Social Media Marketing

5 Reasons Why Your TikTok Marketing Campaign Is Failing

To say that TikTok is the brand new black, particularly for Millennials and Zoomers, could be an understatement. This social media platform has gained unprecedented recognition over the past couple of years. The truth is, the TikTok app has been downloaded and put in on units greater than 3 billion times across the globe.

Arms down, TikTok is altering our understanding of social media, content material, and on-line communities. And yet one more factor TikTok has had a profound impression on is social media advertising and marketing.

Companies are leaping on TikTok to experience the pattern wave and promote their services and products to rising audiences. But, extra usually than they wish to, they fail. Why does it occur?

That is what we’re going to speak about at this time. On this article, you’ll study why your TikTok advertising and marketing marketing campaign is failing and what you are able to do about it.

Why Use TikTok for Your Advertising Marketing campaign

However first, let’s see why TikTok is a good social media platform for advertising and marketing.

Other than being extraordinarily standard, TikTok has a number of benefits entrepreneurs can leverage:

  • Engaged and devoted on-line neighborhood. TikTok customers are a mighty crowd – and a really energetic one, too. Person time spent on the platform elevated from 442 minutes per thirty days in October 2019 to 858 minutes per thirty days in March 2020. As of 2022, this determine continues to be rising. 32% of TikTok customers spend greater than 2 hours weekly on the app.
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  • Range of content material and person preferences. TikTok hosts actually miscellaneous creators and numerous kinds of content material. The app prides itself on being a platform free of charge self-expression and acceptance. This makes TikTok a largely casual area the place you will get as artistic as you need along with your advertising and marketing effort.
  • Genuine content material discovery algorithms. TikTok algorithms are in-built a strategy to give each piece of content material the identical alternative to turn into standard and go viral even if you’re not a widely known creator with many followers. It means you could obtain speedy progress and scale your TikTok presence far more efficiently than on different social media platforms.
  • TikTok advertisements. TikTok supplies all kinds of advert choices, together with In-feed advertisements, spark advertisements, TopViews, branded impact advertisements, and so on. All of them enable for artistic freedom in each kind of selling marketing campaign.

Why Your TikTok Advertising Marketing campaign Is Failing

If TikTok is such an open-minded social media area with so many alternatives for progress and attain, why is your TikTok advertising and marketing marketing campaign not profitable?

Let’s check out the highest 5 the explanation why it is likely to be occurring.

Desk of Contents:

  1. You’re not reaching your target audience
  2. You’re not tapping into the TikTok culture and philosophy
  3. You’re not leveraging hashtags
  4. You’re not collaborating with TikTok influencers
  5. You’re recycling/repurposing content from other social media

1. You’re not reaching your target market

Chances are high, you might be merely not connecting with the precise viewers that may be interested by your services or products.

For instance, if you happen to didn’t conduct target market analysis previous to launching your TikTok advertising and marketing marketing campaign, you’ll be able to’t make sure your goal customers are sufficiently current on the app.

Consequently, your advertising and marketing effort will go proper over the heads of most TikTok customers as a result of they don’t replicate the precise demographic to your model.

The best way to take care of this downside

Analyze your goal market when constructing your TikTok advertising and marketing technique and see in case your target market is current on the platform.

Take note of such elements as:

  • Gender;
  • Age;
  • Ethnicity;
  • Employment standing;
  • Revenue, and so on.

You too can work on figuring out your purchaser persona – an summary illustration of your perfect buyer. If this persona aligns with the audiences that use TikTok – you might be heading in the right direction. In any other case, the platform would possibly merely be not the precise match to your advertising and marketing marketing campaign.

2. You’re not tapping into the TikTok tradition and philosophy

Even when you realize that your target market is current on TikTok, you is likely to be failing to have interaction them. Why?

You’re not leveraging the distinctive TikTok tradition based mostly on authenticity, engagement, and free self-expression.

