TikTok has quickly turned into one of the fastest growing social media platforms globally. It became the most downloaded app last year, with over 650 million downloads.
Last summer it reached one billion monthly active users, and it’s the only app that isn’t owned by Meta that’s reached the three billion installations mark.
While the platform used to be a place for pranks and dance challenges, with the surge in popularity, many brands started turning to TikTok to engage with their consumers, build brand awareness, craft public relations stories and drive conversions.
However, it’s not always obvious or easy to figure out how companies can benefit from utilizing TikTok in their promotional efforts.
To aid companies trying to figure out how to best use the platform to their advantage, the company decided to create TikTok for Business, which is a marketing and digital PR tool that provides companies with anything they might need to create content and ads for the platform that can drive business results.
TikTok for Business
Formerly, the specialized platform on TikTok was called TikTok Ads, but it was rebranded into TikTok for Business as a way to introduce additional useful features and become an all-in-one marketing tool for companies that are using the platform to create potentially viral advertising campaigns.
The TikTok for Business platform makes it incredibly easy for any company to start creating ad campaigns on TikTok and potentially reach millions of users all over the globe.
The platform provides companies with in-depth guides to the different features that companies can use such as The Creative Exchange, The TikTok Shop, and many others.
Aside from guides, the platform also gives users a lot of inspirational success stories, how-to videos, as well as blog posts that explain different features and strategies that companies can use in more detail.
The fashion retailer that targets younger generations of consumers, Princess Polly, is famous for its sustainable and ethical fashion and its no-Photoshop policy.
These types of values match those of many users of TikTok, which this brand decided to capitalize on and achieve a lot of success.
Princess Polly decided to create a unique discount code that was promoted through auction ads on TikTok, with the goal of generating more traffic.
According to the brand, by the end of the campaign, there were 9 million impressions on the ad campaign, and the company generated a 15x return on its ad spend.
The custom temporary tattoos company, Momentary Ink, decided to utilize TikTok for Business and the platform’s partners to create in-feed ads that would feature various influencers trying the company’s products and demonstrate how great the products were.
To take things even further, the company decided to grow its marketing campaign by using the platform’s auction feature and the Conversion Objective feature inside the ads manager to track the performance of the campaign.
The company also followed up every single purchase from a customer with a survey that asked them about the way that they learned about the business, which resulted in 60% of the consumers stating that they discovered it through TikTok.
Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.
With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.