Taking the danger with any new platform is daunting. In spite of everything, nobody desires to devote their time, power, or funds into one thing with little go back.

That mentioned, it is exhausting to forget about the hype round TikTok, its unbelievable engagement price, and its large consumer base. In case you are prepared to get inventive, TikTok may well be the easiest house on your short-form movies.

Free Ebook: The Marketer's Guide to TikTok for Business [Download Now]

Right here, I spoke with HubSpot’s social media crew to collect their absolute best pointers for bringing your emblem on TikTok.

1. Know the place your target market hangs out.

You have to know the place your target market hangs out on-line. For some manufacturers, this comprises TikTok — for others, now not such a lot. For example, should you promote retirement properties, you will not get a lot traction with the platform’s predominantly more youthful target market.

“TikTok is clearly all of the rage presently, and it is sensible that manufacturers wish to leap in. However prior to you achieve this, make sure you take time to invite the precise questions: Does it make sense for our emblem to turn up on TikTok? Is our target market there?,” advises Annabelle Nyst, senior advertising and marketing supervisor at HubSpot.

In case you are debating whether or not or to not convey your emblem on TikTok, keep in mind to hinge your determination on an important issue: your target market.

2. In finding your “why.”

Getting began on TikTok can really feel overwhelming, particularly whilst you shouldn’t have a objective to paintings in opposition to. 

Bring to mind your objective as your compass. It influences the movies you’re making, the themes you duvet, and your general technique. You do not want to have a selected objective proper off the bat — and it’ll most likely alternate through the years — however you’ll have an concept of the overall path you wish to have to head.

Listed here are a couple of not unusual objectives:

  • Construct an engaged neighborhood
  • Building up emblem consciousness
  • Make stronger emblem symbol
  • Advertise merchandise
  • Generate website online site visitors
  • Amplify your target market
  • Supply customer support
  • Train your target market

It is simply as vital to trace your growth. Check out a number of key efficiency signs (KPIs) like profile perspectives, video perspectives, video likes, and follower enlargement to peer in case you are inching nearer in your objectives.

3. Resolve how you can supply price.

Your next step is figuring out how you wish to have to provide your emblem on TikTok. For Nyst, this begins with answering a easy query: how can you supply price to customers?

“Asking this query in advance will can help you determine what your goal is for being on TikTok, and what your emblem’s presence may appear to be at the platform,” she informed me.

For example, Gymshark, a well-liked health attire emblem, supplies price through entertaining its enthusiasts with fitness-related demanding situations, skits, and clothes hauls. It is no wonder the emblem has over 4 million fans at the platform.

As a result of TikTok is quirky through nature, it creates a false impression that “critical” manufacturers shouldn’t have a spot at the platform. This is not true. On the other hand, you could have to manner your emblem from a special perspective. 

As an example, the Washington Publish has raked up over 1 million fans on TikTok. If you have not observed their movies, you could be expecting critical content material. As an alternative, you can in finding comedic skits about the newest breaking information.

@washingtonpost Elon Musk issued an ultimatum to Twitter workers Wednesday morning: decide to a brand new “hardcore” Twitter or go away the corporate with severance pay.
♬ authentic sound – hbomax

Without equal objective is to supply price in an enticing means. That is achievable for plenty of manufacturers — critical or now not.

4. Save time through making a content material calendar.

TikTok surpassed 1 billion per month energetic customers in 2021. On most sensible of that, hundreds of thousands of conversations occur at the platform day-to-day, and tendencies come and move at speedy velocity. 

Briefly, TikTok can get overwhelming. Because of this, Nyst recommends making plans a content material calendar. 

“Issues transfer temporarily on TikTok, and gaining new fans steadily relies on having a financial institution of present content material for your profile. So, assume forward to what number of movies every week you’ll love to put up, and what sort of subjects you can center of attention on,” she advises.

That mentioned, TikTok is a trends-driven platform, so make sure you go away house in your content material calendar to leap on tendencies and create time-sensitive content material.

Moreover, you additionally want to come to a decision how steadily you will have to put up on TikTok. Nyst favors high quality over amount, advising manufacturers to attempt for 1-2 movies every week. In different phrases, consistency is essential.

Some other upside to posting persistently? The extra you put up, the extra insights you achieve out of your audience. This may can help you perceive what subjects and video types they reply to essentially the most.

Need to know the most efficient day and time to submit your movies on TikTok? Take a look at this useful information.

5. Insert your voice strategically.

While you first sign up for TikTok, it is tempting to enroll in each dialog, hop on each pattern, and take part in each problem. On the other hand, manufacturers want to set guardrails and be strategic with their content material, says Nyst.

“There are such a large amount of conversations taking place without delay on TikTok, and they are converting always. You have to remember the fact that your emblem does not want to be part of each unmarried dialog – so check out to select those the place it is sensible to insert your voice,” Nyst informed me.

She provides, “Certain, the newest dance pattern may well be thrilling, however can your emblem in reality convey one thing new, distinctive, or treasured to the desk?”

No longer each pattern or problem will align together with your emblem or its messaging. On most sensible of that, if you’ll’t upload a brand new or distinctive spin, it is higher to skip it fully. However do not fret about lacking out — tendencies on TikTok are a dime a dozen, and some other one is correct across the nook.

Again To You

TikTok is the brand new child at the block — and has temporarily turn into a viable (and thrilling) advertising and marketing platform. Earlier than leaping in, ensure that TikTok is sensible on your emblem. As soon as you are at the platform, center of attention on focused on your target market with treasured content material on a constant foundation.

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