For example, your TikTok advertising and marketing marketing campaign is likely to be:

  • Too severe and business-like. TikTok is just not the most effective place to display your inflexible company type or conventional enterprise strategy to promoting or promoting. Native customers will understand it as boring and off – you’ll completely miss the goal;
  • Too polished and picture-perfect. TikTok audiences worth genuine, sincere, and uncooked content material. For those who edit your movies an excessive amount of or create an unrealistic or unachievable imaginative and prescient of your product/service, it is going to really feel superficial and pretend to the TikTok customers;
  • Too controversial. Do not forget that TikTok cares about its neighborhood and needs to supply a protected area for folks to specific their identification and speak overtly about their private struggles. In case your advertising and marketing marketing campaign comes throughout as controversial, insensitive, or offensive in any manner, likelihood is it is going to fail on TikTok.

The best way to take care of this downside

Initially, cease taking your self too critically.

Here’s what Norio Ichikawa, co-head of Inventive Lab at TikTok Japan, says concerning the essence of the app:

Our neighborhood desires to indicate its actual self and doesn’t care about a couple of flaws being uncovered. It’s uncooked, genuine, artistic self-expression. In different platforms, there’s enhancing and color correcting – it’s so excellent, it doesn’t really feel actual.

The purpose is: as an alternative of being too severe, unleash your quirkiness, humor, and creativity in your TikTok advertising and marketing marketing campaign!

To resonate with the native TikTok audiences, the most effective path to take is to faucet into the comedy content material. Comedy sketches, challenges, pranks, and different comparable kinds of advertising and marketing content material go viral rapidly – assume the Egypt cat dance video – and you may broaden your attain and actually make your model standard in a single day.

For reference, the top-3 trending TikTok content material classes based mostly on standard hashtags are:

  • Leisure. It has over 530 billion hashtag views;
  • Dance. This class might be the quickest rising one with greater than 180 billion views;
  • Pranks. Pranks shut the top-3 checklist with 79 billion views.

So if you happen to don’t need your TikTok advertising and marketing marketing campaign to fail, you should definitely create advertising and marketing content material according to the platform’s concept of enjoyable, free self-expression, and authenticity spiced up with a little bit of humor.

For example, check out how Duolingo makes use of comedy and standard TikTok traits to advertise their app:

3. You’re not leveraging hashtags

Hashtags are not any much less necessary to TikTok advertising and marketing than to such social media as Twitter or Instagram. For those who don’t use TikTok hashtags, you’ll decrease the discoverability of your advertising and marketing content material.

Apart from, even if you happen to do use hashtags, you is likely to be failing to develop your attain at a fascinating tempo. It occurs if you solely use generic hashtags, such because the overwhelmingly current #leisure or #enjoyable. Your content material will merely get misplaced amongst 1000’s of different TikTok movies.

One other mistake you is likely to be making is not researching presently trending TikTok hashtags. For those who mix quite a lot of hashtags to accompany your model advertising and marketing movies however they don’t seem to be presently standard with the customers, it gained’t assist your marketing campaign acquire visibility.

In consequence, you don’t create sufficient viewers engagement along with your advertising and marketing movies. This slows down your TikTok conversions, which, after all, negatively impacts your gross sales success.

The best way to take care of this downside

Study to leverage TikTok hashtags to extend your advertising and marketing content material attain.

You are able to do it by following a couple of easy steps:

  • Do your analysis on related hashtags. Use the TikTok Uncover tab to see the trending hashtags. You possibly can filter them via completely different matters to get extra exact outcomes. Add these hashtags to your posts to extend your probabilities of going viral;
TikTok Discover tab to find trending hashtags
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  • Create your distinctive branded hashtag to incorporate in your advertising and marketing content material. It may possibly accompany all of your posts – this fashion, TikTok customers will be capable of fond your content material simply;
  • Begin a TikTok branded hashtag problem. Make it easy: ask your followers to submit selfies along with your product, create a dance video, or full a easy process. TikTok customers tackle these challenges with nice enthusiasm whereas selling your model in an natural manner. With the assistance of branded hashtag challenges, additionally, you will foster neighborhood constructing round your model. For instance, take your cue from a viral E.L.F Cosmetics #eyeslipsface branded hashtag problem:

4. You’re not collaborating with TikTok influencers

Suppose you’re doing all the things by the ebook – you realize your target market, perceive and leverage TikTok philosophy, and use hashtags to extend the discoverability of your posts.

