Perhaps you don’t belief your dance strikes. Perhaps you don’t suppose you’re “cool” sufficient. Perhaps you may’t sustain with the infinite developments and challenges that pop up and burn out simply as quick.
Perhaps you’re undecided when you belong.
TikTok may be intimidating and—dare we are saying it—even a bit overwhelming. However would you imagine us once we say that’s additionally what makes it thrilling?
It’s true: The identical stuff that provides you nervous sweats can be precisely what makes this app so thrilling. And highly effective. And impactful.
That’s the place the actual worth for your corporation really lies.
Not fairly certain you’re on board? We took a take a look at just a few of the commonest hesitations on the subject of utilizing TikTok for Enterprise and broke down why they’re really large alternatives.
Learn on to find TikTok’s actual potential.
The social media methods you employ on each different channel gained’t work on TikTok. None of your hard-won insights apply.
You’ve spent ages determining precisely what it’s good to do on every totally different community and now you’re terrified you’re going to need to toss all of it out the window. (Are you able to even think about treating TikTok the best way you do Twitter?!)
TikTok is vastly totally different from each single different social media platform, sure. However, that’s NOT a foul factor. It additionally implies that the issues you battle with in your different social channels don’t apply right here.
Declining natural attain? Haven’t heard of her.
What number of followers you’ve got issues far much less on TikTok than it does in every single place else. That’s as a result of the TikTok algorithm is a advice engine, designed to indicate you movies it thinks you’ll take pleasure in primarily based on consumer interactions (like what movies you’ve watched or preferred beforehand), classes you’ve marked as attention-grabbing, and extra.
TikTok itself even says that “the TikTok algorithm is predicated on content material engagement somewhat than social connections.” There you’ve got it.
You don’t need to fully reinvent the wheel to place your corporation on TikTok, however you do have to return to the basics of excellent social technique.
Ask your self: What does your viewers need?
As long as your content material is related to your viewers, it may well attain them on TikTok. That is your likelihood to do one thing new. Nerve-wracking? Sure—however thrilling too.
Bonus: TikTok’s greatest demographics, key issues it’s good to know concerning the platform, and recommendation on easy methods to make it be just right for you? Get all of the must-know TikTok insights for 2022 in one useful infosheet.
What’s cool lives and dies on TikTok. And a whole lot of that’s powered by the younger demographics that make up the vast majority of the consumer base.
In consequence, TikTok has grow to be an engine of tradition and developments that dictates not solely what’s cool on social media, however in actual life as properly: in trend, in meals, in music, in popular culture—in every single place.
That may be intimidating, as a result of advertising and marketing to those teams is notoriously troublesome. Your model may be embraced one minute and shunned the subsequent.
Sure, TikTok is Gen Z’s residence base (making it the proper place to succeed in them, btw) and a whole lot of the app’s cultural affect stems from them, however they’re not the one ones there: American TikTok customers aged 35 to 54 have greater than tripled year-over-year. (Learn that once more.)
Plus, older adults are more and more utilizing TikTok to defy stereotypes and outline what’s cool—they usually’re being welcomed with open arms.
So you may really attain the “cool” folks in any demographic on TikTok, however extra importantly—it’s not simply the “cool” individuals who get to be tastemakers anymore. TikTok has opened the door for random hobbyists, eclectic subcultures and aesthetics, and historically “uncool” or uncelebrated communities to not solely collect, however flourish.
There’s nobody sort of cool anymore.
Customers set up themselves round niches—and there’s one for every thing. Sure, actually. Even tech. Even finance. Even regulation. Even B2B. Even [insert your industry here].
TikTok is for each sort of enterprise.
You don’t need to squeeze your self right into a field the place you simply don’t match. So, problem what you suppose it’s cool. As a result of TikTok is wildly embracing issues that aren’t historically or mainstream cool—as long as it comes throughout as genuine.
What doesn’t work is pretending you’re cool or attempting to be cool when you’re simply… not.
That is all excellent news for your corporation. It means you don’t need to pander to issues which might be superficially cool with the intention to be standard. You simply have to search out the proper folks and ship your content material in the proper methods.
First up, know what the essence of your model is and lean into it wholeheartedly. Don’t attempt to be one thing you’re not: TikTokers will throw you to the wolves over that.
Second, determine the place your viewers hangs out on the app.
Are they studying up on #BookTok? Rising sturdy in #PlantTok? Vibing with #CottageCore? Do some poking round and watch some TikTok movies to search out your area of interest. (Name it analysis.)
However don’t cease there.
