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Ready to dive into the world of TikTok, but not quite sure where to begin? First, if you haven’t already, read our blog, All Things TikTok & Why You Should Have a Presence On This Channel, as it’s the first in this series all about TikTok. That blog will help you get acquainted with what the app is all about, how people use the app, and why you should consider creating an account for your brand.

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Our seven tips to create TikTok videos that will perform well in the feed.

If you read the first blog, you may remember that you don’t need thousands, or even hundreds, of followers to get noticed on this channel. If you can incorporate all seven of these aspects into your content creation process, you’ll be right on track for gaining views and reach.

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1. Short
   The optimal TikTok video length is 15 seconds or shorter. The shorter the video, the higher the completion rate, the more views your video will get, the more likely your content will be prioritized. If you want to explain something that takes more than 30 seconds to do so, try breaking it up into a few videos. It’s better to post about a myriad of topics within your niche, and get specific!
2. Simple
   Content does not need to be curated, produced or polished to resonate with TikTok users. If that’s not a style you’ve tried before, just know that 65% of TikTok users agree that professional-looking videos from brands feel out of place or odd on TikTok. Don’t overcomplicate your message (remember – keep it short!). If you have a message that is simple and shared in a digestible, conversational way, that will help you score engagement points with the TikTok audience.
3. Entertaining
   The average TikTok user spends nearly 11 minutes a session, so people are on the app to be entertained. Leave the static, polished shots behind. You don’t have to dance around to share your message, but you should have movement in your clip. Can you convey your message with passion, using body language (pointing, snapping, twisting around and transforming into a new location, clothes, etc. – transitions!), or in a funny, unique way? Rather than aiming for perfection, get creative and publish even if the outcome is a little messy.
4. Sound On!
   TikTok is a sound-on platform, where music drives every trend. Keep tabs on the songs you’re hearing a lot of, and find a way to incorporate them into videos with your own message. Aside from trending songs, use a real voice, or voice-overs to speak to the audience.
5. Be Trendy, But Unique
   It’s true that successful accounts jump on trends and bend them to be brand appropriate. It’s also true that content is prioritized for being unique. Get creative, and be a trendsetter! See what happens. Don’t be afraid to experiment on this platform.
6. Text on Screen
   If your message is only in the caption, it may go unnoticed. It’s important to add text to the video to help convey your message or support whatever you’re showing in the video.
7. Collaborative
   A huge part of the TikTok experience is to co-create (@ another brand) and build on others’ content. Using the “stitch” effect, you can respond and react to other users’ videos. It can be a platform for getting to know the audience by asking audience questions – what do they want to see behind the scenes anyway? The comment section is a great place to show off your brand’s personality, exchange ideas, educate and excite the audience.

And a few bonus tips:

1. Closed Captions
   While TikTok is a sound-on platform, it’s important that your content is accessible to everyone. Use closed captions or auto captions to help people who are deaf or hard of hearing so they can better use and enjoy the app.
2. Hashtags in the Caption
   Include 3-5 hashtags in all of your captions, as hashtags are one of the ways the TikTok algorithm knows how to categorize your video, and who to show it to.
3. CTA: Call To Action
   What action would you like your audience to take? A good CTA will invoke engagement from the audience, such as liking, sharing, commenting, stitching or hopping on the campaign/hashtag trend you might start. Make sure to incorporate your CTA into your message in a clear, concise and memorable way. Bonus points on TikTok for using a playful, cheeky tone or a CTA that asks a polarizing question (where you know you’ll get some opinions).

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All seven (plus three extra) of these TikTok tips and tricks are super helpful to remember as you get rolling with content creation, but here’s a few words of advice from the app itself: “While there are endless ways to create a ‘good’ TikTok video, finding your brand’s unique voice and direction will ultimately set you apart, and the rules are just tips and tricks to get you there.”

Good luck, and happy TikToking!

It’s pretty simple. If you want to get creative, show off your brand’s personality, and share your brand’s story with a younger audience, you should consider having a presence on TikTok.

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TikTok is a channel people flock to, and land for a while 

TikTok is the fastest growing social media channel in history, with an average growth in the US of 375% year-over-year since 2019. Users spend an average of 52 minutes per day on the app with an average session length of nearly 11 minutes, and 90% access it daily.

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Are you not entertained?

