5 Reasons TikTok is Intimidating (in the BEST Way Doable)

​​Perhaps you don’t belief your dance strikes. Perhaps you don’t assume you’re “cool” sufficient. Perhaps you possibly can’t sustain with the limitless developments and challenges that pop up and burn out simply as quick.

Perhaps you’re unsure in the event you belong.

TikTok will be intimidating and—dare we are saying it—even a bit overwhelming. However would you consider us after we say that’s additionally what makes it thrilling?

It’s true: The identical stuff that offers you nervous sweats is additionally precisely what makes this app so thrilling. And highly effective. And impactful.

That’s the place the actual worth for your corporation truly lies.

Not fairly positive you’re on board? We took a take a look at a number of of the most typical hesitations in relation to utilizing TikTok for Business and broke down why they’re truly large alternatives.

Learn on to find TikTok’s actual potential.


1. TikTok is completely totally different

The social media methods you employ on each different channel gained’t work on TikTok. None of your hard-won insights apply.

You’ve spent ages determining precisely what you must do on every totally different community and now you’re terrified you’re going to need to toss all of it out the window. (Are you able to even think about treating TikTok the means you do Twitter?!)

Why it’s truly a possibility

TikTok is vastly totally different from each single different social media platform, sure. However, that’s NOT a nasty factor. It additionally signifies that the issues you wrestle with in your different social channels don’t apply right here.

Declining natural attain? Haven’t heard of her.

What number of followers you’ve got issues far much less on TikTok than it does in all places else. That’s as a result of the TikTok algorithm is a advice engine, designed to indicate you movies it thinks you’ll get pleasure from based mostly on consumer interactions (like what movies you’ve watched or appreciated beforehand), classes you’ve marked as attention-grabbing, and extra.

TikTok itself even says that “the TikTok algorithm is based mostly on content material engagement quite than social connections.” There you’ve got it.

What to do about it

You don’t need to fully reinvent the wheel to place your corporation on TikTok, however you do have to return to the fundamentals of excellent social technique.

Ask your self: What does your viewers need?

As long as your content material is related to your viewers, it could possibly attain them on TikTok. This is your probability to do one thing new. Nerve-wracking? Sure—however thrilling too.

2. TikTok is powered by cultural tastemakers

What’s cool lives and dies on TikTok. And a lot of that is powered by the young demographics that make up the majority of the user base.

As a result, TikTok has become an engine of culture and trends that dictates not only what’s cool on social media, but in real life as well: in fashion, in food, in music, in pop culture—everywhere.

That can be intimidating, because marketing to these groups is notoriously difficult. Your brand can be embraced one minute and shunned the next.

Why it’s actually an opportunity

Yes, TikTok is Gen Z’s home base (making it the perfect place to reach them, btw) and a lot of the app’s cultural influence stems from them, but they’re not the only ones there: American TikTok users aged 35 to 54 have more than tripled year-over-year. (Learn that once more.)

Plus, older adults are more and more using TikTok to defy stereotypes and outline what’s cool—and so they’re being welcomed with open arms.

So you possibly can truly attain the “cool” folks in any demographic on TikTok, however extra importantly—it’s not simply the “cool” individuals who get to be tastemakers anymore. TikTok has opened the door for random hobbyists, eclectic subcultures and aesthetics, and historically “uncool” or uncelebrated communities to not solely collect, however flourish.

There’s nobody form of cool anymore.

Customers manage themselves round niches—and there’s one for all the pieces. Sure, actually. Even tech. Even finance. Even legislation. Even B2B. Even [insert your industry here].

TikTok is for each form of enterprise.

You don’t need to squeeze your self right into a field the place you simply don’t match. So, problem what you assume it’s cool. As a result of TikTok is wildly embracing issues that aren’t historically or mainstream cool—as long as it comes throughout as genuine.

What doesn’t work is pretending you’re cool or making an attempt to be cool in the event you’re simply… not.

What to do about it

This is all excellent news for your corporation. It means you don’t need to pander to issues which are superficially cool as a way to be standard. You simply have to seek out the proper folks and ship your content material in the proper methods.

First up, know what the essence of your model is and lean into it wholeheartedly. Don’t attempt to be one thing you’re not: TikTokers will throw you to the wolves over that.

Second, determine the place your viewers hangs out on the app.

Are they studying up on #BookTok? Rising sturdy in #PlantTok? Vibing with #CottageCore? Do some poking round and watch some TikTok movies to seek out your area of interest. (Name it analysis.)

However don’t cease there.

Create movies about their passions—ones they will relate to, that entertain them, and even educate them one thing new. Touch upon movies that others in the subculture publish. And, in the event you’re in a position to, collaborate with creators in your area of interest.

