TikTok Strategy for Brands: Expert Tips

TikTok is proving to be a significant advertising and marketing heavyweight as extra manufacturers leverage the app to seek out and delight their viewers. In case you‘re a model looking for your footing on TikTok, you’ve come to the suitable blogger.

I spoke with social media professional Annabelle Nyst, former senior advertising and marketing supervisor for HubSpot‘s model social channels and present social media content material supervisor G-P.

However earlier than we get into her perception, let’s go over a number of issues.

Desk of Contents

Even higher, an increasing number of shoppers are studying about manufacturers’ services and products by means of the platform. In one in all our current surveys, 47% of consumers desire discovering new merchandise by way of short-form movies like TikTok.

TikTok also can assist you construct a neighborhood round your model. Take Gymshark, a health attire firm, for instance. The England-based firm gained an enormous following on the platform by teaming up with micro-influencers, sharing relatable memes, and creating challenges that engaged its viewers, fostering neighborhood.

The model confronted the problem of competing with large manufacturers like Nike and Adidas, each of which have extra model recognition and bigger budgets than Gymshark. Nevertheless, by neighborhood constructing, Gymshark has amassed virtually as many followers as each rivals.

Moreover, for those who‘re seeking to faucet into Gen Z, a era with important shopping for energy, then there’s no query your model must be on TikTok. Based on Statista, 78% of Gen Z social media customers within the U.S. use TikTok.

ColourPop, for instance, usually posts quick tutorials showing TikTok users easy methods to obtain distinctive appears utilizing the model‘s merchandise. 

Trending Matters

One model that is aware of easy methods to use trending matters to its benefit on TikTok is Duolingo. Whether or not it is a trending sound (extra on that later), TV show, or foolish phrase, Duolingo is aware of easy methods to adapt quick and join a pattern to its model.

Trending Audio

After all, TikTok would not be TikTok with out its trending audio. In case you didn’t know, TikTok permits customers to repurpose songs, phrases, and different sounds and incorporate them into their movies. Brands often join in the fun by connecting the audio to their services or products.

Keep in mind, not each pattern suits each model, however we’ll contact on that later.

Alright, let’s get into these professional suggestions.

Related articles

This Refinery Wants to Make Sustainable Aviation Fuel Mainstream. Trump’s Cuts Could Kill It

Everything you need to know about Disney, ESPN, and Bob Iger’s return as CEO

In case you’re debating whether or not to advertise your model on TikTok, bear in mind to base your resolution on a very powerful issue: your audience.

2. Discover your “why.”

Getting began on TikTok can really feel overwhelming, particularly when you do not have a purpose to work in direction of.

Consider your purpose as your compass. It influences the movies you make, the matters you cowl, and your general technique. You needn’t have a particular purpose proper off the bat — and it’ll possible change over time — however it’s best to have an thought of the overall route you need to go.

Listed here are a number of widespread objectives:

• Construct an engaged neighborhood
• Enhance model consciousness
• Enhance model picture
• Promote merchandise
• Generate web site visitors
• Increase your viewers
• Present customer support
• Educate your viewers

It‘s simply as vital to trace your progress. Have a look at a number of key efficiency indicators (KPIs), reminiscent of profile views, video views, video likes, and follower development, to see for those who’re inching nearer to your objectives.

3. Decide how you may present worth.

The following step is figuring out the way you need to current your model on TikTok. For Nyst, this begins with answering a easy query: how will you present worth to customers?

She informed me, “Asking this query upfront will assist you set up your objective for being on TikTok and what your model’s presence would possibly appear like on the platform.”

Keep in mind what I stated about Gymshark? The model gained critical traction by offering worth and entertaining its followers with fitness-related challenges, skits, and clothes hauls.

As a result of TikTok is quirky by nature, it creates a false impression that “critical” manufacturers don‘t have a spot on the platform. This isn’t true. Nevertheless, you could have to strategy your model from a unique angle.

For instance, the Washington Put up has raked up over 1 million followers on TikTok. In case you haven‘t seen their movies, you would possibly anticipate critical content material. As a substitute, you’ll discover comedic skits concerning the newest breaking information.

The purpose is to supply worth in an enticing method. That is achievable for a lot of manufacturers — critical or not.

4. Save time by making a content material calendar.

TikTok has billions of energetic customers and tens of millions of conversations on the platform day by day. Plus, developments come and go quickly. Briefly, TikTok can get overwhelming. For that reason, Nyst recommends planning a content material calendar.

“Issues transfer shortly on TikTok, and gaining new followers usually depends upon having a financial institution of current content material in your profile. So, suppose forward to what number of movies every week you’d prefer to put up and how much matters you may concentrate on,” Nyst says.

That stated, TikTok is a trends-driven platform, so be certain that to depart house in your content calendar to leap on developments and create time-sensitive content material.

You additionally have to determine how usually it’s best to put up on TikTok. Nyst favors high quality over amount, advising manufacturers to purpose for 1-2 movies per week. In different phrases, consistency is essential.

One other upside to posting constantly is that the extra you put up, the extra insights you achieve out of your viewers. It will assist you perceive what matters and video types they reply to probably the most.

Need to know the very best day and time to publish your movies on TikTok? Take a look at this helpful guide.

5. Insert your voice strategically.

Whenever you first be part of TikTok, it is tempting to hitch each dialog, hop on each pattern, and take part in each problem. Nevertheless, Nyst says manufacturers have to set guardrails and be strategic with their content material.

“There are such a lot of conversations taking place without delay on TikTok, and so they’re altering on a regular basis. It is vital to keep in mind that your model does not must be part of each single dialog – so attempt to decide those the place it is smart to insert your voice,” Nyst informed me.

She provides, “Certain, the newest dance pattern is perhaps thrilling, however can your model really carry one thing new, distinctive, or worthwhile to the desk?”

Not each pattern or problem will align together with your model or its messaging. On prime of that, for those who can‘t add a brand new or distinctive spin, it’s higher to skip it completely. However don’t fret about lacking out — developments on TikTok are a dime a dozen, and one other one is true across the nook.