- TikTok branding guide: dos and don’ts
- Published 21/09/2023
- 8 min Read
- Written by Anastasia Zaichko
Table of contents
TikTok has already made a significant impact on sound, culture, and branding: it has over 1M monthly active users, and, according to the research by BuzzGuru, with the help of TikTok, you can reach approximately 12.8% of all the people on Earth.
With its short-form video content and its unique emphasis on music and sound bites, TikTok has become a pivotal tool for brands aiming to resonate with a younger and highly engaged audience.
From catchy dance trends to viral challenges, TikTok offers a fresh and innovative space for brands to craft memorable campaigns. However, its unique ecosystem requires an understanding distinct from traditional social media platforms. Brands venturing into the world of TikTok often find themselves in unfamiliar territory, making it crucial to learn the nuances of the platform to ensure a successful branding journey.
So, how to brand on TikTok? In this TikTok branding guide, the influencer marketing experts from the Famesters agency will help you delve deep into the dos and don’ts of TikTok branding, helping you navigate this influential platform to create lasting impressions and foster meaningful engagements.
UNDERSTANDING TIKTOK MARKETING
TikTok marketing is the strategic use of the TikTok platform to promote a brand, product, or service. This form of marketing encompasses various tactics, such as influencer partnerships, organic content creation, and direct advertising. Its significance lies in the platform’s vast reach and the authentic connections it fosters between brands and consumers.
How to brand in TikTok? At its core, TikTok marketing isn’t just about selling — it’s about storytelling. Brands have the opportunity to leverage the platform’s unique features to showcase their identity, share their values, and engage in real-time conversations with their audience. Some key benefits of TikTok marketing include:
- Increasing brand awareness: With its algorithm that emphasizes content discoverability, even new brands can gain rapid visibility on TikTok.
- Building engaged communities: The platform’s emphasis on user-generated content and challenges encourages active participation, allowing brands to foster tight-knit communities.
- Gaining feedback and insights: The immediate and candid feedback from users can be invaluable for brands looking to refine their products or services.
How TikTok differs from other social media platforms
- Content nature: While platforms like Instagram and Facebook often emphasize polished and curated visuals, TikTok celebrates spontaneity and authenticity. Raw, unfiltered videos often outperform over-produced ones.
- Algorithm dynamics: TikTok’s ‘For You’ page is designed to surface content from creators of all sizes, not just those with large followings. This democratized approach means that even new brands or creators have the chance for viral success.
- Sound-centric approach: Unlike other platforms where sound might be secondary, TikTok places a heavy emphasis on audio. Viral songs and soundbites can propel a brand’s message far and wide, making sound selection crucial for content creation.
- User behavior: TikTok users often spend hours scrolling through the app, leading to longer engagement times. This provides brands a greater window to capture their audience’s attention.
- Cultural impact: Trends on TikTok have a significant spillover effect, influencing broader pop culture. Brands can, therefore, tap into global trends and movements, amplifying their reach beyond the platform.
While the core principles of branding and storytelling remain consistent across all platforms, TikTok’s unique attributes demand a tailored approach. By understanding and respecting the platform’s culture and nuances, you can position your brand for success in the dynamic world of TikTok marketing. The Famesters agency is here to help you with this – contact us to start the work!
DOS: EFFECTIVE STRATEGIES FOR TIKTOK BRANDING
TikTok is more than just a platform for viral dances and lip-syncing; it’s a goldmine for brand marketers when used strategically.
Read more on the topic:
Here are some of the effective strategies brands should consider for their TikTok campaigns:
1. Engage with TikTok influencers
Collaborate with mega-stars for massive reach: Associating with TikTok celebrities can give your brand instant recognition, especially among their huge follower base.
Partner with rising stars or niche influencers for authentic engagement: These influencers often have more engaged followers who trust their recommendations, making collaborations appear genuine and less like an advertisement.
2. Create original content
Understand the essence of TikTok and its trends: Rather than replicating content from other platforms, brands should embrace the authenticity and spontaneity that TikTok users appreciate.