Why? They supercharge outcomes: 42% of users uncover new merchandise from creators’ brand-sponsored TikToks and creators drive 20% higher purchase intent.

In search of a cheat code to what the f@*! is truly taking place on TikTok? Take a look at Make it Make Sense: A TikTok Culture Guide on your shortcut to understanding prime creators, standard subcultures, and extra.

3. TikTok developments transfer lightning quick

TikTok is the place developments are born. It’s at the slicing fringe of tradition. However all the pieces strikes so rattling shortly that it’s laborious to maintain up, to not point out create content material that really performs.

And there are so hecking many developments that even in the event you may sustain, you couldn’t presumably do all of them. You may’t be blamed for questioning: what’s the level in even making an attempt?

Why it’s truly a possibility

The everlasting wrestle of each social media supervisor (we all know all of it too properly): what the hell do I publish immediately? And tomorrow? And the day after that? And on and on and on…?

Filling a calendar with content material that feels recent, intelligent, and entertaining is one in all the most tough components of the job.

The whiplash velocity and sheer quantity of developments on TikTok could also be intimidating at first, however take a look at it this fashion: it’s additionally an ENDLESS fountain of content material concepts.

Your complete platform is designed round the thought of recycling, remixing, and collaboration. So there’s at all times one thing to publish on TikTok.

What to do about it

TikTok is FULL of content material concepts, so benefit from them.

However—and this is essential—don’t really feel like it’s a must to leap on each single pattern flying by. Along with the incontrovertible fact that we’re fairly positive it’s not humanly doable, we additionally wouldn’t suggest it.

Making an attempt to do all of it will imply that what you truly do is unfold your self too skinny. Not each pattern is going to be YOUR pattern, and that’s okay. Hopping on the fallacious pattern will usually make your model look worse than in the event you’d finished nothing in any respect. You’ll know the proper one whenever you see it.

As a substitute, concentrate on constantly creating good, helpful content material. Deal with developments as your individual private thought repository.

The excellent news is that, even in the event you don’t ever participate in a single pattern, merely staying up-to-date with them will put you forward of the pack.

Why? As a result of TikTok developments are at the forefront of the cultural zeitgeist and what you see there can be what’s standard in all places else in about two weeks.

So even in the event you don’t have the time or sources to leap on a pattern because it occurs on TikTok, you’ll a minimum of get the references and be ready to play off them in your different social channels in a while (if applicable, after all).

Our TikTok Trends Newsletter can assist. It’s your biweekly replace on the newest TikTok developments, whether or not you need to hop on them (or not), inspo from different companies on the app, and sizzling suggestions so you possibly can reside your finest TikTok life.

4. TikTok is all about good video

Video is EVERYTHING on TikTok, which may depart you involved that you just want professional-level video manufacturing expertise to make good TikTok movies.

Not having the proper gear, expertise, or (let’s face it) finances is usually a enormous hurdle in relation to creating wonderful social content material. And a few of the hottest TikTok movies appear to be chock filled with fancy enhancing tips and results.

Why it’s truly a possibility

The app could also be all about video, however that doesn’t imply it’s about shiny video.

Authenticity guidelines on TikTok. Generally industrially produced movies take off, however most of the time, it’s scrappy DIY stuff that hits the #fyp.

Globally, a mean of 64% of TikTok users say they are often their true selves on TikTok, whereas a mean of 56% say they will publish movies they wouldn’t publish elsewhere. Importantly, this is one thing they like about the app—and it’s what they wish to see from companies too.

In truth, 65% of TikTok customers agree that skilled trying movies from manufacturers really feel misplaced or odd on TikTok, based on analysis TikTok carried out with Flamingo (Advertising Science World Group and Self-expression Research 2021).

Authenticity is simply good enterprise: 56% of users and 67% of creators really feel nearer to manufacturers they see on TikTok—notably after they publish human, unpolished content material.

What to do about it

Customers don’t need polish, they need actual. So simply be your self—errors and all.

The perfect gear for filming is one thing you’ve already bought: a cell phone. Use TikTok itself to edit your video (it has a TON of easy-to-use options). And, in order for you a bit assist, try our TikTok Video Making Workshop, the place a creator walks you step-by-step by the course of of constructing your first video.

If the model of your video isn’t that essential, what is? Its content material. Along with a bottomless provide of trend-fueled content material concepts, there are tons of different prospects for what you can post.

You may present folks a day in the lifetime of your corporation. Give them a peek behind the scenes. Educate them one thing new. Inform them a narrative. Spotlight a brand new product. Showcase your most attention-grabbing workers. The chances are limitless.

5. TikTok is filled with manufacturers doing thrilling stuff

Retail and B2C manufacturers are inclined to get the most consideration for doing cool stuff on TikTok.

