{"id":31353,"date":"2022-12-15T15:12:33","date_gmt":"2022-12-15T15:12:33","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=31353"},"modified":"2022-12-15T23:43:33","modified_gmt":"2022-12-15T23:43:33","slug":"tiktok-strategy","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/tiktok-strategy\/","title":{"rendered":"How to create a successful TikTok marketing strategy in 2023"},"content":{"rendered":"

No matter how successful your marketing efforts have been, there comes a time to review and fine-tune your strategy for the future. Of course, the new year is the perfect time to take stock of what worked, what didn\u2019t, and what to expect moving forward.<\/p>\n

In particular, TikTok, with its trends, algorithms, and features that seem to change in the blink of an eye, demands extra attention. Despite its reputation for being a difficult platform to master, having a solid TikTok marketing strategy can help you see the results you want.<\/p>\n\n

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To help you craft a successful TikTok strategy for your business, we\u2019re covering four trends to get in on and four best practices to keep doing in 2023. Let\u2019s go.<\/p>\n

Get ahead of the competition by leveraging these 4 TikTok trends<\/h2>\n

Trend #1: More local content<\/h3>\n

In late August 2022, news came out that TikTok was testing a \u201cNearby\u201d feed in Southeast Asia<\/a>, which allowed users to switch over to videos posted by creators and businesses in their surrounding area.<\/p>\n

The (potential) new feature indicates TikTok\u2019s growing prioritization of local content, with the social media giant seeing it as an opportunity to deliver extra value to its community. Imagine being able to find trending local restaurants, events, and more by simply swiping over to your local TikTok feed.<\/p>\n

If this new feature takes off, it could change how people discover local offerings, with users shifting away from brands like Yelp or Maps in their search. For brands, this is a good time to start thinking about ways to incorporate local elements into your TikTok videos, whether it\u2019s through the use of geolocation tags or by creating videos catered to a local audience.<\/p>\n

Trend #2: TikTok as a search engine<\/h3>\n

With a plethora of useful content, TikTok has risen to become a search competitor, especially among the younger generation. An NBC news report<\/a> found that 40% of Gen Zers prefer using TikTok or Instagram over Google Search or Google Maps.<\/p>\n

In light of this, the video platform rolled out an update where keyphrases within comments could become searchable buttons. Essentially, this made it easy for users to search topics based on the videos they were watching. For the example below, \u201cBody Butter Recipe\u201d came up as a searchable button on a TikTok addressing the best body butter solution for dry skin.<\/p>\n

\"TikTok<\/p>\n

Over time, we expect the platform to continue to roll out features that strengthen its role as an alternative search engine. Now is a great opportunity to start incorporating traditional SEO practices into your brand\u2019s TikTok strategy. By doing keyword research and creating TikToks that align with your audience\u2019s searches, you can boost your brand\u2019s chances of being discovered.<\/p>\n

Trend #3: Micro-influencers continue to dominate<\/h3>\n

There\u2019s no doubt that TikTok has solidified itself as one of the biggest social media platforms out there. In fact, in 2021, it surpassed Facebook and Google to become the most visited website<\/a>. In reaching the top, though, oversaturation inevitably becomes an issue.<\/p>\n

As more and more creators flock to the app, it\u2019s going to be harder to amass the huge followings that early adopters gained. Mega-influencers that found fame on TikTok like Charli D\u2019Amelio<\/a> (148.9M followers at the time of writing) and Khabane Lame<\/a> (152M followers) are expected to be a rare occurrence moving forward as competition increases.<\/p>\n

Instead, micro-influencers \u2014 or influencers with a smaller but often more engaged following \u2014 will dominate the space. Already, micro-influencers seem to be the preferred kind of creators among younger generations, who value down-to-earth and relatable figures over mega-influencers who may seem untouchable.<\/p>\n

\"TikTok<\/p>\n

This is good news for brands looking to incorporate influencer marketing into their TikTok strategy. Micro-influencers tend to be more affordable than mega-influencers, making them great partners for brands with limited budgets. Plus, with a close-knit community of followers, micro-influencers are great at delivering the kind of meaningful engagement that brands want. When done right, a micro-influencer marketing strategy<\/a> can be the approach your brand needs to get in front of a highly engaged audience, increase credibility, and build a loyal customer base.<\/p>\n

Trend #4: Increased demand for TikTok ads<\/h3>\n

As TikTok\u2019s user base continues to expand, it\u2019s a no-brainer that brands have rushed to the app as an advertising channel. According to Insider Intelligence<\/a>, TikTok\u2019s net ad revenue will grow significantly in the next few years, with ad spend expected to more than double from 2022 to 2024.<\/p>\n

\"TikTok<\/p>\n

Of course, as demand for TikTok ads increases, we can reasonably predict that ad prices will go up, as well. If you\u2019ve hesitant about jumping on the TikTok ad train, consider the possibility that waiting too long could result in higher costs. Stay ahead of the reluctant competition by taking advantage of advertising opportunities now.<\/p>\n

Luckily, creating TikTok ads isn\u2019t nearly as complicated as ads on other platforms. The ads that perform best on the video platform are the ones that look just like any other TikTok. They blend seamlessly into users\u2019 viewing experience rather than stick out as professionally-produced ads.<\/p>\n

If your page already has popular TikToks, those videos are great contenders for ads. Another popular tactic is to have influencers create sponsored posts that still have the appearance of an organic TikTok. Repurposing user-generated content (UGC) is also highly effective, with TikTok UGC videos often outperforming other ad formats<\/a> in driving attention on mobile.<\/p>\n

Strengthen your TikTok strategy by keeping these 4 best practices<\/h2>\n

Best practice #1: Target niche audiences<\/h3>\n

As any marketer knows, identifying and targeting specific audiences is key to any successful strategy. This is especially true for TikTok. Why? Because of its highly personalized and curated For You page. On an app where everyone expects their feed to reflect their unique individual tastes, it is niche \u2014 not generic \u2014 content that thrives.<\/p>\n

Moving forward, you\u2019ll want to continue to have niche audiences in mind as you produce your videos. At the same time, don\u2019t limit yourself to just one single type of viewer. Because the algorithm is designed to automatically deliver relevant TikToks to users, brands and creators have more flexibility in picking the audiences they\u2019d like to target.<\/p>\n