Opinions expressed by Entrepreneur contributors are their very own.
Relating to manufacturers on TikTok, the preferred ones appear to share some secret ingredient that makes them extra watchable, participating and relatable.
They are not all recipes, though a few of them would possibly information you to make the best folded tortilla wraps or the creamiest baked feta pasta.
As an alternative, the key sauce is their capacity to create participating content material that pulls customers in and retains them entertained or knowledgeable sufficient to remain, and to return incessantly.
Constructing an enticing model on TikTok occurs whenever you discover that candy spot between what TikTok customers wish to watch and the message you wish to put out to market, between the content material they’re craving on the platform and the story you may inform about your merchandise or customers.
Whereas Gen Z, TikTok’s high demographic, is understood for rejecting promoting and being turned off by advertising and marketing, manufacturers that discover the candy spot can get of their good graces and create a larger urge for food for his or her content material (and by extension, their services and products).
Associated: The right way to Combine TikTok Into Your Video Advertising Technique
The manufacturers which can be doing it finest embrace Chipotle, Amazon and Guinness World Information, amongst others. How are they making it occur and constructing a reference to their followers?
1. Understanding the distinctive communication model and tradition of TikTok
One of the best TikTok accounts acknowledge the distinction between this platform and the best way social customers work together with different platforms. One of the best manufacturers create content material particularly for TikTok, reasonably than simply reposting content material or headlines from different platforms.
They’re intentional when creating content material for TikTok and making it participating. The Washington Publish, for instance, is understood for its hard-hitting journalism and protection of nationwide and world affairs. In addition they have a Washington Publish TikTok man, Dave Jorgenson, who takes their conventional protection and offers it its personal taste on TikTok, tying it in with popular culture happenings or traits inside the platform.
The end result? The newspaper seems to have conquered this up-and-coming digital channel, with greater than a million followers interacting with their model on the app.
Associated: The right way to be a Success on TikTok? This Go Viral Skilled Shared His 14 …
2. Having a transparent goal in thoughts
One of the best manufacturers on TikTok know what they’re posting and so they know why they’re posting it. They observe traits however they do not discover it essential to have interaction on all of them.
As an alternative, they perceive the aim of their account and what they need customers to remove from the content material and their interactions with it.
Once you’re strategizing, resolve what the purpose of your model’s artistic efforts can be. You solely have a number of seconds to seize viewers’ consideration. If you happen to’re targeted on informing them or entertaining them, make that clear from the start.
Mountain Dew, for instance, did this with the unlikely mixture of John Cena and a watermelon-pink convertible. Instantly upon seeing this juxtaposition, viewers knew one thing enjoyable and strange was going to be highlighted (on this case, a million greenback sweepstakes and a brand new Main Melon soda taste).
Guinness World Information has additionally created a singular area of interest, taking the informative route and collaborating in Be taught on TikTok. As an alternative of solely highlighting essentially the most outlandish of data, the model has additionally used their platform to spotlight the science behind some data and to advertise self-awareness and self-care.
3. Discovering methods to hook up with traits
TikTok customers love an excellent development and good manufacturers know the way to create or leap on these traits and make the most of their potential for virality.
Amazon, for one, has leveraged this idea by sharing user-generated content material that is on the app. Traits like, Issues TikTok Made Me Purchase, tie in completely with their finish purpose and amplify the voices of different customers versus pushing their model narrative alone.
Not all manufacturers are lucky sufficient to have customers creating their very own on-brand challenges like, Issues You Did not Know You Want Off of Amazon. If you happen to’re not a retail behemoth, take into account which different traits is perhaps a match to your model.
For an instance, Josie Lewis creates new art work each day on her TikTok. When she shared a current video, she referred to as out the #asmr sounds created as she labored together with her paint. Capitalizing on traits can earn larger visibility, particularly when you are able to do it organically reasonably than forcing it.
4. Constructing relationships with influencers
Profitable manufacturers understand the immense affect TikTok customers can have inside their key niches. Partnering with these influencers can provide manufacturers a chance to amplify attain and create pleasure inside their communities.
Chipotle excels at creating these partnerships. For instance, the #GuacDance Problem, launched in collaboration with TikTok creators together with Brent Rivera and Loren Gray, created a record-breaking digital gross sales day and generated 500 million impressions from 250,000 submitted fan movies.
Our newest world research on TikTok influencers revealed that they’re spending between one to 5 hours every day on the platform, so they’re on high of the newest traits and may present perception to the businesses they accomplice with. By constructing these relationships, manufacturers can profit from actual, relatable content material that feels spontaneous and artistic, reasonably than company and overly branded.
Relating to TikTok, many manufacturers are attempting to determine the easiest way to leap in. The platform strikes quick, and you’ve got solely seconds to seize consideration earlier than customers select whether or not to remain in your content material or maintain scrolling.
Manufacturers might ponder whether it is sensible to leap into TikTok whereas the platform remains to be growing its ecommerce options. Nonetheless, the location is already a significant driver for social commerce, with nearly 70 % of content material creators making purchases based mostly on posts they’ve considered.
By changing into a part of the dialog — both by way of your personal model’s posts or by way of influencer partnerships — you give your model an opportunity to seize larger consciousness and have interaction together with your goal customers in a spot the place they’re open to being entertained, engaged and persuaded.
Associated: 4 Causes TikTok Ought to Be A part of Your Advertising Plan
