What's the secret to raising your company’s quarterly revenue by 50%?
Throwing on a green owl costume, twerking in front of an iPhone, and posting the final product on TikTok.
… At least, that’s what worked for language learning app DuoLingo last fall after they hired Zaria Parvez, a recent college grad, as their social media coordinator. When Parvez noticed the company’s mascot, a green owl named Duo, sitting in the office last September, she decided to poke fun by creating a TikTok.
It blew up.
As Parvez continued to create content, she turned Duo into a character — an unhinged owl that pressures people to complete the app’s daily language lessons and on the side, flirts with Dua Lipa. Not only have DuoLingo’s TikTok followers grown from 50,000 to nearly 5 million in one year, its profits have too. The company’s second-quarter revenue increased over 50 percent year over year to $88.4 million.
It’s a lovely, albeit odd, business success story, one that has made the rest of the corporate world turn their heads and ask, “Is that really all it takes?”
Well, yes.... But also, not completely.
With over 1 billion monthly users, TikTok provides a great opportunity for companies to create a connection with their customers while also marketing their products and services to new communities worldwide. Short, visual, and novel content thrives on the platform’s For You page, a never-ending wheel of life-hacks, trendy lyrics, and mesmerizing dances specifically catered to the person scrolling on the other end of the screen.
With that being said, the void of twerking owls on TikTok has already been filled. To make your company go viral on the platform, you’ll have to create your own clever marketing hack. Here are five tips to help you create a TikTok page that enhances your brand without being cringey.
1. Use your company’s niche to provide new info
When TikTok first took off in 2017, users swiped for the latest dance trends and ridiculous challenges. However, as more people and companies joined the app to provide original content, the platform also became a hub for a wide array of practical and insightful information. Similar to the way Twitter became a news hub for millennials, TikTok provides a place for Gen Z audiences to learn about topics that interest them such as maintaining mental, physical and financial wellness, and taking on do-it-yourself home projects.
Jesse Gre Rubinstein, founder of digital media agency Hello There Collective, says that “going viral on TikTok is not just about being entertaining, funny, and ridiculous. Gen Z now uses TikTok as a search engine to find information…This presents a big opportunity to teach your community and highlight how you are industry authoritative.”
Rubinstein suggests companies enhance their brand through TikTok by creating videos that answer common questions and inviting others to participate. Utilizing some of TikTok’s features, such as pinning a comment or stitching a viral sound in the beginning of videos, doesn’t just create content,it also engages with the platform’s wide array of communities.
2. Be problem and person-specific
TikTok’s defining feature is its “for you” page, which uses an algorithm to show users content that become more specified toward their interests over time. In other words, people scroll through TikTok to engage with media that feeds their needs and pertains directly to their interests.
Whether your company is marketing its product through its own content or through sponsorships, Rubinstein emphasizes the importance of explaining how the product can help specific demographics.
“Rather than blanketing the problem and solution across all consumer demographics, it's essential to highlight each target demographic's unique challenges and share the various ways that the product or service can support,” she says.
Not only does problem and person-specific content demonstrate the ways your product can help specific consumers, it also shows your attention to their unmet needs, making them more likely to connect with your brand.
3. Prioritize content over ads
Gen Z can see right through corporations’ facades and gimmicks. Instead, they connect with content that’s vulnerable, raw, and authentic. Avoid promoting your product directly and instead demonstrate the hidden and more emotional aspects behind what your work is about. What does the company care about? What is the company culture like? To gain support from young consumers you need to show how you create more than just a service or product. How does your company use its platform to spread good into the world or fight for meaningful causes?
Remember, that you provide to consumers doesn’t need to be groundbreaking. Putting good, humorous content into the world is enough to make TikTok users fond of your company and support your work as a result.
4. Hop on the latest TikTok trends
Following TikTok trends is a lot like following the news cycle – but usually less upsetting. What becomes relevant and stays relevant changes on a daily basis, so it’s important to spend time on the beyond just posting your company’s content. Make a point of visiting TikTok’s Creative Center to get an idea of trending songs, hashtags, and videos. From a corporate standpoint, this may seem like superficial research, but being able to speak the language of TikTok makes all the difference when it comes to connecting with consumers.
5. Consistency counts
Rome wasn’t built in a day, and neither is a successful TikTok page. Sure, there are videos that do go viral. But getting a viral video requires making plenty of duds along the way. Here are some tips that will help you make efficient content without bogging down output.
Harvest your company’s brain power
Round up all the creatives you can find in the office and put them in a room where their brainstorming skills can create synergy. After discussing, jot down a list of ideas you can use to generate content. What are the overlaps? The more ideas you have, the better. Just remember that maintaining a typical tone across each will establish a stronger brand and presence on the app.
Batch your workload
As fun as it may seem to make TikTok videos all day, it can be quite the nuisance if not done efficiently. Once you have an extensive list of ideas for content, consider batching your workload by completing the one step of the process for multiple videos in a day. For instance, you can develop video ideas on Monday, fim the content on Tuesday, and post on Wednesday, to create a structured way to publish a consistent output of media. TikTok allows business and creator accounts to schedule their posts in advance, which allows companies to plan their social media weeks or months in advance.
Post frequently (but not too much)
What it means to “post consistently” on TikTok varies from company to company. With that being said, TikTok’s algorithm rewards creators who post more frequently. In other words, their content is more likely to go viral. Post at least once a day in the beginning and take note of your views and audience engagement. From there, start experimenting by posting videos at different hours or multiple times a day. A good rule of thumb is to post no more than four videos each day. Any more than this and you risk spamming your audience.
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