Where to Start With Your Brand’s TikTok Strategy
POV: Your brand has flourished on Instagram, Facebook and LinkedIn but something’s missing. Spoiler alert: It’s TikTok. So, where does a brand start with their TikTok strategy? Being the new kid on the block, TikTok can often seem daunting for a new brand - navigating a new algorithm, different demographics and first-time features is no easy feat. But fear not, below we’ve compiled 5 easy steps to kick-start your brand’s TikTok strategy.
The Stats
In 2021, TikTok was the most downloaded app and the 6th most used app in the world. Not only is TikTok a hub of viral videos, music trends and even financial advice, the app boasts some of the highest consumer spending by users which increased by 77% in 2021. After launching their in-app shopping feature in 2021, brands such as EOS, Fabletics, Mejuri and Charlotte Tilbury have seen their products go viral. Thanks in part to the popular hashtag #TikTokMadeMeBuyIt, studies have shown that nearly half of all TikTok users have purchased a product after seeing it on the app.
Why TikTok?
Not only does TikTok provide an abundant space for consumerism, it also fosters a community that lets brands thrive and connect with their audience. Through organic and native content, new brands can be featured on the all-important ‘For You Page’ without having thousands of followers or previous viral videos. Sofia Hernandez, TikTok’s Head of N.A. Business Marketing explains, ‘TikTok has revived brand love. Our community invites brands to lean into and participate in trends [...] all of which builds advocacy and ultimately drives purchases.’
1. Switch to a TikTok Business Account
The first thing a brand should do when creating a thriving TikTok presence is to build a Business Account. TikTok rolled out their business account feature in 2020, and it has proved crucial to a brand’s success on TikTok. Under the tab ‘Creator Controls’ you can take an in-depth look at your analytics. This includes performance stats such as top posts, reach, views, comments, likes, shares and audience engagement. This way you can see what posts are doing well and which ones are flying under the radar. With this information you can suss out your KPI’s and keep on producing and refining content that actually works!
2. Create a Posting Schedule
A content calendar is necessary for any social media strategy. However, TikTok’s viral and changeable disposition means creating a schedule is more important than on other apps. TikTok recommends switching your creative up every 7 days, which calls for planning ahead and freeing up critical time to stay on top of emerging trends. Although your content may need tweaking more often than usual, you should have clear goals and objectives in mind when creating your calendar. The TikTok algorithm favours frequency, and it’s no surprise that the accounts that post alot, receive the most exposure.
3. Stay Active And Reactive
Everyone loves a bit of relatable content, and being a relatable brand can increase your popularity tenfold. Studies show that TikTok users enjoy connecting with brands, with 73% reporting that they feel a deeper connection to companies they interact with on the platform. Luckily, TikTok has a bunch of features that help brands reach their audience. Features such as Stitch or Duet, allows brands to interact with ready-made creator content and vice versa. It is also important to comment, comment, comment! Whether it be on a tips and tricks video from a similar brand or a glowing testimonial from a satisfied customer, the comment section is calling your name. TikTok ranks comments in order of likes, so avoid being generic and instead put thought and insight into your comments.
4. Utilise User Generated Content
If there’s ever been a platform that encourages you to not take yourself too seriously, it’s TikTok. Who would have predicted that a 20 second video of a man long-boarding on his way to work would see a resurgence of popularity for Ocean Spray and Fleetwood Mac? Although there is seemingly no rhyme or reason to what makes a TikTok video go viral, using user generated content (or UGC) seems to be key in boosting a brand’s TikTok presence. Seeking out UGC will likely entail building relationships with influencers. 63% of users like it when brands show TikTok creators in their videos who can then share your products with their audience, expanding your reach.
5. Learn How to Tap Into Trending Sounds and Hashtags
TikTok has become synonymous with viral sounds and hashtag challenges. 93% of top-performing TikTok videos use audio and 67% of TikTok users would prefer to see videos from brands featuring popular or trending songs on TikTok. You can find viral sounds with the ‘Discover’ tab and easily create organic and algorithm-friendly content. Popular hashtag challenges such as Guess’ #InMyDenim or Colgate’s #MakeMomSmile have been huge wins for these brands. It is also worth seeking out a hashtag that works for you. Finding and ultising ‘sub-culture’ hashtags such as #fittok or #cottagecore can help you find like-minded users and keeps your brand from getting lost in the immensely popular generic hashtags, such as #comedy #funny or #fashion.
Looking for more help with your brand’s TikTok strategy? Drop us an enquiry via our Contact Us page and we’ll get back to you within 24 hours!
