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Content-1 is a digital advertising agency located right here in Louisville. Like our name says, we’re all about using the right content to attract, engage and grow your online audience in the right place at the right time. TikTok is fast becoming a marketing channel your company cannot ignore, and we thought it would be a good idea to share some of the reasons why.

1. You Can Take Some Creative Liberties

The majority of TikTok’s content is light, whimsical, and entertaining.

It’s real people expressing themselves in creative – and often humorous – ways. Even if you’re a serious B2B company selling serious products or services, using TikTok for business to showcase your brand has some real benefits.

TikTok users are seeking human connection and authenticity. This gives you the opportunity to present your company in a more conversational way demonstrating that you’re easy to connect with and that you can have a sense of humor. This raises the comfort level for entering a long-term relationship with you.

2. Reach Large Numbers of People, Faster

Despite the app being launched in 2016, TikTok has been downloaded over two billion times on the App Store and Google Play.

TikTok is the most downloaded app in Apple’s iOS App Store, with more than 33 million downloads. This puts the platform ahead of others that have been around a lot longer like Snapchat, Pinterest, and Twitter. That’s no surprise as video content is king across the internet and TikTok is all about video.

Teenagers aren’t the only ones spending hours scrolling through the app. 26% of TikTok users are between the ages of 25 and 44.

TikTok is a widely used platform. Chances are you know a teacher, a dentist, or an entrepreneur who’s an active user. And tapping into the audience is an opportunity for using TikTok for business that you could be missing.

3. TikTok for Business can make it easy to influence

One of the best things about TikTok is that anyone can go viral. It’s not impossible that a person with 0 followers and 0 views can post one night and have a million views the next morning.

This ability to provide anyone with a massive following means TikTok has a limitless pool of influencers to choose from. If your brand is looking to target a particular group of people in a specific location, there is likely a perfectly suited individual who fits the criteria and already has a big following. However, sifting through influencers on TikTok can be an arduous process, and it’s unclear to determine whether a certain influencer is right for your product or service.

To address these concerns, TikTok created the TikTok Marketplace. It is an analytics tool that helps brands find TikTok users to partner with. It lets you access the influencers’ engagement, reach, demographics, views, and much more.

4. Opportunity for Repurposing Content

TikTok videos are generally short, customizable, and can be repurposed across all of your social media channels.

If you’re trying to build your community across multiple platforms, you have the option of sending that TikTok video directly to your Instagram stories. You could also publish it on your website or use it in presentations or onboarding videos. The more creative you get the more brownie points you’ll earn with users.

You want to make sure you’re conveying the same message on each channel. While TikTok may be ideal for lighthearted content, having images and messaging that differ completely may be confusing when someone encounters you on another platform or visits your company website.

5. Great User Engagement

When it comes to using TikTok for business, you simply cannot overlook the engagement rate. The average TikTok user spends almost an hour per day on the app, and this increased screen time means that there are a lot of opportunities for advertisers to reach their consumers. Whether you’re a clothing brand, restaurant, or transportation company, there’s space for anyone to increase visibility for their products or services.

6. TikTok for Business: Budget-Friendly

Many brands are still apprehensive about investing time and money advertising on TikTok, thinking it will be too difficult to set up campaigns and keep track of yet another app’s data. But perhaps the most attractive part of TikTok for business is that it can garner success within any sized budget. It’s still relatively easy for lesser-known brands to achieve organic reach without breaking the bank.

7. Versatile Ad Formats

If you want to learn how to use TikTok for business, the good news is that there are a variety of ad formats to choose from, including:

TopView Ads

This TikTok ad placement is arguably the best, unmissable spot and pops up 5 seconds after the user opens the app.

As the longest video ad format, TopView videos can be up to 60 seconds long and are full screen with both sound and autoplay. You can also add links to internal or external pages to your website.

In-Feed Ads

In-Feed Ads are 9-15 seconds long and appear in between user videos as you scroll through the “For You” page. These are similar to the ads you see on Instagram.

You can include multiple calls-to-action to increase conversions. Brands can encourage users to shop, download their app, or visit their website straight from TikTok.

Another feature of In-Feed Ads is that users can like, comment, share, follow, and shoot videos within the same TikTok video.

Brand Takeover Ads

These are ads that appear immediately when someone opens the app.

Similar to TopView, this is a full-screen static or dynamic display that delivers a stronger visual impact. These ads are comparable to unskippable YouTube ads or bumper ads. Users don’t have the ability to like or comment like they do with In-Feed Ads.

Branded Hashtag Challenge

This engagement format taps into user passion for creative expression.

Featured in TikTok’s Discover Page, Branded Hashtag Challenges give users the ability to participate and build content around a specific campaign theme.

When a user clicks on the sponsored hashtag, they’re immediately redirected to a landing page that features the sponsor’s logo, website link, challenge description, and the most popular videos that are currently using the hashtag.

