The importance of social media is increasing significantly. Brand storytelling is evolving, influencers experience a sharp rise into fame, and social media campaigns are becoming the main traffic source of many companies.
In this piece, we’ll talk about a specific and very platform, TikTok, and walk through the various ways for how to drive traffic from it. Let’s get to it.
Driving Organic Traffic
Image source: https://www.marketingcharts.com/digital/social-media-108342
Organic traffic is the best, free way to drive traffic from TikTok. Haf (50%) of the users are under the age of 34. What is also interesting is that around 50% of the users are in the $75k+ household income bracket.
Complete your Bio
On TikTok, clicks can come only from the links shared in your bio. That is, you can not put links in the description of the video and lead people to your site from a particular video on your profile. What you will see in most cases is a reference to another channel, or saying that you can learn more if you go through the link in the bio.
It is important to stay coherent and upkeep the visitor’s expectations. If there is no possibility to line up your TikTok profile and your page so they reflect a similar line of content, consider using a landing page builder and create a sub-page that would make sure that you do not lose the traffic that you are getting from TikTok.
Increase Engagement: Videos and Sound
TikTok promotes videos that have higher engagement. Views, shares, comments, likes – are all interactions that count towards that score.
TikTok is full of creators. Some have great skills, some have great looks and some are just purely interesting. Take Bella Poarch for example, who made a hypnotizing head-bobbing video that garnered over half a billion vews.
The point is, you just have to consider your audience/client’s avatar, adjust your account strategy accordingly, and start creating content.
You can outsource content creation to sites like Fiverr and Upwork. On these two sites, you can get everything that you might need, even the complete TikTok videos.
Continuing on the video of Bella Poarch, you can also create sounds to increase your visibility on TikTok.
Videos that are using music (and that is all of them) will have a link in the description of the song and the author of the music. You can create your music trends and leverage this to your advantage to grow your audience.
Choose Good Posting Times
Post when your audience is not only awake but is actually active on TikTok.
Image source: https://influencermarketinghub.com/best-times-to-post-on-tiktok/
If you post and your audience reacts immediately (posting in good times) your engagement rate will become higher and spread on the TikTok platform faster than if you post at bad times and your content promotion receive reactions only several hours later.
Organize Contests and Giveaways
One strategy that is becoming mainstream due to how well it falls into the who social media marketing context are influencer giveaways. Why? They have good virality potential and aren’t intrusive.
You announce, for instance, a prize, a product, trial, free consultation, a free lesson on online course platforms, a t-shirt, free use of your product or service for a limited time, whatever seems fitting for your audience and in order to compete for the prize, the audience has to do an action — such as follow you or share the video.
Getting Paid Traffic: TikTok Ads
We discussed primarily organic options, now let’s talk about paid ones. The advantages are obvious – you get instant traffic without any need to build a follower base or thing about the content.
The main advantage of paid ads is that you get instant results. Also, you can precisely specify your audience and expected end result. What is the goal that you are after? We presume that is not just getting a visitor on your site and then seeing them leave. You want a conversion or at least a lead if you already have your email marketing services in place.
Setting up a tracking pixel and spending a part of your budget to test what works – is what will ultimately bring more results than just burning your money and hoping that something sticks.
Sure, you can go to the ads manager and buy your ads there – or you can go directly to any TikTok influencer account and ask for shoutout prices. Why?
Because you target your audience even better and you can get your cost per conversion lower than on the ads platform. It is no wonder that many affiliate websites, online stores and drop-shippers are doing exactly that.
Here is Addison Rae promoting the American Eagle account through a shoutout. Her content is more geared towards younger audiences, mostly female — so hip clothing, accessories, and similar topics work well.
In comparison to Instagram, working with TikTok influencers may be a bit difficult, because both accounts have to follow each other to send DM.
This is usually solved by email in their bio, link to their Insta or Youtube profile. Collect the contacts, and outreach to them (to keep everything in check, you would probably have to use an outreach automation service or check how to send mass email in Gmail – depending on the volume of recipients of course).
In the top examples, we were showing some of the biggest accounts on TikTok, there a price for a shoutout is very individual but expect five figures at least. It would not be wise to spend such a big budget on an untested territory so what you want to look for are micro-influencers and small theme accounts, there you can get shoutouts for $25-$100.
The common denominator and main takeaway for everything related to digital marketing of course remains testing and to stay consistent. We hope that this guide and the tips that are included in it will help you to look for the strategy that will work for your account, and you will be growing along with TikTok!
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