Social media is a widely used advertising tool. Many companies and businesses use major platforms such as Instagram, Facebook, and Twitter to reach their customers. Today, it is crucial that brands continue to update their social media strategies. Specifically, TikTok marketing is on the rise.
TikTok is a social network used for posting short self-made videos. The app is one of the largest social networks, particularly popular among younger generations. This causes many companies to overlook apps like TikTok and Snapchat when planning their social media schedules. Forbes reports that only 4% of social media marketers in the United States are promoting on TikTok. However, the expanding reach of the app may be the way to gain exposure for your small business.
Utilizing TikTok and other new channels for marketing may involve the addition of a secondary target audience for your brand. Secondary target markets are helpful in marketing to small groups that have the potential to interact with your band. Here are ways to tailor your strategies to fit this younger secondary target audience:
Get to Know Your Target
Market research is important. Understand the past behaviors of these demographic groups. Consumers are constantly looking for companies that can relate to their interests. Young audiences are seeking a personalized experience that is easily accessible via mobile devices. They desire transparency, entertainment, and engagement with companies.
The Washington Post is an example of a brand that restructured previous marketing strategies around a secondary audience. Instead of just posting about current events, the Washington Post also uses TikTok to show behind-the-scenes and other entertaining videos. They deliver news to this new audience in a manner that can be lively and entertaining.
@washingtonpostWatch later today for a better explanation of what’s going on from one of our reporters ##USPS ##PostOffice♬ original sound – spicynat
Create a Persona
Personas allow marketers to narrow down buyer behavior and consumer characteristics. For example, a sports performance company may have a primary audience of parents with young children. Their secondary audience would be the children themselves. A persona for the children may be “a 10-year-old soccer player who uses TikTok 45 minutes a night before going to sleep.” Generating a persona makes creating a social media plan easier and more specific.
Use Already Popular Trends to Connect with the Youth
Approximately two-thirds of TikTok’s users are under the age of 30. These individuals are constantly connected to their phones, especially in times like this. The average user opens TikTok over 8 times a day. As mentioned, young consumers want to relate to the brands they use. Use what is already popular to reach and connect with this secondary audience.
TikTok has many pre-existing ways to relate to users. TikTok is well-known for dance trends, duet videos with celebrities, and frequently used sound effects. The app has allowed ordinary people to attain a “famous” status after making viral short videos. Use these trends and “TikTok famous” video makers in your marketing efforts. Other TikTok tools include branded hashtags and in-feed video ads.
For example, the San Diego Zoo uses TikTok to show off their animals while also dueting with other animal accounts. In addition, Vineyard Vines partook in some of the popular challenges at the beginning of their TikTok journey. This allowed them to instantly connect with their new secondary audience on the app.
@sandiegozooJust checking in on you. How you today? 🦏💕♬ original sound – kalesalad
In addition, influencer marketing is becoming more popular among younger generations. These individuals have grown up with the Internet, giving exposure to billions of different advertising approaches. They want authentic reviews and value from the brands they associate with.
Boost Engagement with Audiences
Basic ads are no longer the norm. Consumers want to experience more than the actual product or service. They want to interact with the ads to get a feel for the company.
Young consumers want entertainment and personalization. Think of new ways to foster engagement. Interactive ads may be as simple as short videos, quizzes, or surveys across all social media platforms. Other techniques may include fun filters with your brand name, interesting hashtags, and free trials of your services embedded in your ads.
Incorporating those TikTok dances in your advertisements primarily shows two things. First, it proves you are up-to-date on the latest social media platforms. Second, it shows you want to provide that experience for your customers. Doing simple things like this in your marketing can lead to customer satisfaction, trust, and relationship-building. Watch how Vineyard Vines combined their advertising techniques with a popular TikTok trend:
@vineyardvines##adele ##adelechallenge ##someonelikeyou ##vineyardvines ##edsftg ##EDSFTG ##someonelikeyouadele♬ #Me at the concert – #someonelikeyou
Do Not Neglect an Older or Primary Audience
Younger users are including their parents in their social media posts. TikTok loves to see hilarious parents interacting with their children for those various trends. Thus, the elder generation is also responding to the advertising techniques desired by the youth.
Consistency is key for marketing messages. However, altering the message for each audience escalates the campaign’s effectiveness. Find overlaps between the audiences and think about ways to mix some of the marketing efforts. Continue to personalize the experience and messages for adults as well. Depending on the platform, specific methods may change, but overall plans should be consistent.
Ultimately, TikTok is a flourishing social media outlet. TikTok marketing may involve adding a secondary target audience. A secondary target audience can increase awareness and desirability around your brand.
Looking for help defining your marketing strategies for different audiences? Contact our team today at Sweet Rose Studios!