Branded Lenses

Branded Lenses is a format on TikTok that utilizes augmented reality to bring 3D objects, face filters, and similar effects to users.

These are similar to Snapchat lenses for faces and photos and might be fun to play with creatively as you develop your content.

Contact Content-1

With the amazing growth and engagement seen from the TikTok app, it will be important not to ignore the potential it may present to your business. You may be wondering how to best take advantage of what TikTok has to offer for your business. Maybe you’re not comfortable with the creative process involved in producing video that is engaging to TikTok viewers and representative of your company. You may need help strategizing how to integrate TikTok into your social media channels, and how to target key audiences.

Whatever your current situation may be, As your Louisville Advertising Agency, Content-1 is here to help. We can advise, produce, create and distribute on TikTok in ways that get the results you’re looking for. Link to and contact us to get together to learn how we can put TikTok to work for your business. And hey, while you’re at it, follow us on TikTok!

The traditional B2B tech marketing model has tended to ignore one of the most important formulas in marketing: the Share of Voice (SOV) rule… Never heard of SOV?

For more than 50 years, marketers have been able to rely on a rule to help determine how much money to invest in advertising to meet specific growth targets. The rule, called the “Share of Voice (SOV) Rule”, says the following:

Brands that set their share of voice (SOV) above their share of market (SOM) tend to grow (all other factors being equal), and those that set SOV below SOM tend to shrink. The rate at which a brand grows or shrinks tends to be proportional to its “extra” share of voice (ESOV), defined as the difference between SOV and SOM.

When a brand’s Share of Voice in its category exceeds its Share of Market, the market share will grow until the two equalize. The same works in reverse: a brand with a strong Share of Market that fails to maintain a proportionate Share of Voice can expect to shrink.

This rule applies just as strongly to B2B categories as it does to B2C. And yet, many businesses don’t really invest in building their share of voice at all. The optimum marketing mix for B2B involves a roughly 50:50 split between tightly targeted activation campaigns like lead generation activity – and broader brand campaigns that aim to build salience among a far wider audience over a much longer time period. The types of campaigns that build brand fame are designed to be talked-about as widely as possible. Rebalancing budgets this way provides B2B businesses with a far better foundation for driving sustainable growth – and generating future leads.

Work with Content-1 do develop your brand to its fullest potential. Contact us today!

The use of memes is a fun and engaging way to connect with your customer and to broaden your reach through sharing. Review the best marketing tactics using memes from Content-1.

The power of a meme

Memes spread more rapidly than any other content. So, naturally, when it comes to marketing and growth strategies, don't forget about memes. And while some memes may be funny, others may make you think about certain events in a whole new light. So, how can you use memes to further your marketing efforts? Let’s take a look.

Make your own memes

Some use self-made memes, others use pre-made memes by third parties and they do just fine. You can use the web, platforms like Instagram, Facebook, or YouTube. Make them interesting and attractive to engage your audience in your posts. Do a poll as a question-and-answer format with some catchy, quirky, and ironic answers. The best ideas come from the user community, they can come from Twitter as well, and the best result is a great, positive conversation. Check out the best memes and come up with your own that will be relevant for your audience, that they will appreciate and share. You can post them on your social media accounts and make a campaign out of it.

Inject it with humor

Companies struggle to retain a loyal customer base every day, and content will help reach out to customers using a witty meme. For instance, if you want to attract shoppers to your store, you can publish a comical meme on your Facebook page or you can upload it to your social media profiles. Be creative and use a light-hearted approach to attract customers. Just be sure that you aren't using a negative humor. Memes are among the most popular digital forms of content across the internet. Therefore, they are a great way to get the word out about your company. Think about what kind of memes you can produce to engage your customer base.

Use relevant and trendy memes

Try to avoid using memes that are too outdated to keep in view. Avoid using memes that are branded or political. Use memes that are timely, popular and trendy. Curate a list of memes that are relevant to your business Go through various blog posts, share articles, social posts and social platforms and select a few memes that are relevant to your business. Create a dedicated page to use memes When you are promoting a product on your website or on your social platforms, create a dedicated page that can use relevant memes to highlight your marketing efforts. The page will show off your memes and your products in a creative way.

Increase your customer reach

Providing unique content on your website is a sure-fire way to increase your brand reach. Memes are an inexpensive way to get your customers engaged in your brand. When used in a business strategy, they can spark a blog post, social media update, or promoted video. If your customer is engaged with your brand, your customer acquisition costs are dramatically reduced. As part of this strategy, using relevant images (with the right keywords) to market your products and services can get your customer to open-up about their feelings towards your product or service. Create your own memes and post them regularly while you watch your engagement numbers increase over time.

Memes can be a valuable and unique marketing tool for businesses. For help developing meme content that’s appropriate for your business or organization contact Content-1 today.