How Companies are Using TikTok to Market their Business

How Companies are Using TikTok to Market their Business

TikTok has quickly become a major social media platform for 2020. And no, it has nothing to do with Kei$a’s song from a few years ago. This video-based social app has been pretty popular for about a year and is most commonly used by young adults (ages 12-25). The app is used to create and post creative and trendy videos which are intended to appear on the “for you page,” which is where popular videos appear for people to view, like, and comment.

 

Several brands have been skeptical of getting on TikTok to market because it is still a new social platform. But now is a great time to try out TikTok because it is growing in popularity and a unique way for companies to reach people in a new way.

 

TikTok is viewed less as a serious app and more lighthearted and fun. People really enjoy the creative personalities on TikTok, so it is a great platform to showcase the voice of your company or the lighter side of the organization.

 

There are new trends almost every week on TikTok. Recreating these trends in your own unique way is a great way to reach more people by getting views and likes. Soundbites and hashtags are features that help promote your video onto the “for you page” of viewers.

 

Some companies have been successful in trying out TikTok. Chipotle has over 55,000 fans on TikTok because of their use of funny and creative videos. Challenges are also a way companies get views on this social platform. Chipotle even created their own challenge which became one of the highest-performing branded challenges on the app.

 

@chipotleImagine actually saving your bowl for later ##putafingerdown ##chipotle ##fyp? original sound – chipotle

Bringing creativity to more informational posts can help your brand spread awareness on topics that are dryer as well. Many brands have used short narratives or challenges for topics that are more serious or tough to make light of.

 

It is key to be creative on TikTok but also make sure it isn’t completely off-brand for your organization.

 

HubSpot discussed that as it may be challenging to go viral on the app, it is still a great way to reach younger viewers. TikTok is still very new, which allows organizations to be a lot more flexible experimenting with what works for them.

 

Starting your organization on TikTok will allow your company to get ahead of competitors in navigating the app and learning how to best showcase your brand.

 

From looking at some brands that have already done well on TikTok, HubSpot shared a few marketing and strategy tips to use on the app, including:

  • Showcase a different, more creative side of your brand
  • Embrace a more personal tone or behind-the-scenes approach
  • Don’t be afraid to experiment
  • Engage with your audience by utilizing challenges, duets, likes, comments, and shares

 

Here are two examples of how companies are using TikTok to market their business in a creative way:

 

@washingtonpostTo help combat coronavirus, don’t shake hands. ##CoronavirusHandshake ##ElbowBump ##ParentTrap? original sound – sherrihillofficial

@sandiegozooSay hi to Otis, the 4,100 lb. floaty river pup. ##sandiegozoo? Cute Doggies Only – kadin.foote

If TikTok is not quite your thing, still check out the app to view other branded videos, as they can potentially help come up with new content for your current social media platforms or show what other companies are doing to keep up with current trends.

 

Check out HubSpot’s TikTok how-to guide to learn more about how to use the newly popular social media platform.

 

30 Marketing Statistics to Consider for 2020

30 Marketing Statistics to Consider for 2020

When planning any marketing plan or strategy, you need to have research to back up what you are doing planning and doing. This could come from your own experience, or from industry data.

 

For our weekly Marketing Fact Friday posts that we share on the ME Marketing Services social accounts, we keep up with what research is telling us about the marketing industry and its various branches (content, social media, advertising, email, etc.). We look for bits of research and statistics that are not your common stats you see everywhere. We like to find the lesser-published ones.

 

Here are 30 stats we’ve put together for you to consider when executing your marketing plan or strategy this year.

Social Media Statistics

Facebook

Live video is becoming a vital tool for marketers, and 42% of them have already developed a strategy for Facebook Live. (Source: Sprout Social)

 

Facebook use among U.S. marketers is on a slight increase from 86.3% in 2018 to 86.8% in 2019. This number will likely reach 87.1% in 2020. (Source: Sprout Social)

 

58% of people in the U.S. say they’ve become more interested in a brand after seeing it in Facebook Stories. (Source: Facebook)

 

Instagram

Among the 1 billion monthly active Instagram users, 90% follow a business on the platform, suggesting that Instagram users are keen on hearing from and about brands. (Source: Sprout Social)

 

