In the changing world of digital marketing, TikTok has emerged as a powerful force for brands to authentically engage with their audiences. TikTok is a rapidly growing social media platform that allows users to create and share short, engaging videos with a global audience. With its user-friendly interface and emphasis on creativity, TikTok has become a hub for entertainment, trends, and even marketing opportunities. Unlike similar social media platforms, such as Instagram and Facebook, TikTok allows brands to collaborate with creators who can create content that feels more like a genuine interaction rather than a commercial interruption.

In this article, we will explore how brands can tap into the power of TikTok, adapt their marketing strategies to the platform, collaborate effectively with creators and ultimately maximize their reach and impact. VOCAST has spoken to the Creative Consultant Ofelia Vistedt. Her expertise sheds light on the platform’s potential to create personalized marketing experiences and strike a balance between authenticity and brand vision.

Meet Creative Consultant Ofelia

The era of personalized marketing

Traditional advertising methods no longer hold the same power they once did. Today’s consumers crave authenticity and a personal touch. TikTok provides the perfect platform for brands to connect with their audience on a more intimate level. By understanding the immense impact of TikTok, companies can break away from outdated means of advertising and establish a more personal way of marketing.

One of the key advantages of collaborating with TikTok creators is their ability to shape trends and influence consumer behavior. TikTok creators have become powerful figures in driving viral content and capturing the attention of millions. Collaborating with them can provide a unique opportunity to tap into their existing following base, extend reach, and build credibility. However, it is crucial for brands to choose collaborations with creators who are a good fit for their brand values and audience, and to collaborate in a way that allows the influencer to retain their creativity and authenticity.

Ofelia explains to us how TikTok has opened up a new way for brands to market themselves a way to express themselves less traditionally. The fast-paced, honest, and often-times funny content has gathered big success for many brands, and more and more companies and creators are taking steps towards TikTok.

Crack the code of TikTok algorithms

In contrast to conventional social media, the majority of user activity takes place on the platform’s discovery feed, called the “For You Page” or “FYP”. In fact, a significant 88% of TikTok users prefer to discover new content, rather than scrolling through their following feed.

The FYP on TikTok is a personalized feed that displays a curated selection of videos to each user. It uses a recommendation algorithm that takes into account user interactions, such as likes, shares, and scrolling behavior, as well as video information like captions and hashtags. These algorithms are designed to maximize user engagement and keep users scrolling. While TikTok’s specific algorithm is proprietary and the exact details are not publicly disclosed, there are certain ways to optimize its potential.

Ofelia distinguishes that the most significant advantage of marketing on TikTok is the reach: You can post your first video, and the first one can be the one that gets millions of views and thousands of followers. The algorithm is unbeatable in getting your word out there – a task much harder on platforms such as Instagram and Facebook.

“With TikTok, everything and anything can be the next viral success that sells out a product.”

Following is arguably not very significant in order to gain attention on TikTok. The user interface is designed to prioritize good content over all; every piece of content stands a chance to go viral.

TikTok reveals that the quickest way to engage with the right kind of audience and gain attention is by the use of sounds. Joining in on various trends and sounds is therefore a solid strategy if you’re aiming to be on the FYP of your target audience. In order to succeed with this, you as a brand need to be reactive and fast with creating content. Here again, a professional campaign is not the way to go; it is all about being on trend and delivering fast content that engages your target group!

The key for a successful collaboration: creative freedom

Tiktok consumers expect tailored and personalized experiences, and TikTok creators provide an avenue to deliver just that. They have established their own unique voices and personal brands, building trust and loyalty in their followers. It is therefore important for brands to strike a balance between providing guidance and allowing the TikToker creative freedom to maintain authenticity in their content. This level of personalization helps foster stronger connections and increases the likelihood of engagement and conversions. Ofelia argues that the most important thing is to give the influencer creative freedom:

“If you want the trust of the creator’s audience – and you want conversion, you have to let them create content that they feel their audience will appreciate”

She continues with explaining that the ad should feel effortless and like the creator recommends a product because they think it’s great. Don’t make the creator make a straight-up sales pitch; the details are unimportant. The importance is that it feels authentic.

How should brands use their own channel to engage potential customers?

In the world of TikTok, your brand’s channel is not just a platform for promotion; it’s an avenue for building authentic relationships with your audience. Embrace the opportunity to bring customers closer, involving them in your brand’s evolution and receiving invaluable feedback.

Ofelia highlights how TikTok allows brands to be even closer to their audience and explains that there is a golden opportunity to build real connections: by being authentic and inviting potential customers behind the scenes and involving them in what your next product should be, look, or feel like. By listening to quick feedback, you will make the customer feel like a part of your brand by being funny and relatable – that is the way to the audience’s heart on TikTok. In this way, you are marketing your brand without people feeling like you are selling them something – they want to be a part of your brand’s universe.

“Don’t overthink it!”

Ofelias best advice for capitalizing on viral TikTok content is to not overthink the campaign: whether it’s promoting the brand through your own channels or through a TikTok creator, it should be unfiltered and personalized. From Ofelias own experiences the best-performing content on TikTok is rarely a professional campaign – it’s a founder or maybe a marketing associate talking about the brand, or showing the product or service. Make it your own and have fun with it; it shouldn’t be that serious! Your target audience will find you, not the other way around.

Unlocking TikTok’s potential

TikTok has paved the way for brands to establish genuine connections with their audience by collaborating with influencers who can create relatable and engaging content. By embracing this shift and adapting their marketing strategies, brands can create more meaningful and effective campaigns that resonate with their target customers on a personal level.

Consultants like Ofelia Vistedt can guide brands in the right direction and assist them in avoiding missteps while promoting their brand on TikTok. With the right approach, brands can turn a viral moment into long-term success and foster lasting brand loyalty on TikTok – in this new era of personalized marketing.

Dos and Don’ts with TikTok

Engaging with TikTok and collaborating with TikTok creators can significantly amplify your brand’s reach and impact. Here are some Dos and Don’ts to consider:

TikTok creators across markets

Take a look at some of the top TikTok creators across markets, that can be found in VOCAST’s curated lists:

References: TikTok: Get Your Business Discovered on TikTok. 

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