TikTok brand promotion: How to stand out from the "marketing bombing"?

TikTok is the focus of attention of brands around the world, but as TikTok ads have multiplied, the audience has become more and more immune to various routines, and the requirements for creative appeal have naturally increased. So how can you make commercial content also fascinating and increase the conversion rate of the target audience? This article will introduce several important tips to help you stand out from the competition.

Nowadays, TikTok has already become the focus of attention of brand owners around the world. According to statistics from data analysis platforms, brands that actively place advertisements on TikTok cover multiple industries such as fast-moving consumer goods, digital, fashion, and luxury goods, and the total amount of advertising placed by brands on the TikTok platform has also doubled.

However, this also brings corresponding challenges to marketers:

As TikTok ads have multiplied, audiences have become increasingly immune to various tactics, and their requirements for creative appeal have naturally increased.

So, how can we make commercial content engaging, attract countless fans to the brand, increase the conversion rate of the target audience, and stand out from the competition?

Next, Inpander will introduce several important tips.

1. Personalize creativity and understand the nuances of users

Marketers must fully understand the nuances of their users and use these characteristics to launch personalized creatives, which can greatly improve brand image and engagement.

In view of this, brands should not only be familiar with the basic demographics (such as age and gender), but also understand their special motivations for using a certain product and what creative ideas attract them, so as to fully portray the user portrait and create personalized creative ideas. For example, for a clip product, players may be attracted by simple operation procedures or a large number of template materials .

Previously, the case of Inpander and ByteDance cooperating to promote Fizzo (the overseas version of Tomato Novel) demonstrated the importance of understanding user preferences. In order to increase its exposure and downloads in Indonesia, we conducted a lot of horse racing tests, including different types of KOLs, creative content themes, implantation methods, CTA, etc., and finally found that by creating short videos, novels and short dramas, using "cool dramas" as bait to attract users to download the APP and read the original text, it can make users want to download the app.

Marketers can use these insights as anchors to highlight corresponding elements in their creative works on TikTok, thereby better attracting potential users.

2. Localization can help you capture the hearts of local customers faster

TikTok users come from all over the world. If you want your content to stand out among your potential customers, your content (Titile, Tags, BMG) should match the culture of the target country/region so that you can develop a marketing plan from the perspective of local people and enable them to quickly and accurately understand the functions and benefits of your brand or product.

Brands can do local marketing well in a variety of ways. These include:

1. Establish a localized marketing team

This can better integrate local consumer habits or interaction methods in marketing activities. Of course, if it is a start-up brand, it can also cooperate with agencies with local marketing teams.

2. Content Strategy + Localization

In content creation, brands should express themselves using words and language that are suitable for local people's habits, and formulate marketing plans based on local hotspots.

In the cooperation with ByteDance on the placement of TikTok advertising materials, in order to combine localization with the attraction of the TikTok platform , Inpander took "hot" as the orientation in content creativity and created localized content through the two dimensions of "current hot spots" and "Indonesian local hot spots".

Hot Topics:

• The launch time happened to be in December, and Inpander decided to combine the script content with e-commerce hot spots such as Double 12, and show the convenience and low price of shopping in TikTok Shop in the video.
• When promoting the material, Inpander used the most popular special effect on TikTok (TIME WARP SCAN) to attract people to download.

Indonesia local hot spots:

• According to professional data from Inpander, Indonesia ranks 9th in the world in terms of time spent using social media apps. At the same time, as a favorite of Generation Z, using TikTok has become a daily routine for most young Indonesians. With this as the background, Inpander wrote a scenario script about Indonesians using TikTok in their daily lives.
• In the Internet era dominated by "entertainment and humor", Inpander wrote relevant scripts based on the point that "TikTok has a strong appeal" (because of being addicted to TikTok, people forget what they are supposed to do, which triggers laughter; because they are attracted by excellent content, experts enter the TikTok world and reproduce popular humorous videos).
• Dance fever + Before & After. Dance videos are a regular category on TikTok. Inpander selected locals as actors to show the changes of people before and after the dance (also a popular "Before & After" type of video), showing that using TikTok makes "everyone have a possibility."

In the post-production editing of the video, Inpander takes fluency and timing as the basis, and looks for appropriate and non-infringing BGM in accordance with the tone of the video. At the same time, Inpander will add corresponding stickers or special effects to enhance the watchability of the video.

3. Keep up with TikTok trends to effectively increase appeal

When planning content scripts, brands can first observe what is popular on TikTok (click on the blue words to review: How to find TikTok trends). By leveraging popular elements, brands can quickly mobilize user participation, increase interaction rates, and thus increase brand awareness on the Internet.

Last year, when ByteDance promoted the PC game "RO Ragnarok: The Birth of a New Generation" in Thailand, we planned a TikTok challenge for it. Sticker effects are the best partner for TikTok challenges. They are not only a frequent visitor in various marketing markets around the world, but also have a low entry threshold. Therefore, through several KOLs in the fields of dance/appearance/ACG, we invited bloggers to dress up as ACG characters inspired by game stickers to participate in the challenge and call on fans to vote. This will serve as a point for attracting new users to the game, helping Ragnarok X to generate fission propagation during the warm-up period and increase user participation rate.

Less than a month after the launch of the event, the challenge had been exposed to more than 386 million people and was featured on the Today recommendation on the homepage of the App Store. It should be noted that the total population of Thailand is only 70 million, which means that on average, each person has watched the related video 5 times.

4. KOL helps to increase exposure and trust

Generating interest and then trust is the basis for users to take subsequent actions. Selecting KOLs with high reputation and fame to participate is a good choice to help new products enter overseas markets.

KOLs are influential creators on TikTok who usually have thousands of fans in their local market, so every product they use will arouse public interest. With this advantage, brands often work with KOLs to promote products, promote them through their posts or news, and then attach product links.

For example, Rihanna's beauty brand Fenty Beauty has joined the TikTok influencer marketing camp. As early as 2020, it cooperated with popular KOLs to launch a Fenty Beauty House event, allowing KOLs to use their personal content creation capabilities to create original content to promote the brand, thereby attracting a large amount of traffic. In the first week after the release, the hashtag #fentybeautyhouse received 10 million views.

However, although KOLs’ precise product placement can save brands a lot of ineffective promotion, they are mostly good at single-point operations. They still need a professional team to integrate and screen marketing priorities to match candidates who are highly compatible with the brand tone and create highly disseminated marketing events.

To achieve this, you need to have a strong KOL network and a very keen judgment of various bloggers, understand their style, influence and quotation, and more importantly, be able to contact the target KOLs at the right time and in the right way, so as to output the highest quality content promotion at the best time and maintain consistency in style.

Inpander not only collects Internet celebrity resources in different fields overseas, from million-dollar big Vs to niche artists, but also creates a powerful KOL contact network, so that how to contact KOL is no longer a problem.

When helping brands with influencer marketing, we will analyze the brand’s style and positioning, evaluate the promotion price, and proactively help the brand filter and screen suitable candidates, saving the brand time and costs. Finally, we will integrate the marketing style into a promotion plan that is consistent with the brand’s tone to safeguard the brand’s promotion.

Author: Inpander

Source: WeChat public account "Inpander Going Global (ID: gh_eeba4131474f)"