A DTC BUSINESS GUIDE TO UNDERSTANDING TIKTOK’S PLACE IN MARKETING AND HOW A COMPANY CAN OPTIMIZE ITS REACH USING THE POPULAR SOCIAL MEDIA PLATFORM
TikTok has taken the world by storm over the last couple of years with viral internet challenges and the latest fashion and consumer trends. Every direct-to-consumer (DTC or D2C) company should take advantage of the opportunities that the app produces.
TikTok’s main appeal is its ability to show videos based on preferences. As users like and interact with video content, TikTok’s algorithm begins curating content on users’ TikTok For You page.
DTC businesses can use this algorithm to appear on TikTokers’ For You pages to improve customer relations and drive organic website traffic. TikTok can become vital to DTC businesses’ success through the usage of popular trends, collaborations with influencers, and a strong marketing team.
Brand Identity, Personality, and Customer Relationships
Initially intended for entertainment, TikTok is now the go-to social media platform for furthering a DTC business’s reach. When it comes to improving and developing a company’s brand identity, personality, and customer relationships through social media, TikTok is the premiere platform.
Brand identity is what distinguishes certain brands from others. Using TikTok is a great way to further distinguish a DTC company’s brand identity. TikTok can significantly improve brand identity by subtly and consistently pushing a DTC company’s specific logos, colors, and designs.
TikTok is a great tool to establish a DTC brand’s personality through the type of videos that a company chooses to create. Whether professionally filmed and edited, zany and humorous, or just current trends, DTC companies have free range to develop their personality. That said, consistency is vital when it comes to establishing a personality. Many TikTok accounts try to do it all, but managing to do so, can prove too much. Sticking to one particular artistic tone and style is the most efficient direction.
TikTok also allows comments on videos, increasing customer engagement and allowing DTC brands to reply to and like viewers’ comments. Taking this approach is invaluable in advancing trust between consumers and DTC brands.
Using Popular Sounds, Hashtags, and Trends to Increase Viewership
Gaining a following on TikTok is a challenging task. It is usually the biggest problem that DTC brands face. The best way to get started is to use the most popular sounds, hashtags, and trends.
DTC brands can easily search top sounds and hashtags through TikTok’s search bar. In addition to sounds and hashtags, TikTok shares trending videos as a reference point. All three tools can drastically increase views of a DTC’s TikTok account.
Collaborating with TikTok Influencers to Increase a DTC Brand’s Following and Sales
Influencer marketing is similar to celebrity endorsements. However, there is a significant difference. Influencers engage more with their community, while celebrities just communicate a product’s message. In today’s social media landscape, audiences perceive content from influencers as organic and celebrity endorsements as less authentic content.
TikTok influencers with a large following are almost always willing to collaborate with DTC brands. Teaming up with an influencer is an efficient way of gaining a more significant following, and it’s an excellent strategy for all DTC businesses.
Contacting prominent influencers and asking for a collaboration video is easy. If they agree, their entire following will see the video, and if the collaboration is successful, it could drastically increase a DTC brand’s following. Additionally, TikTok influencers can help increase sales by offering agreed-upon coupons or exclusive discounts.
Building an Effective DTC TikTok Influencer Marketing Strategy
While influencers are incredibly beneficial for most DTC brands, their employment does not guarantee a successful campaign. DTC brands must thoroughly research who they hire, including a potential influencer’s audience, content style, and engagement rate, to determine if they are the right choice.
Moreover, researching an influencer saves valuable time for the DTC business and the influencer. The research will also provide a foundation for a beneficial relationship and lead the way to many successful campaigns.
TikTok influencers cover an array of DTC businesses, including fashion, wellness, beauty, food, and more. There are four different tiers of influencers based on their number of followers:
- Micro-influencers have 10,000 to 50,000 followers
- Mid-tier influencers have 100,000 to 500,000 followers
- Macro-influencers have 500,000 to 1 million followers
- Mega-influencers have over 1 million followers and are typically celebrities or public figures
Call in a DTC Agency that Specializes in TikTok Video Content
POLA Marketing can relieve DTC business owners from the time-consuming work of finding the right video content strategy. Our team can create individualized TikTok videos that increase brand awareness and website traffic for the furtherance of any DTC business. For more information, contact us at (polamarketing.com/contact/).
