Ok, so I have a confession to make. I am addicted to TikTok. I first went onto the platform a few months ago just for research, as we were planning an integration.
The best way to describe my initial experience is, well well, imagine accidentally walking into the wrong party, and it’s a party filled with teenagers. For the first few minutes it felt very ‘wrong’
However, it didn’t take long for the algorithm to kick in and suddenly I was at a fantastic party and nearly every video was incredibly watchable and the content was relevant to me. Entrepreneurs, investment advice, management theory and tons of interesting psychology and spiritual stuff combined with some classic comedy clips. There are even videos showing pictures of stuff from my childhood, a real trip down memory lane.
As a marketing channel I think TikTok is really interesting. Once you understand the grammar of the videos , making content is pretty easy. You can even use other platforms like shoutout.social to make your videos and automatically share them to TikTok. This is really useful for companies who want to be able to approve videos before posting and who want more of a desktop editing experience.
Like all platforms, the key to using TikTok for marketing is the content itself. Aim to inform and entertain rather than sell, unless your product can be demonstrated in a few seconds. If that is the case do a quick demo! There is even a trend called ‘TikTok made me buy it’ aimed at exactly those compelling short demo videos.
For me, TikTok is a serous marketing channel and a fantastic sales platform, especially if you have an easily demonstrable product.