Running a business in the current digital landscape requires utilizing social media for marketing. With nearly 10.7 million social media users in 2024 in the United Arab Emirates alone (Data Reportal), the potential for companies to connect with their target audiences is continually expanding. TikTok is rapidly emerging as the next frontier for business promotion among many social media platforms.
The platform’s unique format, combining short-form videos with a diverse range of music, positions it as a powerful tool for companies seeking to enhance their brand visibility, connect with consumers, and tap into the dynamic landscape of digital marketing. As it gains prominence, businesses, social media firms in Abu Dhabi, and the like are exploring TikTok marketing strategies to leverage its features and creative potential, marking it as a rising star in business promotion.
The Rise of TikTok in Marketing in the UAE
As per Data Reportal, TikTok is a blend of Vine, Twitter, and Instagram. It boasts 8.2 million active monthly users in the United Arab Emirates. It attracts a wide array of demographics, making it an ideal platform for brands to implement TikTok marketing strategies to millennials and Gen Z.
Additionally, we have seen the rise of online shopping on social media platforms, presenting another untapped market for businesses to expand. According to a study conducted by TikTok and Feedback Market Research–a UAE research company–online shopping behavior has dramatically increased amongst TikTok users in the region. 83% of UAE TikTok users have increased their online shopping activities, and 75% exhibit greater comfort with online shopping (Campaign Middle East).
With its recent additions to the Creator Fund and TikTok Shop, TikTok is relatively new to the business world. Exploring new possibilities through effective TikTok marketing strategies can set businesses apart in this vibrant space.
The Importance of Engagement on TikTok
Compared to other more formal business channels, TikTok stands out as a platform that focuses on engagement marketing––the strategy required to create meaningful customer interactions and build brand loyalty. With the ever-growing popularity of engagement marketing, TikTok allows businesses to advertise in a way that doesn’t feel contrived or ingenuine (Campaign Middle East).
Implementing effective TikTok marketing strategies can help businesses stand out in this dynamic and creative space, one of which is the crucial requirement of authenticity. Businesses should create content aligned with their brand, avoiding attempts to fit into trends that don’t match their identity. To succeed on TikTok, businesses must actively understand the platform’s culture and user preferences to create content that helps gain insights into what resonates with their target demographic.
Organic Approaches to Marketing on TikTok
The biggest factor in virality among TikTok marketing strategies is exploring user trends among your target demographic. Researching popular topics on TikTok, such as entertainment, dance, travel, and learning, for theme exploration would be beneficial.
Additionally, as TikTok dominates the younger demographic, it is beneficial for businesses to embrace a laid-back approach. Marketing strategies on TikTok thrive on authenticity and a touch of quirkiness, and businesses are advised to maintain a less commercial, more playful tone. Examples of these range from Ryan Air’s cheeky conformity to its image as a budget airline to Subway Indonesia’s mascot making waves globally by doing the trending K-Pop dances.
Moreover, for businesses targeting a specific demographic, TikTok marketing offers paid avenues; among the most popular and effective options are in-feed advertisements, akin to story ads on Instagram. These ads play in full screen, are skippable, and ideally last 15 seconds, providing measurable success through various metrics. Furthermore, branded content, encompassing games and filters, creates interactive experiences. Additionally, branded hashtag challenges boost engagement and virality, fostering a connection specific to the business.
Conclusion
TikTok emerges as a dynamic and effective social media platform for businesses to thrive. With its unique format, diverse advertising options, and engaged user base, TikTok provides a valuable opportunity for companies to connect with their audience authentically. Social media agencies should learn to embrace the TikTok journey for the growth of their client’s businesses through exploring trends, creating authentic content, and leveraging TikTok marketing strategies to tap into the full potential of this dynamic platform.