Social Media Management Agency / Marketing Specialists

IBSM BLOG

By: Chris | August 30, 2021

TikTok Marketing: A Content Strategy for Businesses.

Is your business on TikTok? Wondering what to post?

In this article, you’ll discover how to create a TikTok strategy for business. You’ll also get tips for using evergreen and trending content, choosing hashtags, and deciding when to post.

#1: Define Your Objective for Using TikTok

The first step to developing a TikTok content strategy is to know your niche. Before you choose a topic, format, or song for your TikTok video, you need to know who you’re talking to. What’s the reason you’re on TikTok and what are you promoting? For example, your goal might be to grow your influence, your other social media accounts, or your email list.

Once you know your purpose for using TikTok, the next step is to decide what kind of TikTok content will help you meet that objective.

#2: Determine What Type of TikTok Content to Create

In attention to the dancing videos that TikTok is known for, you’ll find humorous videos, videos with business tips, series, and trending videos. If you’re stuck for ideas, get inspiration from what your followers and your competitors are posting on TikTok.

Look at the Discover page as well, which you can open by tapping on the magnifying glass icon at the bottom of the screen. Type your search term in the box at the top to find content relevant to your niche.


On the Home screen, scroll through the For You page to get a feel for the content that’s currently trending. This is content served to you by the TikTok algorithm.


For your own TikTok content strategy, I recommend a content mix of 70% trends and 30% evergreen.

To capitalize on content that’s designed around trends, make sure you publish it while that trend is still fresh. For your evergreen TikTok content, you can batch-record it and post it throughout the day.

#3: Research TikTok Hashtags for Your Niche

Once you know what type of content you want to create, the next step is to research hashtags on TikTok to identify ones that will help you reach your audience. Look for hashtags that are both relevant to your audience and have between 300,000 and 2 million views. If you use hashtags above that mark, your content will simply get lost in the mix.


#4: Identify the Optimal Time to Publish to Reach Your Audience on TikTok

The last step of this TikTok content roadmap is to set a publication schedule for your videos.

To determine the optimal time to reach your followers, look at your TikTok. This data will give you insight into when your followers are typically online throughout the day and week. Once you have this information in hand, I recommend posting your TikTok videos an hour before people usually come online.

If you’re trying to reach a broader audience, think about when people are generally active on social media. That’s probably early morning, when they get off work, and right before they go to bed.

Of course, everyone’s audience is different so you’ll need to experiment with your posting times to see what works best for your account.

To get access to TikTok analytics, you need to have a creator account. To check what account type you have, tap on the three dots in the upper-right corner of your TikTok profile.

On the Settings and Privacy page, look at the account type listed. If it says Creator, you’re all set. If it says Personal, click Switch to Pro Account and follow the prompts to set up a creator account.

Once you have a creator account, you can access your TikTok analytics from your account settings. Again, tap on the three dots on your profile, choose Creator on the Settings and Privacy page, and then select Analytics.

On the first TikTok analytics screen, you’ll see an overview of your account activity. Tap on the Followers tab to find out when your followers are most active on the platform. You’ll also find demographic information about your followers here, including gender and location. If you do live video on TikTok, make sure you check out the Live tab to see your engagement data.

Conclusion

If you’re asking the question, “What should I post on TikTok?” this content roadmap will help guide you in creating TikTok videos that appeal to your audience.

Start by identifying your purpose for using TikTok. Then spend some time researching different types of content to help meet your goal and hashtags that will help you reach your audience. Finally, use your TikTok analytics to help identify the optimal time to post your content.

What do you think? Will you try this content strategy to develop TikTok videos for your business? Share your thoughts in the comments below.

Category: New Platforms 

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By: Chris | March 25, 2020

4 Ways to Use TikTok for Business

Wondering how to use TikTok for your business? Looking for tips to increase your TikTok success?

In this article, you’ll discover four ways your business can succeed on TikTok.

Is Your Audience on TikTok?

TikTok is the newest trend in social media with more than 1.5 billion downloads on the App Store and Google Play and more than 500 million active monthly users. The platform consists of 15- and 60-second user-recorded videos that allow for in-app editing and integration with the other major social players.

The largest demographic of TikTok users is between the ages of 16 and 24. But if you think TikTok is just a fad for Generation Z, think again. Since its inception in 2018, TikTok has evolved from a video-creation app solely meant for users to express their creativity to a marketing and advertising haven.

The allure of TikTok for businesses is the sheer number of active users on the platform. It’s still unclear exactly how the algorithm works but it seems to be much easier for your video content to go viral on TikTok than on other social media platforms.

If your business is ready to try TikTok, here are four types of content to get you started.

#1: Create Your Own Content on TikTok

Even if your brand isn’t well-known, you can still effectively use TicTok for marketing. It all starts with planning great content and using the following best practices.

Be authentic: Most social media users don’t have access to expensive camera equipment or production budgets. They create content with their phones and their time, which is authentic to who they are. Take the same approach with your own content. By revealing your brand’s true personality, users will feel connected to you and relate to you, which builds trust.

Use the two magic ingredients: The two ingredients that generally lead to TikTok content going viral are pets and children. Because the platform’s demographic is younger, there’s more interest in watching humorous and entertaining videos with children and animals. If your office has a mascot or office pet, include it in your content. And consider having one of your team member’s kids teach you a hashtag challenge dance and film it.

Remember, TikTok isn’t the place for squeaky-clean first impressions and fake smiles. It’s a place for authentic entertainment, humor, and fun.

