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How to reach new audiences with TikTok?

TikTok’s growing popularity in recent years makes it an important social media that can no longer be overlooked when a brand wants to establish its presence on the Internet.

With more than a billion active users, as of September 2021, the Chinese-born app offers lots of opportunities, whether organic or paid, to reach audiences by using content advertising.

This growing popularity, especially among 16 to 24 year olds, who represent 41 % of total users, according to Adviso, can help you and your business build brand awareness and generate sales.

Why should I use TikTok?

How is TikTok different from other social media?

Isn’t TikTok only for children?

These questions will be answered in the next few lines and you may realize that the social network has a lot to offer and can no longer be considered as a passing fad.

 

A still underutilized playground

Although the app is relatively new, projections show very interesting prospects for its growth. In the United States, for example, the number of active users could increase from 45,3 million to 60,3 million by 2024, according to eMarketer.

However, this growth does not necessarily seem to attract as many advertisers as it should right now/as one might think. According to Adviso, only 4% of them are currently on TikTok.

Therefore, using this platform represents a big opportunity, whether it is to promote products, services or to build brand awareness, especially when comparing to Facebook or Instagram, which are very saturated and where it is very difficult to stand out at the moment.

Additionnaly, Tiktok’s algorithm is much more interesting than the ones on Facebook or Instagram. Publications are gaining much more traction there. On Facebook and Instagram however, organic reach is very low, often resulting in efforts to interact with target audiences  to nothing, despite considerable amounts spent on promotion.

TikTok is also an extremely easy way to interact with your followers, especially if your clientele is young. It’s another tool that should definitely end up in your promotional arsenal.

 

The case of Laurent Dagenais, chef and content creator

Chef Laurent Dagenais is a good example of what TikTok can bring and its interesting features, whether we’re talking about its algorithm or its extraordinary scope.

Admitting he first “saw TikTok as an app for young people”, he was convinced to give it a go and started posting short videos of himself cooking all kinds of food.

In 7 months, the Montrealer has built an audience of no less than 820 subscribers.

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The great thing about TikTok is that everyone gets a chance to be seen.

»
Laurent Dagenais, chef and content creator

Unlike some social networks, including Facebook and Instagram, the organic reach is still excellent and Laurent proves it.

“A viral video gives a huge boost”, he explains. Laurent sees partnership opportunities presenting themselves more and more frequently and he also plans on developing his own platform, as have many personalities in the culinary field.

For him, TikTok is a real business opportunity that has to be seized, which could be shaped in different forms. Cookbooks, merch and kitchen accessories are just a few examples of products he plans to develop.

@laurent.dagenais 🌮🌵TACOS FIESTA🌵🌮 #fy #fyp #foryoupage #fypシ #tacos ♬ Fiesta Mexicana – Musica Mexicana

 

The case of Enola Bedard

The young Quebec sensation and dancer has been widely talked about for her enormous popularity on TikTok.

A year and a half after her debut on the platform, she has gained an impressive total of 12 million subscribers.

Thanks to videos where she dances in public, she was noticed by several celebrities, including Shakira and Cardi B, while attracting the attention of major brands, including Ubisoft, who chose her to appear in Just Dance 2022, a popular video game.

@enola.bedard It’s always a vibe dancing with @montanatucker ♬ som original – Nlvxa

 

The case of Rambling Sanchez

With an unorthodox strategy, Rambling Sanchez demonstrated the power of TikTok to interact with users and brands.

Unknown to TikTok users, he simply posted a 7 second video in which he eats broccoli and asks brands to comment, for no particular reason.

In 7 days, he racked up 31,5 million views and some of the biggest brands in the world, including Red Bull, Lululemon, Levi’s and Windows, to name a few, lent themselves to the game, allowing him to interact with them more easily than any other platform.

@ramblingsanchez🥦🥦🥦♬ original sound – sleepsleep

 

The case of Vileda

One of the latest campaigns by Vileda is another good example of what TikTok can bring to all businesses.

Inspired by a challenge called #CleaningTikTok, which motivates users to film themselves cleaning an object or a room, the German company decided to launch a video campaign showing an American dancer and influencer cleaning up his home while dancing.

The idea is good, since the products put forward in viral TikToks often see their sales increase drastically.

Ultimately, TikTok represents a good opportunity for companies wishing to develop their notoriety and increase their sales by interacting with their potential customers. Regardless of the field, anyone who sets up a quality digital strategy by leveraging the full potential of this platform will be surprised by the results generated. 

Many brands from Quebec have already started posting on TikTok, including the Montreal Canadiens, Cirque du Soleil, ALDO or even CCM, who reach hundreds of thousands of people on the platform. 

TRIBU can help you do the same and achieve your goals in this area. 

Author : Vincent Dupont