5 Causes TikTok is Intimidating (within the BEST Means Potential)

​​Possibly you don’t belief your dance strikes. Possibly you don’t assume you’re “cool” sufficient. Possibly you may’t sustain with the limitless tendencies and challenges that pop up and burn out simply as quick.

Possibly you’re undecided in case you belong.

TikTok could be intimidating and—dare we are saying it—even a bit overwhelming. However would you consider us after we say that’s additionally what makes it thrilling?

It’s true: The identical stuff that offers you nervous sweats can also be precisely what makes this app so thrilling. And highly effective. And impactful.

That’s the place the actual worth for your small business truly lies.

Not fairly positive you’re on board? We took a take a look at a number of of the most typical hesitations relating to utilizing TikTok for Business and broke down why they’re truly large alternatives.

Learn on to find TikTok’s actual potential.


1. TikTok is completely totally different

The social media methods you utilize 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 essential do on every totally different community and now you’re terrified you’re going to must toss all of it out the window. (Are you able to even think about treating TikTok the best way you do Twitter?!)

Why it’s truly a chance

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 have got issues far much less on TikTok than it does in all places 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 based mostly on consumer interactions (like what movies you’ve watched or favored beforehand), classes you’ve marked as attention-grabbing, and extra.

TikTok itself even says that “the TikTok algorithm relies on content material engagement reasonably than social connections.” There you have got it.

What to do about it

You don’t must fully reinvent the wheel to place your small business 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 possibly attain them on TikTok. That is your probability to do one thing new. Nerve-wracking? Sure—however thrilling too.

2. TikTok is powered by cultural tastemakers

What’s cool lives and dies on TikTok. And a lot of that is powered by the young demographics that make up the majority of the user base.

As a result, TikTok has become an engine of culture and trends that dictates not only what’s cool on social media, but in real life as well: in fashion, in food, in music, in pop culture—everywhere.

That can be intimidating, because marketing to these groups is notoriously difficult. Your brand can be embraced one minute and shunned the next.

Why it’s actually an opportunity

Yes, TikTok is Gen Z’s home base (making it the perfect place to reach them, btw) and a lot of the app’s cultural influence stems from them, but they’re not the only ones there: American TikTok users aged 35 to 54 have more than tripled year-over-year. (Learn that once more.)

Plus, older adults are more and more using TikTok to defy stereotypes and outline what’s cool—and so they’re being welcomed with open arms.

So you may truly 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 form of cool anymore.

Customers manage 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 form of enterprise.

You don’t must squeeze your self right into a field the place you simply don’t match. So, problem what you assume 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 making an attempt to be cool in case you’re simply… not.

What to do about it

That is all excellent news for your small business. It means you don’t must pander to issues which can be superficially cool as a way to be in style. You simply have to seek out the best folks and ship your content material in the best 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 robust in #PlantTok? Vibing with #CottageCore? Do some poking round and watch some TikTok movies to seek 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 educate them one thing new. Touch upon movies that others within the subculture publish. And, in case you’re capable of, collaborate with creators in your area of interest.

Why? They supercharge outcomes: 42% of users uncover new merchandise from creators’ brand-sponsored TikToks and creators drive 20% higher purchase intent.

On the lookout for a cheat code to what the f@*! is definitely taking place on TikTok? Try Make it Make Sense: A TikTok Culture Guide to your shortcut to understanding high creators, in style subcultures, and extra.

3. TikTok tendencies transfer lightning quick

TikTok is the place tendencies are born. It’s on the slicing fringe of tradition. However every thing strikes so rattling rapidly that it’s onerous to maintain up, to not point out create content material that truly performs.

And there are so hecking many tendencies that even in case you may sustain, you couldn’t presumably do all of them. You may’t be blamed for questioning: what’s the purpose in even making an attempt?

Why it’s truly a chance

The everlasting battle of each social media supervisor (we all know all of it too properly): what the hell do I publish right this moment? 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 without doubt one of the most tough components of the job.

The whiplash pace and sheer quantity of tendencies on TikTok could also be intimidating at first, however take a look at it this manner: it’s additionally an ENDLESS fountain of content material concepts.

The complete platform is designed across the concept of recycling, remixing, and collaboration. So there’s at all times one thing to publish on TikTok.

What to do about it

TikTok is FULL of content material concepts, so benefit from them.

However—and that is necessary—don’t really feel like you must soar on each single pattern flying by. Along with the truth that we’re fairly positive it’s not humanly attainable, we additionally wouldn’t advocate it.

Making an attempt to do all of it will imply that what you truly do is unfold your self too skinny. Not each pattern goes to be YOUR pattern, and that’s okay. Hopping on the fallacious pattern will typically make your model look worse than in case you’d achieved nothing in any respect. You’ll know the best one while you see it.

As a substitute, deal with constantly creating good, precious content material. Deal with tendencies as your personal private concept repository.

The excellent news is that, even in case 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 tendencies are on the forefront of the cultural zeitgeist and what you see there shall be what’s in style in all places else in about two weeks.

