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How to get followers on TikTok for your brand

Laura Griver, December 13, 2023

If the first thing you think when someone tells you about TikTok is that “that social network is for young people,” you may not be so right. Although in 2022 those belonging to generation Z are the ones who use this platform the most , it is also beginning to gradually reach other generations: 47% are between 10 and 29 years old, 21.7% between 30 and 39 years old and 31.3% are over 40 years old.

TikTok currently has more than 1,023 million active users per month and if you think that your brand or company does not need to have a presence on this social network, don’t resist: there is a lot of your target audience spending time there and you are wasting it.

TikTok for companies: How to take advantage of the fashionable social network

1. Make an attractive brand profile
This sounds obvious, however, what appeals on one platform may not work on another. That is why it is important that you maintain the personality of the brand, although with that extra ingredient that will help you break into real tiktok comments. The Barcelona football club account has turned this profile into a good channel to announce special dates, uniform launches , key plays and moments with fans.

The most important thing is that you design your profile and your content on TikTok according to the image you use on your other social networks, but you must consider the dynamism, informality and tone of this platform.

2. Join relevant hashtags or viral challenges
Hashtags on TikTok allow people to join conversations or find content using keywords, news events, or personalities.

Some hashtags or challenges start at the initiative of users, but brands can join in with all their creativity. If you choose the right ones, you will also reach the ideal people who will enjoy your videos and start following you.

In our example, the hashtag #myfirstkiss (my first kiss) has been used by more than 92 million people and the Kisses brand of the Hershey’s company knew how to use the hashtag to its advantage.

3. Invite your audience to participate in your campaigns
TikTok was created for people to contribute in different ways to make fun and entertaining videos. If you are a brand, you can also advertise organically; You can post or tag videos of people using your products or services. In this example, the Pedigree brand asked users to share videos of their pets to join a donation campaign. A case of marketing with a cause.

4. Educate your audience with content created by other users
Short, dynamically edited videos with real people become the best tutorials. It is the best way to demonstrate that your product or service meets the expectations of quality and use in daily life. You also grant recognition to your users and build loyalty for your brand.

In this example, Revlon groups together videos of users creating incredible looks using their products.

5. Interact with your followers on your profile
Answering questions or conducting short interviews is an ideal practice to show a more human face, since users who follow your profile may have questions or perhaps would like to interact in some way with you or your ambassadors.

Nike has a series of videos on Tik Tok in which some athletes answer questions from the public about their beginnings and their motivation for playing sports. This initiative serves two purposes: it shows athletes wearing brand clothing and encourages users to practice any discipline. Excellent play!

6. Use influencers
If you can create pieces with influencers in your industry, you will reach more people because you take advantage of the push of their own audience. This is very common on social networks: companies partner with relevant people and send them their products to try or directly do collaborations with them.

In this case, the cosmetics brand Mac launched a collection with the Spanish singer Rosalía, who paints her lips with some of the advertised products. These types of alliances are a win-win.

7. Create games or experiences for users
On TikTok, people want to have fun, be surprised, and explore creativity. Thanks to tools like the gamified branded effect , brands create opportunities for people to participate.

Ray-Ban, the eyewear brand, created a glasses filter that also functioned as a game: people moved their eyebrows to activate the levers of a pinball machine and score points. These types of interactions are usually viral and represent a great opportunity to reach many people.

8. Share your videos on other social networks
With the TikTok share buttons you can take your content created for this platform to Facebook, WhatsApp and Instagram. Several of those platforms have even begun curating content suggestions with popular TikTok videos when users log in from their smartphone.

Another way to reach audiences and get more followers is to link your YouTube videos to TikTok posts . In fact, YouTube recently implemented its Shorts section, dedicated to short videos that receives a lot of native TikTok content.

9. Give space to urban art
Recently, brands have implemented the creation of murals in order to beautify cities and promote their products. To do this, they invite urban artists to work with them.

In this example we see the creation of a mural in Mexico City for the coffee shop brand Cielito Querido. The creative process was shared by the artist on TikTok and the mural remains visible to any passerby, so the initiative has a double effect on the public.

10. Hire advertising
There are several options to hire ads on TikTok:

Top View: It is the one with the best format for the video to be enjoyed and appreciated on cell phone screens, so it is ideal for telling stories of up to 60 seconds.
In-feed Ads: these appear in the “For you” section, along with other content selected according to the user’s tastes. Lasts up to 60 seconds.
Brand Takeover: Consisting of videos between 3 and 5 seconds, brands create full-screen experiences that provide great impact on the message.

Ads on TikTok reach 18.3% of the world’s population , so you shouldn’t miss the opportunity to develop a content strategy that allows you to reach your audience. However, this isn’t just about you creating a video, uploading it, and hoping to get millions of views and engagements in a day.

11. Choose the best times to post
According to data from TikTok analytics, the schedule depends on the country, since in Mexico, Colombia and Argentina the strategic schedules can be much shorter in hours, while in Spain there is more time to publish your videos and attract more followers.

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