In 2016, a modest video app geared toward teenagers made its global debut. Fast forward to 2021, and the aforementioned app, TikTok, is one of the world’s fastest growing. Indeed, Oberlo reports that 689 million users have embraced this dynamic and engaging platform, including businesses seeking to expand their reach through digital marketing. Once viewed solely as a social media platform for tweens and teenagers to lip sync, dance, and complete social media challenges with their friends, it didn’t take long for it to evolve into the preferred marketing tool across a variety of industries.
As a retailer looking to grow your brand, you should not overlook TikTok’s popularity and marketing potential. This straightforward, short-form video platform has seen brands grow their online following and exposure through a series of influential campaigns and challenges that have left competitors scrambling to catch up.
e.l.f was one of the first major brands to jump on the TikTok bandwagon, creating the first paid TikTok advertisement that captured the attention of makeup enthusiasts worldwide. By creating their own original music for the #eyeslipsface challenge – in which participants could win makeup – e.l.f became the first business of its kind to earn the platform’s top trending hashtag, with over 1 billion people watching and engaging with the ad. And they are not the only online businesses that have seen an increase in revenue and engagement as a result of TikTok…
According to Econsultancy, Gymshark’s successful TikTok campaigns resulted in the hashtag #gymshark66 being viewed over 45.5 million times. As a result, Gymshark now tailors marketing campaigns specifically for their TikTok audience in order to expand the reach of their seemingly unstoppable brand. And after seeing an incredible 11.11 percent increase in their engagement rate, it’s easy to see why TikTok has become a part of their marketing strategy.
TikTok Influence on Business
In business, TikTok is rapidly growing in popularity. When TikTok is combine with the marketing prowess of influencers, genuine connections between your brand and potential customers are easily formed. With a plethora of campaign options to choose from, retailers can easily find the right influencer to work with. TikTok has the potential to be one of your most effective marketing tools and may serve as the ideal introduction for those looking to incorporate influencer marketing into their most recent advertising campaign.
What contribution do TikTok and influencer marketing make to retail marketing?
A minimal cost
Whether you’re a large retailer or a fledgling online boutique, the constraints of a small marketing budget can stymie growth plans. TikTok is a widely accessible marketing tool, and when combined with influencer marketing, SMEs and corporations alike can leverage the platform to significantly expand the reach of their brand and products at a low cost.
Creativity knows no bounds
Because of TikTok’s functionality, brands have access to an infinite amount of innovative and engaging content. Retailers can use TikTok to tailor their output to their brand and target audience, creating informative, high-brow, or even comedic content. Whether you want to tell the story of your retail brand or tease a new product, TikTok’s sharing capabilities ensure that your short videos reach broad demographic, allowing retailers to cast their net with minimal risk and maximum imagination.
Brand discovery is (almost) guaranteed
TikTok and retailers go hand in hand when it comes to brand awareness. Unlike other social media platforms that rely on “Likes” or “Follows” to achieve mass exposure, TikTok’s intuitive algorithm can automatically push your brand and content to the app’s “Discover” page. This enables potential customers to find you directly through hashtags or app suggestions – an impressive reach that no retailer should overlook.
Bringing your product to the attention of your intended audience
“Content is King,” and no truer statement has been made about TikTok. You can promote your products through video advertisements, endorsements, or simply by uploading videos to your brand’s YouTube channel. If you create shareable content that engages your audience, you’re on to a winner, as you don’t need a large following to start – just something that people find entertaining. Your uploads should reach the right audience thanks to TikTok’s intelligent algorithm, which tracks in detail which videos each user enjoys watching.
Influencer marketing has evolved significantly over the last decade, but as we all know, trends come and go. However, it is clear that retailers are no longer bound by traditional marketing techniques, and the sooner they embrace this new form of advertising, the stronger their brand will become.