TikTok is one of the newer social media platforms, starting its journey in 2016 and quickly becoming a sensation due to its short clips and viral content. TikTok became the most downloaded application in 2019 and 2020 with over 1.2 billion monthly users, making it a marketing imperative.

Here’s how to utilize it:

• Strategy: Platform demands an out-of-the-box strategy. Content that has relevance to trending topics needs to be produced every day. TikTok requires an all-hands-on-deck production and content strategy with a focus on ideation and creative execution.

• Publishing: There’s no fixed formula for TikTok posting as long as brands are utilizing the full power of riding trends. Content publishing is spontaneous and even sharing video drafts is a “thing” on TikTok.

• Influencers: Influencer marketing works great on TikTok and with innovative content creators there’s no shortage of quality partnerships. Influencers are key for word-of-mouth marketing and raising awareness about a subject.

• Advertising: TikTok ads provide easy access to a vast target audience with a variety of specific and wide targeting options. TikTok constantly releases new forms of ads on the platform, but in-feed ads, branded hashtags and video effects have shown solid ROI through the years.

(This is the fifth of 10 Digital Digest articles, provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)