The Trending TikTok App Is Opening New Doors For Event Marketers
TikTok is a social video platform where users can create and share short musical videos. I’m sure you’ve seen them by now as they are quickly becoming the hottest trend next to Vine and Snapchat.
Just like other social platforms, users can follow friends, influencers, and celebrities, whose videos will then populate their feeds.
The platform was known at first for viral lip-synching videos used to captivate a younger target market. Within the first three months of 2019, it was the third most downloaded app across the globe and in 2023, it has grown to 1.7 billion users.
For event planners, the platform can be a great way to boost awareness and engagement, especially if you are targeting a younger audience.
How Do You Use TikTok?
Similar to the videos from Instagram Stories, TikTok videos are vertical. They also come with different filters available, just like Snapchat. Viewers can show appreciation through using “hearts,” which are the same as Instagram “likes.”
If you are familiar with the other different social media video platforms, it's easy to learn how to use TikTok because it works generally the same.
When opening the app, a video starts playing right away, similar to IGTV.
The videos that start playing are featured for you, but users can switch their view to see videos from people they follow. Users can load a new video by clicking on the home button in the bottom left corner.
To explore other videos, you can use the magnifying glass icon that is found next to the home icon. You can search for different keywords or hashtags.
The platform uses hashtags, just like Instagram and Twitter, to search the different categories.
There is also a trending section on the platform.
Within the video, you can tap on the screen to pause. Look to the right side of the video for more information about the video’s creators, the number of likes, and the comments.
At the bottom of the video, you can see the caption and get the name of the song that is playing. The captions usually contain hashtags, where users can explore more by clicking on them.
The TikTok library has a full clip library of popular songs, but users can also use and upload their own original sound or recordings.
When users want to upload a video, they can click on the plus sign on the bottom of the home screen. And that’s the basics of using the platform.
Know, more about how event planners use it.
Creating a Video for Your Event
There are different video options that you can create.
This is where event planners are coming in to market their events. It all starts by getting people excited about your event with well-executed hyped videos, challenges or trends to others want to follow.
Hyped Videos/Promos
The viral-friendly interface can be the right choice for sharing pre-event content and can help generate awareness about your ticket sales. Instead of a hype video, you may reveal your event agenda with a campaign.
If you aren’t announcing your artist lineup all at once, you can build anticipation using an announcement video to get people talking.
Use it to share videos leading up the announcement with each one hinting at artists. Just like with a pre-event hype video, the suspense factor helps to generate social buzz and this can drive more engagement and future sales.
Challenges & Trends
Before I get too into this topic, I would suggest watching the video below first.
This is a compilation of the latest challenges on TikTok which can also fall under trends because everyone is doing it. If this is your first time using TikTok, it might not make sense. The first trend or challenge you will see if people selecting their clothes and then magically appearing with them on.
So what is the challenge?
Basically, who can present the video of selecting their clothes and appearing with them in the most creative way? Because this is a popular challenge, it become a trend.
It might not make sense to you, but it might be the age gap. More than half of TikTok's users are under the age of 30; this app appeals mostly to the younger generations.
If your target market is between the ages of 13 - 29, TikTok just might be your key to reaching the right audience for your event.
But how can you increase the mass in which people are seeing your event videos?
Be Part Of The Trending Topics
Just like other social media channels, you can increase awareness by getting on trending topics and becoming relevant for your audience.
Hop on trends, such as popular songs or certain video styles. This is where you should consider a creative way to show off your event’s brand and personality while incorporating them into these different trends.
Media Kix put out a list of the top 10 TikTok trends in 2019 to follow. Take a look:
- Hashtag Challenges
- Brand Advertising
- #ForYouPage
- Memes
- Influencer Sponsorships
- Duets
- Slow-Mo
- Celebs
- Cosplay
- Twins
If you aren’t sure of the current trends, jump on the hashtag feature or search to see the top ones popping up.
Don't be afraid to spend time playing with the app, emerge yourself into the culture that lives on it, and use it for yourself.
This is the best way to make sure the content you are putting out stays relevant to the latest trends and provides something other viewers would be interested in watching.
Brand Adverting On TikTok
Brand Advertising is one trend that might have sparked your interest. TikTok offers an array of tools marketers can use to promoter their videos on the platform.
Use their Ads option to build custom campaigns around your account purpose (promotion of goods, services, business, or personal). They also offer other branding tools:
- Branded Hashtag Challenges
- Brand Takeovers
- Shoppable Ads
- Feed Ads
Work with Influencers
Working with influencers on the platform can allow you to reach new audiences of a multitude of ways. Just like Instagram, it’s a great platform for an influencer-based content model.
Look for an influencer who relates to your event and your purpose and partner on posts leading up to the event.
Due to the large following that TikTok influencers have, working with these social media stars is not only an effective way to get the word out about your event but also get gain new followers.
Since traditional marketing mostly turns off younger users, TikTok gives event planners the opportunity to stray away from the beaten path and provide branded content that younger audiences will engage with naturally.
