HubSpot’s social media team gives 5 tips for getting your brand on TikTok

Taking risks with any new platform is challenging. After all, no one wants to devote their time, energy, or budget to something with little return.

Brand Bringer Marketer on Tiktok

That said, the hype surrounding TikTok is hard to ignore great engagement rate, and its huge user base. If you’re willing to get creative, TikTok can be the perfect home for your short-form videos.

Free eBook: The Marketer's Guide to TikTok for Business [Download Now]

Here, I spoke with HubSpot’s social media team to gather their best tips for getting your brand out there on TikTok.

1. Know where your audience hangs out.

It’s important to know where your audience hangs out online. For some brands, this includes TikTok – for others, not so much. For example, if you sell retirement homes, you won’t gain much traction with the platform’s predominantly young audience.

“TikTok is clearly all the rage right now, and it’s understandable that brands want to jump in. But before doing so, be sure to take the time to ask the right question: Is it right for our brands to show up on TikTok? makes sense for. ? Is our target audience out there?,” advises annabelle nistSenior Marketing Manager at HubSpot.

If you’re debating whether or not to bring your brand to TikTok, remember to base your decision on the most important factor: your target audience.

2. Find your “why”.

Getting started on TikTok can seem overwhelming, especially when you don’t have a goal to work towards.

Think of your goal as your compass. This affects the type of videos you create, the topics you cover, and your overall strategy. You don’t need to have a specific goal from the start – and this is likely to change over time – but you should have an idea of ​​the general direction you want to go.

Here are some common goals:

  • Build an Engaged Community
  • increase brand awareness
  • improve brand image
  • promote products
  • generate website traffic
  • expand your audience
  • provide customer service
  • educate your audience

Tracking your progress is equally important. Take a look at several key performance indicators (KPIs), such as profile views, video views, video likes and follower growth, to see if you’re getting closer to your goals.

3. Determine how you will provide value.

The next step is determining how you want to present your brand on TikTok. For Nyst, it starts with answering one simple question: How will you deliver value to users?

“Asking this question beforehand will help you establish what your objective is on TikTok, and what your brand presence might look like on the platform,” she told me.

For example, Gymshark, a popular fitness apparel brand, provides value to its fans by entertaining them with fitness-related challenges, skits, and clothing races. It’s no surprise that the brand has over 4 million followers On the stage.

Because TikTok is quirky in nature, it creates a false impression that “serious” brands don’t have a place on the platform. it is not true. However, you may need to approach your brand from a different angle.

For example, the Washington Post has raged more than 1 million followers on Tiktok. If you haven’t seen his videos, you can expect serious content. Instead, you’ll find comedic dramas about the latest breaking news.

The ultimate goal is to deliver value in an engaging way. This is achievable for many brands – serious or not.

4. Save time by creating a content calendar.

beat tik tok 1 billion Monthly Active Users in 2021. On top of that, millions of conversations happen on the platform every day, and trends come and go at a rapid pace.

In short, TikTok can be overwhelming. For this reason, Nyst recommends planning a content calendar.

“Things move fast on TikTok, and getting new followers often depends on having a bank of existing content on your profile. So, think ahead about how many videos you want to post a week, and what kind of videos you want to post. focus on the subjects. On,” she advises.

That said, TikTok is a trend-driven platform, so be sure to leave space in Your Content Calendar To jump on trends and create time-sensitive content.

Additionally, you also need to decide how often you should post on TikTok. Nyst values ​​quality over quantity, advising brands to aim for 1-2 videos per week. In other words, consistency is key.

Another advantage of posting consistently? The more you post, the more information you get from your audience. This will help you understand what topics and video styles they respond to the most.

Do you want to know the best day and time to publish your videos on TikTok? check out this helpful guide,

5. Insert your voice strategically.

When you first join TikTok, it’s tempting to join every conversation, jump on every trend, and participate in every challenge. However, Nyst says that brands need to put in place a safeguard and be strategic with their content.

“There are a lot of conversations happening on TikTok at once, and they’re changing all the time. It’s important to remember that your brand doesn’t need to be a part of every single conversation – so try to pick ones where it makes.” Wise to put your voice out,” Nist told me.

She continues, “Sure, the latest dance trend can be exciting, but can your brand really bring something new, unique or valuable to the table?”

Not every trend or challenge will fit your brand or its message. On top of that, if you can’t add a new or unique spin, it’s better to skip it altogether. But don’t worry about missing out — trends are a dime a dozen on TikTok, and another is just around the corner.

back to you

TikTok is the new kid on the block – and is quickly becoming a viable (and exciting) marketing platform. Before jumping in, make sure TikTok makes sense for your brand. Once you’re on the platform, focus on targeting your audience with valuable content on a consistent basis.

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