Finding it difficult to truly connect with your customers? Perhaps you’re looking to take your brand personality to the next level, or a target a whole new demographic of customers? Well, TikTok is one of the fastest growing social media apps in the world, and has become the perfect tool to visually communicate with your customers in a fun, creative and engaging way.

So, how can you incorporate TikTok into your marketing strategy and start creating winning content?

1. Tickle Your Audience’s Funny Bone

Showing your humorous side can create a really fun side to your brand personality. This can be through creating TikTok challenges (which, if they catch on, can become the new biggest trend and be great for your reach) or by sharing memes relating to your brand. Remember: the key to cracking social media content is to stay relevant! A great example is the fitness brand, GymShark. These guys have absolutely nailed the comedic approach by sharing funny gym memes that all of their followers can relate to!

2. Get Your Followers Involved

An ideal way of getting your audience involved is by creating your very own brand challenge. This could be in the form of making a new hashtag trend and by getting influencers on board, or even including a prize for the best take on your challenge – both will attract viral-worthy content. A great example of this is the cosmetic brand, E.L.F, who started the #eyeslipface challenge in 2019 which now has 7.6 billion views. Yeah, that’s right – billion. Even if the content is unrelated to the competition, it has allowed the brand’s name to reach billions of accounts, which is pretty impressive.

However, if you aren’t actually wanting to start a challenge, how about participating in current trends? Take current TikTok content and put a spin on it – utilise your influencers and even your employees to create organic content that fits in, or better, stands out with what’s going on right now. To do so, you need to ensure that you are taking the time out to check what trends are going on. You can do this by regularly checking the explore page for any trending videos, sounds or hashtags that appear to be a part of an upcoming challenge.

3. Know Your Audience

To ensure absolute clarity with your messaging, your target audience must be defined before producing any content. This is so that your audience is effectively communicated to, and that you’ll redeem the benefits from an increase in followers, including driving the right potential customers to your website. 

An example of great targeting is Nickelodeon’s TikTok page. With over 60% of TikTok’s users belonging to Generation Z, Nickelodeon creates content that connects with viewers on several levels, through their nostalgic programme throwbacks or by involving their Nickelodeon stars in clips, such as Kensington Tallman’s tips on how to help the earth and look cute too. If your audience is in the 40% of TikTok users who aren’t Gen Z, that just means your posts should be tailored to that audience – grab their attention and cut through the noise. Research what current trends your target demographic is tweeting, Instagramming or Facebooking about the most and stay active on your personal socials to see first-hand what people are talking about. Then, apply this to your TikTok content before content scheduling.

These tips may be short, but they’re certainly sweet – just like the duration of your soon-to-be viral TikToks! Follow these steps to make sure that your audience feels connected to your brand and vice versa, and remember to stay relevant, be current and only post content that resonates with your brand identity!