Twitter

79% of Twitter users like to discover what’s new, making it the top platform for discovery. (Source: Sprout Social)

 

Pinterest

77% of weekly Pinners have discovered a new brand or product on the platform. (Source: Sprout Social)

 

75% of people on Pinterest are “very interested” in new products (compared to 55% of users on other social platforms). (Source: Pinterest)

 

83% of weekly Pinners have made a purchase based on content they saw from brands on Pinterest. (Source: Sprout Social)

 

LinkedIn

LinkedIn has proven to be an effective platform for lead generation and customer acquisition. In fact, it’s 277% more effective than Facebook in generating leads. (Source: Sprout Social)

 

84% of people with access to the internet use social media. (Source: Hootsuite)

 

90% of Americans between 18-29 use social media. (Source: Pew Research)

 

The average social media user has 8.3 different social accounts. This number lifts to 9.4 social accounts for people aged 16-24. (Source: Hootsuite)

 

60% of people say they’ve watched a video on Facebook, Twitter, Snapchat or Instagram in the last month. (Source: Global Web Index)

 

13% of social media users say that a “buy” button would increase their likelihood of purchasing on social. (Source: Global Web Index)

 

Advertising Statistics

People are 26% more likely to view ads on Twitter than on any other leading platform. (Source: Sprout Social)

 

Global ad spend will reach $605 billion in 2020. This is a 4.2% increase from 2019. (Source: The Drum)

 

By 2020, businesses will spend $110 billion on digital advertising in the US. To put this statistic in context, businesses will spend more on digital advertising in the US in 2020 than on TV and print ads combined. It’s a powerful testament to the importance of digital advertising in the modern marketing mix. (Source: eMarketer)

 

Email Marketing Statistics

91% of shoppers want to hear from companies they do business with via email. (Source: Sleeknote)

 

40% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (Source: HubSpot)

 

Welcome emails have an average open rate of 82%. (Source: GetResponse)

 

54% of all emails are classified as spam. (Source: Statista)

 

More than half of us even check our email before doing anything else online. (Source: OptinMonster)

 

Search Marketing Statistics

Calling is the most popular next action for many consumers running Google searches. (Source: LSA)

 

 

Google is responsible for 96% of all smartphone search traffic, and 94% of total organic traffic. (Source: Google)

 

43% of eCommerce traffic comes from organic Google searches. (Source: Wolfgang Digital)

 

Companies that blog get 55% more web traffic. (Source:WPForms)

 

Other Marketing Statistics

When asked about conversational marketing, 82% of consumers expect a response within 5 minutes via online live chat. (Source: Drift)

 

 

90% of people who recalled reading online reviews claimed that positive online reviews influence their buying decisions. (Source: Dimensional Research)

 

Customer testimonials and case studies are considered the most effective content marketing tactics. (Source: B2B Content Marketing Trends Report)

 

Product reviews are 12x more trusted than product descriptions and sales copy written by manufacturers. (Source: eMarketer)

 

 

How do you use marketing research and statistics in your marketing plans and strategies?

 

 

Mandy Edwards is the founder of ME Marketing Services, a marketing company specializing in digital & social media marketing located in Statesboro, Georgia. A proud graduate of the Terry College of Business at the University of Georgia she has a thorough marketing background of 18+ years. In the fall you can find her along with her family at Sanford Stadium cheering on their beloved Georgia Bulldogs. Mandy has been mentioned in Forbes, named to the Statesboro Herald’s Top 20 under 40, has been ranked as a Top 100 Social Media Power Influencer by StatSocial and is a Sprout Social All-Star Elite. In 2016 she was recognized as a member of the University of Georgia’s top 40 Under 40 Alumni.

 

 

 

12 Ideas to Add to Your Marketing Strategy in 2020

12 Ideas to Add to Your Marketing Strategy in 2020

We are almost through the first part 2020 – how is your marketing strategy going?

 

Already in 2020 we’ve faced a lot, but hopefully you’ve kept your marketing strong.

 

Every quarter you should re-evaluate your marketing strategy (or plan) and reflect on what worked, what’s working, and what can be improved upon.

 

Marketing is ever-changing, and as the world changes, so must your gameplan. Here are some ideas to incorporate in your marketing this year – and in future years.