Dive into branded hashtag challenges and duets. Encouraging users to participate in branded challenges or to react to your content through duets can exponentially increase your content’s reach and engagement.
3. Invest in TikTok advertising
Utilize in-feed ads and branded effects. These advertising tools can put your brand in front of a larger, targeted audience, amplifying your message.
Ensure your ad content aligns with your brand voice. Consistency in branding is crucial. Ensure your TikTok advertisements remain true to your brand’s personality and message.
4. Leverage TikTok for business
Access real-time metrics and audience insights. TikTok for Business provides comprehensive analytics, helping brands understand their performance and make informed decisions.
Add business-specific details to your profile. This ensures clarity for potential customers or collaborators, increasing your brand’s credibility.
5. Stay updated with TikTok trends
Continuously explore the ‘For You’ page. Being proactive in spotting trends can give your brand the first-mover advantage.
BuzzGuru
Educate yourself on the TikTok algorithm. Knowing how the platform’s algorithm works can help in optimizing content for maximum visibility and engagement.
6. Define and understand your target audience
Study TikTok demographics and adjust your strategy accordingly. Different age groups, regions, and interest groups interact differently on TikTok. It’s essential to tailor content to your primary audience for maximum resonance.
Source: BuzzGuru
Discover overlapping interests and subgroups. Leveraging common interests can make your brand more relatable to a broader range of TikTok users.Read more on the topic:
Incorporating these strategies will not only elevate your brand presence on TikTok but also foster genuine connections with your target audience, leading to long-term brand loyalty and success.
Don’ts: Common mistakes to avoid in branding on TikTok
TikTok’s dynamic environment offers a plethora of opportunities, but there are pitfalls that brands need to sidestep. Here’s a guide to the common mistakes brands make on TikTok and how to steer clear of them:
1. Avoid being too formal
TikTok is about fun, creativity, and spontaneity. The platform thrives on genuine interactions and off-the-cuff content. Avoid overproduced or overly corporate videos. Instead, adopt a more relaxed and genuine tone that resonates with the TikTok community.
2. Don’t neglect analytics
Track your progress and adjust strategies accordingly. TikTok provides robust analytics for business accounts. By neglecting this, you miss out on vital insights about what’s working and what isn’t. Regularly reviewing these metrics ensures your strategies remain effective. The Famesters agency makes an emphasis on reporting and provides you with detailed analytics on your TikTok campaign.
3. Avoid copying competitors directly
Perform a competitive audit, but ensure your branding remains unique. While it’s beneficial to understand what competitors are doing, replicating their strategies won’t set you apart. Your brand voice and content should remain authentic to who you are, helping you carve out your own niche on the platform.
4. Don’t rely solely on going viral
While virality can boost your brand, consistency and authenticity are key. While every brand hopes for that viral moment, it shouldn’t be the only goal. Viral content can be fleeting; thus, a consistent posting schedule and genuine engagement with your audience build a more sustainable presence.
5. Don’t neglect your existing audience
While exploring new demographics, don’t alienate your current followers. As you aim to expand your reach, remember the followers who have been with you from the start. Engage with them, respond to their comments, and continue creating content that caters to their interests.
In the vast ocean of TikTok, it’s easy to get carried away by its fast-paced nature. However, by being mindful of these pitfalls and prioritizing authentic engagements, brands can enjoy sustained success and a loyal follower base on the platform.
CONCLUSION
TikTok’s unique and vibrant landscape offers brands an unparalleled platform to connect with a diverse audience. By embracing the platform’s essence, while being aware of common pitfalls, you can craft a successful and authentic presence. Remember, consistency, genuine engagement, and staying true to your brand’s voice are the keystones of TikTok branding success. Contact Famesters to start your branding on TikTok and conquer new loyal audiences now!
Frequently asked questions about TikTok branding
What are the top 10 TikTok brand guidelines?
Successful TikTok branding requires a blend of creativity, strategy, and authenticity. Here are ten essential TikTok brand guidelines to help you effectively leverage your brand’s presence on the platform:
- Embrace platform specifics: Understand and integrate TikTok’s unique features such as challenges, duets, and sounds. Tailoring content that utilizes these elements can significantly enhance engagement.
