How Can UK Start-Ups Leverage TikTok for Brand Awareness?

11 June 2024

As start-ups in the UK, you are constantly seeking innovative strategies to gain visibility and traction. The proliferation of social media platforms offers an abundant playground to build your brand and reach a wider audience. One such platform that has recently gained significant popularity is TikTok. With its over 800 million active users worldwide, TikTok's potential as a marketing tool is immense.

In this article, we will explore how you can leverage TikTok to elevate your brand awareness in the UK market. We will discuss the significance of user-oriented content, the role of influencers, and how to create compelling ads.

TikTok: The Social Media Phenomenon

TikTok is an app-based platform where users create and share short videos, often set to music. It has seen an exponential rise in popularity, particularly among the younger demographic, making it a prospective platform for businesses to reach this key audience.

TikTok offers a unique blend of entertainment, community, and creativity that has captivated millions of users around the world. Its algorithm prioritizes content that users engage with, making it easier for popular content to go viral and reach a vast audience.

For your start-ups, this provides an opportunity to create content that resonates with your target audience, fostering a connection with potential customers, and enhancing your brand visibility.

Harnessing User-Oriented Content on TikTok

TikTok is a platform driven by its users. Its feed is filled with user-generated content, from dance routines to comedy skits, to personal stories. This user-oriented nature of TikTok is key to understanding how your business can thrive on this platform.

When it comes to marketing on TikTok, traditional forms of advertising may not be the most effective. Instead, you should focus on creating authentic, engaging, and relatable content that aligns with your brand's image.

One way to do this is by leveraging popular trends and challenges on the app. Participating in these trends not only helps you reach a broader audience but also positions your brand as modern and relatable.

Influencers: The Powerhouses of TikTok

Influencer marketing is a significant part of TikTok. Many influencers have built large, devoted followings on the platform, and their endorsement can have a substantial impact on your brand's visibility.

Collaborating with influencers can help your start-up reach a wider audience, increase your brand's credibility, and drive customer engagement. But to make the most of influencer marketing, you need to choose influencers who align with your brand's image and values.

Influencers on TikTok come in all shapes and sizes, from mega-influencers with millions of followers to micro-influencers with a few thousand dedicated fans. Both can be beneficial to your business, depending on your marketing goals and budget.

Creating Effective TikTok Ads

While organic content is key to building brand awareness on TikTok, the platform also offers various advertising options that can help amplify your reach.

TikTok's ad platform allows businesses to create targeted ads that appear on users' "For You" feed, the app's main content discovery channel. These ads can be an effective way to reach new audiences, particularly if you have a clear understanding of your target demographic and what kind of content they engage with.

Creating effective TikTok ads requires an understanding of the platform's unique culture. Unlike other social media platforms, where polished and professional ads are the norm, TikTok users prefer content that is authentic and relatable. This means that your ads should feel more like user-generated content than traditional advertisements.

Engaging Your Audience through Community Building

TikTok is more than just a platform for sharing videos; it's a community of creators and viewers who engage with each other through comments, shares, and duets. Engaging with your audience is crucial for building a community around your brand on TikTok.

User engagement can take many forms, from responding to comments on your videos to collaborating with other creators. Encouraging user participation, such as asking viewers to share their own versions of your content or hosting challenges, can also help build a sense of community and foster deeper connections with your audience.

By building a community on TikTok, you can turn viewers into followers, followers into customers, and customers into brand advocates, helping to further elevate your brand's visibility on the platform.

Utilizing TikTok for Business Account Growth

As a business, it's crucial to understand how to optimise your brand’s presence on TikTok for maximum impact. Just like any other social media platform, setting up a TikTok business account is the first step towards leveraging this platform for brand awareness.

A TikTok business account offers a range of features designed specifically for brands and marketers. These features include analytics to help you track and understand your content performance, and TikTok shopping to convert your TikTok audience into shoppers.

Creating a business account is straightforward and once it's set up, it's time to focus on building a compelling brand presence. This involves creating regular, engaging content that speaks to your target audience. Remember, the content needs to be fun, relatable, and aligned to ongoing trends to maximize engagement.

Additionally, consistently using hashtags relevant to your brand and industry can increase the visibility of your content amidst TikTok users. It's also recommended to collaborate with other TikTok creators to expand your content’s reach.

Remember, TikTok's user base leans towards the younger demographic. Therefore, it's important to carefully analyze your target audience and tailor your content accordingly. Observing what types of videos and trends they engage with can guide your content creation process.

Utilizing TikTok Advertising for Greater Reach

Beyond organic strategies, TikTok advertising is another powerful tool for enhancing brand awareness. TikTok offers a variety of ad formats such as In-Feed ads, Branded Hashtag Challenges, and Branded Effects that allow brands to showcase their products and services creatively.

The key to successful TikTok advertising is to create ads that don’t feel like ads. Given the user-generated content nature of the platform, ads that blend in with the type of content TikTok users are accustomed to seeing tend to perform better.

It's also essential to make the most of TikTok's precise targeting capabilities. You can target your ads based on users' gender, location, age, interests, and even their interactions with your website. This helps ensure your ads reach the most relevant audience, increasing the likelihood of engagement.

Overall, utilizing TikTok advertising requires a deep understanding of the platform, its users, and a fair bit of creativity. However, when done right, it can be a game-changer for your brand's visibility and growth.

Conclusion: Embracing TikTok as a Part of Your Marketing Strategies

In conclusion, start-ups looking to enhance their brand awareness should undoubtedly consider incorporating TikTok into their digital marketing strategies. From harnessing user-oriented content to leveraging the power of influencers, creating engaging TikTok ads, and building a robust TikTok business account, the opportunities to connect with a wider audience are numerous.

Remember, success on TikTok demands authenticity, creativity, and a strong understanding of the platform's unique culture and user base. It's about blending in while standing out, engaging with the community, and leveraging the platform’s features to your advantage.

With over 800 million active users worldwide, the potential of TikTok for enhancing brand awareness is immense. So, adapt to the TikTok wave, explore its potential, and elevate your brand's visibility in the UK and beyond.