Will TikTok Stick Around? Tips for Retailers

TikTok has become one of the most popular social media platforms in recent years, attracting millions of users from all over the world. However, that’s not to say it hasn’t had its fair share of controversy. Pressure to ban the app in the United States is currently building if the Chinese owners don't sell the company.

This poses an interesting question for the future of retail social media campaigns. The video-sharing app has taken the world by storm, making it an attractive channel for retail social media campaigns leveraging its ability to increase sales and brand awareness. But will it stick around for the long haul?

Time will tell …

In the case that TikTok doesn't get banned in the United States and brands are able to continue to leverage the platform, retailers should consider brushing up on their best practices for TikTok campaigns. However, if the app is banned in the U.S., marketers can rely on Instagram as a backup option for upcoming campaigns and incorporate similar tactics.

The Algorithm + Screen Time

One of the most significant differences between TikTok and other social media platforms is the amount of time users spend on the app. According to recent reports, users are spending on average of one-and-a-half hours a day on the platform. And those numbers continue to grow, demonstrating that TikTok is an excellent channel for retailers to connect with a highly engaged audience.

TikTok is praised and widely used mostly due to its leading algorithm that perfectly curates content that users would be most interested in viewing. It helps marketers ensure the content they push out will reach the audience demographic they're looking to target with little guesswork.

The algorithm also provides a level playing field for engagement because content can go viral regardless of the popularity of the creator sharing the content, making it a desirable platform for branded content.

TikTok Paid Ads + Influencer Campaigns

When running ads on TikTok, advertisers have options that other platforms don't offer. For instance, they can create and host a hashtag challenge, as well as incorporate interactive add-ons into ads such as stickers, display cards and a Super Like feature.

These unique features offer retailers more creative freedom when it comes to creating engaging ads that capture and hold the attention of their target audience. Utilizing paid advertising is highly recommended due to its efficiency and efficacy. Spark ads make it easy to put dollars behind organic posts from influencer handles so ads look more organic and less salesy.

TikTok is primarily a channel to connect with a younger, highly engaged audience. As such, influencer campaigns tend to be more successful than just posting branded content because it allows audience members to imagine and envision themselves interacting with the brand. Retailers should choose influencers who are authentic, align with their brand story, and have the ability to connect with their following. The influencers chosen also need to believe in the brand and the products they're posting about. Otherwise, users will be able to tell and be turned off.

User-Generated Content

Encouraging customers to submit user-generated content (UGC) can also be an effective way for retailers to add authenticity and variety to their TikTok profiles.

One way to incentivize customers to submit UGC is by hosting a contest or giveaway in which the winning submission will be highlighted on the brand’s profile. Retailers can create unique hashtags for customers to use when sharing content related to their products or services.

Using UGC for TikTok content allows retailers to complement paid influencer campaigns to diversify their content and create an engaging social media presence.

When incorporating UGC into a TikTok strategy, retailers should keep the following points in mind:

• Set strict guidelines on UGC content. It’s critically important to make sure that each piece of UGC aligns with the brand’s values. It’s also smart to repurpose UGC throughout their TikTok strategy. Clips can be added to overall campaigns as the brand has rights to the content.
• Provide prompts and guidelines to reduce risk of promoting UGC that's not on brand or low quality.

Overall, UGC can be a great way to boost engagement on TikTok. With the right strategy, UGC can foster a strong community of loyal followers and customers.

Promoting a Brand New Account

Retailers that are creating a TikTok account from scratch need to spread the word as much as they can. Promoting their account on their website, in email blasts, and on other social media platforms is critical for building awareness and attracting new followers. Collaborating with other brands is a great way to boost brand awareness and following.

In addition, retailers should consider keeping an eye on trends they can participate in to gain visibility. These tactics can jump-start the growth of a TikTok account, and if repeated consistently, the profiles have the potential to gain massive followings of loyal fans.

Smart Brands Are Looking at the Future of TikTok

As TikTok continues to grow in popularity and threats to ban the platform rise, it's essential for retailers to keep an eye on the future of TikTok and how they can best leverage social media campaigns going forward. In the case that TikTok is banned, Instagram is a great backup option, however, it does lack some of the features marketers and advertisers love.

Chris Jacks is the director of growth strategy at HireInfluence, an influencer marketing agency.