Whether you consider TikTok a cultural phenomenon or geopolitical outcast, it is hard to disagree that it is the most rapidly growing social platform of choice for more than just Gen Z’ers. With its widespread recognition, the platform name is even becoming “genericized” as people say things like “Let’s TikTok it.” So how can brands ride the TikTok wave without seeming inauthentic?
Before you start posting, make sure you know the landscape and what content is resonating with your audience. You can find the best content barometer by way of uncovering trending content themes.
It is prudent to gauge the category of topics your audience is interested in. Finding these can be uncovered in a few different facets:
Find the top-performing META and TikTok ads in your industry and competitor set. To do this on Meta,
TikTok is always a sound-on experience – sound is a primary focus for posting content on TikTok. Your creative efforts should center around sound. To find trending sounds/songs on TikTok:
On the TikTok app, head to “hashtags” tab to see what trending hashtags related to sounds are used. Videos with #viralsound, for instance, have been viewed 1.8 billion times.
You can also use a hashtag generator platform to help you discover a breadth of #hashtags based on your content inputs and campaign messaging.
Use TikTok’s Creative Center.
Best practice guides in advertiser case studies based on your industry and desired metric.
What are customers saying about your products? What about your competitors? Doing a qualitative review analysis can be helpful when honing in on pain points in the way you position your script. You can agitate the pain points with specifics you find in your research and design copy A/B tests to iterate to the best-performing copy formula. Here are a few (some apparent) places to find reviews:
Now that you gathered all your intel on trending content and audience, ask yourself:
The anatomy of your content should hook (stop scroll), engage (keep the audience interested), retain (watch long enough to get to the CTA), and prompt (take action).
There’s no room in your plans for wasted money or resources. Every question we ask, every meeting we schedule, and every move we make will be intentional, keeping your overall goals in mind.
To keep your audience interested past the hook, your content should land on themes that resonate with the platform’s ecosystem:
“Scale your business with Adroit Marketing’s proven team. It is no secret that big agencies have green teams who turn over quickly, resulting in sub-par work funded by your budget. This frustration is why we founded Adroit Marketing. We’re seasoned experts from leading tech companies focused on proven growth strategies. Get your free marketing plan today.”
“Transform your body with ‘XYZ Fitness’ – a proven exercise program for runners to heal hip dysfunction. Take the first step and heal today at XYZFitness.com.”
We know the addictive nature and mysterious algorithm make TikTok a kingpin in today’s socialscape, so ensure your content is indexable within the platform’s algorithms. Apply traditional SEO best practices to your #Hashtag game to have your content discoverable and, thus, your brand visible. The #Hashtags you choose should be specific to your brand and content. Ensure they are scalable and don’t fall into the gimmicky #Hashtags grouping.
TikTok’s algorithm is known for rewarding regular posting. A regular cadence of high-quality content in your arsenal gives new followers (or what I like to call low-intent prospects) a reason to stay and ultimately convert on organic posts, reducing your overall blended CPA.
Getting started with pure TikTok organic content or paid campaigns can be simple. If you are serious about having the platform as a pillar in your marketing strategy, research and plan beforehand to create a working content calendar or campaign document. Sometimes hiring an expert team can help with the heavy lifting and apply past learnings to avoid mistakes along your TikTok journey.
Scale your business with Adroit Marketing’s proven team. It is no secret that big agencies have green teams who turn over quickly, resulting in sub-par work funded by your budget. This frustration is why we founded Adroit Marketing. We’re seasoned experts from leading tech companies focused on proven growth strategies. Get your free strategy plan today.
Megan offers a refreshing philosophy from her time (16 years) in various marketing roles and company sizes. Her deep knowledge of the start-up landscape provides an edge to the needs of early-stage companies, especially regarding marketing for investments, ensuring product/market fit, and building the foundation for a successful growth engine.
