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On the subject of manufacturers on TikTok, the most well-liked ones appear to share some secret ingredient that makes them extra watchable, partaking and relatable.
They’re not all recipes, despite the fact that a few of them may information you to make the smartest folded tortilla wraps or the creamiest baked feta pasta.
As a substitute, the key sauce is their means to create partaking content material that pulls customers in and retains them entertained or knowledgeable sufficient to remain, and to return incessantly.
Constructing an attractive model on TikTok occurs if you discover that candy spot between what TikTok customers need to watch and the message you need to put out to market, between the content material they’re craving on the platform and the story you possibly can inform about your merchandise or shoppers.
Whereas Gen Z, TikTok’s prime demographic, is understood for rejecting promoting and being turned off by advertising, manufacturers that discover the candy spot can get of their good graces and create a higher urge for food for his or her content material (and by extension, their merchandise and providers).
The manufacturers which are doing it finest embody Chipotle, Amazon and Guinness World Data, amongst others. How are they making it occur and constructing a reference to their followers?
1. Understanding the distinctive communication fashion and tradition of TikTok
The very best TikTok accounts acknowledge the distinction between this platform and the way in which social customers work together with different platforms. The very best manufacturers create content material particularly for TikTok, fairly than simply reposting content material or headlines from different platforms.
They’re intentional when creating content material for TikTok and making it partaking. The Washington Put up, for instance, is understood for its hard-hitting journalism and protection of nationwide and international affairs. Additionally they have a Washington Put up TikTok man, Dave Jorgenson, who takes their conventional protection and provides it its personal taste on TikTok, tying it in with popular culture happenings or tendencies throughout the platform.
The outcome? The newspaper seems to have conquered this up-and-coming digital channel, with greater than a million followers interacting with their model on the app.
2. Having a transparent goal in thoughts
The very best manufacturers on TikTok know what they’re posting they usually know why they’re posting it. They comply with tendencies however they don’t discover it crucial to have interaction on all of them.
As a substitute, they perceive the aim of their account and what they need customers to remove from the content material and their interactions with it.
While you’re strategizing, determine what the purpose of your model’s artistic efforts can be. You solely have just a few seconds to seize viewers’ consideration. In the event you’re centered on informing them or entertaining them, make that clear from the start.
Mountain Dew, for instance, did this with the unlikely mixture of John Cena and a watermelon-pink convertible. Instantly upon seeing this juxtaposition, viewers knew one thing enjoyable and weird was going to be highlighted (on this case, a million greenback sweepstakes and a brand new Main Melon soda taste).
Guinness World Data has additionally created a singular area of interest, taking the informative route and taking part in Study on TikTok. As a substitute of solely highlighting essentially the most outlandish of data, the model has additionally used their platform to focus on the science behind some data and to advertise self-awareness and self-care.
3. Discovering methods to connect with tendencies
TikTok customers love a great development and good manufacturers know tips on how to create or leap on these tendencies and make the most of their potential for virality.
Amazon, for one, has leveraged this idea by sharing user-generated content material that’s on the app. Developments like, Issues TikTok Made Me Purchase, tie in completely with their finish purpose and amplify the voices of different customers versus pushing their model narrative alone.
Not all manufacturers are lucky sufficient to have customers creating their very own on-brand challenges like, Issues You Didn’t Know You Want Off of Amazon. In the event you’re not a retail behemoth, contemplate which different tendencies may be a match to your model.
For an instance, Josie Lewis creates new paintings each day on her TikTok. When she shared a latest video, she referred to as out the #asmr sounds created as she labored along with her paint. Capitalizing on tendencies can earn higher visibility, particularly when you are able to do it organically fairly than forcing it.
4. Constructing relationships with influencers
Profitable manufacturers notice the immense affect TikTok customers can have inside their key niches. Partnering with these influencers may give manufacturers a possibility to amplify attain and create pleasure inside their communities.
Chipotle excels at creating these partnerships. For instance, the #GuacDance Problem, launched in collaboration with TikTok creators together with Brent Rivera and Loren Gray, created a record-breaking digital gross sales day and generated 500 million impressions from 250,000 submitted fan movies.
Our newest international examine on TikTok influencers revealed that they’re spending between one to 5 hours every day on the platform, so they’re on prime of the newest tendencies and might present perception to the businesses they companion with. By constructing these relationships, manufacturers can profit from actual, relatable content material that feels spontaneous and artistic, fairly than company and overly branded.
On the subject of TikTok, many manufacturers try to determine one of the best ways to leap in. The platform strikes quick, and you’ve got solely seconds to seize consideration earlier than customers select whether or not to remain in your content material or preserve scrolling.
Manufacturers could wonder if it is smart to leap into TikTok whereas the platform continues to be creating its ecommerce options. Nonetheless, the positioning is already a significant driver for social commerce, with nearly 70 p.c of content material creators making purchases based mostly on posts they’ve seen.
By turning into a part of the dialog — both by means of your individual model’s posts or by means of influencer partnerships — you give your model an opportunity to seize higher consciousness and have interaction along with your goal shoppers in a spot the place they’re open to being entertained, engaged and persuaded.