You solely have to have a look at ones like Chipotle and Gymshark—hopping on developments, working standard branded hashtag challenges, and racking up follower counts in the thousands and thousands—to see it in motion.

Seeing all of those manufacturers touted as success tales is usually a little intimidating.

You don’t wish to be the boring visitor at the social gathering. And TikTok looks as if a spot the place your model must be tremendous cool, or stylish, or provocative—and that simply doesn’t come naturally on your model or trade.

Why it’s truly a possibility

B2B companies (and plenty of service-based corporations too) usually function in very area of interest areas with very area of interest audiences. On different networks, this works towards you.

However the TikTok algorithm is far more prone to get your very area of interest content material to the very area of interest viewers who’s probably to be genuinely enthusiastic about it. On this means, TikTok truly serves B2B companies (and different not-obviously-exciting-brands) higher than different social networks.

In the similar means that you just don’t have to supply shiny movies to succeed on TikTok, you additionally don’t have to create wildly splashy movies to succeed in YOUR folks.

Leisure is one in all the hottest kinds of content material on the platform, it’s true. However folks usually overlook about the different two: inspiration and training.

The key to content material success on TikTok is proper in entrance of you: TikTokers LOVE to be taught. And few companies are higher positioned to create instructional content material than B2B manufacturers. (It’s additionally an ideal technique for plenty of enterprise sorts, from banks to legislation corporations.)

It’s the form of content material you’re most likely already actually good at creating on your different advertising and marketing channels. You simply have to begin adapting that mindset to TikTok.

Should you’re STILL unsure you belong, contemplate this: 13.9% of B2B decision makers who use social for work analysis say that TikTok influences their buy selections. That merely wouldn’t be the case if B2B manufacturers didn’t belong on the app. And take into consideration this, whilst you’re at it: TikTok movies utilizing the #Finance hashtag have 6.6 billion views. We relaxation our case.

What to do about it

Excellent news! TikTok customers are very keen to look at content material from manufacturers: 73% of TikTokers say they feel deeper connections to manufacturers on TikTok than on different websites and apps and 56% feel more positive a couple of model after seeing it on TikTok.

How do you give them these good feels?

Seal the take care of your viewers by serving to them be taught one thing new—38% of TikTok users mentioned a model feels genuine when educating them one thing.

You may’t ignore the TikTok alternative (even when it makes you nervous)

Taking the danger with any new platform can really feel intimidating. Nobody needs to pour their time, power, or valuable finances into one thing and never get something tangible or measurable again out.

However the nice information is that this isn’t prone to occur with TikTok.

It’s an incredible place to get new eyeballs, it’s true. So good, in actual fact, that 70% of TikTokers say they’ve found new merchandise and types on the platform that match their existence. (Keep in mind what we instructed you earlier about that magic algorithm?)

However it’s not only for model consciousness. Heard of a bit factor referred to as #TikTokMadeMeBuyIt? At 14 BILLION views (and counting), it’s a power to be reckoned with.

TikTok’s bought buy intent in spades too:

  • 93% of users have taken an motion after viewing a TikTok video
  • 57% of users agree that TikTok impressed them to buy even after they weren’t trying to take action
  • TikTokers are 1.5x more likely to instantly exit and purchase one thing they found on the platform in comparison with different platforms’ customers

TikTok customers aren’t simply extra doubtless to purchase, although. They’re additionally engaged customers who’re 2.4x more likely than different platform customers to create a publish and tag a model after shopping for a product and 2x more likely to remark or DM a model after making a purchase order.

TikTok is for discovery. And consideration. And conversions. And buyer loyalty too.

Get began with child steps

It’ll be laborious for TikTokers to see your corporation in the event you aren’t on the platform, so put your self on the market.

Join a TikTok for Enterprise account. Create content material that reveals the worth of your services or products and your model. Interact along with your viewers. Be part of a neighborhood.

Then (and this is essential) MEASURE all of it.

Add a link to your bio and use UTMs so you possibly can observe site visitors and conversions in your web site analytics. Maintain observe of your attain, engagement, and different key metrics utilizing a social media administration platform like Hootsuite to schedule your TikTok videos, handle feedback, and—crucially—measure TikTok alongside your entire different social channels. TikTok even has a customer relationship management (CRM) integration so you possibly can arrange a direct circulation of leads utilizing LeadsBridge or Zapier.

So now you see, the causes you’re nervous about TikTok are additionally the very same causes you’ve bought to offer it a attempt. Take a look at Make it Make Sense: A TikTok Culture Guide for a crash course in what individuals are doing on TikTok and why it issues—so you possibly can create a method that connects and drives tangible enterprise outcomes.

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