Over 1 billion people around the world visit the platform every month to be entertained, inspired, or discover something new as they scroll through an endless feed of short, quirky videos. A few takeaways from a study conducted by TikTok show user perception of the platform and the content they are digesting:

• 61% of users say videos on TikTok are more unique than on any other platform
• 7 out of 10 users say TikTok ads are enjoyable
• 3 out of 4 people said that TikTok is a place where people can express themselves openly 
• Nearly 3 out of every 4 users who felt positive said that they felt inspired, confident, and entertained while using TikTok
• Users also associated the advertising on TikTok with being more authentic, fun, genuine, honest, real and trustworthy compared to other channels
• 88% of TikTokers love discovering new content while using the app, and 52% say they find products from ads on TikTok

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TikTok’s Influence 

The stats above speak for themselves, but we’ll get into it a little more. Imagine you’re scrolling through your feed, you’re entertained and enjoying the content. There’s a video you enjoy so much that you decide to share it with your friends so they can giggle about it, too. Or, you come across a video where a real person explains something of interest to you, or teaches you how to do something in under 30 seconds, maybe even within 10. 

With all this entertainment, you might try to create a similar video yourself (imitation, or your spin on a trend is the name of the game on this app) – #TikTokMadeMeDoIt. With all this learning, you might take action off the app (vote, recycle better, save more water, etc.) – 86% of users say they’re inspired by TikTok to try new things in real life. With a real person showing you how they use a product in 15 seconds, you might go buy that product – #TikTokMadeMeBuyIt – after all, 92% of consumers say they follow a brand or make a purchase after watching a TikTok and 49% of TikTok users said they’ve purchased something after seeing it advertised.

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TikTok’s Algorithm

TikTok has two main viewing features, the ‘For You’ page and the ‘Following’ page. The ‘For You’ page (where 99% of people spend their time) shows users a variety of videos based on user interaction, curating the content for the user every day. The algorithm “learns” what to show the user by tracking what accounts are followed and videos interacted with, including the video likes, shares, favorites and completion rates. It also relies heavily on hashtags in order to prioritize user interests. Not only does TikTok have an algorithm to curate your feed, but there are also real humans sorting through content to push trending videos to the top of the feed. 

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Going Viral on TikTok

The interaction a video receives determines TikTok’s prioritization of the video, not the number of followers the creator has. This is important for brands to remember – as any creator’s video can go viral, whether they have 5 followers or 5,000.

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Why You Should Have a Presence on TikTok 

Increase your reach with a younger audience: Gen-Z (born between 1997 and 2012) is changing how consumers engage on social media – which means brands are, too. Roughly 43% of TikTok’s global audience is between 18 and 24 years old. With an estimated collective buying power of close to $150 billion, this is an audience brands can’t ignore. If you’re looking for ways to share your brand’s story with a younger audience, TikTok is the place to be.  

Try a new way of sharing your brand message, by getting creative: The content on this platform does not look like traditional marketing. All content should look and feel native to the platform.  The app has a wide range of filters, effects, text overlays and music of all genres for creators to use. With the app’s easy to use editing tools, you don’t need a background in video editing (or a large budget) to create. If there’s something you need to tell your audience (even if it’s a simple, specific message), do it with a TikTok video. When inspiration strikes, run with it!

Give your brand a personality: This platform gives your brand the chance to have close up consumer interaction, in a not-so-serious way. The content is meant to be lighthearted, entertaining, and inspire engagement with a younger audience. Users aren’t looking to watch objects or products, they’re looking to watch [real] people, so using [real] faces matters. Showing the behind the scenes of your organization (staff members) or operations is a great way for your audience to get to know you on a personal level.

Even if your brand doesn’t necessarily have a product to sell, it does have a message to share. Cause-based content goes a long way with the Gen Z audience, and has a chance to go viral, too. Take Oreo’s #CookieWithACause campaign – where they promised to make a donation to Save the Children when at least 1 million TikTok videos were uploaded with that hashtag. Government accounts like Outagamie County Recycling & Solid Waste can also go viral – with no product and only a message to share – take their video about not recycling holiday lights. 

Now that you know a little more about how TikTok works, how people use the app, and why you should consider creating an account for your brand, you can read about what makes a successful TikTok next. Be sure to read 7 Tips to Create A Good TikTok Video!

If you’re looking for help with social media strategy, content creation and leveling up your marketing efforts in general, we’d love to be a part of telling your brand’s story. Reach out to us to have a conversation today!

Where you can work, play & travel

The metaverse will be used for people to both work – attend meetings, conferences – and play – shop, walk around a neighborhood with a friend (who may live across the country), go to concerts, travel the world, and more, all by interacting as a digital version or avatar of yourself.

