Lesson 8 - Marketing on TikTok
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Workshop Scenario
Please think of yourself in the following scenario as you complete this workshop.
You recently signed up to be an ambassador with 24/7 Teach because you’ve heard about affiliate marketing and you know it can be incredibly lucrative. You have a job, but you want to explore affiliate marketing for some side income– especially since you’ve heard it only takes a few hours a day.
You’re excited to use social media for your affiliate marketing campaign as a 24/7 Ambassador. Now that you’ve explored some of the features available on Facebook and Instagram, you’re curious to find out what TikTok has to offer. Which platform will be the best fit for your marketing goals?
Your objective for today is:
Apply basic marketing strategies to a social media platform of your choice as a way to generate leads.
Important Questions to Consider While Reading:
In order to be successful in this lesson, you must be able to answer these important questions.
What sets TikTok apart from Facebook and Instagram? What features make it so appealing?
What are the social and political concerns with TikTok?
What is the TikTok Creator Portal and how will it be useful in planning your marketing strategy?
Lesson 8: Marketing on TikTok
8.1) TikTok Overview
The wildly popular social media platform TikTok has revolutionized the way we connect, entertain, and promote products. TikTok sets itself apart from other platforms with its short-form, vertical videos that are so engaging they can become an actual addiction. Users are known for spending hours upon hours of time scrolling through video content due to its highly sophisticated algorithm, which generates personalized recommendations on a curated “For You” page. TikTok is particularly popular with Gen Z - according to TikTok statistics, more than 70% of users are between 18 and 34 years old.
TikTok is arguably the most controversial social media app, with multiple countries having complete or partial bans on its use. Places like Afghanistan, Armenia, Bangladesh, China, and Indonesia have cited moral and ethical concerns with the addictive nature of TikTok content and banned the app outright. Others like Belgium, India, Norway, and the UK have cited cybersecurity and data safety issues with the app and have implemented partial bans.
But with 1.6 billion users and growing, TikTok has become a game-changer in the world of affiliate marketing, unlocking unique opportunities for creators, brands, and consumers alike. Should you decide that TikTok is the perfect platform for your next marketing campaign, here are some features that can help maximize your viewership.
Duets - This feature allows users to create new videos that showcase side-by-side with an existing video. You can also click “Remix this Reel” to add voiceover or other edits to the original. These features are only available when the content creator has selected the option to allow their video to be dueted. Duet with influencers who already have large followings to increase your brand visibility.
Stitching - Unlike duets which involve a split screen, stitching lets you incorporate up to 5 seconds of someone else’s content directly within your own video. You can use this to curate content and pull from multiple TikTok videos to reuse them in unique ways.
Branded Hashtag Challenges - One of the most popular content type on TikTok are hashtag challenges. These spread by combining a catchy hashtag with a video that involves a dance or athletic feat and challenges others to copy. Some examples include Chipotle’s #guacdance and BMW’s #The1Challenge.
Live-Streaming - Similar to Instagram Live, users can engage with their audience in real time. However, you must have at least 1000 followers to access this feature.
Creative Center - This feature shows you a dashboard with the top TikTok ads, the hottest hashtag / songs / influencers, and provides format suggestions like storytelling / script ideas.
TikTok Creator Fund - Only available in certain countries, this fund allows TikTok to pay their top creators directly. You must have 100,000 views per month in order to apply. The earnings are small (2 - 4 center per 1000 views) but can add up if you have a substantial following. Some TikTok influencers make a living exclusively from the Creator Fund!
8.2) TikTok Tips and Strategies
The strategies below can help promote your products successfully via TikTok and drive your SEO to its highest potential. A prominent hashtag often seen on the platform is #TikTokMadeMeBuyIt and it can work for your products, too!
Take advantage of TikTok’s algorithm by focusing on a subculture or niche market. It’s likely to keep recirculating once its reached your target audience.
Keep your videos short! Getting on the coveted “For You” page is based on a performance ranking that is determined by the video’s completion ratio (the percentage of the video watched by initial viewers) as well as shares, comments, and likes. A shorter video is more likely to be watched in full.
TikTok boasts the largest music library of any social media platform. Embed music as a backtrack to your videos directly on the app.
Use popular hashtags such as #foryou and #foryoupage to try to hit the For You Page algorithm.
Follow the TikTok trends, such as specific dances and songs that surge in popularity. Recreate these videos with your own twist and flair.
Set up a landing page (such as LinkTree) with multiple affiliate links in your profile bio. This way, you can mention for watchers to check our your “link in bio” in your video or caption.
