Set Your Brand's Tempo With TikTok

Over the past 12 months, we have stayed local, worked from home, clapped for the NHS, baked more than ever and watched more TV shows than we’d probably like to admit. We also spent a lot of time scrolling, the majority of the time on TikTok as it’s been reported by Forbes, TikTok has been used 33% more than any of its competitors during the coronavirus pandemic.

Set Your Brand's Tempo with TikTok

Catherine Maguire
Catherine Maguire
Social Media Executive
Thursday 3rd June 2021

Over the past year, we have stayed local, worked from home, clapped for the NHS, baked more than ever and watched more TV shows than we’d probably like to admit. We also spent a lot of time scrolling, the majority of the time on TikTok as it’s been reported by Forbes that TikTok has been used 33% more than any of its competitors during the coronavirus pandemic.

This has increased the apps cultural influence significantly across industries such as fashion, creativity, food and perhaps the biggest, music. Considering the fact TikToks viral hits, memes and challenges are based around dance moves and musical trends, it’s no shock that in the past year TikTok has been the cause of some of the most impressive and sudden success stories in the Music Industry. This has allowed artists to get millions of more views than they would on YouTube, which was once the source of finding new talent online. Now, it’s TikTok that allows us to find small artists, new tracks and cool remixes of classic tracks we love.

So, can a brand use the TikTok music scene effectively to promote and market its products and services?

Well, essentially, yes. And you should! TikTok may have once been considered an app for generation Z to share funny videos with friends, when in fact if used correctly it can be a perfect platform for brands to engage with customers and express creativity in a way that may not be possible across other platforms.

There are a few rules and regulations you should familiarise yourself with first when it comes to the music you want to use on the app. Accounts that are identified as an official brand account by TikTok can’t use the mainstream music that is used for trends and viral videos. Instead, they are granted access to a library of thousands of royalty-free tracks across genres known as TikToks “Commercial Music Library”. This allows brands to use certain tracks for marketing, advertising and endorsements content without having to worry about copyright problems and investing in music licensing.

• DO stay up to date on TikToks regulations

From copywriting, spam security measures and protecting their young users, TikToks regulations are always updated. These will always feature on TikToks newsroom so make sure you keep an eye out to make sure you’re in the know. This will help you stay out of any bother as well as becoming aware of new opportunities for content.

• DO get creative

So, you can’t use the latest trending sound to promote your products and services? Get creative then. Set your own trends around your own sounds! The fact that you can’t copy other mainstream TikToks should be treated as an opportunity for your brand to create new trends and viral videos to stand out and show your individuality. Creating hype around your brands’ true personality will create a connection between your brand and the users of the app allowing a unique consumer relationship to be formed. Think outside the box and come up with new sounds, new challenges and new dance routines which will get people talking about you.

• DON’T treat TikToks like ad

TikTok is not an ad placement space, so don’t treat it like one. People don’t go on TikTok to see an ad every time they scroll. They go on to be entertained and have some fun, so give them what they’re looking for and it will improve your TikTok presence and engagement whilst creating fresh activity around your brand. This brings me to my last point.

• DON’T mirror your other Channels

You can be a lot more fun and trendier on TikTok than you may be on your other social media channels. TikTok shouldn’t be taken too seriously, and you don’t need to be pushing your product and services in your videos. It’s a space where you can be authentic, fun, humorous, creative and educational. Give your audience the content they’ll enjoy and something to talk about!

What do you think? Will you be adding TikTok into your brands’ social media marketing plan? If you haven’t already, set up a TikTok for your brand and see the benefits for yourself.