Add your own spin: You don’t have to struggle to come up with new and unique content ideas for TikTok. The platform is based around community engagement and hashtags so all you have to do is find existing content and make it your own.

Create Your First Video

When you’re ready to create your first video, tap the black plus button at the bottom of your screen. TikTok will ask for your permission to access your phone’s camera, photos, and microphone.

Next, you’ll see the recording page come up with a red circle to start recording. Choose either the 15-second or 60-second option first. Then start making your video!

Add Music and Effects

TikTok has various unique effects and features to add to your video, including music. Users commonly create lip-sync videos in the style of Musical.ly where they mouth the words to popular songs. In a way, it’s like creating your own music video. TikTok has almost every popular song on the radio available without copyright infringement issues.

To add a song to your video, tap the Sounds button near the top of the recording screen.

When the Sound library opens, you can browse new releases, genres, trending playlists, and even video game theme music. Save the selections you love to your Favorites by clicking the bookmark icon to the right of the song name.

To add a song to your video, choose it from the library and then tap the red checkmark button to confirm your selection. After it loads, you return to the recording screen and the song’s name will be where the Sounds icon used to be.


To the left of the red record button is the Effects icon. When you tap it, you’ll see dozens of different effects you can add to your video. One transforms your face into a deer with a flower crown. Another adds flames to the background behind your face. Some are even interactive, where if you shake the phone while the effect is enabled, it changes your face from one warped filter to another.


To the right of the red record button is the Upload icon, which allows you to upload a previously recorded video on your phone to TikTok. Long videos will need to be trimmed to fit within the 60-second timeframe.


Share Your Video

Once you’ve chosen the music and effects and recorded your video, tap the red circle with the white checkmark at the bottom right of your screen, and then tap Next.

On the Post screen that appears, you have these options:

  • Type a description for your video.
  • Add hashtags.
  • @ your friends.
  • Add links.
  • Decide who can see the video.
  • Save the video to an album.

You can also share the video to WhatsApp, Instagram, and Facebook.

Once you’ve finished creating your post, tap the red Post button at the bottom right to post it immediately or tap the white Drafts button to save it for later.



#2: Curate and Share User-Generated Content on TikTok

While TikTok’s nature is fun, playful, and casual, it takes some real thought and creativity to produce content that delivers on that premise. Brands especially need to plan their content to get the best return on their efforts.

Nike has taken an interesting approach to TikTok. Rather than posting public video content of their own, they’re cashing in on user-generated content (UGC). If you look at their TikTok profile, you’ll see that their account is private and you have to request access to view the content.

Search the hashtag #nike to see the real marketing magic. More than 929 million users have viewed the hashtag and millions of TikTok posts include it. As you scroll down, you’ll see videos and GIFs of users wearing their Nikes, painting their Nikes, dancing in their Nikes, and more. This UGC is free advertising for the brand.


#3: Advertise on TikTok

Like other social media platforms, TikTok is moving toward a monetized future where brands can pay to have their ads shown to users. The following are four ways TikTok allows you to pay for ads from within the app.

Brand takeovers: These ads appear in the user’s feed before they see any other user content. They’re linkable to the advertiser’s landing page and are exclusive to different categories. Basically, only one ad can show in that slot for the specific category per day.

Native ads: These video ads play between user content. They can be between 9 and 15 seconds long and include buttons. However, users can skip or scroll past these ads.

Sponsored hashtag challenges: Hashtag challenges are a big deal on TikTok. When there’s a new challenge on the Discover page, millions of users can see it and join in. Your business can pay to sponsor a hashtag challenge and obtain a custom banner across the Discover page. When users tap it, they’re taken to videos that your team creates explaining and demonstrating the challenge, all while promoting your brand.

Branded lenses: Design a TikTok filter related to your business. Users can select the lens when choosing a filter for their video and it’s live for 10 days. The lens is automatically included in the top 10 trending list and it comes in 2D and 3D. TikTok is currently working on an AR version.

#4: Develop Influencer-Created Content on TikTok

Like Instagram, Facebook, and YouTube, your brand can use influencer marketing to expand your reach. Influencers on TikTok have varying numbers of followers, and therefore, varying degrees of influence. Generally, the more followers an influencer has, the more expensive they are to work with. However, the ROI has the potential to be tremendous.

As a brand, you can approach relevant TikTok influencers and propose a working relationship with them but it’s important to be strategic about whom you partner with. If your brand sells beauty accessories, working with a video game influencer isn’t the best fit. Find influencers who work within your niche and whose personalities align with your brand’s values.

For a certain level of pay, TikTok influencers might:

  • Talk about your product in a TikTok video.
  • Post about it in the video description.
  • Link to your brand in the description.

You’ve seen how successful influencer marketing is on other social platforms, and TikTok is no different. Like other influential platforms, you need to be smart about the contracts you propose and sign, and which influencers you work with.

Conclusion

To fully understand what TikTok is, it’s important to know about its predecessors. Vine was a video recording and sharing app that allowed users to create short videos that play on loop. Musical.ly was similar, except it allowed users to add special effects and was commonly used for lip-syncing popular songs and sound bites. In 2018, the creators of a similar Chinese app called Douyin purchased Musical.ly. They combined these two apps into TikTok and entered the Western market.

TikTok is here and it doesn’t seem to be going anywhere. So get familiar with the app and have some fun!

What do you think? Does TikTok make sense for your business? If you already have a TikTok account, what type of content do you share on the platform? Share your thoughts in the comments below.




Category: New Platforms 

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