TikTok has taken the social media world by storm for brands and individuals alike. TikTok is not just a platform for individuals to create entertaining and engaging content, but it has also become a hub for businesses to connect with their target audience. If you feel overwhelmed by this new platform, you are not alone. Overwhelm and fear is leading many brands to not use the platform correctly, and it's hurting their marketing efforts. Let's talk about the top four mistakes your brand might be making on TikTok and how to fix them.
1. Not Understanding the Platform
TikTok is a unique platform, and it operates differently from other social media platforms like Instagram or Facebook. Therefore, brands must take the time to understand TikTok's culture and its audience. On TikTok, users are looking for fun, engaging, and authentic content. Brands that create overly promotional or dull content will struggle to capture their audience's attention.
To avoid this mistake, brands should take the time to explore the platform and understand the type of content that resonates with TikTok's audience. Conducting research on your competitors and popular trends on the platform can help your brand get a better understanding of TikTok's culture and develop a strategy that aligns with it. Take your time testing out different types of content at first, and take a look at what works best with your audience.
In all short-form video content, it is best to keep the video under 10 seconds long, shorter if you can manage it. Attention spans are consistently split amongst users so you want to make sure your content is engaging right off the bat. Hooking your audience in the first 2 seconds of a video is deeply linked to its success.
Users on TikTok are also looking for something real from brands. Let's talk about that more...
2. Failing to Be Authentic
One of the key elements that make TikTok stand out from other social media platforms is its focus on authenticity. TikTok users are looking for content that feels genuine, relatable, and authentic. Brands that try to force an overly polished or scripted image will struggle to connect with their audience.
Brands should strive to be authentic in their TikTok content. This means creating content that feels organic and unscripted while aligning with the brand's values and personality. Brands that use influencers or partner with creators to create content can benefit from their expertise in creating authentic content that resonates with their audience. Another way that your brand can create authenticity is by not overthinking. I know it sounds really tough, but the days of trying too hard, Facetuning, over editing, etc, are over. You need to walk into this platform with an open mind and heart. It's what your audience will respond to best. It’s also key to remember that having fun on TikTok will go a long way. Don't be afraid to experiment or apply a certain trending audio to your industry. In fact, it's encouraged to play around!
3. Failing to Engage with the Community
TikTok's community is one of its most significant strengths, and accounts that fail to engage with it are missing out on a massive opportunity. Like other platforms, TikTok's algorithm prioritizes content that generates engagement. Engaging with the community can help brands increase their reach and visibility on the platform.
As a brand, you should focus on engaging with their audience through comments and likes. One of my favorite ways to work this into my daily social media routine is by scrolling through my For You Page and commenting on content that aligns with the brand I’m working with. Let’s say your brand is a rug company that makes fun and experimental rugs. Your target audience are Millenials and Gen-Z and you want to connect with them authentically. Train your algorithm to show you content that is being made by creators that are decorating their homes with exciting decor. When you see them pop up, you can personally engage (or offer to send them some gifts). This approach spreads brand awareness and showcases your brand's personality.
4. Not Experimenting with Your Content Strategy
Developing a solid content strategy is crucial for a successful social media presence. Without one, the task of creating content can be overwhelming, leading to many people struggling with the process. Social media trends are ever-evolving, making it necessary to stay agile and willing to experiment to stay current. A robust strategy for social media includes thorough market research, analysis of your target audience, and the creation of content that aligns with your brand. However, it's important to remain flexible in your approach, as these trends are constantly changing. Allowing yourself the freedom to create fun, engaging, and experimental content can make a significant difference in your social media success.
In conclusion, TikTok offers an exciting opportunity for brands to connect with their audience and increase their reach. To succeed on the platform, brands must take the time to understand TikTok's culture, be authentic in their content, and engage with the community actively. By avoiding these common mistakes, brands can create a successful TikTok presence that drives engagement and builds brand awareness.