Whereas the internet is something people browse, the metaverse is a level up, where people can essentially “live”—and investors are already buying plots of virtual land. This might seem difficult to wrap your head around, but it’s happening. For instance, Barbados is working to establish an embassy in the metaverse, Paris Hilton will have a virtual island and Snoop Dogg is developing the Snoopverse.

People will be able to enter the metaverse through a range of digital devices such as headsets, glasses, contact lenses, and even gloves (many of these are not yet technologically feasible like the contact lenses and gloves). People will also be able to access this digital world through tools we already use daily, like laptops and phones. Imagine throwing on a pair of metaverse glasses to “attend” a client meeting in a different country across the world, and your clients joining you there too – “in-person” – digitally.

There probably won’t be a grand launch of the metaverse, but rather, it will be rolled out bit by bit and can be experienced with technology already available. If you own a VR headset ($300) you can experience the metaverse through the digital gaming worlds of Roblox, Minecraft and Fortnite, where players gather in 2D environments. Glimpses of metaverse can also be experienced in Meta’s Horizon Workrooms and Microsoft’s Mesh for Microsoft Teams (3D space with participants appearing as digital avatars) both released in 2021.

This article from Axios does a great job of going further into the optics, audio, and holographic display features in the works for the metaverse.

As far as internal communication, the metaverse will be sure to change the ways of organizing our work and how we collaborate.

There are still a lot of unknowns with the metaverse, but it’s important to:

• Keep an eye on how your audience might be engaging with the metaverse
• Look for applications for your brand in the metaverse
• See how technology develops so opportunities aren’t missed
• Consider how your brand could show up in the metaverse when it makes sense (timing can be everything!)

If you’ve finished reading this blog and you’re ready to brainstorm, reach out to us at Penna Powers. We’re always looking to help brands think big, tell their story and find innovative and creative solutions to do so.

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Sources:

• https://blog.gwi.com/chart-of-the-week/metaverse-predictions/
• https://hbr.org/2022/01/how-brands-can-enter-the-metaverse 
• https://www.axios.com/newsletters/axios-deep-dives-08499a4f-27a0-4344-8f9e-c555d0151ab8.html?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter_axiosdeepdives&stream=top 
• https://www.axios.com/2022/06/11/pitfalls-of-the-metaverse

Our very own CEO, Mike Brian, presented the first of two Professional Development Series hosted by the Salt Lake Chamber designed to help businesses thrive through the pandemic. The title of his first webinar, “Prepare Your Business for What’s Next” may be self-explanatory, but we still took some notes for you.

Continue reading for a general overview of Mike’s presentation, or simply watch the full video to learn more about each topic and for the Q&A following the presentation.

According to Mike, these are two of the most important things you can do to save your business during this pandemic:

Retain Your Current Business

Did you know that it costs five times more to acquire a new customer than to simply retain a current one? Building relationships with your clientele should always be high on your list of priorities. Staying engaged with your current customers is a key factor in maintaining those hard-earned relationships; don’t let them think you’ve forgotten about them!

Invest in the Window

During this time, you should be judicious when it comes to how you spend your marketing resources. But, continue to spend them. New business opportunities may arise, so make sure you’re making potential customers aware of the services/products you offer.

Maybe it feels like you’re at the end of your rope. You’ve done all that you can do, but you’re not getting anywhere. Stop, take a deep breath, and keep going. The future is waiting.

With the continual changes happening in our economy, look for opportunities to pivot your business safely. For example, when the pandemic began, shoppers relied heavily on online grocery shopping and curbside pickup options, and they continue to use those services today. Additionally, don’t be afraid to collaborate with businesses who otherwise might be your competitors in order to expand your offerings to additional resources.

Five Key Focuses

1. Search for Opportunities

What are your clients buying from you right now? What’s your business offering? Don’t be afraid to try a new market – you could open up an entirely new channel of customers.

2. Avoid Losing Clients by Staying Engaged

Whether it be a phone call, a text message, an email or even a handwritten letter, do something to uphold communication with your clients. Don’t let them think you’ve disappeared. Make it easy for them to keep you at the forefront of their minds.

3. Don’t Save Yourself Out of Business – Invest

Spend the resources you need to keep your company viable and competitive. Continue to reach your customers. Keep an open dialogue and find opportunities to communicate with your clientele.

4. Pivot Into New Options and Future Relationships

Don’t be afraid to move into areas that can make you and your business more accessible, more convenient, and more valuable.

5. Take a Deep Breath – and Go

If you have a win, reward yourself! Keep yourself and your staff motivated when the situation is not ideal.

Don’t miss out on the second part of the Professional Development Series presentation with Mike, on April 28 at 10 a.m. Register now!

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