Ah, TikTok. Can’t live with it, can’t live without it!
TikTok users approach content in a very different way when compared to other channels. Users are served content without the need to select or seek with intent. Instead, the platform serves content that is performing well with similar audiences, rather than promoting a following list or dominant profiles.
As users approach the platform differently, so should brands. TikTok have said themselves that they are encouraging brands to be more creative, more authentic, and to create content that really resonates with target demographics.
The message is clear: BE DIFFERENT. You can do this through experimentation and picking up on trends faster than your competitors.
What happens if TikTok takes time to produce any results? How do we create content that will benefit our brand long term?
It’s damn good that you asked. There are two key methods we can take to achieve this.
1. Understand your objective
First up, clearly identify your objective for TikTok and the way you are going to market on the platform. Once you understand this, make sure you have buy-in from those in the business that will be helping to implement your goals.
Ask yourself, is the content you view on different channels the same as one another? Are there differences? Of course there are! Marketers are often guilty of putting the same content across all channels without considering if that’s how we, as users, experience social media.
Your TikTok account might not be a sales channel immediately. However, you might be able to use it to communicate the value of a product, or maybe you’re on the platform as a tool to attract new business in a different way. It could be used for a range of others reasons, but you need to decide what its purpose is for your business and how you can best utilise it as part of your overall objective.
2. Create free, relevant content
Secondly, you need to create free, purpose-built content for your users. In the age of social media, brands must provide value upfront and for free before expecting a consumer to commit any further.
On TikTok, we see organic users doing this all the time through how-to’s, tutorials, product reviews and storytime narratives around a brand. This goes beyond the immediate value of the product too (think skin routine to increase confidence). As users unpack the extended benefits or failings of a brand, we find winners and losers. Brands that embrace this style of content become TikTok household names, whilst others are left in their dust.
TikTok video types to test
- How-to’s (how to use the product)
- E.g. If you sell candles, your content could be a tutorial for creating an autumn living setting that features your candle.
- Brand exposition: Why did you create the brand? Begin to humanize your brand and your image.
- Behind the scenes: Showing users what goes into making your product and the culture around your business.
Through creating value-led content, you can reach a highly engaged audience that sees you as honest and trustworthy. Though there may not always be immediate ROI on TikTok, you will position yourself as an authority in your industry and increase your top-of-mind awareness.
It may take a little longer to build your audience, but once you master your organic TikTok strategy, you’ll be wielding the full power of the platform (and you’ll even have your paid ads strategy shaking in comparison).
