Tiktok takes an innovative and creative approach to online content sharing, allowing users to create short videos with music, filters, and several other features. Users are encouraged to be as creative as possible when creating their content. The genre ranges from funny to shocking to heart-wrenching stories. With users mostly over the age of 18 on the all-knowing platforms like Facebook and Instagram, and a tendency to be older on Facebook, it was only a matter of time before an app for Generation Z would spring up.

This step-by-step guide shows how businesses can register on Tiktok, and gets them started right away:The first thing to do is create the account with a username. The username cannot be changed afterwards, at least not at the moment. A meaningful profile description and the link to one's own website and all existing social media channels round off the profile. This can draw followers' attention directly to the other channels and direct them there. Be creative with the profile picture and find something that fits the brand or company, but at the same time fits the platform Tiktok. A good example is the profile picture Mercedes chose for November. It refers to the widespread Movember in the English-speaking world, in the course of which men do not shave, but leave a beard to collect donations.

  • After account creation, there is an option to switch from a personal account to a pro account. Go to the menu and click on Manage My Account. This step is recommended, because there you can distinguish between a person of public interest, education, media, music / dance, beauty / fashion, medicine / health and other categories. The added value of the Tiktok Pro account lies especially in the analytics provided, which give detailed insights about the performance of the videos and the followers.
  • As soon as steps 1 and 2 are done, you can start with the first Tiktok video. This should ideally be shot in portrait format (1,080 x 1,920). When it comes to the content, make sure it is relevant to the target group, humorous and encourages them to follow along or join in. Consider with videos: Entertainment comes first on this platform.
  • When uploading the video, you can adjust the speed as desired and also select an alignment. In addition, you can design the video with colorful filters, music, other effects, additional texts or stickers. Also the volume is freely selectable and a cover image, which can even be displayed as a GIF in the feed. Finally, you can add a short description, tags and hashtags. As with other social media platforms, the same applies here: Content is king!
  • In order to increase its reach, the cooperation with influencers offers itself. You can also pay for advertising space on Tiktok; however, this use has not yet been activated for Germany.

All the influencer marketing techniques that already dominate on other video-based platforms, if done right, will also be successful on Tiktok. If your product fits the audience of your chosen influencer, the first step to success of your Tiktok influencer campaign is made. Brands should encourage influencers to make videos using the sponsor's particular product itself. When doing so, make sure that the influencer and the brand are a good match as well. Authenticity must always be at the forefront. There is little to no benefit in encouraging an influencer to promote a product that doesn't suit them.When it comes to execution, the influencer should be given complete freedom in content creation. He knows his community best and can gauge what will resonate and what won't. Tiktokers are also more interested in originality and fun, so the quality of the recorded videos is more in the background, unlike on other platforms. It is much more crucial to react to short-lived trends as quickly as possible and to create varied content that is relevant to the target group.

Viral, funny and refreshing content is the key to success. It is imperative to keep this in mind when creating content - no matter if it is a brand or a company. Don't necessarily jump on a bandwagon that's just taking off, but illuminate a topic from a completely different angle and in this way help determine trends. The best example of this is the successful Tiktok marketing campaign with the hashtag #YouOwnIt by Mac Cosmetics, which was developed with the international agency Pulse Advertising. The background to the campaign was this year's New York Fashion Week, where the brand wanted to stand out from the masses of cosmetic products. It succeeded in doing so with great success. The campaign's message aimed to call for more diversity on the one hand, and to live both expressiveness and individuality on the other. To kick off the #YouOwnIt challenge and drive the launch, nearly 20 influencers from Mexico and the US were tasked. The task was to transform themselves from a girl in the neighbourhood without make-up into a catwalk beauty with Mac Cosmetics and to document this via the music video app Tiktok.With the varied video clips, the role models each called on their own community to also post such a video online. 2.4 billion video views have been generated by the campaign so far. Mac Cosmetics has succeeded in making Generation Z familiar with the products in a playful way and at the same time introducing them to the brand.

Tiktok is still a very young platform on which a lot will be tested and the most diverse formats tried out in the near future. And that is a good thing. You don't often get an opportunity like this. With Tiktok, marketing is being rethought. Companies and brands are getting a huge opportunity to be close to Gen Z and be present in their everyday lives. The big winners of social media marketing 2.0 will be the companies and brands that are brave enough to embrace this trend and focus more on authentic, native and emotional content in the future.

Published on: Dec 25, 2019 on https://t3n.de
Original Article:

Markus Hetzenegger
Founder and Managing Director
Markus Hetzenegger
Founder and Managing Director

Markus Hetzenegger is the founder and CEO of NYBA Media GmbH and shares his experience from almost 10 years of performance marketing and many millions of managed advertising budgets in presentations and this blog.