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Creating a TikTok Strategy That Works

By now we’re all aware of TikTok, the social media phenomena that took over in 2020 and shows no signs of slowing down. But how can your business take advantage of the available opportunities on the social media platform? It all begins with a solid strategy rooted in understanding TikTok algorithm and culture.

Here’s a quick guide to help you create a TikTok strategy guaranteed to produce results.

Identify Your Goals

Be clear on what your objectives are in order to create a strong strategy that produces your desired outcome. Doing so allows you to determine what will and won’t work for you and/or your client before you make any significant investment of time or money. In TikTok’s case specifically, a direct increase in sales shouldn’t be the goal. Rather, the primary measure for success on the channel is an increase in brand awareness since users aren’t able to sell directly on the app as of yet.

Learn Your Audience

Define your target audience. TikTok is a platform primarily used by Gen Zers (ages 6 – 24) and Millennials (agses 25- 40), so it’s best to keep that in mind before deciding to use it to help expand your brand awareness.

Create Compelling Content

No matter the social media platform, you should aim to be authentic in your approach to gain the trust of potential followers. There are two types of campaigns that tend to be the most successful on TikTok: 

  • Challenge Campaigns: As the name suggests, these are based on challenging participants to complete some kind of task to help bring awareness to your product or business. Including an incentive will encourage more people to participate before the campaign’s run is over as they compete to win. 
  • Hashtag Campaigns: These rely heavily on user-generated content where the TikTok community uses the hashtag you create as a springboard for creativity. Be particular about your hashtag because it will be the way consumers identify your business or the product or service you’re featuring for the life of the promotion.  

Both of the above options generate organic brand awareness and allow you to have a consistent stream of new content circulating that you won’t need to create yourself, saving both time and money. You may also want to consider collaborating with influencers early on in your campaign to help expedite an increase in awareness through views and/or challenge participation. Influencers can serve as the gateway to a broader audience, validate your promotion, and establish your brand as one that can be trusted.

Find Out What Your Competitors Are Doing

Follow your competition on TikTok and conduct a competitive analysis to see what sort of content they are sharing on the app and what their strategy’s strengths and weaknesses are. Then, determine what you can do similarly and or differently that will ultimately help you identify what you can improve in your content to differentiate yourself. 

Another idea is to research other successful challenges and hashtag campaigns that are specifically from leaders in your industry. This will help you gain a better understanding of what’s worked previously, and ensures that you’re creating unique content.

Determine How You’ll Approach Creating Content

TikTok’s approach to advertising on the platform is “Don’t make ads, make a connection”. Here are a few ideas along those lines to consider when creating content for your brand:

  • Keep videos interesting by presenting engaging content and only include branded content when it feels natural. The last thing you want to do is have content that feels like you’re trying to sell something to your audience. Instead, use your videos as an opportunity to be helpful or informative when talking about your brand directly.
  • Create content that is new and unique. Recycling old ideas or copying other user’s videos won’t garner the desired results, but if you find yourself creating something similar, try adding some kind of twist in the video to keep views engaged. 
  • Live streaming can be a useful tool to connect with viewers directly and share information about yourself, your brand, and what you have to offer organically, but this feature is only unlocked once you reach 1,000 followers. 

When using TikTok’s ads manager, TikTok For Business, something else to keep in mind is the two types of ads that primarily run on TikTok: self-serve ads where you’ll make a bid to show your ad to an audience and placement ads that appear in specific places whenever the app is opened.

Measure Your Success

Like any social campaign, tracking analytics is important when determining success and the next steps in your TikTok strategy. However, unlike other social media channels whose user base has gotten used to seeing various products and services on their timelines, TikTok users don’t respond well to outright advertising. So when reviewing your analytics it’s important to keep in mind that your ROI will be measured in awareness of your brand and engagement with your content rather than outright sales. In order to use TikTok for sales functions, you’ll need to lead viewers of your videos off of the platform by directing them to links on your actual TikTok account page. 

Be aware that you’ll need a pro account to see the analytics of your TikTok page,

Determine What Comes Next

Use the data you gather from the analytics in your pro account to decide the best way to forward with your TikTok strategy. If you weren’t able to achieve the desired results you were aiming to get with your current strategy, figure out where your weaknesses were and make changes to your tactics by reexamining your strategy and changing up your content. 

Keep up with the newest trends by remaining active and engaged with the platform and continually searching for inspiration as you evolve your strategy. 

Now that you have an understanding of how to create a TikTok strategy that works, discover the 12 steps you need for the perfect social media strategy to learn how to create a winning plan on any channel. 

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