- Stay authentic: The TikTok community values authenticity over polished presentation. Brands should focus on creating genuine, relatable content that reflects their true identity and values.
- Engage with trends: Participate in trending challenges and use popular sounds to stay relevant. Timely engagement with trends can increase visibility and demonstrate your brand’s ability to stay current.
- Create fun and engaging content: TikTok is all about entertainment. Brands should aim to produce fun and memorable content that can naturally encourage user interaction and sharing.
- Use music strategically: Given TikTok’s emphasis on sound, selecting the right track for your videos is crucial. Use viral or trending music to enhance your content’s reach and appeal.
- Collaborate with influencers: Partner with TikTok influencers who resonate with your brand and have a genuine connection with their audience. Influencers can help amplify your message and provide credibility within the TikTok community.
- Leverage user-generated content: Encourage your followers to create content around your brand, whether through challenges, reviews, or testimonials. User-generated content not only increases engagement but also builds community and loyalty.
- Optimize for discoverability: Make use of relevant hashtags, engaging captions, and clear calls to action to improve the visibility of your content. This helps your videos appear on more users’ “For You” pages, increasing the chances of viral spread.
- Regularly analyze performance: Utilize TikTok’s built-in analytics tools to track the performance of your content. Analyzing metrics such as views, likes, shares, comments, and watch time can provide insights into what works and what doesn’t, helping you refine your strategy over time.
- Be consistent and persistent: Consistency is key on TikTok. Regular posting keeps your brand top of mind for users and helps maintain engagement levels. Develop a content calendar and stick to a consistent posting schedule to keep your audience engaged and looking forward to more.
If you need any assistance with these TikTok brand guidelines, contact us via [email protected]. Also here you can learn more about how our TikTok influencer marketing agency works.
What are the key benefits of TikTok branding?
TikTok branding offers several key advantages: the platform allows for rapid visibility even for newer brands, helps build tightly-knit communities through interactive and shareable content, and provides direct feedback from users, which can be invaluable for product development and customer service.
What makes TikTok branding unique compared to branding on other social media platforms?
TikTok distinguishes itself with its emphasis on spontaneous, authentic content and its sound-centric nature. Unlike platforms like Instagram, which focus mostly on polished aesthetics, TikTok encourages raw and real videos that resonate with a younger demographic. Additionally, its algorithm promotes content discoverability, giving every post — regardless of the account’s follower count — a chance to go viral.
How can my brand effectively increase its visibility on TikTok?
To boost visibility, engage actively with current trends and challenges that resonate with your target audience. Utilize TikTok’s unique features like the ‘For You’ page by optimizing content with trending sounds and relevant hashtags. Additionally, consider leveraging TikTok advertising tools such as in-feed ads to reach a broader audience.
How should my brand approach creating content on TikTok to engage users effectively?
You should focus on creating content that aligns with the informal, authentic vibe of TikTok. This includes participating in viral challenges, using popular music effectively, and engaging users with fun, creative content that encourages interaction such as duets and TikTok challenges.
Can you explain the importance of sound selection in TikTok content?
Sound plays a pivotal role in TikTok content; it’s not just a background element but a core feature that can drive a post’s reach and engagement. You should carefully select sounds that are trending or create original audio clips that could themselves become viral, enhancing your brand’s reach and recognition.
What strategies can my brand use to collaborate with TikTok influencers?
When collaborating with influencers for better TikTok branding, you should look for individuals whose audience demographics align with their target market and whose content style complements the brand’s identity. Collaborations can range from sponsored posts and shoutouts to more integrated partnerships like co-hosted TikTok Live sessions or co-created product lines.
What are some common pitfalls brands should avoid when branding on TikTok?
You should avoid overly polished and corporate videos, as they may alienate TikTok users who prefer authenticity. Additionally, failing to engage with current trends or neglecting the platform’s unique culture can result in content that feels out of place and fails to resonate with users.
