Research has shown that US adults spend 2+ hours a day watching content online. With over a billion active users, TikTok is undeniably a powerhouse in the social media landscape. Enterprise brands can harness the platform’s potential to create viral success and sell on TikTok, given that viewers engaging with brand videos are 150% more likely to purchase products or services.
Research shows that 93% of marketers agree that users trust user-generated content (UGC) more than brand-generated content. And UGC is exactly what TikTok thrives off of. TikTok also has an impressive engagement rate, with users spending an average of 10.85 minutes per session.
So, how can enterprises leverage TikTok for their brands? Here are the top TikTok content strategies that you can use for your brand:
1. Launch Branded Hashtag Challenges
Encourage users to participate with your brand by initiating hashtag challenges like Chipotle’s successful #ChipotleLidFlip and #GuacDance challenges. Chipotle’s #ChipotleLidFlip Challenge required users to post a video flipping a Chipotle lid while landing it perfectly on the bowl.
The challenge was simple and fun. These factors were instrumental in making the Chipotle Challenge viral. It encouraged users to try multiple times, generating more views and promoting Chipotle’s products in the process.
By using a strategy that appeals to your target audience’s senses and also gives them a fun outlet to engage with you, you can create memorable brand interactions for your customers.
2. Collaborate with Influencers
Using influencers for your TikTok promotion is one of the best things you can do for your business. Choosing the right TikTok influencers for your TikTok campaigns can significantly boost your business’s success by reaching a larger audience and increasing engagement. Influencers can help amplify your message, giving your brand a more authentic and relatable voice.
Guess demonstrated this effectively by collaborating with popular influencers like @ourfire, @jackjerry, @brentrivera, and @mylifeaseva, who helped amplify their #InMyDenim and #LoveGUESS challenges, garnering millions of views and driving strong user engagement. The challenge also used Bebe Rexha’s “I’m a Mess” song in the background to make it more enticing and engaging for users to take up the challenge.
Guess’s TikTok influencer collaboration was so successful that their videos had millions of views and hundreds of comments on the videos, talking about how much users liked the featured influencers.
By identifying your audience and the content they consume, you can identify what kind of TikTok influencers you can use for your brand-specific campaigns to drive engagement.
3. Specialize Content for Each Platform
Tailor your content specifically for TikTok, focusing on short-form videos that showcase a lighter, more humorous side of your brand. This will help you stand out in a crowded market and appeal to TikTok’s unique audience. Similarly, be sure to tweak your strategy on other social media platforms.
With almost 20 million followers, the NBA excels in this multichannel strategy. They understand that users on TikTok seek short-form, engaging content, so they focus on comedy and memes to stay in the know. But at the same time, their other channels have different utility. If you want stats and updates, visit their Twitter. If you want scenic game highlights, visit their Instagram. This specialized content segmentation is one of the key reasons behind their 100+ million strong communities across social media channels.
You can start by defining which social media channels you and your customers use and for what purpose. Then you can decide what kind of content suits which platform and users. Doing so will not only help you excel at TikTok but also at your overall social media strategy.
4. Use Humor and Authenticity
Show the real, human side of your brand by incorporating humor and authenticity into your content strategy for TikTok. This approach especially resonates with TikTok users, who crave genuine connections and relatability with the brands they interact with.
The Washington Post has successfully attracted a large following through its funny and engaging TikTok skits. Even though it’s a news platform, The Washington Post skillfully utilizes TikTok to deliver funny, behind-the-scenes videos of writers, reporters, and other content creators. Gen Z greatly values transparency, which is what the behind-the-scenes videos create, resulting in the massive success of The Washington Post’s strategy with over a million followers.
You can use a similar TikTok content strategy and show your business behind the scenes in fun and insightful ways. Not only will it build more trust with your TikTok viewers, but it will also show them the people behind the brand, helping build a more human connection with your brand through its people.
5. Post Frequently and Adapt to Trends
Stay relevant by posting at least once a day and keeping up with trending hashtags, challenges, and popular creators. Consistency is key to building a strong TikTok presence. Keep your content fresh and relevant by posting daily and incorporating trending hashtags, challenges, and popular creators.
Gymshark’s content strategy for TikTok, which has garnered them 3.5 million followers, is simple but effective. They’re religious about posting at least once a day and always stay on top of trends, utilizing trending hashtags, songs, and challenges to keep their viewers engaged with fun and motivational content.
Your bandwidth, audience engagement, and goals will govern your brand’s posting frequency. As a rule of thumb, you should post at least thrice a week. You can easily schedule posts in advance, so your content goes live at the same time. Being predictable with your posts is akin to people looking forward to watching their favorite shows. You create a schedule and anticipation in the minds of your followers, allowing for potentially higher engagement.
6. Develop a Distinct Brand Personality
Establish a unique brand voice and persona that stands out on TikTok.
RedBull, for example, is known for creating thumb-stopping content that quickly engages users and encourages them to comment. They’re also masters of publishing engaging content. Red Bull’s over 8 million followers and over 1 billion TikTok hashtag views come from creating a sense of awe and wonder by posting extreme sports or videos that demonstrate highly skilled people. Their content doesn’t fail to make users pause their scrolling just to see what’s going on.
Your TikTok brand personality doesn’t have to be using extreme sports to awe people. You can simply post helpful or educational content that gets users to stop scrolling. Or your brand can be the humorous one that posts memes and jumps on trends to get fresh and quality content out.
TikTok has emerged as a game-changing platform for enterprises, providing opportunities to boost brand awareness and business growth.
Points to Remember:
- TikTok offers a massive user base and strong engagement for enterprise brands.
- Focus on authentic, engaging, and on-trend content for maximum impact.
- Collaborate with influencers to expand reach and brand credibility.
- Harness the power of user-generated content to resonate with TikTok users.
- Maintain consistency and a distinct brand personality to stand out.
- Adopt a multichannel approach for social media marketing using a single dashboard.
By leveraging influencers, user-generated content, and a consistent brand personality, businesses can harness TikTok’s potential for authentic content and enhance their presence across social media channels, driving brand awareness and success across the digital landscape. And with the help of the right platform, you can manage all your social media and website sales using a single dashboard. Don’t miss the opportunity to tap into this powerful marketing platform—start creating viral content today!