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TikTok Marketing 101 For App Marketers & Developers

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TikTok is likely one of the fastest-growing social media platforms on the earth. In January 2021, it was the seventh most used social media app with 689 million month-to-month energetic customers. It’s a formidable feat, contemplating that it was solely launched in 2016.


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Judging just by the huge variety of customers TikTok has, the platform is ripe with alternatives for cellular app manufacturers comparable to yours.

The success on TikTok in the end boils right down to having a stable content material plan in place. On this information, we’ll take a deeper have a look at how indie builders and app entrepreneurs can use TikTok advertising and marketing to advertise their apps.

Why Is TikTok a Priceless Platform for App Entrepreneurs and Builders?

To completely perceive the worth and affect that TikTok brings to the desk as a advertising and marketing channel for cellular merchandise, you need to know the core viewers that the platform caters to.

A slight majority of TikTok customers (53%) are male, with females not far behind (47%). Out of its 689 million customers, 100 million of these are from the USA. Additionally, roughly 50% of TikTok’s person base is below 34 years of age, 32.5% are between 10 and 19.

It’s additionally value noting that aside from having an enormous viewers of individuals, TikTok additionally boasts skyrocketing engagement ranges. In different phrases, individuals who use TikTok use it loads and infrequently.

From right here, it’s clear that TikTok has an indelible affect on society, particularly on millennials within the USA. Their fixed use of the app offers app entrepreneurs the chance to broaden their on-line footprint and generate extra app conversions.

TikTok can also be an ideal platform to advertise your cellular merchandise as a result of it’s loads much less aggressive than the opposite established social media on the market. Whereas shopping for app set up adverts on Fb and Instagram is likely to be an efficient option to attain the identical viewers, it’s prone to be 2-5x dearer than on TikTok.

For instance, have a look beneath at how a well-liked design app Canva makes use of TikTok to interact with its viewers. Their content material is laser-focused on the product’s audience, that includes each trade’s inside jokes and canva tutorials.

How Does TikTok Work?

To start out leveraging TikTok advertising and marketing, you’d first want to join a TikTok Professional account.

The fantastic thing about a Professional account is that provides you entry to all of the potential knowledge analytics of your TikTok movies. The info proven there’ll enable you to scale your TikTok efforts and deal with what actually works.

TikTok has complicated algorithms in place, that are partially chargeable for the app’s skyrocketing engagement charges. TikTok does not solely present to customers essentially the most related movies based mostly on their pursuits, nevertheless it additionally ranks them based mostly on how a lot the customers have interacted with the movies on the Discovery tab.

Due to this fact, in your content material to point out on the Uncover tab of your audience, it’s essential to generate as a lot engagement as you possibly can out of your quick clips.

In the end, your TikTok movies also needs to be conversion-focused and entice your viewers to both obtain or buy your cellular app.

Whereas it sounds easy, doing it’s extra sophisticated than it appears. Understand that the amount of content material obtainable on the platform ends in excessive competitors. With no correct Tik Tok advertising and marketing technique, your movies would possibly get a really low view depend.

TikTok Advertising Suggestions & TikTok Technique

Now that we’ve mentioned the worth that TikTok offers out there and the way it works versus different social media platforms, it’s time for us to speak about TikTok advertising and marketing for cellular apps.

Beneath are a few of the simplest methods to leverage TikTok advertising and marketing as a part of your social media technique.

Perceive Your TikTok Viewers

As with most social media channels, you possibly can’t simply publish content material on TikTok and anticipate a big visitors enhance. Throughout the first few months of constructing your TikTok account, you need to win over the primary dozens of engaged followers and later construct from there.

In accordance with Enterprise Insider, TikTok customers within the U.S. are extremely energetic from 10 a.m. to 2 p.m. You need to use this timeslot to publish your first batch of movies and assist set the muse in your TikTok account. Based mostly on this, you need to have the ability to begin attracting followers to your account.

Nonetheless, simply because most customers are energetic throughout these hours, it doesn’t imply your viewers is. Since this time vary does not apply to each trade or area of interest on the market, it’s essential to depend on your knowledge analytics to see the instances when your followers are most energetic. Use the data there to maximise your attain and engagement.