Utilize TikTok’s branded effects which can include icon overlays and augmented reality features. An example is a Nike campaign that lets you virtually try on certain sneakers.
8.3) TikTok Blueprints
It’s essential to hook your audience within the first 15 seconds of your TikTok. That’s all the time it takes for users to decide whether they will keep watching or scroll past your video. Keep reading for some popular formulas you can use to structure your TikTok video scripts.
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HOOK:
[Scene: Upbeat music playing in the background. Quick cuts of people dancing and having a blast.]
“Hey, TikTok fam! Ready to turn up the volume and unleash your inner dancer? Introducing the game-changing BeatMaster Speaker!”
INTRO:
“My name is Sam and I’m a professional backup dancer, so I know a thing or two about taking your dance moves to the next level. Get ready for the ultimate music companion, the BeatMaster Speaker!”
CONTENT:
[Scene: Creator uses the TikTok duet feature, dancing alongside a popular dance video and showcasing synchronized moves.]
“Take your dance collaborations to the next level! The BeatMaster Speaker delivers powerful and crystal-clear sound that will get you grooving to the beat in no time. Try it for your next #TikTokChallenge and let’s see what incredible dance mashups you can create”
CALL TO ACTION:
[Scene: Branded effects overlays with a call to action and a website where the BeatMaster Speaker can be purchased.]
“Don’t miss out on the dance revolution! Grab your BeatMaster Speaker from the link in my bio and let’s groove together.”
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PROBLEM:
[Scene: The influencer looks concerned and relatable.]
“ NYC is all about the hustle, and I just couldn’t keep up. I was struggling with constant fatigue and had zero energy.”
RESULTS:
“That's when I discovered the QuickFix Energy Drink, and let me tell you, it's been a game-changer!
[Scene: Fast-paced clips of the influencer tackling tasks and feeling energized.]
“I feel more alert, focused, and ready to conquer my day. The QuickFix Energy Drink truly delivered the results I was looking for!”
IMPACT:
“Now I crush it at the gym and tackle all my projects head-on. QuickFix Energy Drink has become my secret weapon for maintaining optimal energy and staying on top of my game.”
CONCLUSION:
“Get ready to take your energy levels to new heights and accomplish amazing things with QuickFix Energy Drink! Tap the link in my bio for more info.”
Canva - TikTok Video Templates
Canva is a design website that has hundreds of free design templates you can use specifically for your TikTok campaigns.
These templates have appealing backgrounds, eye-catching fonts, visual that pop, and pre-embedded graphics such as calls to action. Canva designs are 100% customizable, so it’s a great place to start your TikTok journey.
8.4) TikTok Creator Portal
All of the analytical data from TikTok can be found in the Creator Portal. It’s broken down into three main sections - Overview, Content, and Followers.
The Overview section will tell you how many likes, shares, and comments you received on your videos within a custom date range. This section includes all the basics that will help you understand your TikTok engagement, according to the numbers.
In Content, you can find deeper insights such as average watch time per video clip. You can also learn about the traffic source type, which tells you how the viewer accessed your video (such as your profile, outside link, or For You Page). Content metrics only show you data from the previous 7 days.
Finally, the Followers tab gives you more data about your audience. You can find out the time of day when your current demographic is most active on TikTok and where they are located geographically.
Creators with LIVE access (1000+ followers) can also view their analytics specifically to each live session they hosted. Analyzing your data can give you important insights that help you improve your content and market to your audience in ways that resonate with them.
Closing Assessment:
Select the Assessment button below to answer the following questions:
Describe the features of TikTok that set it apart from Facebook and Instagram. How would you tailor your affiliate marketing content to take advantage of its algorithm?
What analytical data can you access on the TikTok Creator Portal and how will it be useful in planning your marketing strategy?
Discussion Questions:
1. Please answer the following question in the comment section below and interact with learners from around the world.
Choose one premade TikTok video format from the Canva page linked in the lesson. Which features make it particularly captivating? What changes would you make to apply it to your own campaign?
Use one of the sample blueprint formulas to create a short video script to market one of the 24/7 Teach courses. How will you hook your audience?
2. Please read and reply to other learners’ answers in the forum. Your replies should offer new substantiated ideas or thoughtful questions.
Social Media Activity:
Post about being an ambassador for 24/7 Teach on a social media platform of your choice. Be sure to tag and #hashtag us!
Next Steps
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Course Created by: Samantha Nally, Laura Campion, Jan Deniece de los Reyes, and Rimandeep Kaur
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