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WEBINAR | Turn Your Brand into a TikTok Sensation

WEBINAR | Turn Your Brand into a TikTok Sensation

Welcome everyone. We're about to get started as soon as the numbers slow down. Christina, are you ready on your end?

Christine Hunt: Yes, let's do it.

Emily Callender: Perfect. Thank you all for coming. Let’s kick off with some introductions. I’m Emily Callender, the VP of Digital Media here at Merge Denver. Previously, I was with Blue Moon Digital and have a long history in the digital advertising space. Merge can assist with campaign performance and other digital needs.

Christine Hunt: I'm Christine Hunt, co-founder of Song Candy. We’re a community marketing agency focusing on custom audio, TikTok content production, strategy, and the metaverse. I have over 14 years in the business, with experience at major brands such as Ticketmaster, Live Nation, and Sephora. At Elf, I spearheaded the viral hashtag #Islipsface campaign on TikTok, leading to over 6 billion views and 5 million video creations, and won seven awards.

1. What TikTok Means for Brands in the Entertainment Era

TikTok is revolutionizing the concept of entertainment platforms. Scott Galloway notes, "Video-based social media was the Trojan horse, and the currency is attention." TikTok engages users in 11-minute sessions compared to other platforms. This unique algorithmic engagement results in higher memory retention for ads.

2. A TikTok-First Approach to Content Creation

Creating effective TikTok content involves thinking like a creator and understanding why users come to TikTok: to be entertained, participate, be uplifted, and be inspired. Each of these motivations should guide your content creation efforts.

  • Entertainment: Join trends, and showcase your brand's personality.
  • Participation: Make engaging content that's easy for users to co-create.
  • Being Uplifted: Cultivate community and create relatable moments.
  • Inspiration: Educate users through problem-solving and behind-the-scenes content.

3. Evaluating TikTok and Leveraging Paid Presence

Behind the stats showing the impactful reach and engagement on TikTok lies its accessible creator ecosystem. Creators are trusted voices that inspire action. When transitioning to a paid presence, it’s crucial to explore various creative mixes, aiming for authenticity and relatability.

For instance, examples from Axe, Tropical Smoothie Cafe, and the socks brand "Ondo" show varying approaches to successful, low-budget ads.

4. Building a Case for Investing in TikTok

Your executives need a compelling argument to invest in TikTok. Here are seven key reasons:

  1. Cultivating Community: TikTok fosters long-term brand loyalty.
  2. Generational Buying Power: Reaches a demographic with substantial buying power.
  3. Fast Growth: TikTok is surpassing other platforms in traction and ad revenue.
  4. Staying Power of Content: TikTok content has high memory retention.
  5. Unparalleled Reach: Strong reach and engagement metrics.
  6. Higher Engagement Rates: 5x more engagement compared to other platforms.
  7. Shelf-Clearing Capability: Proven success in driving impulse purchases.

Q&A Highlights

Q: Should you start with organic content or a big brand awareness campaign? A: Both have pros and cons. Large awareness campaigns can create initial buzz, whereas organic content is good for long-term relationship building.

Q: Convincing executives to allow more humorous and entertaining content? A: Test and play. Highlight how engaging and humorous content can drive better performance.

Q: What’s a good budget for starting on TikTok? A: Ideally, start with at least $ 10,000 to sufficiently test various strategies.

Q: How critical is it to have a business account for working with creators? A: Very important—it provides access to necessary tools and insights.

Keywords

  • Entertainment Platform
  • Community Marketing
  • Engagement Rate
  • Creator Ecosystem
  • Audience Targeting
  • Creative Mix
  • Brand Awareness
  • Consumer Behavior
  • Virality
  • Generational Buying Power

FAQ

Q: Should I start with an organic channel or a big awareness campaign on TikTok? A: It depends on your budget and objectives. A large awareness campaign can generate initial buzz, while an organic channel can help build long-term relationships.

Q: How can I convince my executive team to approve entertaining and humorous content? A: Use data from tests to show how engaging content can drive better performance and resonate with the audience.

Q: What percentage of my marketing budget should be dedicated to TikTok? A: Start with a sufficient budget, ideally around $ 10,000 or more, to allow for meaningful testing across various strategies.

Q: Do I need a business account to collaborate with influencers? A: Yes, a business account provides necessary tools, legal safeguards, and access to TikTok’s creator platform.

Q: How does sound affect a TikTok video’s performance? A: Sound can make your content five times more memorable than visuals alone, enhancing emotional connection and engagement.

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