TikTok Marketing in Germany

What is TikTok?

TikTok was founded around the end of September 2016 and is a Chinese video platform that is available as an app. The basic principle is simple: users record short videos of themselves and upload the videos to the app. So far, the videos have a length of a few seconds to a maximum of 1 minute. Not much time to create an exciting video, but just right to keep the attention span of the community high. The videos are very often the so-called Lipsync battles or dances, but anything else is possible.

The origin of TikTok was thereby Musical.ly, which was bought at the end of 2017 and renamed in TikTok and took over the 200 million users.

Currently, TikTok is one of the most downloaded apps (non-game) and is experiencing tremendous growth.

How does Tiktok work?

The functionality on the user side of TikTok is manageable. As with other social networks, the content displayed can be liked, commented on or shared. However, the engagement is currently much higher, which is reflected in high rates of views to interactions.

TikTok influencers can upload their short clips relatively easily and provide them with the appropriate filters or edit them externally in advance. As always, what counts here: The more creative, emotional or interesting, the sooner the video becomes known in the TikTok community. TikTok tests new videos with small user groups first, and if they are well received there, the test groups are successively increased.

Which TikTok marketing strategy do we recommend?

If you want to do Tik Tok marketing as a company, you should always keep in mind that the app’s users currently consist mainly of Generation Z. This means that if I don’t have a TikTok user group, I’m not going to have a TikTok user group. This means that if I don’t have a product that is suitable for younger target groups, paid advertising will most likely not be worthwhile. You should also keep the purchasing power of this user group in mind.

If one has decided to use the TikTok advertising network, as a company one can use normal advertising clips in TikTok style for advertising or – as in other networks – use classic influencer marketing in TikTok.

In order to measure the success in the end, one should measure the campaign performance – as in all other advertising channels.

What can we do for you as a TikTok marketing agency?

To make it easier for you as a business to get started with TikTok’s advertising capabilities and to get campaigns played out as efficiently as possible, we can help you with TikTok as a marketing agency.

Of course, they can also create a profile. But to make sure you target the right audience, we can also provide you with information on which videos work better there.

If the topic of TikTok is still absolutely new to you, here is also a small 3 minute contribution from RTL, which highlights the topic briefly and simply.