So even in case you don’t have the time or assets to leap on a pattern because it occurs on TikTok, you’ll at the very least get the references and be ready to play off them in your different social channels afterward (if applicable, after all).

Our TikTok Trends Newsletter may also help. It’s your biweekly replace on the newest TikTok tendencies, whether or not it’s best to hop on them (or not), inspo from different companies on the app, and scorching ideas so you may dwell your finest TikTok life.

4. TikTok is all about good video

Video is EVERYTHING on TikTok, which may depart you involved that you just want professional-level video manufacturing abilities to make good TikTok movies.

Not having the best tools, abilities, or (let’s face it) funds generally is a large hurdle relating to creating wonderful social content material. And a number of the hottest TikTok movies appear to be chock stuffed with fancy enhancing methods and results.

Why it’s truly a chance

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 users say they are often their true selves on TikTok, whereas a mean of 56% say they’ll publish movies they wouldn’t publish 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, in keeping with analysis TikTok carried out with Flamingo (Advertising and marketing Science International Group and Self-expression Research 2021).

Authenticity is simply good enterprise: 56% of users and 67% of creators really feel nearer to manufacturers they see on TikTok—significantly once they publish human, unpolished content material.

What to do about it

Customers don’t need polish, they need actual. So simply be your self—errors and all.

One of the best tools 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 a little bit assist, try our TikTok Video Making Workshop, the place a creator walks you step-by-step by means of the method of constructing your first video.

If the model of your video isn’t that necessary, 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 can post.

You may present folks a day within the lifetime of your small business. 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 probabilities are limitless.

5. TikTok is stuffed with manufacturers doing thrilling stuff

Retail and B2C manufacturers are likely to get essentially the most consideration for doing cool stuff on TikTok.

You solely have to take a look at ones like Chipotle and Gymshark—hopping on tendencies, operating in style branded hashtag challenges, and racking up follower counts within the tens of millions—to see it in motion.

Seeing all of those manufacturers touted as success tales generally is a little intimidating.

You don’t wish to be the boring visitor on the celebration. And TikTok looks like a spot the place your model needs to be tremendous cool, or fashionable, or provocative—and that simply doesn’t come naturally to your model or trade.

Why it’s truly a chance

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 almost definitely to be genuinely enthusiastic about it. On this manner, TikTok truly serves B2B companies (and different not-obviously-exciting-brands) higher than different social networks.

In the identical manner that you just don’t have to supply shiny movies to succeed on TikTok, you additionally don’t must create wildly splashy movies to achieve YOUR folks.

Leisure is without doubt one of the hottest kinds 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 true in entrance of you: TikTokers LOVE to be taught. And few companies are higher positioned to create academic content material than B2B manufacturers. (It’s additionally an ideal technique for many enterprise sorts, from banks to regulation corporations.)

It’s the form of content material you’re most likely already actually good at creating to your different advertising channels. You simply have to start out adapting that mindset to TikTok.

When you’re STILL undecided you belong, contemplate this: 13.9% of B2B decision makers who use social for work analysis say that TikTok influences their buy choices. That merely wouldn’t be the case if B2B manufacturers didn’t belong on the app. And take into consideration this, whilst you’re at it: TikTok movies utilizing the #Finance hashtag have 6.6 billion views. We relaxation our case.

What to do about it

Excellent news! TikTok customers are very keen to observe content material from manufacturers: 73% of TikTokers say they feel deeper connections to manufacturers on TikTok than on different websites and apps and 56% feel more positive a few model after seeing it on TikTok.

How do you give them these good feels?

Seal the take care of your viewers by serving to them be taught one thing new—38% of TikTok users stated a model feels genuine when educating them one thing.

You may’t ignore the TikTok alternative (even when it makes you nervous)

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 life. (Keep in mind what we instructed you earlier about that magic algorithm?)

But it surely’s not only for model consciousness. Heard of a little bit factor known 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 users have taken an motion after viewing a TikTok video
  • 57% of users agree that TikTok impressed them to buy even once they weren’t trying to take action
  • TikTokers are 1.5x more likely to instantly exit and purchase one thing they found on the platform in comparison with different platforms’ customers

TikTok customers aren’t simply extra probably to purchase, although. They’re additionally engaged customers who’re 2.4x more likely than different platform customers to create a publish and tag a model after shopping for a product and 2x more likely to remark or DM a model after making a purchase order.

TikTok is for discovery. And consideration. And conversions. And buyer loyalty too.

Get began with child steps

It’ll be onerous for TikTokers to see your small business in case you aren’t on the platform, so put your self on the market.

Join a TikTok for Enterprise account. Create content material that exhibits 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 necessary) MEASURE all of it.

Add a link to your bio and use UTMs so you may observe visitors and conversions in your web site analytics. Maintain observe of your attain, engagement, and different key metrics utilizing a social media administration platform like Hootsuite to schedule your TikTok videos, handle feedback, and—crucially—measure TikTok alongside your whole different social channels. TikTok even has a customer relationship management (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 strive. Try Make it Make Sense: A TikTok Culture Guide for a crash course in what individuals 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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