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


​​Perhaps you don’t belief your dance strikes. Perhaps you don’t assume 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 in case you belong.

TikTok will 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 offers 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 online business really lies.

Not fairly certain you’re on board? We took a take a look at just a few of the most typical hesitations in relation to utilizing TikTok for Business and broke down why they’re really huge alternatives.

Learn on to find TikTok’s actual potential.

 

1. TikTok is completely completely different

The social media methods you employ on each different channel received’t work on TikTok. None of your hard-won insights apply.

You’ve spent ages determining precisely what you must do on every completely different community and now you’re terrified you’re going to should toss all of it out the window. (Are you able to even think about treating TikTok the way in which you do Twitter?!)

Why it’s really a chance

TikTok is vastly completely different from each single different social media platform, sure. However, that’s NOT a foul factor. It additionally signifies that the issues you wrestle with in your different social channels don’t apply right here.

Declining natural attain? Haven’t heard of her.

What number of followers you may have 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 suggestion engine, designed to point out you movies it thinks you’ll get pleasure from based mostly 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 quite than social connections.” There you may have it.

What to do about it

You don’t should utterly reinvent the wheel to place your online 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 likelihood 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 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 form of cool anymore.

Customers arrange themselves round niches—and there’s one for the whole lot. 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 should 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 attempting to be cool in case you’re simply… not.

What to do about it

That is all excellent news for your online business. It means you don’t should pander to issues which are superficially cool with a view to be common. You simply have to search out the precise folks and ship your content material in the precise 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, work out 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 search out your area of interest. (Name it analysis.)

However don’t cease there.

Create movies about their passions—ones they will relate to, that entertain them, and even educate them one thing new. Touch upon movies that others within the subculture submit. 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.

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

3. TikTok developments transfer lightning quick

TikTok is the place developments are born. It’s on the slicing fringe of tradition. However the whole lot 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 developments that even in case you might sustain, you couldn’t probably do all of them. You possibly can’t be blamed for questioning: what’s the purpose in even attempting?

Why it’s really a chance

The everlasting wrestle of each social media supervisor (we all know all of it too nicely): what the hell do I submit right this moment? And tomorrow? And the day after that? And on and on and on…?

Filling a calendar with content material that feels recent, intelligent, and entertaining is likely one of the most troublesome components of the job.

The whiplash velocity 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.

Your entire platform is designed across the thought of recycling, remixing, and collaboration. So there’s at all times one thing to submit on TikTok.

What to do about it

TikTok is FULL of content material concepts, so reap the benefits of them.

However—and that is essential—don’t really feel like it’s important to leap on each single development 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 development goes to be YOUR development, and that’s okay. Hopping on the incorrect development will typically make your model look worse than in case you’d carried out nothing in any respect. You’ll know the precise one while you see it.

As an alternative, give attention to constantly creating good, precious content material. Deal with developments as your personal private thought repository.

The excellent news is that, even in case you don’t ever participate in a single development, 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 might be what’s common in every single place else in about two weeks.

So even in case you don’t have the time or sources to leap on a development because it occurs on TikTok, you’ll a minimum of get the references and be ready to play off them in your different social channels in a while (if acceptable, after all).

Our TikTok Trends Newsletter may help. It’s your biweekly replace on the most recent TikTok developments, whether or not you need to hop on them (or not), inspo from different companies on the app, and scorching ideas so you may reside your greatest TikTok life.

4. TikTok is all about good video

Video is EVERYTHING on TikTok, which might go away you involved that you just want professional-level video manufacturing expertise to make good TikTok movies.

Not having the precise tools, expertise, or (let’s face it) funds generally is a big hurdle in relation to creating glorious social content material. And a few of the hottest TikTok movies appear to be chock stuffed with fancy modifying tips and results.

Why it’s really a chance

The app could also be all about video, however that doesn’t imply it’s about shiny video.

Authenticity guidelines on TikTok. Generally industrially produced movies take off, however most of the time, it’s scrappy DIY stuff that hits the #fyp.

Globally, a median of 64% of TikTok users say they are often their true selves on TikTok, whereas a median of 56% say they will submit movies they wouldn’t submit elsewhere. Importantly, that is one thing they like concerning the app—and it’s what they need to see from companies too.

The truth is, 65% of TikTok customers agree that skilled trying movies from manufacturers really feel misplaced or odd on TikTok, in keeping with analysis TikTok performed with Flamingo (Advertising and marketing Science International Group and Self-expression Examine 2021).

Authenticity is simply good enterprise: 56% of users and 67% of creators really feel nearer to manufacturers they see on TikTok—notably after 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.

The very best tools for filming is one thing you’ve already received: a cell phone. Use TikTok itself to edit your video (it has a TON of easy-to-use options). And, in order for you a bit assist, take a look at our TikTok Video Making Workshop, the place a creator walks you step-by-step by the method of creating your first video.

If the fashion of your video isn’t that essential, what’s? Its content material. Along with a bottomless provide of trend-fueled content material concepts, there are tons of different potentialities for what you can post.

You possibly can present folks a day within the lifetime of your online business. Give them a peek behind the scenes. Train them one thing new. Inform them a narrative. Spotlight a brand new product. Showcase your most attention-grabbing workers. The probabilities are infinite.

5. TikTok is filled 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 developments, operating common 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 need to be the boring visitor on the social gathering. And TikTok looks as if a spot the place your model needs to be tremendous cool, or stylish, or provocative—and that simply doesn’t come naturally in your model or trade.

Why it’s really a chance

B2B companies (and many service-based firms too) typically function in very area of interest areas with very area of interest audiences. On different networks, this works in opposition to you.

However the TikTok algorithm is far more more likely to get your very area of interest content material to the very area of interest viewers who’s probably to be genuinely enthusiastic about it. On this method, TikTok really serves B2B companies (and different not-obviously-exciting-brands) higher than different social networks.

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

Leisure is likely 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 instructional content material than B2B manufacturers. (It’s additionally an ideal technique for many enterprise varieties, from banks to regulation corporations.)

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

For those who’re STILL undecided you belong, take into account this: 13.9% of B2B decision 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.

What to do about it

Excellent news! TikTok customers are very keen to look at 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 couple of 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 mentioned a model feels genuine when educating them one thing.

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

Taking the chance with any new platform can really feel intimidating. Nobody desires to pour their time, vitality, or valuable funds into one thing and never get something tangible or measurable again out.

However the nice information is that this isn’t more likely to occur with TikTok.

It’s an incredible place to get new eyeballs, it’s true. So good, the truth is, that 70% of TikTokers say they’ve found new merchandise and types on the platform that match their existence. (Keep in mind what we informed you earlier about that magic algorithm?)

However it’s not only for model consciousness. Heard of a bit factor referred to as #TikTokMadeMeBuyIt? At 14 BILLION views (and counting), it’s a power to be reckoned with.

TikTok’s received 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 after they weren’t trying to take action
  • TikTokers are 1.5x more likely 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 seemingly to purchase, although. They’re additionally engaged shoppers who’re 2.4x more likely than different platform customers to create a submit 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 online 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. Interact along with your viewers. Be part of a neighborhood.

Then (and that is essential) 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 received to present 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.

Read the Guide

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