Hurdles to TikTok Marketing
1. I don’t have time: Well, you do, if you start to prioritize where you put your energy. Since platforms are prioritizing short videos, you should be too.
2. I don’t know how to work the app: That’s okay. TikTok has made it super easy to edit videos right in the app. You can even download other video editing apps
that can help you get comfortable with editing video. And also: Youtube.
3. My product/service/brand isn’t cool: The cool thing about 1 BILLION people is that there are people out there that are inevitably interested in what you have to say and offer.
Now that I’ve convinced you to start thinking about TikTok, let me take you through the anatomy of a TikTok. When you are creating videos, they are not meant to be perfect. They are meant to be imperfect, can you believe that?! All of the videos that we post on Auntie Anne’s are shot from my IPhone11!
Ironically enough, we’ve noticed that our overly produced videos don’t perform as well. The same could be said for those building personal brands.
Anatomy of a TikTok
The anatomy of a TikTok is comprised of 8 things:
- Video length
- Community Management
- And a bonus, time of post
Let’s dig in…
Think of this as your “why?” Why will (and should) people follow you on Tik Tok? What do you offer to people on this app? And there are a lot of answers to this question. Some could be…
- To educate
- To entertain
- To cause chaos
- To gain customers
- To show behind the scenes
You get the gist. For Auntie Anne’s, our purpose is to give you pretzels on the small screen, outside of malls, airports, etc. We want to make you crave a pretzel and order just one more…by posting videos that make you SMELL the pretzel.
The purpose is your North Star
. This will help guide the content you produce. It’s your strategy piece. It’s here to help you figure out your role on the app for the 1 billion people you could potentially reach.
Ah, yes. The 1 billion people we keep talking about. Yes, that is a lot of people, and no, we are not going to talk to all of them. There are so many types of people on the app. So many communities.
So many interests. So many reasons people use this app. You have to figure out what audience you want to dig into.
The beauty of Tik Tok is that you can start big and work your way down. Your content will find the right eyes and that’s when you will start to create your community
. But in the beginning, you need to figure out who you want to speak to.
If it’s a younger audience, that will help dictate the content, the trends, the design, etc. If it’s an older audience, again, you can figure out how you want to speak to them.
If it’s a niche audience like for example, #MomTok, you can start researching the videos that are part of that community and see what works and read the comments and understand what that certain audience likes and resonates with.
Don’t get overwhelmed with the trends. They come and go and there will always be another one you can jump on to. It’s important to jump on the trends that are right for you.
For example, dancing is a huge part of TikTok but you will never see me dance in Auntie Anne’s content because 1. I can’t dance like that 2. It does not make sense for the brand.
If you’re a small but mighty social team, I don’t want you to feel like you have to jump on every trend. You don’t! You need to figure out what is right for your brand, your purpose, your audience.
Tips for Tackling TikTokTrends:
- Use sounds that are trending, but with videos that serve your purpose: Here’s an example.
- Use sounds that are trending but have them playing in the background. Let it work for you!
- See what other brands are doing for trending moments and get inspired!