Not every marketing channel is appropriate, for various reasons, for every niche/site. Maybe, it depends, is the default response to any general web marketing query.
Which brings me to TikTok (bought Musical.ly a couple years back, merged a year or so ago), the out of China version of Douyin from ByteDance (previously best known for Toutiao).
TikTok, think Vine on steroids. Currently user base is two thirds under 30, two thirds female.
Note: Douyin: originally (2016!) half of users were under 24. As, currently, a third are under 24, a quarter 25 to 30, and a quarter 31 to 35 users appear to be aging/staying with app. Will be interesting to see if this continues to hold (since 2017!) or if same holds with TikTok.
My China sites have been marketing via Douyin for a couple of years now. Frankly it's been fascinating. A wild ride that shows no signs of slowing momentum.
About a year ago I began trialling marketing via TikTok for out of China Chinese language sites and it has spilled over to English and Spanish language ones all on it's own. Astounding.
For the past few months I've been getting this stampede sort of heading sort of under control :)
For those who have a demographically appropriate niche I strongly urge investigate and research then trial involved non-talking down appropriate SMM via TikTok. WoM viral here is pure WOW.
My suggestion:
1. open your own channel (create and upload content) to build appreciated presence.
Note: ye olde typical in your face old fogie S don't get it marketing will be DOA.
2. once (1) is flourishing for a few months reach out for collaborations and cross marketing with others (choose potential partner influencers carefully).
Note: in my experience the true leverage of this marketing channel is in developing and/or pushing user buy-in activity. Wink wink nudge nudge if I have to say more...
I liked the concept of Vine and kept making grab attention, encourage retention 'shorts' for use on my sites even after Twitter pulled the plug.
While the TikTok demographic is skewed younger the possibilities are proving even greater.
Note: depending on jurisdiction be aware of age constraints on content.
