growth and impact of its TikTok presence. What factors have contributed to the company’s remarkable success in leveraging TikTok to modernize and enhance their digital marketing strategy? Well, it has been able to harness the platform to shape a unique brand identity that resonates with users.
Duolingo’s triumph on the app isn’t merely happenstance or coincidence; rather, it’s the outcome of a pioneering and inventive marketing strategy. Its profile did not skyrocket to success overnight. In fact, it took almost a year of constant posting before the brand experienced its first viral video. Initially the account focused on sharing ‘How to’ videos aimed at teaching TikTok users phrases from different languages. However, this content was not memorable and failed to strike a cord with users.
The brand’s fortunes changed when it fully embraced the comedic potential of its mascot, Duo, a green cartoon owl known for humorously “nudging” students who neglect their daily language lessons. By jumping on trends and creating entertaining and relevant content, the brand strengthened its bond with consumers. Duo evolved from a one-dimensional fictional character into a lively personality in his own right, making him relatable and credible. Ultimately, marketers at Duolingo discovered their niche on TikTok and seized the opportunity, becoming a model for other brands on the platform to follow.
In Conclusion…
I think it is safe to say that if digital marketers want to unlock the full potential offered by TikTok, we should adhere to the following rules:
- Ride the Wave of Trends: Keeping up with trends isn’t just about staying current; it’s about making your brand relatable and fostering deeper connections with your audience.
- Find Your Unique Space: Identify what sets your brand apart from the competition and use that distinctiveness to your advantage. This will not only attract attention but also build a loyal following.
- Remain Authentic: Avoid the temptation to bombard your audience with sales pitches. Instead, focus on being genuine and relatable. Authentic content resonates with users and is more likely to go viral.
- Unleash Your Creativity: Seize the opportunity to showcase your brand’s personality and values through content. Whether it’s through storytelling, humor, or visual effects, let your creativity shine and shape your brand identity.
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