Create original TikTok content for your brand (if you dare).
Making your own content can be a powerful TikTok marketing strategy. However, it will take lots of time, creativity, and resources. TikTok is largely based on viral content, so your content needs to be viral too. Otherwise, it will likely be ignored by TikTokers.
The easiest, most effective way to ensure that your original content is popular and shareable is to dive into the “trend” culture.
Use the Discover page to track trending hashtags, and then create your own version of the trend that includes an element of your business.
Bonus points if it’s funny or silly to increase your chance of virality.
Take the #WipeItDown challenge for example. This one shows creators wiping down their mirror to the beat of the song “Wipe It Down,” where on the third wipe they’re revealed as a different version of themselves, only to return to their original version for the fourth and final wipe of the mirror.
This challenge would be a great opportunity to use the third wipe to show a “better” or more exciting version of the star of the video after they use your product or service.
If you sell makeup, the original version could depict being very undone, comfortable, and maybe even make the “transformation” over the top by appearing in baggy sweats and messy bedhead.
On the third wipe, the star would be completely done up with the makeup, then quickly return to the natural version as if it never happened at all.
Another simple way to create popular content is to offer how-to’s, tips and tricks, or insider secrets from your industry.
If you own a bakery, you can show a pared-down, visually appealing version of the steps in a recipe, like baking a cake to the tune of a pop song where the final version appears when you show yourself snapping your fingers.
Sell clothing? Show how many ways a piece can be implemented into an outfit or the secret steps of your perfect shirt knot.
This method is a doubly effective strategy in the wake of the COVID-19 pandemic, where many in-person services have been forced to find a way to offer something different virtually.
Create a TikTok of your top yoga poses for stress relief or how to create extravagant cocktails in your own kitchen to stay relevant to your audience while they stay home.
Once you’ve created your content using one of these ideas or an original one you came up with for your business, always add a few relevant hashtags to your post before you upload it, since this is how users who don’t yet follow you will find it.
Just remember: Even if you don’t employ one of those two methods, the key to TikTok marketing is to make a viral, light-hearted video that also promotes your products—not a product-first sales pitch.
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