Create movies about their passions—ones they’ll relate to, that entertain them, and even train them one thing new. Touch upon movies that others within the subculture put up. And, when you’re capable of, collaborate with creators in your area of interest.
On the lookout for a cheat code to what the f@*! is definitely occurring on TikTok? Take a look at Make it Make Sense: A TikTok Tradition Information to your shortcut to understanding prime creators, standard subcultures, and extra.
TikTok is the place developments are born. It’s on the slicing fringe of tradition. However every thing strikes so rattling shortly that it’s exhausting to maintain up, to not point out create content material that truly performs.
And there are so hecking many developments that even when you might sustain, you couldn’t probably do all of them. You may’t be blamed for questioning: what’s the purpose in even attempting?
The everlasting battle of each social media supervisor (we all know all of it too properly): what the hell do I put up immediately? And tomorrow? And the day after that? And on and on and on…?
Filling a calendar with content material that feels contemporary, intelligent, and entertaining is among the most troublesome elements of the job.
The whiplash pace and sheer quantity of developments on TikTok could also be intimidating at first, however take a look at it this fashion: it’s additionally an ENDLESS fountain of content material concepts.
All the platform is designed across the thought of recycling, remixing, and collaboration. So there’s at all times one thing to put up on TikTok.
TikTok is FULL of content material concepts, so reap the benefits of them.
However—and that is vital—don’t really feel like it’s a must to leap on each single pattern flying by. Along with the truth that we’re fairly certain it’s not humanly attainable, we additionally wouldn’t advocate it.
Attempting to do all of it will imply that what you really do is unfold your self too skinny. Not each pattern goes to be YOUR pattern, and that’s okay. Hopping on the incorrect pattern will typically make your model look worse than when you’d carried out nothing in any respect. You’ll know the proper one whenever you see it.
As an alternative, deal with constantly creating good, worthwhile content material. Deal with developments as your individual private thought repository.
The excellent news is that, even when you don’t ever participate in a single pattern, merely staying up-to-date with them will put you forward of the pack.
Why? As a result of TikTok developments are on the forefront of the cultural zeitgeist and what you see there can be what’s standard in every single place else in about two weeks.
So even when you don’t have the time or sources to leap on a pattern because it occurs on TikTok, you’ll at the least get the references and be ready to play off them in your different social channels afterward (if applicable, in fact).
Our TikTok Tendencies E-newsletter may help. It’s your biweekly replace on the newest TikTok developments, whether or not it’s best to hop on them (or not), inspo from different companies on the app, and sizzling suggestions so you may stay your greatest TikTok life.
Video is EVERYTHING on TikTok, which might go away you involved that you simply want professional-level video manufacturing abilities to make good TikTok movies.
Not having the proper gear, abilities, or (let’s face it) funds is usually a enormous hurdle on the subject of creating glorious social content material. And a few of the hottest TikTok movies appear to be chock stuffed with fancy modifying tips and results.
The app could also be all about video, however that doesn’t imply it’s about shiny video.
Authenticity guidelines on TikTok. Typically industrially produced movies take off, however as a rule, it’s scrappy DIY stuff that hits the #fyp.
Globally, a mean of 64% of TikTok customers say they are often their true selves on TikTok, whereas a mean of 56% say they’ll put up movies they wouldn’t put up elsewhere. Importantly, that is one thing they like concerning the app—and it’s what they wish to see from companies too.
In reality, 65% of TikTok customers agree that skilled trying movies from manufacturers really feel misplaced or odd on TikTok, based on analysis TikTok carried out with Flamingo (Advertising and marketing Science International Group and Self-expression Research 2021).
Authenticity is simply good enterprise: 56% of customers and 67% of creators really feel nearer to manufacturers they see on TikTok—significantly once they publish human, unpolished content material.
Customers don’t need polish, they need actual. So simply be your self—errors and all.
One of the best gear for filming is one thing you’ve already bought: a cell phone. Use TikTok itself to edit your video (it has a TON of easy-to-use options). And, if you need slightly assist, try our TikTok Video Making Workshop, the place a creator walks you step-by-step by way of the method of constructing your first video.
If the type of your video isn’t that vital, what’s? Its content material. Along with a bottomless provide of trend-fueled content material concepts, there are tons of different prospects for what you may put up.
You may present folks a day within the lifetime of your corporation. Give them a peek behind the scenes. Educate them one thing new. Inform them a narrative. Spotlight a brand new product. Showcase your most attention-grabbing workers. The chances are infinite.
Retail and B2C manufacturers are inclined to get probably the most consideration for doing cool stuff on TikTok.
