Why Brands Should Drive Traffic from TikTok
TikTok may be best-known for teen dance routines and lip-sync videos.
But times are changing on the platform, and the user demographic has undergone a major shift in the last 6 months.
Millennials now make up a greater share of TikTok’s user base than ever before. With over 24% of the platform aged between 25-34, TikTok is suddenly a much more attractive platform for brands and businesses looking to reach customers with a stronger purchasing power.
And while TikTok was once dominated by Gen-Zers, the 18-24-year-old user bracket fell by over 5%.
It’s also undeniable that TikTok is experiencing a phenomenal period of growth right now.
TikTok’s rapidly growing user base has also fuelled a diversification of content on the platform, creating opportunities for brands to get creative with relevant content on the app.
Once dominated by viral dance trends, TikTok videos now span almost every vertical imaginable. Beauty tutorials, home hacks, styling tips, and fitness videos are now commonplace, alongside a new wave of educational content covering current events and social issues.
@thedailyshow“There is no right way to protest because that’s what protest is.” ##dailyshow ##foryoupage ##fyp ##blacklivesmatter ##georgefloyd♬ original sound – thedailyshow
Plus, it’s still relatively easy to go viral as a brand on TikTok. TikTok’s unique algorithm means that even accounts with zero followers can get millions of views on a new video.
So with all this in mind, TikTok presents a big opportunity for brands looking to boost their awareness, create innovative and engaging content, and tap into a rapidly growing audience.
Ready to take your TikTok strategy up a notch? Watch our free 30-minute video workshop on how to use TikTok to grow your brand:
5 Ways to Drive Traffic and Sales from TikTok
It’s time to start strategically thinking about using TikTok to market your brand, especially if your goal is to drive more traffic to your website and make sales.
The good news is that there are plenty of ways to capitalize on TikTok’s thriving and highly-engaged community of users.
In fact, many fast-thinking brands on TikTok are already reaping the rewards, often with very little investment.
Ready to get started? Here are 5 tips for driving traffic and sales from TikTok:
How to Drive Traffic from TikTok #1: Add a Link in Bio
The link in your TikTok bio is one of the few places where you can add a clickable link on the app, making it a super valuable resource for brands looking to drive traffic and sales.
However, only certain TikTok accounts can capitalize on the TikTok link in bio by default right now.
If you’re one of the lucky ones, you’ll see a “Website” field after clicking “Edit Profile” on your TikTok profile page.
Fortunately, there is a way to fast-track the system. All you need to do is join the TikTok Testers program. Here’s how to do it:
- Go to your TikTok Profile.
- Tap the three dots in the top right corner.
- Scroll down and select “Join TikTok Testers.”
- Tap “TestFlight” and download it in the App Store.
- Tap “Start Testing” and download the new version of TikTok.
- Open up your TikTok profile again.
- Tap “Edit Profile.”
- Add your link in the “Website” field.
NOTE: Some accounts still may not see the Website field after joining the TikTok Testers program. This could be due to not having enough followers or the country you are in.
Once you’ve got your hands on a coveted TikTok link in bio, you can start using it to drive traffic for your brand or business!
How to Drive Traffic from TikTok #2: Connect Your Social Profiles
The quickest and easiest way to start driving traffic from your TikTok account is by connecting your social media accounts on the app.
You can currently add direct links to your Instagram and YouTube accounts.
To do this, select “Edit Profile” from your TikTok profile page, and then connect your accounts:
Once connected, users will be able to tap the Instagram icon on your profile page to see a pop up menu that links to your social channels:
Adding your social media links to TikTok is a quick cross-promotion win, especially if you’re regularly using Instagram or YouTube to promote your products or services.
How to Drive Traffic from TikTok #3: Adjust Your Content Strategy
One of the most effective ways to use TikTok for business is by getting creative with your video content strategy.
If you can pair your products or services with an entertaining concept, you could be set for serious success on TikTok.
For example, Fenty Beauty uses TikTok to share tutorials and tips that feature their products — providing valuable inspiration that also encourages sales.
@firstname.lastname@example.org is ready to kill these ##SummerLooks with that Fenty Face! 🔥 Find everything at fentybeauty.com & @sephora♬ Chitta- Main – Prabh Deep
While HighSnobiety leans into the popularity of AMSR on TikTok to showcase their latest fashion lines.
The brand’s most popular video to date is titled Streetwear ASMR, which captures sneakers stepping on various foods, most with a satisfying crunch.
Integrating your products into your content strategy is the most effective way to drive product awareness on the video-first platform.
TIP: TikTok captions are less valuable than on other platforms like Instagram and Facebook, as they can encroach on the visibility of your video.
You might want to save this space for a short call-to-action that educates your viewers on how to shop.
Ready to kickstart your TikTok content strategy? Find out everything you need to know, including a step-by-step guide on how to create your first TikTok, in our Ultimate Guide to TikTok Marketing!
How to Drive Traffic from TikTok #4: Invest in TikTok Ads
TikTok Ads are currently the only way to add a clickable button to your videos, making them extra valuable for businesses looking to drive traffic and sales from the app.
You can encourage users to shop now, download your app, or visit your website right from your TikTok video.
Plus, TikTok Ads give your videos a guaranteed reach, which can be somewhat hit and miss when it comes to your organic video content.
Levi is just one brand that has already seen success driving traffic with TikTok Ads.
TIP: Use UTM tags to gain a deeper understanding of what content converts into sales in your TikTok ads!
How to Drive Traffic from TikTok #5: Partner with Influencers and Content Creators
Partnering with influencers and content creators on TikTok is a great way to increase brand awareness and drive product sales on the platform.
But as with any partnership, it’s important to understand your goals and find the right ambassadors to help you achieve them.
Consider how their audience aligns with your target audience, and how genuine their endorsement of your brand would be.
That way, when they create content about your brand on TikTok, chances are it will be an authentic (and therefore more effective) recommendation.
If you’re not sure where to start with influencer marketing on the app, good news: TikTok’s Creator Marketplace is an official platform for brand and creator collaborations.
The platform allows brands to find content creator partners based on performance data — as well as facilitating introductions and helping to manage campaigns.