Content Ideas To Advertising On TikTok
We got you covered, keep reading through this article to get a better idea of the psychology behind TikTok marketing and how you can make content that will resonate with your target audience!
In this article, we’ll be talking about the 6 psychological principles of marketing for TikTok, the 4 major movements to target with TikTok marketing, and how to target your niche to get the best results!
Keep reading to add some more useful knowledge to your marketing toolbelt.
- The 6 Psychology Principles Of Marketing work well on TikTok.
- Using the 4 Major Movements for TikTok content makes for some good content.
- Target your niche and maintain consistent branding.
- Cross-posting content to drive traffic to TikTok works well.
- Partnering with a creative ad agency can get you perfect video ads!
The 6 Psychology Principles Of Marketing For TikTok
Using psychology in sales and marketing is nothing new. We’ve been doing market research and finding what works/doesn’t work on customers for DECADES now.
Now that we’ve refined our market research and found some psychological principles that are guaranteed to work in marketing, let’s go ahead and apply them to our TikTok marketing strategy!
To read more about the 6 psychology principles of marketing with a more pay-per-click-centric approach, please check in with our partners at Sellers Alley and their interesting article about The Psychology Behind TikTok Advertising.
The 6 Psychology Principles of Marketing are:
2. Info Gap
3. Social Proof
5. Loss Aversion
6. Paradox Of Choice
Marketing Psychology: Reciprocity
The principle of reciprocity is all about give and take. When someone gives us a gift, we feel like we should return the favor to make things even. It’s almost like guilt-tripping a friend when you’re trying to get them to take a certain action.
This same idea can be used in your TikTok marketing strategy! Doing giveaways, prizes, free downloads, or something else your target audience would like can be used as a gift to make them more inclined to do business with you.
A PERFECT example of this would be some influencers and brands offering free downloads of how-to manuals or templates through their link in bio to get more people to come check their TikTok profile and website out.
Even something as simple as really useful information shared through a video can be seen as a gift. This is a great way to advertise on TikTok and step up your TikTok marketing strategy to another level!
It helps with awareness, traffic, AND conversions! If you try this tactic for TikTok marketing, please let me know what kind of results you get as I’m genuinely interested to see how other marketers are doing.
Marketing Psychology: Information Gap Theory
The information gap theory is all about our need as people to know more about a topic. We’ll talk about this a bit more in the 4 major movements as well later on in this article.
The idea behind the information gap theory is to take the knowledge that your target audience is interested in and doesn’t know much about, creating a captivating tagline/thumbnail that’s attractive enough for them to tap through and learn more about. Then, serving up the knowledge on a platter for free, tying back into our reciprocity principle.
You can use this technique on TikTok by having a “hook” video that pitches a second video, your profile, your website, or something else. The next step is to then have that knowledge readily available after the viewer takes an action.
The action could be as simple as “follow for part two”, or check this landing page/blog to learn more about this really interesting topic.
Using this technique to advertise on TikTok is super useful for building up your followers and driving more traffic to your TikTok profile and website.
Marketing Psychology: Social Proof
Social proof is all about how others see your brand. It’s based on the idea that the general consensus is always right. If someone sees that another likes/dislikes something, They’re more likely to take the same position to fit in.
If viewers are seeing others commenting that your TikTok marketing strategy is doing really well and they like the content, then they’re more likely to think the same!
Try having calls to action for your viewers. Everything from leaving comments, like our videos, and following our page are all great CTAs to get started with.
Having more followers to your TikTok page will help with the overall reach of your TikTok marketing videos. Having more likes on your videos and plenty of thoughtful comments will also help other viewers interact with your page in a meaningful way. This will help increase the overall trust your viewers have in you as well as the level of engagement.
Marketing Psychology: FOMO (Fear Of Missing Out)
So, FOMO stands for Fear Of Missing Out and is totally based on scarcity marketing. The idea is that the more rare something is, the more value it must have. Just think of the last time you went window shopping for diamonds and thought that those prices were absolutely ridiculous!
