Combining the most playful and ephemeral elements of Snapchat, Instagram Stories and Vine, TikTok has grown exponentially in popularity, particularly among younger generations. Brands can use the platform to create buzz around a product or event with livestream video, or run ads on the platform. This chapter looks at how brands can use TikTok in their marketing plans, covering:
- Influencers, creators and celebrities: Brands can work with popular TikTok creators whose following matches their target audience. What approach should marketers take when working with influencers?
- How to gain followers: TikTok users’ feeds are populated both by videos of creators they follow and AI-powered recommendations. What steps can brands take to grow their following on this highly visual, memetic platform?
- The ‘rules for engagement’: TikTok certainly is not for every organisation, but for those brands who can play credibly, it can provide a great deal of reach. What are the basics of successful TikTok account management?