Want To Market On TikTok? 12 Top Tips For Businesses
The seemingly instant popularity of the short-video platform TikTok took some marketers by surprise, and it has only continued to grow. While teenagers were initially viewed as the platform’s primary users and audience, and they certainly do spend a lot of time on it, TikTok’s reach has expanded dramatically. Today, it’s not uncommon for their parents to spend hours scrolling through videos on the app, as well, and most brands have taken note of the frequency at which TikTok content goes wildly viral.
Although it won’t be the best channel for every business, it’s worth exploring whether TikTok might help you reach your brand’s target audience. If it could, the members of Forbes Agency Council know how to incorporate content on the platform into a solid marketing strategy. Read their top tips below to learn how to make TikTok work for you and your business.
1. Focus More On Good Storytelling Than Production
The biggest tip I can offer is this: Content quality is essential, and this means telling good stories that evoke a reaction. The danger for brands is overengineering a campaign. When a major airline can go viral by using the basic features of TikTok, without any fancy production, you know TikTok is all about the emotions you can elicit in people. Don’t overproduce content—good stories and strong emotions will do it. - Dean Seddon, Maverrik
2. Share Examples Of Good And Bad Usage Of TikTok
Ensure brand consistency by aligning your messaging framework with your brand guidelines. To further avoid disconnects and misalignment, management can share examples of good usage of TikTok and bad usage so that there is no confusion among team members. - Zamir Javer, Jumpfactor
3. Identify Relevant Messages And Prepare For Dialogue
Start by evaluating the role of TikTok in your overall brand communication and social media communication strategies. Identify the key messages that would be relevant for this platform and audience, aligning messages with the cultural discovery offered by TikTok. SinceTikTok is the most dynamic of all social platforms, being prepared to have an open dialogue with the audience is the key to success. - Oksana Matviichuk, Performics
4. Study The Competition And Brainstorm Unique Messaging
Not every platform is for every business, and not every platform is meant to help you reach every customer. First decide, can TikTok help you reach any members of your target audience? If so, then what specific messaging makes sense for this particular target customer? Study the competition and see what you can learn, then brainstorm your own, unique messaging that makes sense for your brand. - Matt Pru, Stackmatix
5. Only Develop A TikTok Strategy If Your Audience Is There
TikTok has massive reach and engagement, but don’t just go on TikTok because it’s the new, shiny platform. It only makes sense to develop a TikTok presence and campaigns if that’s where your audience is. Whatever you develop for the platform, make sure your strategy and creative materials are on-brand and authentic. - Marc Becker, The Tangent Agency
6. Share Content Showing The Real Side Of Your Company
When it comes to creating content, don’t just jump for whatever trend is being hyped at the moment. TikTok thrives on genuine and relatable videos. Simply rushing to follow each new popular trend of the moment may get views, but it won’t build your brand’s presence. Look to provide your audience with content that shows the real side of your company. - Lisa Montenegro, Digital Marketing Experts - DMX Marketing
7. Align Your Content With TikTok’s Psychological Profile
A top tip for using TikTok for business is to make certain your brand’s content is aligned with the social media’s psychological profile. In other words, your brand’s content on TikTok should come across like someone talking with a friend—whereas Instagram is more like talking with a colleague, and Facebook is like speaking with your grandparents. - Roger Hurni, Off Madison Ave
8. Trust The Creators You Engage With To Do Right By Your Brand
Success on TikTok relies heavily on the communities of the creators a brand engages with. This means that you have to trust the creator to do what they think is best for your brand. Vet the audience, vet the individual, and then focus on small tests to determine the business goal for your brand’s TikTok resources. - Vix Reitano, Agency 6B
9. Put A New Spin On Existing Formats And Trends
Deeply understand what’s performing best with your target audience and avoid trying to reinvent the wheel. While it might sound great to create your own trends, the vast majority of viral TikTok content reflects a new spin on an existing successful format. This can be validated by browsing the Discover tab to see millions of users tapping into existing trends to achieve massive organic reach. - Cam Wilkie, func.media
10. Include Three Core Elements In Any Branded TikTok
The best TikTok videos for businesses have three core elements. First, you need a great hook or opening to keep users watching your content. Second, use a story or educational content to focus on teaching people something they don’t know. Last, make sure your video edits are quick and to the point. Including transcription helps reinforce key points and builds another layer of engagement as consumers read along while watching. - Brian Meert, AdvertiseMint
11. Be Present On TikTok So Users Can Tag Your Business
First things first: Get your brand on TikTok. It’s much easier for creators to tag businesses than provide links to them outside the platform, so begin by making sure there is a brand presence for them to connect with! When it comes to content creation, there are all sorts of options, including partnering with the creators who best understand the platform—but it all starts with joining the community. - Danielle Wiley, Sway Group
12. Entertain And Create Tension By ‘Coloring Outside The Lines’
TikTok is a place where people and brands need to entertain if they want to capture viewers’ attention. Creating content that has tension is critical. What can your brand do that is unexpected or shows a different side than it has in any other medium? TikTok is where brands can “color outside the lines” a bit. When they show up in unexpected but still very authentic ways, consumers will reward them. - Annette Sally, Blue Sky Agency
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