 

Idea #1: Sharpen your marketing skills.

Invest in continuing education. Attend conferences. Read. Listen to podcasts. In order to keep up with the never-ending changes in the marketing world, it’s key to stay on top of it all.

 

Photo from the 2020 Southern C Summit

 

Idea #2: Reevaluate the metrics that matter most to you. 

Take a look at your analytics – what are your goals and what analytics match up to those goals. How do you define success of your marketing efforts?

 

Idea #3: Integrate Stories. 

The dominance of Instagram Stories speaks for themselves. However, also note that Facebook Stories are on par in terms of engagement with approximately 500 million daily users (Source: Sprout Social) and 58% of people in the U.S. say they’ve become more interested in a brand after seeing it in Facebook Stories (Facebook).

 

Idea #4: Make your audience part of your content strategy. 

User-generated content is some of the most popular content shared by brands on social. See what your customers and clients are posting and share! Encourage your audience to share as well. Below is an example of what my gym did during COVID-19 social distancing.

 

 

Idea #5: Reevaluate your platforms. 

Audiences change. Platforms change. The average social media user has 8.3 different social accounts. This number lifts to 9.4 social accounts for people aged 16-24 (Hootsuite). Take time and reflect on who you want to reach and where they are. Example: teenagers are all about Tik Tok, not Instagram. 

 

Idea #6: If you are not doing this already, supplement your social strategy with ads. 

Because of the algorithms, your organic reach will be limited at times. When you see this slowdown, promote a post. The platforms offer a range of ad types to fit what you need. Global ad spend will reach $605 billion in 2020. This is a 4.2% increase from 2019 (Source: The Drum). Example of why you should do ads – People are 26% more likely to view ads on Twitter than on any other leading platform. (Source: Sprout Social)

 

Idea #7: Spark meaningful interactions. 

Posts that get more engagement get more time in people’s feeds. Think beyond your typical promotional blasts and focus on conversation starters.

 

Idea #8: Keep a detailed publishing calendar. 

A thorough posting calendar is your productivity and organization, as well as ensuring you meet your goals and benchmarks. If a platform update occurs, having a calendar will make it easier for you to tweak your schedule without missing a beat or sending your strategy into panic. Below is what our Sprout Social Publishing Calendar looked like for March 2020. We create all of our client content in Word docs, then schedule them out for the next 30 days. When we’ve entered all of them into Sprout, we can see what’s coming up.

 

Idea #9: Educate with your content. 

When you do this, you show your expertise in your field or business. Another reason to educate? You build a rapport with your audience which in turn builds trust.

 

Idea #10: Host or join a podcast. 

With the podcasting industry taking off, be a guest on one that applies to your business or start your own! One of my suggestions – The Marketing Companion, hosted by Mark Schaefer and Brooke Sellas!

 

Idea #11: We know we’ve said this before, but personalize! 

People want to feel loved by the brands they follow and shop with. Give them a personalized experience, whether it’s in-store or out. You can send them a postcard on their birthday. Have a way to know them when they walk in the door so you can greet them by name. You don’t have to get extravagant. 74% of marketers say targeted personalization increases customer engagement (Econsultancy)

 

Idea #12: Get customer feedback.

Whether it’s a survey created on Survey Monkey or face-to-face conversation, find out what your customers are thinking and wanting. All successful businesses listen to their customer’s concerns, wants, and needs, in knowing how to improve and grow.

 

 

Changing up your marketing strategy is important in keeping things fresh and adapting to the changes in your industry – and our world.

 

Which of these will you try this year?

 

 

Mandy Edwards is the founder of ME Marketing Services, a marketing company specializing in digital & social media marketing located in Statesboro, Georgia. A proud graduate of the Terry College of Business at the University of Georgia she has a thorough marketing background of 18+ years. In the fall you can find her along with her family at Sanford Stadium cheering on their beloved Georgia Bulldogs. Mandy has been mentioned in Forbes, named to the Statesboro Herald’s Top 20 under 40, has been ranked as a Top 100 Social Media Power Influencer by StatSocial and is a Sprout Social All-Star Elite. In 2016 she was recognized as a member of the University of Georgia’s top 40 Under 40 Alumni.

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