BY Rachel Cagle
TikTok is different than any other social media platform your client has attempted to master before. This can make marketing on it a challenge, and sometimes have your client asking, “Why isn’t social media working on this platform? Can I even get a TikTok ROI?”
According to a report from Dash Hudson, “TikTok audiences are highly motivated to buy… viewers are looking to learn and get recommendations.” To get consumers to choose your client’s products and solutions, you just need to know what resonates with them and how to do it better than the competition. Here is what you can do in order to accomplish this, according to Dash Hudson.
How to Improve Your Client’s TikTok ROI
Quality > Quantity
Of course, when you and your client first start creating content for their TikTok profile, you’ll need to keep throwing ideas against the wall to see what sticks. Dash Hudson says that you can try:
- “Product tutorials
- Comedic takes on the latest dance craze
- Behind-the-scenes peeks at corporate life
- Ongoing documentaries”
Try it all and see what potential customers react to the most. Which videos get the most likes and comments? Did your client notice an uptick in sales for a certain product or service after a video about it was posted? Pay attention to interaction data, and you’ll have the first step to increasing your client’s TikTok ROI.
But the next step is knowing how much is too much. It’s true that not a lot of companies know exactly how to make the right videos to post regularly, but that doesn’t mean that your client should post all the time just to increase potential visibility. If your client posts just for the sake of posting without worthwhile content, TikTok users may come to associate your client’s account with boring videos. Better to post only when you have effective, entertaining content than just to follow a schedule.
Pay Attention to Trends
Dash Hudson points out that TikTok presents a golden opportunity for brands because your client’s content’s success isn’t limited to how many followers they have. EVERYONE has the potential to see their videos. You just have to pay attention to current trends and respond with your own content.
For example, a really popular trend since the Wednesday Netflix series came out is the Wednesday dance from show. Let’s say you have a fashion retail client that wants to boost their TikTok ROI. A good strategy for that right now is to have an employee do the Wednesday dance while modeling different clothes that reflect the goth or just plain black and white style a character in the Wednesday show favors. It matches your client’s products to the trend nicely, which will help with views and interactions.
Authenticity is Key
According to Dash Hudson, “TikTok audiences prefer to be spoken to like friends rather than customers. Production value of content matters less than simply being funny and relatable.” Basically, in order to achieve maximum TikTok ROI, your client doesn’t need to pour a ton of money into the production of their videos. They just need to communicate with the voice of the brand, talking and interacting with the audience as if they’re doing so with someone they know. Get a charismatic employee who loves the company and/or has a good idea for a video and see what happens. You may be pleasantly surprised.
Is TikTok Worth It?
Yes. TikTok is a social media platform with a ton of potential. Not only are users primed to buy, there are more than one billion of them, says Dash Hudson. Additionally, TikTok has a higher engagement rate than Instagram (5.8% vs. 0.49%).
To see what percentage of your client’s target audience(s) is (are) among the billion+ current TikTok users, check out their profile on AudienceSCAN on AdMall by SalesFuel. While you’re there, you can also look up what type of messaging they respond to and what they’re hoping to gain from their purchases this year (such as feeling more attractive.)
Photo by Shingi Rice