And but, your TikTok advertising and marketing marketing campaign continues to be stagnating. You’re not rising your follower rely, your engagement charges should not rising quick sufficient, and your conversion fee continues to be fairly low. Why would possibly that be?

Chances are high, you’re not succeeding since you ignore one main facet of TikTok advertising and marketing (and an enormous a part of the TikTok neighborhood) – influencers.

In case your TikTok advertising and marketing marketing campaign is your first advertising and marketing effort on the platform, you’ll be able to hardly ever get the attain and recognition you need with out influencers. They leverage their loyal follower communities to set traits and promote manufacturers, merchandise, and companies. And TikTok customers belief influencers far more than manufacturers with shiny advert campaigns.

The best way to take care of this downside

You already know the reply – begin collaborating with TikTok influencers!

The trick is to search out the precise influencer for the job. Not each TikTok influencer is the proper match to your model, so contemplate their area of interest, follower rely, content material kind, and magnificence earlier than you determine to achieve out to them and supply to advertise your model. The proper influencer will create a great artistic promotion technique that can resonate with their viewers and make your product/service fascinating for them.

Professional-tip: an important KPI for a TikTok influencer is their engagement fee. The upper the speed, the extra folks work together with their content material. By selecting an influencer with a stable engagement fee you’ll make sure their audiences will convert into clients extra actively.

You need to use the TikTok engagement calculator to examine your chosen influencers.

Additionally it is helpful to determine on the sort/format of TikTok influencer advertising and marketing collaboration upfront. How do you need to contain the influencer? What sort of posts will they create to your model?

Widespread TikTok influencer marketing campaign sorts embody:

  • Paid partnerships. For instance, leverage influencer content material in your advertisements – it is going to look extra genuine and non-invasive than conventional advertisements;
  • Product opinions. You possibly can ship your product to the influencer for a assessment – they may submit it on TikTok and inform their followers about their expertise in an natural, humorous, and interesting manner;
  • TikTok profile influencer takeovers. You possibly can merely let the influencer take over your TikTok feed for a day or a number of days and allow them to submit content material on behalf of your model. Their audiences will circulate onto your profile and get engaged along with your model.

Whichever kind of TikTok influencer advertising and marketing marketing campaign you select – this can be a nice strategy to enhance model consciousness and up your TikTok advertising and marketing sport generally.

5. You’re recycling/repurposing content material from different social media

That is one other mistake many entrepreneurs make once they hop on TikTok, particularly in the event that they market on multiple social media platform.

It is likely to be tempting to simply take the content material you’ve already created for, say, Instagram, and repurpose it for TikTok. However belief us once we say this try at saving a while and sources is just not value it. Totally different platforms deal with completely different content material codecs and person preferences, so don’t attempt to create a one-size-fits-all kind of selling technique right here.

TikTok, as we’ve already talked about, is a social media the place content material authenticity is among the pillars of the app’s philosophy. **For those who recycle older content material, customers will see proper via it and understand your advertising and marketing posts as lazy and outdated **– and they are going to be proper.

The best way to take care of this downside

Make investments effort and time in creating distinctive content material made to cater particularly to TikTok customers. You possibly can take the core idea and visible parts out of your older content material created for different social media – no query. Nonetheless, be sure that to regulate these to the traits and preferences of the TikTok on-line audiences.

Quick dynamic movies with the weather of comedy and classy audios for background music are nonetheless probably the most common recipe for related TikTok advertising and marketing content material.

Conclusion

Now you’re conscious of the high 5 errors that don’t let your TikTok advertising and marketing marketing campaign succeed. They’re:

  • not reaching your target market;
  • failing to faucet into the TikTok content material tradition;
  • not utilizing hashtags correctly;
  • overlooking the ability of TikTok influencers;
  • and repurposing older content material.

Use the ideas from this text to deal with these errors and stop your TikTok advertising and marketing marketing campaign from failing. For those who leverage the platform’s philosophy, options, and person preferences proper, you’ll be able to successfully promote your model and develop your corporation.

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