TikTok, a short-form video-sharing app, has exploded in popularity in recent years, with over 2 billion downloads worldwide. The app is popular among young users for its creative, fun, and often humorous content, making it an effective platform for businesses to reach and engage with this demographic.

One of the key benefits of TikTok for businesses is its ability to create a strong brand presence. The app allows businesses to create engaging, creative content that can help to establish their brand and build a loyal following. This is especially important for businesses targeting younger audiences, who are often more receptive to creative, authentic content.

Another benefit of TikTok for businesses is its ability to drive traffic and conversions. The app’s algorithm promotes content that receives high engagement, such as likes, comments, and shares. This means that businesses that create high-quality, engaging content on TikTok are more likely to be seen by a larger audience and drive traffic to their website.

TikTok also offers businesses a unique opportunity to engage with their audience in a more personal and authentic way. The app’s short-form format allows businesses to create quick, fun videos that showcase their products, services, or brand personality in a more relatable and approachable way. This can help businesses to build trust and establish a stronger connection with their audience.

Additionally, TikTok offers a variety of tools and features that businesses can use to promote their content and reach a wider audience. These include hashtags, challenges, and branded effects that can help to increase visibility and engagement.

One of the biggest challenges for businesses on TikTok is creating content that resonates with users. The app’s users are known for their love of creativity, humor, and authenticity, so businesses need to be able to produce content that fits with these values. This can be a challenge, but by leveraging their brand’s unique personality and staying true to their core values, businesses can create content that resonates with TikTok’s user base.

Overall, TikTok is a powerful platform for businesses looking to engage with younger audiences and build a strong brand presence. By creating engaging, authentic content and leveraging the app’s tools and features, businesses can drive traffic, conversions, and build a loyal following on TikTok.

Connecting With Your Customers

The COVID-19 has screeched major economies to a halt and forced people into feeling like prisoners in their own homes. In the United States, for example, about 11 million workers lost their jobs as companies shut down, particularly the small and medium business that could not absorb the impact of prolonged lockdowns.

But it is also an opportunity for digital marketers because they have a ready audience who, more than ever, feels the need to communicate, socialise, and connect with others. With nothing better to do, they turn to the digital channels to fulfil this fundamental human need.

Whereas before, they viewed bite-size videos because the time for them was a luxurious commodity. Now, time is the only thing they have. The problem now is how they manage their time and become more productive while they are in quarantine. As a result, they are consuming more media at historic levels.

For example, according to data, the streaming hours for both Netflix and YouTube grew 25.2% and 21.7%, respectively, in May 2020 compared to February 2020. In the same vein, e-commerce websites are reaping the windfall of physical stores closing their doors for lack of shoppers. Amazon’s profits, for instance, ballooned by about 39% during the pandemic.

It means Amazon founder Jeff Bezos just grew $13 billion richer.

Shifting Tides

Companies that have not ventured toward digital advertising may feel lost in the open sea with their mast broken. The dedicated budgets for traditional channels like sponsorships, trade shows, TV spots, travel, exhibits, and other collaterals is suddenly becoming useless.

But this is the perfect opportunity to migrate online and test the waters of your digital campaign. However, do not take the shotgun approach of simply pulling the trigger and hoping you hit something.

Fortunately, digital marketing is not a new concept.

In 2009, for example, marketers spent more than $333 billion for video, audio, and written content. The budget is projected to further grow to $385 billion in 2020 but the jury is still out on that one.

Before launching your digital campaign, here are some crucial things to consider:

Positive message only, please -- The sinking boat theory suggests that customers are more likely to abandon a company that they believe is not performing well. The pandemic offers an opportunity for you to prove the resilience of your brand. Simply connecting with them and seeing how they are doing can go a long way for them to think of you.
Use existing resources -- The shutdowns began at the start of the second quarter of the year. Companies have already laid down their annual 2020 marketing budgets, and some have already started their campaigns. Then the pandemic spoiled all their plans. But you already have existing resources, and you only need to hire a digital marketing company that can optimise them when you migrate your campaign online. As such, you can even save some money.
Use social media sites to launch products -- The pandemic forced companies to postpone, if not cancel, their product launches. But it does not have to be that way. More and more products have released video teasers for a product launch scheduled at a later date. Even the much-anticipated live-action movie, Mulan, will debut on Disney+ in September, with limited theatre releases in some Asian countries. The strategy will also showcase your ability to adapt amid the uncertain times.

While some companies have tightened their belts because of the uncertain future, the numbers showed that forward-thinking organisations that invested during a crisis like the recent 2008 US recession, for instance, are more likely to come out on top when things return to normal.

Indeed, take the pandemic as an opportunity to revisit your marketing strategies and perhaps, this is the right time to shift your focus online.