Diversification + Other Industry-Leading Tips to Win with TikTok
With its user base on track to surpass 1.4 billion by the end of 2023, the TikTok craze shows no signs of slowing down. With such a massive and engaged audience of shoppers – spanning all generations –TikTok has become a key player in the world of digital marketing, as evidenced by the success of MuteSix clients like Pinsy and Primally Pure.
Besides being the procrastination tool of choice for short attention spans, it’s the destination du jour for brands looking to boost brand awareness, conversions, and engagement.
If hashtag challenges and influencer testimonials were a brand’s secret to success during its infancy, TikTok marketers are studying a new manual of must-know tactics in 2023 to take on the competition in an increasingly crowded space. And it’s all about diversification.
At our May 4 fireside chat, Winning with TikTok: Diversification as a Prospecting Strategy, MuteSix joined TikTok, Disco (high-intent audience targeting on TikTok), and KnoCommerce (customer surveys for e-commerce brands), as well as beauty brand Primally Care, to speak more to the importance of shaking things up for the sake of success.
ICYM, you can watch the full recording below, or read on for a few highlights from the sold out webinar:
Once upon a time, the formula for succession TikTok involved content creators, thumb stopping creative, and crazy hashtag challenges. While they’re still critical, it seems “diversification” is topping every marketer’s mind in a post-iOS 14 world.
But what does “diversification” entail, and are platforms mixing things up to maximize TikTok success?
… Diversification of Marketing Channels, Strategies, and Creative.
“We’ve embraced ‘diversification’ to include partners, marketing channels, strategy, and creative mix. We thrive off of these changes because we know it is how growth occurs. We’re able to do this since we chase the latest trends in marketing, and we create them strategically and with an eye on real-time data.”
-Ilene Rothman, Paid Social Campaign Manager at MuteSix
…. Diversification of Audience Signals.
“When I think about diversification, it’s all about the uniqueness of your targeting signals. With so many users on TikTok today, Disco built cross-branded profiles on the shoppers that you really can’t access anywhere else.
So, when we build an audience for a brand that wants to advertise on TikTok, we’re essentially going into that pool of millions of profiles, identifying the new customers on the platform that we think would have the highest likelihood of conversion with your brand.”
-Teddy Kolva, Head of Partnerships at Disco
…. Diversification of Measurement Signals.
“When it comes to measurement – because obviously we’re still in this weird shifting period where we are experiment with first party data. We’re trying to pull enough information off of our platforms, but just a little bit that might be accurate enough to help us figure out where to put our advertising dollars. So, diversification for us comes down to how much knowledge brands have on their customers. And then which of that data they use and how they use it to actually push their brand forward.”
-Sarah Levinger, Director of Growth Marketing at KnoCommerce
… Diversification of TikTok Users.
“You really need to understand who those audiences are because they’re so different, and that’s what Kno and Disco can really offer in this kind of environment. Because at our foundation, we’re really driven by the creativity and authenticity of our user base.
About 53% of our audience is 25 to 45 years old. And Gen Z is just getting older and having more and more disposable income. So really, if you can figure out how to reach those people, that’s how you can diversify on our platform.”
-Justin Liut, Agency Partnership Manager, TikTok
So, now that it’s clear brands have some elements to mix up, when and how should brands get started on the competitive and crowded platform – and reap the benefits?
“A year ago, advertising on TikTok was still very much a new frontier, but at MuteSix, we embraced this period as a chance to refine our best-in-class learnings. And through this process, we’ve had success across verticals. We were ahead of the curve when TikTok became a must for a well-rounded media strategy – as recent as just this year.
The right time to get on TikTok is now, but we completely understand that this is new territory. We have confidently onboarded many brands who now directly attribute their success to TikTok.
In terms of the best way to start, we highly encourage brands to embrace that level of uncomfort and trust that you are not walking this road alone.
–Ilene Rothman, Paid Social Campaign Manager at MuteSix
Read on for Tips to Unlocking Success on TikTok:
- Leverage TikTok as a full-funnel (not just upper-funnel) platform.
“TikTok is really a full-funnel platform player, but … the user behavior there is not … a leanly linear path. On the other hand, it is actually a never-ending loop. People could find a new brand on TikTok, which could be generating interest and consideration, and then could be converting on the platform, but their journey doesn’t just stop there.” (Yangdi Li, TikTok).
- Lean in and learn.
“Set your campaign expectations up to be kind of like that long-haul partner where you can really make a difference if you lean into what the platform has to offer.” (Justin Liut, TikTok)
- Be patient – TikTok is a different channel, so wait for the data.
“Test the platform for a minimum of three, and by six months, you will get a better sense of how viable a TikTok strategy will be for your brand, and what it should look like for your brand in terms of campaign and audience.” (Ilene Rothman, MuteSix)
- Test and Iterate creative. Then, rinse and repeat.
“Start producing TikTok style content that’s thumb-stopping and allows for quick conversions.” (Ilene Rothman, MuteSix)
- Think holistically and measure attribution.
“Efficiencies in-platform are a thing of the past if you’re really looking for overall brand and sales growth. Even though TikTok was a clear fit for us, we still had to measure success and justify the budget and increase or decrease in spend. So utilizing tools like a post-purchase survey from KnoCommerce was a great way to understand our customers.” (Dinah Chapman, Primally Pure)
For more tips from the fireside chat, head over to the Disco blog at Disco, where they dive deep into how the “DiscoAudiences + KnoCommerce Purchase Survey + MuteSix Media and Creative Optimization” partnership ultimately drove record-branding growth for the non-toxic beauty brand …
Not only on one of the most competitive Paid Social platforms, but within one of the noisiest shopping verticals.
And, to start mapping out the winning strategy to drive growth, reach out to MuteSix’s TikTok Paid Media, Creative, and Data experts today.