Using TikTok as a marketing channel

Move over Instagram, Snapchat and Facebook. With over 1 million users, there’s now another social media platform that’s absolutely hot and happening. We’re talking, of course, about TikTok. At the moment, there are still very few Dutch companies on TikTok. However, this doesn’t mean there aren’t opportunities for businesses or organisations in the Netherlands. Quite the opposite, in fact. We’ll tell you exactly why TikTok is such an interesting marketing channel.

What is TikTok?

Before you create a profile, it’s important to find out more about what TikTok actually is and who uses the platform. TikTok is a social media platform for video content. Using the free app, users film themselves whilst dancing, lip-syncing, singing or creating humorous content, which they then share on their profile. Other users can leave a ‘like’ or a comment on the video. We think the app is very similar to Instagram in terms of interaction. For example, you can use hashtags and follow profiles on both TikTok and Instagram. However, TikTok focuses far less on creating perfect content; instead, the aim is to create entertaining content.

Who is it for?

TikTok is mainly popular amongst young people. Newcom’s ‘ social ’ media survey shows that TikTok is currently used in the Netherlands by 700,000 users aged 15 and over. However, the app is also used by 425,000 users aged between 6 and 14. Officially, you can only use the app if you are aged 13 or over. However, in practice, we often see children entering a different age so that they can still use the app.

Partly thanks to its wide range of effects and filters, TikTok has taken a large part of the world by storm in no time at all. With over 800 million users worldwide, we can certainly call TikTok a massive hit. The app is currently available in more than 150 countries, and its popularity is greatest in Asian countries. In China, there is even a separate version of TikTok called Douyin. This was launched due to the strict censorship laws.

Creating content via TikTok

Anyone who has seen Famke Louise’s documentary *Bont Girl* on Videoland will surely remember the scene at the fur market. This scene shows just how incredibly huge TikTok is in Asia. Every few metres, you’d see a tripod with a smartphone recording videos for TikTok to promote fur. It’s actually hard to imagine this happening in the Netherlands. And thank goodness for that, because this is obviously taking things far too far. However, it’s worth noting that there are also plenty of opportunities in the Netherlands to use TikTok to raise awareness of your business or product. There are various ways to do this.

TikTok videos

As a business or organisation, you can create your own profile where you can post videos. Naturally, you’ll want your product or service to stand out. Light-hearted and humorous content works best. TikTok is an entertaining app where the story has to be right. So think carefully about your strategy, because only with the right strategy can you actually achieve what you want.

It’s also worth noting that the videos you post should be short but impactful. With the app, you can post videos that are generally no longer than 15 seconds. The exception to this rule is videos that you link together; these have a maximum duration of 60 seconds. You can easily create and edit videos using the user-friendly video editor. There’s even an Augmented Reality option included in the app. In short: let your creativity run wild. Jump on the bandwagon with popular soundbites and challenges, or come up with your own challenge. Don’t forget to add hashtags to your post to maximise your reach.

Statistics

Naturally, you’ll want to see how your content is performing. At the moment, there isn’t yet an option to create a dedicated business profile, but it is possible to switch to a Pro account for free(!). With a Pro account, you’ll have access to tools to improve and track your performance. For example, you can check how many views a video has, how many people are following you and how many views your profile has. An interesting option, isn’t it?! Here’s how to set it up:

• Go to your profile and click on the three dots in the top right-hand corner
• Under the ‘Account’ heading, you’ll find the option ‘Manage my account’. Click on this
• Below is a link to ‘upgrade to a Pro account’
• Follow the step-by-step guide and you’ll have a free Pro account!

Advertising via TikTok

Just as with many other social media platforms, it is also possible to advertise on TikTok. Please note that this is not yet possible in the Netherlands. However, it is on the way. Would you, as a Dutch company, like to advertise on TikTok in the future? If so, please submit your details via ads.tiktok.com and you will be contacted at a later date. TikTok will first assess whether your company or organisation is suitable for advertising on the platform. Unfortunately, it is not yet known when advertising on TikTok will become available in the Netherlands, but we certainly recommend that you complete the form if you offer a product or service that suits the app’s target audience.

Opportunities

Has your company or organisation been given the go-ahead for TikTok Ads? If so, there are various advertising options available:

• 1. In-feed adverts
• 2. Sponsored videos, or brand takeovers
• 3. Sponsored hashtag challenges
• 4. Making 2D or 3D lenses available or rolling out Augmented Reality options

1. In-feed adverts

These types of adverts are 5 to 15-second vertical videos displayed on the ‘For You’ page. They are particularly suitable if, for example, you already have experience and have achieved good results with Instagram Stories. These adverts also support calls to action, such as visiting a website, downloading an app, and so on.

2. Brand takeovers

Brand takeover adverts are displayed immediately as soon as a user opens the app. This offers the opportunity to direct users to a destination. This can be either within the TikTok app itself or to your own website. Given the nature of this type of advert, a user can only see it once a day.

3. Hashtag challenges

Everyone’s come across a challenge or two. 2019 was full of challenges that went viral. It’s no different on TikTok. Whereas it used to be based on ‘chance’, on TikTok you can give fate a helping hand. After all, not everyone has a massive network through which a fun challenge can spread like wildfire.

In this type of advert, the user is shown a banner that directs them to a page containing instructions and rules for the relevant challenge. This banner is displayed on the discovery page.

The Guess hashtag challenge was a huge success. They had devised the hashtag #InMyDenim, which encouraged consumers to show off their denim fashion style.

 

 

The campaign lasted six days and generated more than 5,500 user-generated videos, over 10 million views and a gain of 12,000 new followers.

4. Lenses and Augmented Reality

We are also already familiar with this form of advertising on the ‘ social ’ media platform Snapchat. Branded lenses can be used to significantly boost engagement with the target audience. There are various types of lenses, such as face filters, 3D objects and many others.

Payment options include CPC, CPM and oCPC (optimised CPC).

Collaborating with an influencer

As mentioned, it is not yet possible to advertise on TikTok in the Netherlands. However, this does not mean you should sit and wait. By focusing on influencer marketing, someone with a large reach can bring your product or service to the attention of your target audience. This form of marketing has grown significantly in recent years, particularly on platforms such as YouTube and Instagram. There are also various influencers active on TikTok with whom you, as a business or organisation, can collaborate. This collaboration can take various forms. One option is a giveaway. The influencer receives your product and features it in their video. Alternatively, they might simply mention it. Through a partnership, you can work with an influencer to reach a target audience that you would probably never be able to reach in full through your own profile alone.

Want to get started with TikTok marketing yourself?

Being active on TikTok is definitely recommended for businesses or organisations that focus on a young target audience. Better today than tomorrow! Unfortunately, it is not yet possible to get started with TikTok advertising in the Netherlands, but do fill in the form so that TikTok can take a closer look at your organisation. Of course, you can still simply create a profile for your business, and entering into a partnership could certainly pay off. It certainly can. However, we do want to point out that it’s very important to think carefully about your narrative. A commercial message alone won’t cut it. Create a profile, draw inspiration from other Dutch organisations on TikTok, such as My Jewellery, Efteling and Ajax, and discover the possibilities.

Need our help?

Do you still have any questions about TikTok after reading this blog? Or could you do with some help setting up your TikTok account? We’re here to help and will be happy to assist you so that all those TikTok hearts start rolling in.