It’s also Law 16 of the 48 Laws of Power by Robert Greene, but… ANYWAYS!
Using techniques like “only 100 NFTs minted” or “while supplies last” with a number of items next to it will trigger a sense of urgency within your viewers.
They’ll be more likely to take immediate action to try and get the limited prize.
For this to work, the number of pain points should be relevant to the value of the offering and the target audience needs to be interested in the offering.
Using this technique to advertise on TikTok is relatively easy and can be VERY effective. Try offering something as simple as 10 free products to the first 10 visitors to visit your landing page and submit their information, as an example. This is a great lead magnet and can pay off in the long run as you build up your list of potential customers.
Marketing Psychology: Loss Aversion
The whole idea behind loss aversion is the idea that people see a loss as being twice as impactful as a win. This principle can be tied into some of the other psychological marketing principles to really deliver an idea.
The things to focus on with this principle are the potential losses the viewer may get for missing out on a product or an action.
Some topics to talk about with this principle are the problems that your products solve, the problems themselves, things that make your target audience tick, and actions they can take to fix their fears.
An example of this would be to advertise on TikTok with videos talking about how a certain product will help the viewer save on time, money, or energy to get the viewer to take action and solve those problems they may have in their life.
Marketing Psychology: Paradox Of Choice
The principle paradox of choice is that with too many options, we end up second-guessing ourselves as to whether or not we made the right decision. An example of this would be going to a restaurant that has an absolute BOOK of a menu, and trying to decide between the burger or the fish n chips. No matter what is chosen, we’ll be wondering how the other option would have been.
The principle can be applied to our TikTok marketing strategy by limiting the number of calls to action that we ask of the viewers. When we advertise on TikTok, we have a VERY specific action that we’re looking for whether it’s a click-through or a filled form the CTA is VERY specific.
This increases the chances that the viewer will be receptive to our TikTok marketing and take the action instead of being overwhelmed and leaving. You can use this principle in your organic content when you advertise on TikTok as well to produce even better results for your brand.
The 4 Major Movements To Target With TikTok Marketing
So, I know the 4 major movements to target are more of an SEM thing, BUT… hear me out because I think there are some ideas from this theory that we can apply when we want to advertise on TikTok and be successful.
The 4 major movements to target with TikTok marketing include:
4 Major Movements: I-Want-To-Know
The first of the 4 major movements is I-want-to-know. This ties back into our 6 psychology principles of marketing with the info gap theory as our target audience is looking for more information around their interests.
The TikTok algorithm works by figuring out what the user likes by how they interact with the content that’s shown to them. If the user spends most of their time watching marketing videos on TikTok and quickly swiping past anything related to football, then TikTok’s algorithm will adjust to show more of the marketing side of TikTok.
We can use this to advertise on TikTok by sharing knowledge that our target audience is looking for. Sharing interesting marketing theories with infographics to people interested in marketing will increase your chances of gaining that viewer as a follower.
Sharing this knowledge also places your brand as an expert in the field and someone that can be trusted on the topic.
Some great tactics to use this major movement to advertise on TikTok include doing myth-busting videos, edutaining videos related to your offerings, and UGC testimonials to educate viewers from a satisfied customer perspective.
This step is for potential customers that are still doing research on the subject and product before making a purchase. Establishing your brand and products as solutions to their product early on in their customer journey is a great way of staying at the top of their mind while they continue looking for information.
4 Major Movements: I-Want-To-Go
The I-want-to-go major movement is all about driving traffic to a physical location as the viewer is looking for physical places to go that are local.
Using the I-want-to-go major moment may be a bit more tricky when we advertise on TikTok, but there are ways to get this moment to work.
The best businesses to achieve this with TikTok marketing are local restaurants wanting more customers to try their food. I’ve seen sooo many local restaurants show off their mouth-watering food and beautiful ambiance to get me to visit them, and not gonna lie, it’s REALLY tempting to drop everything, hop in the car, and try it!
