TikTok Marketing Agency

TikTok's appeal lies in its versatility and spontaneity. From lip-syncing performances and dance challenges to comedy skits, unique trends, cooking videos and DIY tutorials, the platform offers an array of content genres to suit every interest and inclination. Moreover, TikTok's user-centric ethos and emphasis on authenticity pose both challenges and opportunities for marketers. Success on TikTok requires more than traditional advertising tactics; it demands creativity, authenticity, and a deep understanding of the platform's culture and trends, as well as of your unique audience. By embracing TikTok's dynamic and interactive algorithm, brands can forge genuine connections with consumers, drive brand awareness, and ultimately boost bookings.

What is TikTok?

TikTok is a social media platform launched in 2016 by ByteDance, allowing users to create and share short videos ranging from a few seconds to 10 minutes in length. Its unique algorithmic approach to content recommendation has propelled it to become one of the most downloaded apps globally and a contender for the most used social media platform against X, Instagram and Facebook.  

Key features:

• Short form video content: TikTok thrives on bite-sized video content, encouraging creativity and spontaneity among its users.
• Algorithmic feed: The platform's algorithm analyses user behaviour to curate personalised feeds, enhancing content discoverability and user engagement.
• Diverse content genres: From lip-syncing and dance challenges to comedy sketches and educational content, TikTok offers a wide range of content genres to cater to diverse interests.
• Global reach: With a presence in over 150 countries and 1 billion monthly active users, TikTok has transcended cultural and geographical boundaries, making it a truly global phenomenon.
• Influence on Pop Culture: TikTok has influenced popular culture, spawning viral trends, memes, and even shaping music charts through its impact on music discovery and promotion.
• Youthful Audience: While TikTok's user base spans all age groups, it particularly resonates with Gen Z and Millennials, making it an essential platform for brands targeting these demographics.
• Brand Opportunities: TikTok presents lucrative opportunities for brands to connect with consumers through innovative marketing campaigns, influencer partnerships, and sponsored content.

What is TikTok marketing?

TikTok marketing refers to the strategic use of the TikTok platform to promote brands, products, or services through various methods such as influencer marketing, paid advertisements, brand partnerships, and organic content creation. For hospitality businesses, TikTok offers a dynamic way to engage with a younger, more online audience and showcase unique attributes of your business, jump on trends and create unique content that differs from other platforms.

How to market on TikTok 

Influencer Marketing

Partnering with TikTok influencers who have a significant following, or an audience in your niche, can greatly boost your brand’s online reach - putting you in front of users who may be interested in your business. Influencers can create engaging content that highlights the unique aspects of a hotel or restaurant, such as luxurious rooms, exceptional dining experiences, or unique local attractions. These authentic endorsements can drive interest, grow your following and increase bookings.

Paid Advertisements

TikTok offers a variety of ad formats, including In-Feed Ads, Branded Hashtag Challenges, Branded Effects, and TopView Ads. These ads can target specific demographics, making it easier for hotels and restaurants to reach potential customers. For instance, a hotel can run a TopView Ad showcasing its best amenities or a restaurant can use In-Feed Ads to highlight special dishes or events.

Brand Partnerships

Collaborating with other brands or businesses on TikTok can help your business to expand its reach. For example, a hotel could partner with a local tour company to create joint content that showcases both the hotel and local attractions, providing a more comprehensive travel experience for viewers. Other examples of this include restaurants working with TikTok foodies, inviting them in for a meal on the basis that they review with a video on their page. 

Commission-Based Promotions

Utilising TikTok's affiliate programs, your business can work with creators who earn a commission for bookings or sales generated through their content. This incentivises influencers to create compelling content that drives direct business results for you. 

Organic TikTok Feed

Maintaining an active and engaging TikTok presence with regular posts allows your business to build a loyal following. By sharing engaging behind the scenes content, guest testimonials, unique features of your hotel or restaurant, and jumping on current trends, you can create a genuine connection with your audience. Additionally, engaging with user generated content, such as reposting guest videos, also helps to build a community and encourages more organic sharing.

How does the TikTok algorithm work?

Like most social media platforms, the algorithm is complex and entirely unique to TikTok. Unlike other platforms, TikTok has published information about how their algorithm works. In an official statement, TikTok said “The system recommends content by ranking videos based on a combination of factors - starting from interests you express as a new user and adjusting from things you indicate that you’re not interested in.”. Because of this, TikTok’s algorithm is entirely unique from person to person, and while you may have similar videos shown to you, no two For You Pages (FYP) are identical. 

Additionally, TikTok’s algorithm is influenced entirely by your viewing habits, considering the below factors to recommend new content and shape your FYP:

• User interactions and user interaction history (likes, saves, watch-through)
• Video info (subject matter, caption)
• Device and account settings (language)
• Audio (song, trending sound)

To find out more about TikTok and have the TikTok algorithm explained with our tips on how to manipulate it, please read our blog here. 

How we can help

Every account is different and we understand that one brand’s aims are entirely different to the next. As such we look at TikTok marketing as entirely bespoke and work alongside you to curate a custom strategy. 

However, broadly, whether it's paid ad help, organic feed ideation and implementation or influencer partnerships that you need assistance with, our team can assist in your TikTok marketing. Starting with an initial plan that outlines your goals for your account, our team will implement fundamental initial strategies to get you seen by the right audience from the get-go. Once we have kicked off the plan, allow us to flex our creative muscles with reactive videos, trend spotting and organic implementation, as well as influencer marketing, if you require it. 

Alongside this, our performance team will implement an effective ad strategy and TikTok SEO fundamentals throughout your page, optimising your reach and ensuring your page is seen by the right people. 

To discuss your unique aims and objectives, please get in touch!