If you're a college student, you've probably used TikTok to share fashion inspiration, relatable videos, or even aesthetic recaps of summer trips. And why not jump on the TikTok bandwagon? These videos are easy to create and fun to post, and they allow users to connect through a shorter video format.
But what about using this social media tool for brand communications?
With this recent surge in popularity, countless companies are using TikTok and even Instagram Reels as the newest tools for social media marketing. Potentially, many PR agencies/communications teams will want a younger voice to teach them how these formats work. That’s where you step in.
Now, you probably already know how these apps work and how to create your own content, even if you're not creating TikToks constantly.
However, in pubic relations, you have to do more than just create content. Do you know exactly how to use these videos to boost engagement? Or turn video views into followers?
If not, don’t worry! Here’s a few key components when creating TikToks or Reels:
Audio is everything.
Always try to choose sounds for videos within the TikTok music library, because this will link your video to others that use the same sound. Without this linkage, videos are less likely to go viral and likely won’t receive much circulation.
Many of these sounds within the TikTok library are based on trends that are circulating through the app, so pay attention to what audio you're hearing a lot. Instagram will have a little upwards arrow next to sounds that are trending, and TikTok has playlists on their "Discover" page to help users find trending songs.
Stick to trends.
The majority of videos created on TikTok are based on trends circulating the app. These trends can be based on facial gestures, dance moves, sound pieces, etc., and influence the culture of the app. Creating content within these trends allows brands to be involved in the culture, so stay on top of them!
Use text to grab attention and encourage engagement.
Use text at the beginning of your video to hook viewers so they know why they're sticking around. Questions or unfinished sentences are great, but any text that gives context to what the viewer is watching will work as well.
At the end of your video, direct users to read the full caption, send them to your account for more information/similar content, or encourage them to like/comment. Getting viewers to engage in this way not only means TikTok algorithms will push your content forward on their “For You’ page, but it also allows you to interact with potential customers!
Provide value to viewers.
The goal of every video is to either educate or entertain. If there is no value to viewers, you’ve lost a potential client relationship and they will move on without engaging.
Pretty simple, but an important question to ask. Are you providing value or just shouting out more information?
Be authentic.
There are few things worse to a Generation Z audience than being inauthentic. Represent your brand and strive to increase engagement on these platforms, but don’t do it simply for more likes and followers. Instead, use TikTok/Reels as a new opportunity to create relationships with your audience.
TikTok takes some trial and error, but keep at it until you find what works for either your personal brand or the companies you work for.
It's all about finding new and exciting ways to engage your audience, and if your focus is on connection and authenticity, you're bound for success.
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