5 working strategies for promotion on TikTok

Representatives of Generation Z make up approximately 50% of TikTok's audience. Their combined purchasing power is estimated at $200 million and continues to grow. At the same time, these consumers are different from the rest and want to interact with brands in a new way.

TikTok allows you to integrate products into entertainment content without distracting viewers from watching videos. We tell you about the winning strategies of leading brands that are worth paying attention to.

Reviews are an effective way to demonstrate the ease of use of a product and tell the story of a brand.

Unboxing videos are very popular on YouTube, but TikTok's short format allows you to create more energetic and creative content that attracts the attention of viewers without aggressive marketing.

Examples:

• Morphe (cosmetics and skin care),
• Huawei (Smartphones and technics),
• Under armour (Sportswear).

This approach primarily entertains the audience, simultaneously promoting the product. This is why users come to such sites: to have fun, not to buy.

Watching another person try and share impressions about the product, the viewer experiences such a psychological phenomenon as social proof (opinions or assessments of other people that influence the customer's decision), and this is a powerful incentive to buy. Videos that reveal both the pros and cons of the product look more sincere and are more likely to resonate with viewers.

Actions are always louder than words. When popular bloggers test a product, brands gain access to a wider audience.

Clothing brand Calvin Klein has released a series of videos with popular stars under the hashtag #MyCalvins. They talked about their secrets that no one knew about.

The publisher of computer games EA also often uses popular Internet stars for promotion. For example, the American blogger Brent Rivera, published a parody video of him playing Apex Legends.

Guess, when new collections are released, conducts massive advertising campaigns, working with bloggers. They offer interesting images and talk about new products.

Million-dollar influencers are an effective social proof. Personal approval of the product encourages the audience to follow its example, as it trusts its idols. This approach is more natural than traditional advertising methods.

According to TikTok, more than a third of the most effective ads on the platform are based on someone directly contacting subscribers. This is due to the fact that native ads from influencers have the highest viewing rate.

Examples:

• Kylie Skin (cosmetics and skin care),
• Kylie Cosmetics (cosmetics and skin care).

The story of the brand founder about why and how he created the product attracts viewers very much. This allows you to get to know the history of the company firsthand. This method can be especially effective on the eve of the launch of new products.

This strategy also helps founders build more trusting relationships with viewers and customers.

Deep knowledge of the subject area is an effective way to gain the consumer's trust. To do this, publish videos with technical information and expert comments.
Examples:

• We're Not Really Strangers (card Games),
• Canon (cameras),
• Lego (bricks).

When viewers associate your brand with expertise in a particular field, they are more likely to trust the products and consider buying.

Videos with better content are another powerful way to attract the attention of viewers.
Examples:

• Starbucks (Coffee);
• Crocs (Footwear);
• Louis Vuitton (Fashion).

High-quality videos affect the viewer more effectively than short clips of low quality. This approach allows brands to tell their stories through social networks. In some cases, the product may not even be physically present on the video.

In these examples, the video does not demonstrate the product, but is exclusively entertainment content.