TikTok continues to innovate and give businesses even more reasons to join the platform. Fortunately, it is not too late to start using the video app for your own business. TikTok is a place for creativity, authenticity, and fun. If you would like to create a strong brand presence on TikTok, try the following tips.
Traditional advertising does not work on TikTok. Users notice – and dislike – overt advertisements on the platform. In fact, this is so true that TikTok itself consistently reminds brands “Don’t make ads, make TikToks.” In-feed ads on TikTok have a much higher engagement rate if you create them to look like regular organic in-feed videos. Consumers like a more subtle approach to advertising these days, especially on this platform.
Influencer marketing certainly existed before TikTok, but the platform has taken it to a whole other level. Influencers are called such because they have a lot of influence over their audience, which can have a drastic impact on their purchase decisions. You can use this influence to your advantage when you partner with them for influencer marketing. Before you go out talking to any and every influencer out there, make sure you choose someone who matches your niche. They should have similar points of view, values, and interests. Remember that who you collaborate with will reflect on your brand, so you want to choose wisely.
TikToks are meant to inspire, entertain, and educate. Promotional content does not typically work well on this app. As you are creating your videos, make sure you are creating with this in mind. Every video should have a purpose, but that purpose probably shouldn’t just be to sell your products or services. In addition, TikTok thrives on authenticity. Highly-produced ads such as you would see on TV are not what TikTok users are looking for.
User-generated content (UGC) is a close companion to the authentic nature of TikTok. Of all the platforms out there, TikTok seems to thrive the most on user-generated content. You can use this to the advantage of your own business by encouraging your audience to share videos of them using your products or services. Once you start seeing posts from your community, make sure you repost them on your own account. You can ask their permission and post them directly to your account or use TikTok’s duet and stitch features to add your own spin to them. UGC can go a long way toward boosting the credibility of your company, as viewers will see real people enjoy what you have to offer.
This is especially important when you are just getting started with your brand’s TikTok presence. You’ve likely already built up an audience on other platforms. Why would you start completely from scratch on TikTok? Make sure you promote your new account on your other platforms, encouraging your followers to come over to your TikTok account. For example, it is easy to share your TikToks in your Instagram stories. In any posts where you are promoting your TikTok, ensure there are appropriate calls to action so that viewers know how to find your account.
Engagement is the holy grail of social media metrics. But it is something you have to give if you want to get it. People will be more likely to engage with your content if they see you actively engage with content, too. Start by replying to comments on your videos, communicating directly with them. You could also consider going live on the platform to speak to them in real-time. Your responses to user-generated content can also be considered engagement. The more you interact with your audience, the more your brand will remain top-of-mind for them.
If your company hasn’t joined TikTok, now is the time to do it. Video marketing is bigger than ever and you are not too late to get in on the action! As you go about establishing your presence on the platform, make sure you keep these tips in mind. Like all social media platforms, it will take time to build up your brand, but it will be worth it when you find your community.