“Isn’t TikTok just for teenagers?”
“I already have enough social media.”
“TikTok is just lip-syncing and dance trends.”
While these are all valid questions and responses to the question of whether your business should have a TikTok presence, let’s take a moment to look at the fastest growing new social media platform. Some of us might roll our eyes when we think, “Another social account? Ugh!”
But as of February of 2022, in the time spent per day on social platforms in the United States, TikTok wins out over Facebook, Twitter, Instagram, and Snapchat. 80 million active users in the U.S.
While if your target market is strictly octogenarians, you get a pass. If not, it’s time to seriously consider adding this to your marketing plan. It’s time to stop thinking of this platform as the addictive scrolling machine that Gen Z is hooked on, but the platform with the most opportunity for reach, engagement, and virality.
If your target audience is a bit younger, or if you are looking to expand awareness of your brand to a younger audience, it is a fit. If any part of your market is younger than 35, your brand should have a presence on TikTok.
Another aspect to consider is if you can present your brand in a light-hearted, fun way. This is not a serious platform, so content should align.
One giant advantage the platform has is its organic ability for reach, engagement, and virality. You don’t need a huge creative marketing team and highly produced videos to generate fun content. You just need a phone, the app, and the willingness to try something new.
There are a few different opportunities for content, the simplest being videos created by you or your team. When you are creating content, don’t try and make ads. Gen Z-ers don’t like to be bothered by ads, and older techniques will not fare well here. Remember, light, entertaining, and humorous.
Here are some components for likeable, shareable, and even viral content:
Authenticity: Don’t make highly produced videos – most users use their phone and natural light – taking the same approach will ensure an uninterrupted, cohesive experience.
Humans: Interact with your audience as people instead of as a business. Users aren’t looking to watch objects; they want to watch people.
Crowd-pleasing Ingredients: Consider including popular elements like animals, kids, food, and tips.
Comedy: Users are scrolling on TikTok as an escape, so lean into the humor and make people smile.
If you are consistent with content and you grow your following, often members of your audience interact with you. They recreate funny videos, “duet” with your videos, and even record responses in the same theme of your original content.
As with any other platform, TikTok offers paid content for brands to advertise with. This shouldn’t change the way you make videos though, still stick with the advice from above. This just ensures your reach. You can have your video be the first they see when they open the app, have your video pop in between user content, promote branded hashtags, and more.
Also, with other social platforms, influencers play a big part in this game. You can pick an influencer with a large following and a highly engaged audience to work with you. Be strategic here, and look for an influencer that is active in your industry.
If you have ever wanted to be a little goofy with content or think waaaay outside the box, this is your platform. It is a place that encourages creativity, a place you can feel free to show off what you’ve got, no matter how ridiculous it might be. This is the platform for organic growth, tons of marketing opportunities, and showcasing your brand’s personality.
Don’t be behind the curve on this one – adopt early and even if you don’t begin posting content tomorrow, grab your preferred account name today so that you have it ready when you realize it’s time to catch up.
Wise Roots - https://www.wiserootsllc.com/
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