The impact of TikTok cannot be denied; it is the most downloaded app in the world, it supports the growth of the creator economy, and it fosters vibrant online communities. However, many companies are still hesitant to sign up.
It was time for Sprout to make the jump to TikTok, so we did some preliminary testing and will be learning as we go.
Informed by our initial speculations, we developed the following strategy for approaching TikTok
Instagram users generally expect a higher level of presentation and production value (hence why Reels with vivid graphics and animation perform well). TikToks are popular because of their lo-fi, raw quality and the frequent emphasis on the creators themselves.
We made a few tweaks to our videos to make them more suitable for TikTok, but the format and video orientation are nearly identical to those of Reels. TikTok’s built-in features allowed us to add closed captions, music, and other sounds to each video.
Videos on TikTok are discovered and interacted with by users largely due to the use of hashtags. We spent some time in advance of our initial post thinking about the best hashtags to use and how they would affect our visibility.
It’s very meta for a social media company to have its social team try out a new social network. Of course, this is also a window of opportunity. Through testing a TikTok marketing approach, we can establish ourselves as an early adopter and a credible source of information, ideas, and leadership in our field.
We’ve picked up a lot in our short time on the site and would love to pass it on. Examine Sprout’s trial run, findings, and key takeaways to learn how you can launch your own TikTok channel for your brand.
To what extent did we examine
We quickly adapted to Instagram’s new video format, Reels, when it was introduced. Seeing as Reels had become a staple in our Instagram strategy, we thought reposting some of those videos would be a good, low-stakes way to see if TikTok could help with our awareness efforts and help us figure out what kind of storytelling formats were most effective.
Informed by our initial speculations, we developed the following strategy for approaching TikTok:
- Instagram users generally expect a higher level of presentation and production value (hence why Reels with vivid graphics and animation perform well). TikToks are popular because of their lo-fi, raw quality and the frequent emphasis on the creators themselves.
- We made a few tweaks to our videos to make them more suitable for TikTok, but the format and video orientation are nearly identical to those of Reels. TikTok’s built-in features allowed us to add closed captions, music, and other sounds to each video.
- Videos on TikTok are discovered and interacted with by users largely due to the use of hashtags. Before making a post, we looked into the best hashtags to use and how they would increase your profile visibility.
Methods we used to analyse TikTok’s success
Awareness among social media managers, specialists, and other digital marketers is a top priority for TikTok. Seeing as we are still in the testing phase, we have not established any firm objectives. Instead, we monitor video views, profile views, and audience growth as key performance indicators (KPIs).
We conducted qualitative research to find out what kinds of stories and topics interest our readers the most. In light of this, we have evaluated a wide range of TikToks, including everything from thought leader commentary and social media marketing advice to videos spotting the latest trends.
What the numbers showed (so far)
As much as we’d like every video to go viral, sometimes the opposite is true. It helped us identify a few key variables that we would later adjust. Unlike the rest of our videos, this TikTok is silent, features only a voiceover, and is stitched together in such a way that it does not fill the screen.
The ultimate takeaways from TikTok
Discover your people: Your brand can join a TikTok community that shares its interests, no matter the sector in which it operates. Dig into trending hashtags and investigate brand and industry-related keywords to locate your target audience.
Share the humanity behind your brand: Make your company more approachable by showcasing real people and fan-created content. That goes for everyone in your organisation. This can be achieved through relatively uncomplicated means, such as by providing tours of the office, offering advice on products, discussing areas of expertise, or even presenting pets as interruptions to meetings.
Make use of Tiktok’s special functions
Make use of all of TikTok’s built-in capabilities. Your video will have a better chance of being featured in an FYP if you use music and sounds from the TikTok library. Also, remember to prioritise diversity and inclusion. Captioning and other accessibility options on TikTok are simple to use and provide highly accurate results.
Promote TikTok channel
Promoting your channel can be as simple as reusing existing video content. Don’t sit back and hope that people will stumble upon your TikTok channel; instead, promote it on your other platforms. It’s simple to share videos created in TikTok across platforms, and doing so can give your content strategy a fresh look.
Collaborate with artists
Working with other creators is a fantastic way to reach a larger audience and add authenticity to your brand. Make sure you give them the room they need to actually think outside the box, though. Explore our creator economy data to find out more about the benefits of working with creators and the best practises of today’s marketers.
Figure out what helps you the most
Just because one of your videos goes viral and gains you a bunch of new subscribers doesn’t mean that the next one will do the same. Consider what factors distinguish successful uploads from those that bomb, and let those observations inform your next TikTok.