MARKETING

TikTok provides insights and tips to help brands connect with female customers


TikTok shared some new insights into how brands can connect with women on the platform, which research shows is still a neglected element of most brands and marketing efforts, despite growing general awareness of gender equality and social divisions.

Indeed, according to WARC research, while wA sign of control over two-thirds of global consumer spending, only 9% of them believe that marketing initiatives are actively addressing them and their prospects.

Which is both surprising and not surprising at the same time, with male dominance still an influential element in many aspects of everyday life, conscious of it or not.

With that in mind, TikTok says its platform offers a significant opportunity to connect with female consumers, especially.

According to TikTok:

To break through with modern women, brands must be authentic, affordable, fun, inclusive, community-oriented and socially responsible – and TikTok has created a whole new ecosystem that makes all this possible.

A key element of this, says TikTok, is the application’s less smooth access to content, which allows for greater connectivity with female users.

Unlike other content platforms that display flawlessly and filtered, TikTok is all about being real, not fake. Women at TikTok feel empowered to be creative and express themselves however they want. Whether they talk about their path to acne or share the pain of abortion, women find acceptance, inclusion and freedom at TikTok.

The expansion of this is to empower women to stand up for the brands and products they really care about, which many TikTok users do openly.

TikTok says so 50% of its users search for products and buy on TikTok, while 39% say TikTok videos are among the most likely influences that will lead them to buy. In addition, 53% of TikTok users are motivated to promote the brands they love through videos and comments in the app.

This could provide a significant opportunity for real brands, while dedicating a more dedicated focus to your female consumer audience could also be a valuable approach to your TikTok efforts.

To improve your marketing in this regard, TikTok advises that brands should:

  • Join the conversation The key advice for all potential TikTok advertisers is to get acquainted with the application and understand to the maximum what works and what resonates with TikTok audiences. As TikTok says, “Listen, get involved and relax on the platform.”
  • Have your own point of view– Make sure you are true to your brand and approach and convey the values ​​of your brand through your clips, aligning with the more open nature of the app.
  • Partnering with TikTok creators as a key part of your strategy – What works on TikTok will not be the same as on other platforms and other marketing approaches, and one of the best ways to ensure that you are in line with key trends in the application is to partner with creators who already know the platform inside and out.
  • Use sound to attract the undivided attention of our audience – In the end, TikTok says that creating with a ‘sound-on’ mindset is key to maximizing your potential in the app.

Here are some helpful tips and some likely statistics to help you think about how to improve your marketing approach for a female audience.

And given its growing popularity and influence, TikTok could indeed be a key window in this segment. It is worth considering when planning for 2022.



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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