So you’ve decided TikTok is the next step in your business’ digital marketing strategy. Great! But how exactly do you get started? And more importantly, how do you create content that converts?
TikTok isn’t just a platform for viral dances and funny sketches – it’s a powerful tool for businesses to engage with their target audience, drive sales and build a community around their brand. If done right, TikTok can be a powerful tool for connecting with your customers and finding new ones.
We’re here to break down how to create TikTok content that not only resonates with your audience but also leads to conversions and long-term business success.
Before diving into content creation, it’s crucial to understand your target audience and what’s trending in your industry. Here’s how you can do it:
Audience Research
Study your existing customers, their preferences, and their demographics to create content that appeals to them. It’s true that TikTok has a large younger audience than other platforms. In fact, in 2022 more than half of TikTok’s Australian users were under age 24. But with 8.5 million active monthly Australian users on the platform in 2023, it’s a platform worth considering. If your audience or the audience you’re after is on TikTok, it’s important to understand what makes them tick to make sure you get your content right.
Competitor Analysis
Observe your competitors on TikTok. What kind of content are they creating? What works for them, and what doesn’t? Your content should be unique to you and your business, but getting an idea of what similar businesses are doing in the space can be a good stepping stone for your own content creation.
Industry Trends
Stay updated on the latest trends and topics in your industry by following relevant hashtags and popular creators in your niche. Trending topics, users and hashtags will appear in the search bar as well. The good news is though, you don’t have to do this all on your own! The TikTok Creative Centre is a great way to explore trending sounds and hashtags, popular videos and creators, and high-performing ads from other businesses on the platform. If you want to create content for your business that people want to watch, this is a goldmine of real-time information you can use to get it right.
TikTok offers a variety of content formats to experiment with:
Educational Videos
Share industry insights, how-to guides, and informative content to showcase your expertise. You might share tips and tricks, information on a topic you know a lot about or a problem your business can solve, or even news relevant to your industry.
Behind-the-Scenes
Offer a sneak peek into your business’s day-to-day operations or show how your products are made. A lot of businesses use TikTok to give an insight into their brand culture, team and personality – often with great success. Incorporating behind-the-scenes content about your business can be a great way to engage people in the story of your brand.
Trends
Participate in popular trends or create your own and incorporate your product or service. Using trending sounds and participating in popular trends can be a great way to get your video picked up by the algorithm and seen by more people. However, it’s important to create a TikTok strategy beyond this form of content.
Trends will bring people in, but you’ve got to create something that makes people want to stay too. The more time people spend on your profile, getting to know your business and your team, learning or feeling connected, the more likely they are to visit other platforms like your Instagram, YouTube or website and convert into new customers.
Creating a content strategy
Your TikTok strategy might involve one of these categories, a mix of them or something else that entertains. Whatever combination you choose, make sure you follow these best practices when creating content for TikTok.
The most important thing to know about TikTok content is that users can smell an ad from a mile away. Unlike a lot of other more ‘polished’ platforms like Instagram for example, TikTok users particularly value raw, genuine content from creators. They use the app to be entertained, to connect with others like them, to learn and even as a search engine. That’s not to say you can’t market your business, products or services on the platform. But when creating content for TikTok, make sure it’s content that your audience actually wants to watch to stop them from scrolling away. Share videos that provide value for your audience – whether that’s information, an ability to connect with your brand, team or mission, be entertained or find a community.
Once you’re out there in the wonderful world of TikTok and creating content, it’s important to regularly review your content analytics to understand what’s working and what’s not. Adjust your content strategy based on these insights to optimise for conversions and success. You can find your analytics in the settings of your account.
Interacting with your audience is not just vital for community building and customer relations but can help you gain an understanding of what your audience is thinking and feeling. Go through your comments to see how people respond and use valid insights to tailor your future content too.
When done right, TikTok is a goldmine for businesses looking to build their brand, boost sales and create a loyal following. By researching your audience, choosing the right content format and consistently analysing your performance, you can create TikTok content that not only entertains but also converts, propelling your business to new heights of success in the digital age.
Get in touch with us today and let us help you unlock the power of TikTok for your business.
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