You solely have to take a look at ones like Chipotle and Gymshark—hopping on developments, operating standard branded hashtag challenges, and racking up follower counts within the thousands and thousands—to see it in motion.
Seeing all of those manufacturers touted as success tales is usually a little intimidating.
You don’t wish to be the boring visitor on the social gathering. And TikTok looks like a spot the place your model must be tremendous cool, or stylish, or provocative—and that simply doesn’t come naturally to your model or trade.
B2B companies (and many service-based corporations too) typically function in very area of interest areas with very area of interest audiences. On different networks, this works towards you.
However the TikTok algorithm is far more prone to get your very area of interest content material to the very area of interest viewers who’s most probably to be genuinely enthusiastic about it. On this manner, TikTok really serves B2B companies (and different not-obviously-exciting-brands) higher than different social networks.
In the identical manner that you simply don’t have to provide shiny movies to succeed on TikTok, you additionally don’t must create wildly splashy movies to succeed in YOUR folks.
Leisure is among the hottest varieties of content material on the platform, it’s true. However folks typically overlook concerning the different two: inspiration and schooling.
The key to content material success on TikTok is correct in entrance of you: TikTokers LOVE to study. And few companies are higher positioned to create instructional content material than B2B manufacturers. (It’s additionally an ideal technique for many enterprise varieties, from banks to regulation companies.)
It’s the sort of content material you’re in all probability already actually good at creating to your different advertising and marketing channels. You simply have to start out adapting that mindset to TikTok.
When you’re STILL undecided you belong, take into account this: 13.9% of B2B resolution makers who use social for work analysis say that TikTok influences their buy selections. That merely wouldn’t be the case if B2B manufacturers didn’t belong on the app. And take into consideration this, when you’re at it: TikTok movies utilizing the #Finance hashtag have 6.6 billion views. We relaxation our case.
Excellent news! TikTok customers are very prepared to observe content material from manufacturers: 73% of TikTokers say they really feel deeper connections to manufacturers on TikTok than on different websites and apps and 56% really feel extra constructive a few model after seeing it on TikTok.
How do you give them these good feels?
Seal the cope with your viewers by serving to them study one thing new—38% of TikTok customers mentioned a model feels genuine when educating them one thing.
Taking the danger with any new platform can really feel intimidating. Nobody needs to pour their time, power, or treasured funds into one thing and never get something tangible or measurable again out.
However the nice information is that this isn’t prone to occur with TikTok.
It’s an incredible place to get new eyeballs, it’s true. So good, in actual fact, that 70% of TikTokers say they’ve found new merchandise and types on the platform that match their existence. (Bear in mind what we instructed you earlier about that magic algorithm?)
However it’s not only for model consciousness. Heard of slightly factor referred to as #TikTokMadeMeBuyIt? At 14 BILLION views (and counting), it’s a power to be reckoned with.
TikTok’s bought buy intent in spades too:
- 93% of customers have taken an motion after viewing a TikTok video
- 57% of customers agree that TikTok impressed them to buy even once they weren’t trying to take action
- TikTokers are 1.5x extra possible to right away exit and purchase one thing they found on the platform in comparison with different platforms’ customers
TikTok customers aren’t simply extra possible to purchase, although. They’re additionally engaged shoppers who’re 2.4x extra possible than different platform customers to create a put up and tag a model after shopping for a product and 2x extra possible to remark or DM a model after making a purchase order.
TikTok is for discovery. And consideration. And conversions. And buyer loyalty too.
It’ll be exhausting for TikTokers to see your corporation when you aren’t on the platform, so put your self on the market.
Join a TikTok for Enterprise account. Create content material that reveals the worth of your services or products and your model. Have interaction along with your viewers. Be part of a neighborhood.
Then (and that is vital) MEASURE all of it.
Add a hyperlink to your bio and use UTMs so you may monitor site visitors and conversions in your web site analytics. Maintain monitor of your attain, engagement, and different key metrics utilizing a social media administration platform like Hootsuite to schedule your TikTok movies, handle feedback, and—crucially—measure TikTok alongside your entire different social channels. TikTok even has a buyer relationship administration (CRM) integration so you may arrange a direct move of leads utilizing LeadsBridge or Zapier.
So now you see, the explanations you’re nervous about TikTok are additionally the very same causes you’ve bought to provide it a attempt. Take a look at Make it Make Sense: A TikTok Tradition Information for a crash course in what persons are doing on TikTok and why it issues—so you may create a technique that connects and drives tangible enterprise outcomes.
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