TikTok is the leading destination for short-form mobile video and providing exciting content. Most business owners in Kenya are yet to adopt TikTok as a marketing tool maybe because they feel it accommodates mostly Gen Z which is a ‘young’ user base.
However, the platform is attracting a wide range of people with around 66 percent of TikTok users being under 30 years while 41 percent are between 16 and 24.
In 2020, TikTok app downloads surpassed all other apps having 850 million downloads followed by WhatsApp with 600 million.
How does TikTok work?
The platform is video-based with the videos lasting for 15 seconds and people can interact with the videos while scrolling through their feeds.
TikTok offers users all sorts of effects and background music to use in their videos. The platform has resulted in lots of dance videos going viral, but that’s not about it. People are creating educational videos, tips and hack fashion and style among other things.
There is a wide range of content going on in TikTok and the engagement is exceptionally high.
With TikTok for business owners, the tricky part is finding content that resonates with the audience on the platform.
People will follow you if you have great content that they like.
What content can businesses create that can help them get more engagement on TikTok?
Like you do for all other channels, the easiest way to create exciting content for TikTok is thinking about challenges or interesting topics that will catch the attention of your viewers.
For instance, let’s say your business is in fashion. You have a wide of options to help you shine on TikTok. You can create videos like ‘what to wear from Monday to Sunday” this way you are showcasing different clothes that you have and selling in the process. The platform provides a like, comment and share option which are of benefit for you.
What about tech companies?
If you are a tech company and you want to start using TikTok as a marketing tool, how about making a video that your software solves. You can make tips and hacks videos that your software can help solve.
Any business can use TikTok as a marketing tool considering they make content that excites their audience.
Don’t forget to use the right hashtags for your videos and you can also partner with influencers who create content in your industry.
Advertising on TikTok
Tiktok has a business center like Facebook where you create your ads.
You will first need to create a TikTok ad account before you start running ads.
TikTok offers five different kinds of ad products:
- In-feed ads
- Branded hashtags
- Top View ads
- Branded effects
- Brand Takeover
When it comes to targeting TikTok ads there are only two options
- Interest targeting
- Behavioral targeting
The platform also offers a lookalike and custom audience. With a custom audience, you can target people that have interacted with your brand both on and outside of TikTok, by uploading a customer email address list.
On the custom audience, TikTok gives four options:
- Customer file- This is where you upload a customer file to match your customers with people on TikTok
- Engagement- create a list of people who saw, clicked or engaged with your content.
- App activity- create a list of people who downloaded your app or made a purchase
- Website traffic- create a list of people who visited or took a specific action on your website using the TikTok pixel.
How Much Do TikTok Ads Cost?
Like Facebook, TikTok provides you with two budgeting options: daily or lifetime.
The downside of it is that the campaigns have a minimum budget of $50 and $20 at the ad group level. This is unlike Facebook where you can spend as low as ksh.100 on ads.
Unfortunately, Kenya is not in the placement locations that can advertise in the region. Meaning that you cannot run paid ads on the platform but you can have an account for your business.
In the whole of Africa, only Egypt can run paid adverts on the platform.
Considering TikTok in Kenya has gained lots of followership since last year, it can be a good marketing tool for your business despite it needing time in terms of coming up and creating content but it can give your much returns.
Also Read: How to pay for Facebook Ads in Kenya