Earlier than investing loads of time and assets into your TikTok technique, you also needs to see whether or not your TikTok viewers is efficiently changing into app customers. This early validation will enable you keep away from a situation the place you fail to make any cash by app downloads or purchases regardless of an enormous viewers and excessive engagement.

Create Participating Content material

The most important problem in selling cellular apps on TikTok is to create actually participating content material that can attain the supposed demographics.

That is the place TikTok offers an opportunity for indie builders and app entrepreneurs to point out their inventive aspect.

Listed below are just a few tips about easy methods to create extra participating TikTok movies:

  1. Use constant branding and magnificence: your TikTok movies ought to have constant app branding and visible components like watermarks, logos, colours, and so on.
  2. Showcase your cellular product: attempt to present how your cellular app works as a lot as potential, in a real and enjoyable means. It will assist to entice the viewers to obtain or buy your app.
  3. Outsource the enhancing: when you don’t have any skilled video enhancing expertise, it’s a good suggestion to get an actual skilled to deal with that half.
  4. Experiment: particularly initially, attempt to check out totally different content material codecs and video types. Due to TikTok analytics, you’ll have the ability to determine what works finest after which double down on it.

Collaborate With TikTok Influencers

If you wish to get essentially the most out of your movies from the beginning, you would possibly launch a TikTok influencer advertising and marketing marketing campaign. It includes hiring micro-influencers related to your area of interest, which can assist promote your app to their respective audiences.

For instance, the courting app Hily launched a profitable influencer advertising and marketing marketing campaign on TikTok that reached 4M+ individuals and generated virtually 14k clicks.

Launch a Hashtag Problem

One other nice option to jumpstart your video advertising and marketing efforts on TikTok is thru the assistance of hashtag challenges.

These are trending hashtags with challenges that TikTok customers should carry out of their movies. Essentially the most well-known instance of a hashtag problem is Samsung’s #VideoSnapChallenge, with over 27 billion views and counting.

You possibly can be a part of hashtag challenges to assist create related and trending movies that extra individuals would see on their Discovery tab. Nonetheless, when you actually wish to reap the advantages of getting extra model recognition, think about creating a hashtag problem as an alternative.

The perfect hashtag challenges are these the place the exercise required to carry out within the problem is related to your cellular app.

One good instance is the 30 Day Health app. Their profitable TikTok hashtag marketing campaign #30dfchallenge generated greater than 18.5M views and 17803 feedback.

Make the most of TikTok Promoting

In contrast to the guidelines shared above, promoting on TikTok through TikTok For Enterprise takes your TikTok advertising and marketing efforts to an entire new degree.

To make use of TikTok adverts, it’s important to determine the next components:

  • Campaigns: set a marketing campaign goal or a particular motion you need customers to carry out upon seeing your advert.
  • Advert teams: select the place your TikTok adverts will seem, who will see them, and the way a lot you wish to spend, amongst different issues.
  • Advertisements: create a inventive advert that individuals will see on the platform.

In case you’re wanting on the self-serve TikTok promoting possibility (most accessible for indie builders), your solely possibility is in-feed TikTok adverts. They appear fairly much like the common TikTok posts and mix organically into the feed.

One other good TikTok technique is a model takeover possibility the place your advert shall be the very first thing your audience will see upon opening the app. Nonetheless, needless to say this feature is considerably dearer and solely accessible to massive manufacturers with deep pockets.

Upon getting arrange your advert marketing campaign, the platform will decide how your adverts will rank throughout related adverts based mostly on advert relevance, bid value, and advert high quality.

TikTok Advertising & TikTok Technique Conclusion

TikTok is a powerful advertising and marketing channel that may enhance your app advertising and marketing technique. Whereas its surging recognition, TikTok is just not taking place anytime quickly.  A correctly developed TikTok advertising and marketing technique will assist to extend your model consciousness and get extra individuals to obtain and use your app. In case you did not use TikTok advertising and marketing thus far, now could be the very best time to come back up and put in place a TikTok technique in your app.