Insights & Opinions… from the MAC4 team.

With the right approach, TikTok can boost your social media strategy

TikTok is fast-paced, trendy, and extremely engaging. (.) Marketers in a variety of industries have started experimenting with using TikTok.

In fact, 62% of marketers planned to increase their investment in TikTok this year, topping Instagram, YouTube, LinkedIn, and Facebook, according to HubSpot’s 2022 State of Inbound Marketing Trends report.

Thinking of giving TikTok a try? Here are some things to know before jumping into the fray.

Why Try TikTok?

Well, for one thing, TikTok’s momentum shows no sign of waning. As of September of 2021, TikTok reached a billion users worldwide. Because users tend to approach the platform in the spirit of discovering ideas and trends, marketers have a good chance of connecting with audiences receptive to (bite-size) information on new brands, products, and services.

Speaking of audience, if you’re under the impression that TikTok’s userbase is dominated by a younger demographic, you’re right. In the U.S., 80% of TikTok users are between the ages of 16 to 34. Of that, 60% are between the ages of 16 to 24. Meanwhile, 26% are between the ages of 25 to 44.

Globally, however, a significant portion of TikTok users are Millennials, Gen Xers, and Baby Boomers.

And there’s evidence that the platform is growing in popularity among people of working age. TikTok hashtags like #9to5, #WorkFromHome and #WorkLife have garnered more than 20 billion views combined, according to Sprout Social.

So, key takeaways here? TikTok is useful for building brand awareness and engaging with new target audiences.

Also, TikTok Made Me Cook a Seafood Boil

Because my 11-year-old daughter latched onto the idea after watching a TikTok video. Considering that (1) two-fifths of our family is under the age of 7 and more of a chicken nugget crowd, and (2) my husband is allergic to shellfish, I said no.

Then she made me watch the post.

The vivid yellows of butter and lemon, the rich red sauce audibly bubbling away (you could practically smell it through the iPad screen), fun dancing-in-the-kitchen music – before I knew it, we were cruising the aisles in search of Old Bay and king crab legs.

What could this possibly have to do with marketing your brand on TikTok? It demonstrates the persuasive power of the platform, for creators who get it right.

Tips for Creating Successful Organic Content on TikTok: 12 Musts

One of the most important things to remember is that TikTok is fast-paced and fun-loving. It’s not a place for long-form content with detailed explanations about products and services, for example. A quick, creatively presented product demo, on the other hand, could be just the thing.

Here are some more specific tips for on making organic TikTok content that can help your brand get noticed. (NOTE: If you’re looking for guidance on the nuts and bolts of how to set up a profile and film a video using TikTok, HubSpot does a good job in this step-by-step guide.)

  1. Be proactive. You get what you give, so as soon as you have an account, start engaging with other users in your niche by liking, commenting, and sending DMs. This’ll help you establish a network and increase engagement with your own posts.
  2.  Be consistent. Frequent posting (4 to 6 times per week on average for marketers) is the norm on TikTok. It’s good to be consistent also with your look and feel. Having one person serve as a host or spokesperson who consistently appears in your TikTok videos boosts brand recognition.
  3.  Be short. TikTok is a place for super-short video content (we’re talking less than a minute, and ideally less than 30 seconds) that grabs viewers’ attention and inspires them to engage further with your brand.
  4.  Be real. Stay away from slick, over-produced video. Organic TikTok posts shouldn’t look like an advertisement. (Even paid ads on TikTok shouldn’t look too salesy.) TikTok content should be approachable and relatable. Think day-in-the-life employee stories, or a behind-the-scenes look at the processes that go into creating your product or service.
  5.  Be funny. Or at least entertaining, if humor doesn’t come naturally. Users approach TikTok primarily as a form of entertainment. Many even say the platform is a substitute for watching TV.
  6.  Be hashtag-savvy. Tagging your video with keyword hashtags opens it up outside your followers to anyone searching on that topic. That means new users can discover you, and you get more eyeballs on your content. There are other benefits to leveraging hashtags, like creating community, identifying trends, and getting content ideas.
  7.  Be relevant. Aka, know what your audience needs, and post useful content. What about posting daily tips on something that could help them do their jobs better, live life better, have better hair, whatever? As long as it’s something your organization is in a unique position to give advice on, put it out there!
  8.  Be visually and musically striking. You’re going for attention-grabbing imagery that stops the scroll, and don’t forget about the music – 88% of TikTok users said audio is crucial to the platform’s experience.
  9.  Be action-oriented. Include a clear call to action to keep viewer engagement going (e.g., share this video with someone who needs it, follow us for more, tell us what you think, learn more here).
  10.  Be interactive. Ask for feedback and invite comments, and try some posts that directly engage audiences like a challenge video. Or jump in on a TikTok trend if it fits your strategy. (Find current trends on your account’s Discover page.)
  11.  Be responsive. Now that you’ve got the hang of it and you’re seeing some interaction, be sure to respond to comments and feedback.
  12. Be true to your brand. Remember that even though TikTok content should show your brand’s fun side, it needs to stay aligned with your company’s brand and goals. A perfect example? The Washington Post has a wildly successful TikTok presence, with content like funny skits promoting articles. They’re appealing to a younger audience and matching the vibe of TikTok, but staying true to their mission of providing timely, accurate news coverage.


Need help telling your brand story? MAC4 Communications can help.

Author: Karen Tizer


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