POST THE SILLY LITTLE VIDEO
For the last two years, TikTok has kind of been the internet’s version of THAT girl. You know, the one who is getting all of the attention, but it’s hard to tell if she’s genuine or just full of sh*t.
TikTok is a complicated platform (even outside of the ongoing privacy issues). From a programmatic standpoint, it requires constant (not just consistent) content distribution. However, it’s by far the most engaged, is allowing for the fastest organic growth, and, despite legal and ethical disputes, has introduced a new way of consuming content that isn’t going anywhere.
What You need to know about TikTok’s Strategy
TikTok is not trying to compete with other social media platforms (low key they’re already winning that game), TikTok is trying to compete with Google as the largest search engine in the world. In fact, 40% of Gen Z searchers turn to TikTok or IG before going to Google, according to AdWeek.
Human behavior on the internet is shifting from wanting to read about our common questions to wanting to understand them visually. TikTok is becoming where DIYers are watching how to build their IKEA furniture (rather than following the one-page directions that didn’t mention it will take 4+ hrs) and where home cooks are watching how to make their next recipes (without having to scroll past 1000 words first).
Everyday creators are getting hundreds of thousands of views, but for brands, it can be hard to decide to invest in a platform that may prove awareness value but requires a lot of time and energy without much clarity on actual conversion. We’re here today to show you some evidence behind the power of video.
Shelby recently went viral on TikTok talking about one of her fav products of all time. As digital marketing experts, we couldn’t help but take the opportunity to showcase what vertical video (and TikTok) can do for your business even outside of video views.
via @shelbyswood on TikTok
Showing Up Means Showing Your Face
No one is following brands anymore, they’re following people who are the face of the brand. Your best investment when it comes to your social media strategy on your business account is showing face. And doing so consistently.
How brands are doing this effectively:
Chill on the influencers, lean into your internal team (and not just founders, although important, most people don’t run their own brands but instead, work for them. Audiences are loving seeing what the real hired humans are up to)
Show face, even when it doesn’t look perfect (you don’t need a ring light, you don’t need your hair done, and don’t use a filter. More and more consumers are pushing back on brands for showing up unrealistically, come as you are!)
Talk like a human (go off script, use humor, and explain things like you’re talking to a friend)
Here are some brands that are nailing the brief:
We can help you do this! We’re working directly with teams to identify brand standards when it comes to vertical video (so even if it’s less elevated it’s still on brand). From generating content calendars, outlining key hooks, and working with your team to get comfy on camera, we do it all. Hop on our calendars and learn more!
Your new favorite follow
Meet Bean & Bean Coffee Roasters!
Bean & Bean is an NYC-based coffee roasting company (with 4 cafes throughout the city). B&B is run by a mother-daughter Q-Grader duo (aka coffee sommeliers) who are on a mission to bridge the gender gap throughout the coffee supply chain. Over half of their coffees come from women-led and produced coffee farms. Plus 1% of all online purchases go to protecting sloths, who are often displaced due to unethical coffee production.
ProTip: Subscribe to their email/ SMS programs. Not only are they serving up epic deals, but the agency that does it is also pretty talented (if we do say so ourselves).
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This is an excerpt of our new monthly newsletter, Dialed In, where we’re sharing strategies that are kicking ass (or not, you can’t always be #winning), internet trends that are inspiring us to get creative, and introducing you to small businesses whose digital presence deserves your attention. Each month, we hope you walk away feeling less overwhelmed by the digital world and instead, more Dialed In.