Having a model social video technique round TikTok is an important a part of connecting with audiences at this time.
Dropbox’s head of social media, Susan Chang, has been with the software program firm since 2014, two years longer than TikTok has been in existence. Throughout her time there, she’s had the possibility to craft the social media technique across the short-form video app from its inception.
“It was simply simple that TikTok was turning into such a preferred technique to devour content material that we couldn’t not be on it anymore,” mentioned Chang, who sometimes visitor stars on her model’s channel. Dropbox joined simply two years in the past with a cheeky “let’s go” publish. At the moment, the channel repeatedly pulls in tens of millions of views on particular person movies.
A part of Chang’s technique was to create movies that felt like they belonged on that platform. “As a workforce, we would have liked to be good about understanding the channel and the viewers that was there.”
Forward of her session at Ragan and PR Each day’s Social Media Convention, Chang shared her greatest recommendation for TikTok, together with the right way to be genuine, the evolving position of consumer generated content material and methods to interact past movies.
Create movies particularly for the platform
It’s necessary to know the viewers on TikTok. “You would possibly really feel that there are some similarities between [TikTok and other short-form video platforms],” mentioned Chang, “nevertheless, the viewers is completely different from the viewers that’s on Reels.”
Particularly, TikTok movies should be tuned into the app’s personal distinctive, self-referential tradition. “A lot of TikTok is responding to what else is occurring on TikTok,” mentioned Chang. “It’s a must to react rapidly to the brand new factor that day.”
When movies are recycled throughout platforms, they really feel inauthentic. “When manufacturers do this, it’s very apparent and folks (discover).”
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Don’t ignore the feedback part
“The feedback part may be very particular,” mentioned Chang. “Typically it’s extra fascinating and entertaining than the precise video.”
TikTok thrives on engagement between video creators, together with via the sew and duet instruments. However the feedback part is the place engagement can thrive. “You may’t simply publish (and) go away,” mentioned Chang. “Take a look at what persons are saying, how are individuals reacting to you. Might you be reacting to their reactions?”
Dropbox’s technique for the TikTok channel now consists of greatest practices across the feedback part and is a part of their bigger neighborhood engagement technique.
“It’s one other method for us to work together with our prospects. You’ll see different manufacturers pop up [in the comments] on in style TikTok on a regular basis.”
Construct a UGC technique
UGC has turn out to be a vital a part of Dropbox’s technique.
“TikTok is a channel the place individuals like to see somebody speaking to you and having a dialog with you,” mentioned Chang. With that thought in thoughts, her workforce vetted micro influencers who had been beforehand posting content material that felt on model for Dropbox.
“These (have been) actual prospects utilizing Dropbox, of their precise each day lives, speaking about the right way to use it and why they prefer it,” mentioned Chang. “Having them say that on our behalf (was) simpler than the Dropbox model saying (the identical factor). While you see an precise buyer saying one thing, it feels far more genuine and it helps you see your self in that buyer.”
As an added bonus, it’s allowed the channel to publish extra repeatedly.
“It’s been an effective way for us to function prospects (and) additionally create video content material at a way more environment friendly price than we beforehand had been.”
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Followers aren’t all the things
“Your executives in all probability ask you ‘What number of followers do you could have?’” acknowledged Chang. “It’s a type of key metrics that a variety of manufacturers will monitor. (However) I don’t really feel like followers (are) that necessary to a channel. Discoverability has nothing to do with variety of followers on TikTok.”
TikTok’s discoverability mannequin permits related movies to look on viewer’s For You tab even when a consumer isn’t following the account — which implies any video can go viral.
“We need to know that content material we’re publishing is doing properly with our viewers and that persons are watching it,” mentioned Chang. Her key metrics embody engagement, in addition to ROI on video creation.
“With UGC content material, our prices to make every video have come down. That’s additionally one thing that we monitor as a enterprise to make it possible for we’re investing (appropriately).”
Have enjoyable
The short-form video platform turns 8 years outdated this September and now boasts over 1 billion month-to-month energetic customers. A pattern Chang has observed is that elevated viewers implies that an increasing number of public figures or celebrities have joined the platform in earnest. (President Biden’s social workforce simply joined in early February.)
“(The viewers on TikTok) like to see the genuine sides of individuals,” mentioned Chang. “You’ve to pay attention to the beats on the platform on the each day.”
Whether or not these celebrities can adapt to that platform can be one thing she’s curious to look at. “You (can’t) solely publish fantastically produced movies or issues (that really feel) model accredited.“
Bear in mind: in the long run, typically you simply have to provide the viewers what they need.
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Be a part of Chang at Ragan and PR Each day’s Social Media Convention on March 27-29. Chang will converse alongside communications leaders from Alaska Airways, Hyatt, Bloomberg Philanthropies, Intel, AARP, Wendy’s and extra.
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