In the last five years, TikTok has become the most successful social media platform. You’ve probably heard of TikTok, and even if you don’t use it yourself, you’ve seen content from it shared on other sites.
Brands, especially those catering to a young demographic, can’t do better than to be present and active on TikTok.
Here’s a chance to try out new forms of expression, connect with your audience on a deeper level, and break out of your usual routine. TikTok’s algorithm is forgiving, making it easy to “try everything” and see what takes off.
Naturally, like with any social media site, it is crucial for marketers to keep brand security in mind at all times. Certain things concerning TikTok influencer marketing should be considered before diving in.
To begin, what fundamentals of TikTok video production does a brand need to know?
Copying and pasting your material from one site to another isn’t the only option. TikTok is one of a kind, so the norms of the real world don’t apply here. All things considered, that’s excellent for your business’s reputation and marketing efforts. You’ll need to perform some preliminary reading or research to ensure you’re well-versed in the subject matter before you attempt to create something meaningful with it.
TikTok’s user base is vastly diverse, thus it’s important to find your brand’s niche by focusing on things like:
• Varieties of emerging video formats
• Filters and effects
Character and creator types on the platform
Using specialised vocabulary and grammar
First things first: define “brand safety” so we can get down to business
Maintaining a company’s reputation and image in internet marketing and advertising is what “brand safety” is all about. The online presence of a brand, including its social media accounts, newsletters, websites, and blog entries, must be monitored for threats to its reputation at all times.
By utilising influencer marketing, you may expand your brand’s trusted community to include individuals who aren’t already familiar with it. With new faces in the mix, it’s important for a company to keep an eye out for signs that its representatives aren’t giving the brand a false impression.
After investing in a marketing campaign, the last thing you want is for your material to be displayed next to something that could be considered offensive to your target audience.
In spite of appearances, brand security is crucial
Your brand may be harmed if your content, which was created with no ill purpose, is mistakenly associated with offensive material. This is not a problem that has only recently arisen with the rise of social media; advertisers have faced comparable challenges with traditional media like print and television. Nowadays, when anything bad happens to a brand, the news spreads much more rapidly.
What TikTok Is Doing About Brand Safety?
In 2020, TikTok debuted a business offering that let companies make commercials in a number of different forms and make use of branded content made by TikTok’s producers. Since then, protecting users’ identities and their favourite brands has been a priority for the service. TikTok is working hard to ensure the site supports its brand partners, and problems like creators abusing sponsored hashtag challenges for personal benefit have been addressed.
Recently, TikTok’s collaboration with OpenSlate, an independent brand safety supplier, has grown. Having this arrangement in place gives companies peace of mind knowing that their ads within the app will be displayed in appropriate contexts, such as away from hate speech. This is crucial for companies that are spending money on ads on TikTok and relying on the platform’s targeting system.
TikTok has made it clear that they are taking all necessary measures to prohibit harmful content and protect its users (including influencers and brands), but it is also the responsibility of brands to monitor the platform closely.
TikTok is like a virtual amusement park where you can let your imagination run wild and produce a tonne of entertaining material. The benefits of marketing on TikTok much exceed the risks involved, provided that a business has a firm grasp of the site and makes sure to only collaborate with trustworthy producers.
When collaborating with influencers, how to ensure brand safety
Working with new creators is exciting, but at TRIBE, we’re dedicated to keeping your brand safe at all times. Even if you’re only reposting content for promotional purposes, it’s important to check out the creators you’re working with as a business.
During the course of the cooperation, companies should be in touch with creators to discuss any brandy safety concerns, including as the presence of nudity, adult content, or language.
What companies owning accounts on TikTok need to know about the law
There is no easy solution to the problem of copyright in the realm of social media. Traditional TikTokers who only share “organic” films rarely give thought to the legality of the music or sound effects they use. But as a product name, you need to use greater caution. Use trending sound effects to get popular on TikTok.
While millions of “original audio” tracks exist on TikTok, millions more have licenced music that does not give credit to the original artists (but still counts towards streaming stats). Most of these audio files were not created by the original uploader. If the rights holder for this song finds out that your company used their original music in a promotional film, you could face legal repercussions.
As most platform trends revolve around popular music, this becomes very challenging. Of course, it’s always preferable to err on the side of caution when it comes to marketing in general.
TikTok’s Commercial Music Library, which houses more than 150,000 tracks available for commercial usage without requiring permission, is a welcome feature for marketers looking to employ music in their videos. All of the songs in the collection, which were created by up-and-coming musicians all across the world, are licenced to companies for promotional usage.