TikTok Time

COVID-19 responses around the globe
April 9, 2020
Lockdown psychology
April 28, 2020

Previously known as Musical.ly, TikTok is where you could find Gen Z uploading 15 second videos of themselves lip synching to their favourite bops.  

Fast forward to 2020 and its hard to find a person who hasn’t watched a how to wash your hands’ TikTok video, or better yet, made their own COVID-19 dance masterclass! 

According to Roy Morgan, over 1.6 million were already using TikTok in February this year and the subscription rate is said to be rising rapidly.     

The majority of users are currently from Generation Alpha (born since 2006) but this is set to get older with increasing numbers of Gen Z and Millennials downloading the app  

So, is it all just kids dancing, pouting and lip synching, or can businesses use TikTok as a communications platform too?   

The answer is yes, provided you are willing to take a different approach to content creation. 

Read on for our top tips on using the pandemic platform of choice. 

The basics 

The first thing you need to know is what youre getting yourself in for. TikTok is a video sharing platform where you can share 15 – 60 second videos with your followers 

Business accounts are available so be sure to choose the pro option when setting up your profile. This will ensure you have access to important post analytics. 

Start creating 

TikTok is very different to other platforms as its users celebrate diversity, originality and creativity.  

Re-purposing the same content you use across Facebook and Instagram won’t work here.  

You will need to create content with the TikTok user in mind. TikTokers like to see originality, and don’t mind if the quality of video is low. It’s about being raw and real.  

It’s not always about being the first to do something on this platform, taking something that you have seen another creator do, and re-inventing it to have your business flair on it is what TikTok is all about. 

 TikTok is about entertainment not lifestyle imagery. Users want to laugh, cry and be amused, they are not interested in your beautiful looking flat lay of products. 

 So when you create your videos be different, clever and unusual. The same applies to any hashtag challenges you may wish to start; but remember – it needs to be true to your brand. 

Establish your style 

On TikTok, like all platforms you should try to identify your style. What will you be doing that will be the most authentic way your brand can communicate with this audience. 

For example: 

  • The Australian Reptile Park has focused on short behind the scenes videos. These work extremely well as TikTok users love the real ‘behind closed doors’ approach. 
  • AFL account @aussierules has done extremely well by responding to themes that are trending on the platform. They have followed dance challenges and created a #aflathome hashtag, so users can get their AFL hit during isolation 
  • Fanta came up with the #cauldronchallenge to inspire people to think of Fanta over Halloween. 

You could also engage an influencer or look at a ‘fan takeover to create content. 

Whatever you create make sure you include relevant hashtags and always include #fyp and #foryoupage. These hashtags will give your video a chance to be featured on users personal ‘For You’ page and work in your favour with the TikTok algorithm. 

Approach the right influencers 

 If you are wanting to create an effective influencer campaign that includes TikTok, approaching the right influencers (as you would for your other social channels) is still critical 

Look for influencers whose followers are similar to your target audience. Ideally you want to find someone who prioritises TikTok as their main platform.  

Some influencers are across multiple platforms and will say they can replicate content across all. Be careful, as many influencers have brought their Instagram followers across to TikTok and those followers do not have the same engagement as it’s not their primary platform.  

TikTok influencers tend to be younger (no mummy bloggers here, yet!) and more creative with their contentso they might take longer to get content ready 

They can be very similar to YouTube creators, every video will have a story telling element in mind, so it is important to work together with the influencer, and try not to give them a script.   

The golden rule   

As with all social platforms, consistency is key. For the best growth on your TikTok account, you will want to post one to two times per day. 

TikTok users are very loyal and can usually smell a rat. Whatever you do on TikTok your goal must be to entertain first and sell second. Campaigns that are less branded will always do better than those that feel like an ad.