The presence of a brand on TikTok is no longer surprising: the platform currently has about 225 thousand professional accounts. And while users are already accustomed to reviews of cosmetics or trendy clothes, videos of IT brands are quite rare.
Despite this, the topic of computer technology is popular among users on TikTok. There are thousands and even millions of publications under the corresponding hashtags. The problem is that in most cases this is content from bloggers or people who are simply interested in the topic and share their opinions on certain issues.
TikTok is currently a platform that is growing at a crazy pace, which means it can become a powerful marketing tool for attracting customers. By meeting the audience’s information demand, you can strengthen the brand and build its authority in industry issues.
Among other arguments “for” presence on TikTok:
— Strengthening brand identity. A brand of any niche can find its own unique approach to unobtrusive communication with the audience. You can stand out from the competition and be remembered by users thanks to your personal features. For example: Innovecs talks about its products using humor. The main type of content is trends and funny sketches. Thus, the videos tell about the everyday life of IT specialists in an exciting and interesting way. Currently, the account has 10.5 thousand subscribers, and the videos collect half a million views.
— Increasing brand awareness. The key method is the use of hashtags, because users can view content according to popular topics. By adapting content to popular trends, you can increase the number of video views and increase brand awareness. For example: In one of the videos, Innovecs used the hashtag “memecut”, which has 33 million publications. The brand video itself collected about 15 thousand views, which was facilitated by trend adaptation and the use of a popular hashtag.
— Quick coverage of the target audience. Presence on social networks is a great way to attract new customers. TikTok is one of the leaders in this area, because when a video gets into recommendations, you can reach your target audience at a low cost.
— An opportunity to demonstrate your products or services in an engaging and understandable way. Since IT is an example of a complex product, the approach to communications should be as clear as possible for the audience. Short videos will help highlight the benefits of products, and a clear call to action encourages users to convert. For example: Real Soft develops mobile applications and websites. In its videos, the brand talks about who needs such a service, and also shares educational content on the topic of web design and social networks.
A Hootsuite survey shows that 24% of marketers consider TikTok an effective platform for achieving advertising and business goals. To create content, you need a smartphone, a drop of creativity and editing skills. Therefore, TikTok can not only increase brand awareness with the smallest budgets, but also allow you to sell your products and services more effectively.
How can an IT brand enter the TikTok space? Developing an effective promotion strategy
Below, we share recommendations that will help IT companies quickly and “painlessly” enter TikTok and get into recommendations:
1. Study the interests of your target audience and create content that resonates with their requests. Thus, the most popular video categories on the platform are entertainment videos (535 billion), dances (181 billion), and pranks (79 billion). Analyze popular hashtags, study comments under videos, and use third-party tools like Google Trends to stay up-to-date with current trends.
2. Optimize videos with keywords and hashtags (the recommended number is from 3 to 5). Thanks to optimized descriptions and video captions, it will be easier for users to find your content and learn about the brand.
3. Create authentic content. Trends are good, but plagiarism and complete copying of other users’ ideas will lead to a decrease in reach and a deterioration in reputation. Find your unique style of running an account — it will take time, but the effort is definitely worth the result.
4. Publish content regularly. Jumps like “you haven’t published a video for a month, and then one day you spam users with dozens of videos” don’t work. Firstly, an unsystematic approach will reduce your authority among the platform’s algorithms. Secondly, over a long period of absence, you can lose the lion’s share of your audience — a vicious circle you don’t want to get into.
And, of course, regularly work on your mistakes. Analyze user feedback and performance indicators to improve your TikTok presence strategy and conquer niche recommendations. And the Top4SMM team will always help you do this effectively and efficiently.