Other businesses can use this idea to advertise on TikTok by showing their available inventory, friendly staff, fun shopping experience, and decorated floor rooms.
This major movement works best with a call to action for viewers to come visit the place in person to help increase foot traffic to their business.
4 Major Movements: I-Want-To-Buy
The I-want-to-buy major movement is THE BEST movement to target for product sales.
This is HUGE because it’s targeting people who are ready to buy at any second! We can use this to advertise on TikTok by doing product demo videos, UGC testimonials, viral relater video ads, and micro ads to get as much attention around the offerings as possible.
Using TikTok marketing to get the attention of potential customers that are ACTIVELY looking for a product like yours is perfect! They’re ready to convert and just need that extra nudge to do it!
Make sure to include CTAs with easy links to help viewers make the final step for conversion to make the process as easy as possible.
4 Major Movements: I-Want-To-Do
The I-want-to-do major movement can come before or after the purchase and is based on “how-to” moments people have during their daily lives. This idea could be anything from a need for a specialized tool for a project to finding out how to operate certain products.
The best way to use this major movement is to answer their how-to questions with your TikTok marketing videos. The best formats to help with this include using product demos and UGC testimonials to show how to use the products, and how effective they are.
This movement is very solutions-based and viewers looking for this information are readily available to fix the problems they’re experiencing.
Target YOUR Niche!
Remember to take into account who your target audience is and what kind of content they’ll like. Making content that targets a specific niche with TikTok marketing is the best way of ensuring consistency and that the content will resonate with your target audience.
Having consistency across your entire profile to advertise on TikTok should be done to make sure that the target audience has the same experience when they watch a video as they would visiting your website, TikTok profile, or even your Instagram profile.
This omnichannel approach is great for building up your brand and letting your audience know who the brand is.
An interesting idea to gain even MORE attention to your TikTok business profile is to cross-post content from TikTok to other platforms that link to your TikTok profile. Using Pinterest and Instagram to drive traffic to your TikTok marketing funnel is a great way of gaining more followers, views, and overall engagement.
Still Need Help To Advertise On TikTok?
Still looking for help to advertise on TikTok? Partnering up with a creative ad agency to make highly successful video ads that convert can be perfect for getting the right content to your target audience.
Here at Viscap Media, we specialize in video ads that convert and create product videos that are native to all different social media platforms you may have across your marketing mix.
To take this a step further, you can partner with a media buying agency to help launch and manage paid advertising campaigns across the different social media platforms.
Our partners at Sellers Alley are great at media buying and can structure your paid media ads to get the best results possible!
By having BOTH the perfect video assets, and an experienced media buying agency brands will be able to get the right videos, in front of the right people, at the right time to get the most conversions possible!
When you’re ready to start your digital marketing campaigns, get in touch with us at Viscap Media to get your perfect video ads and start scaling your business today!
To make a long story short, the 6 psychology principles of marketing work well to advertise on TikTok. The 6 psychology principles include reciprocity, info gap, social proof, FOMO, loss aversion, and the paradox of choice.
Using the 4 Major Movements for TikTok marketing content produces results. The 4 major movements include I-Want-To-Know, I-Want-To-Go, I-Want-To-Buy, and I-Want-To-Do.
Target your niche and maintain consistent branding across all platforms from your websites to every social media platforms, including TikTok.
Cross-posting content to drive traffic to TikTok works well. The best social media platforms to do this with include Pinterest, Instagram, and Twitter.
Partnering with a creative ad agency can get you perfect video ads! Contact us at Viscap Media today to launch your digital marketing campaigns and scale to the MOON!
The Psychology Behind TikTok Advertising | Sellers Alley
Six Psychology Principles That Can Help Your Content Marketing | Econsultancy
13 Strategies To Grow Your TikTok Following With Ease | Better Marketing