Brief-form movies are one of many prime content material advertising and marketing tendencies for 2023. Ninety % of entrepreneurs who leveraged such a content material in 2022 plan to proceed utilizing it. And 21 % of entrepreneurs who didn’t use it in 2022 will work it into their methods this 12 months.
You understand it’s essential to leverage this medium if you happen to’re not already. However the place does this content material must stay?
Contemplate TikTok. It was the most-downloaded app within the U.S. in 2019, 2020, and 2021. Whereas TikTok is hottest with Gen Z (beating out Insta), its recognition is rising with Millennials and Gen Xers. A few third of the grownup customers are over 30. Worldwide, the app has over 1 billion month-to-month lively customers. Whereas that’s nonetheless fewer than Fb or Instagram, many manufacturers see it as an incredible place to attach with their viewers.
TikTok has distinctive advantages that separate it from Instagram.
TikTok is not only the go-to place for entertaining content material. It’s a spot to unwind and decompress and has developed into a spot to study and develop. I observe accounts that educate me learn how to have enjoyable with watercolors, maintain my vegetation, be a greater chief, and handle a PR disaster. I’m even utilizing the app to plan a visit to Scotland for my fiftieth birthday.
As you take into account your content material for Tiktok, it’s vital to notice that, whereas the platform is usually in comparison with Instagram (and plenty of consider the Zuck is altering IG to higher compete with TikTok), it’s not the identical. The largest distinction between the 2 is how audiences work together with the content material.
Instagram is well-known for its curated imagery. It really works nicely for creators who concentrate on aspirational content material and have audiences who wish to stay their excellent life. Suppose: any of the Kardashian clan.
Nevertheless, the TikTok crowd appears to favor content material that seems extra actual. Even when creators use filters, they add a component of enjoyable, and their use is clear—viewers know they’re in play. The feedback part additionally performs a key function on TikTok. Among the greatest interactions occur there. Some accounts even spotlight the hilarity within the feedback as a significant content material enter.
TikTok can be the place many well-liked memes and tendencies start. All these humorous movies you see on Insta Reels? Yeah. They have been well-liked months earlier on TikTok.
In the event you’re considering of dipping your toe into the clock app, listed here are 5 issues it’s essential to take into account that can assist you join together with your demographic and develop your viewers.
1. Don’t bounce proper in.
The largest mistake you can also make is assuming your viewers will work together in the identical approach as they do on different social media platforms.
Contemplate BuzzFeed. It dominates on YouTube (20 million followers) and IG (6 million followers), however it’s not doing as nicely on TikTok (1.4 million followers). Stunning? Not once you have a look at the content material. For one, BuzzFeed reposted numerous its IG content material straight to TikTok, which has a very totally different vibe. (Tip: In the event you’re going to repurpose content material, you’re higher off creating content material first for TikTok and reusing it on Instagram.)
One among its worst-performing movies (77 likes and seven feedback) didn’t use the transitions nicely and addressed a subject nobody cared about (do you have to name it NYE 2019 or 2020?). They missed by not connecting with present tendencies on the app and by not understanding the vibe of the TikTok group to be able to successfully have interaction in a dialog.
In the event you don’t have a private account but, set one up and begin listening. Watch content material by different manufacturers in your house and even these which are “house adjoining.” Have a look at how customers work together with content material. What content material does nicely? Begin following creators who curiosity you to collect inspiration.
Take the time (a minimum of a few weeks) to discover the app and get a really feel for the group that lives there.
2. Keep true to your model’s voice.
Don’t go away your model’s voice behind as you propose and create your content material. It’s vital to remain genuine to who you’re as an organization. In the event you’ve established a cheeky, irreverent voice, hold it. In the event you’re somewhat extra “center of the highway,” keep there. Now will not be the time to vary who you’re to suit what you assume the platform requires. You may nonetheless have enjoyable on the platform, however sincerity is essential.
The Washington Put up, which has been round for nearly 150 years, has 1.5 million followers on its account.
There may be actually room for everybody on the platform.
3. Use the tendencies to your benefit.
One of many parts that units TikTok aside from different social media apps is the tendencies—these are sounds and music clips, hashtags, filters, sizzling matters, and even duets and stitches. When in search of content material, customers will usually search by a sound or filter (not simply by the hashtags) to see how creators put their spin on a pattern.
Listed below are three examples from totally different manufacturers utilizing the identical trending sound:
Let’s discuss duets and stitches. A sew is the place you begin a video with a five-second clip of another person’s content material, you then add your commentary to the rest of the video (i.e., you digitally “sew” the 2 collectively). Stitching permits customers to reply a query or remark and broaden on one thing one other creator did.
Netflix makes use of the sew characteristic to advertise new tv collection and films. When launching the docuseries, The Tinder Swindler, Netflix created the hashtag #wildthingsforlove and requested viewers to sew their video and share a number of the craziest issues they did for love. The hashtag has virtually 11 million views as of January 2023.
Duets present two creators side-by-side. In some circumstances, the creator you’re following will present commentary on an authentic video by one other creator. That “commentary” is usually verbal, however different duets present the commentator silently making facial or hand gestures or simply sitting whereas the opposite creator talks.
Andy Dooley, a health coach, dueted this video shared by ESPN:
Each stitches and duets leverage the platform and concepts of different creators. The unique creator is routinely credited within the video. Whereas there are complete accounts devoted to duets, manufacturers that wish to construct an engaged viewers ought to duet sparingly. Consider them as a garnish to your TikTok technique. Use them an excessive amount of, and folks will surprise when you’ve got something authentic to say.
4. Leverage influencers.
If you’re in search of influencers to associate with and lift visibility in your services or products, TikTok is a good place to search out them.
Massive names just like the Kardashians or Ryan Reynolds usually come to thoughts once we consider influencers. However they signify solely a part of the influencer universe. Micro-influencers, or creators with ten to fifty thousand followers, could have a extremely engaged viewers primed and able to join with you.
Earlier than you attain out, determine a couple of (5 to 10) influencers you assume could be a superb match, and observe them “silently” (which means, go to their profiles with out clicking the observe button). Watch how usually they publish, what sort of content material they publish, and the way their viewers engages. It’s possible you’ll discover that they’re already followers of your model.
After a couple of weeks, smash that observe button in your prime faves. Like a few of their content material and take into account commenting. Then, attain out to your primary and two and see in the event that they’d be serious about partnering with you.
SweetV Jewellery, an organization that has grow to be internet-famous for crowns and tiaras, companions with a number of TikTok creators. They ship the creators crowns, or the creators buy the crowns themselves and share the love. Authors, comedians, and “common” followers of the model put on the crowns of their movies. SweetV reposts many unboxing movies, benefiting from user-generated content material.
5. Search is vital.
Even Google (which has a TikTok account) is watching the clock app. Gen Z customers are flocking there to search out restaurant and product evaluations, solutions to questions, and extra. TikTok is changing into the brand new Google.
Consider your account not solely as a social platform however as a search engine.
It supplies a perfect platform for answering frequent buyer questions and highlighting options or new releases. Showcase testimonials. And, if it suits, you might clarify well-liked tendencies related to your model. (Like, what’s the Croissant Military, and does it imply I’ll get a endless provide of buttery, flaky goodness if I be a part of?)
TikTok offers you a chance to leverage your experience and grow to be a trusted supply in your viewers. With the correct mix of creativity, partnership, and well timed perception into tendencies and matters, chances are you’ll end up constructing a extremely engaged group.
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alexander shatov
