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TikTok 101: Ideas and Cautions

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TikTok is a growing platform for short form mobile video. Gen Z and Millennials spend about an hour a day watching content on the platform. Is this a platform you should consider for your marketing mix?

TikTok By the Numbers

The latest data from Pew Internet indicates that 21% of Americans who use social media use TikTok. Other sources of data show:

  • 62% of TikTok users are ages 10-29
  • Males and females are equally likely to use the platform
  • Popular content is comedy, skits, lifestyle and tricks

If your content is about beauty, fashion, home, travel, food, drink, lifestyle, or music and these demographics align with your target audience, TikTok might be a good channel for your marketing. Before I share some thoughts on how to use the platform, you also need to consider some serious security concerns with the platform.

Security Concerns

TikTok has been at the forefront of countless rumors of privacy violations and security issues. It was banned in India, and by the US Army and Navy with accusations of national security threats.

In its privacy policy, TikTok states that it collects “information you provide in the context of composing, sending, or receiving messages.” Focusing on the use of the word “composing,” TikTok doesn’t just collect data related to what you share using the app. It also gathers data about content you created or wrote but didn’t share. It also collects information about your phone’s model, screen resolution, current OS, phone number, email address, location, and even contact list.

TikTok stores user data in the US and Singapore. It is owned by the Chinese company ByteDance.

Over the past few years, security researchers found multiple security vulnerabilities within the app. Serious questions are raised about the potential for data amassed by TikTok being exploited by the owners and hackers.

TikTok 101 for Marketers

TikTok content has a high chance of getting a large number of impressions and going viral. Content that is funny and creative combined with the right sound and hashtags will get the attention of users.

To define your brand on TikTok:

  • Create an account. Complete your profile and link to your other social pages.
  • Pick your sound. Sound is an important and expected element on TikTok. Brands that use custom sounds benefit from the sound discovery options on the app.
  • Partner with influencers. Find creators whose content complements your brand voice and values. Work with them, as the experts, to create original TikTok content.
  • Connect and engage with users. The app community expects brands to authentically show up on TikTok, participate in trends, comment on videos, and follow consumers and creators.

To find success, your brand will need to find a voice and originality that resonates with viewers. This is not a place to focus on sales or conversion. The vibe is lighthearted and fun.

Successful efforts are created specifically for the app and use sound and other tools that users expect. Challenges and campaigns that are simple and leave room for users to creatively respond get the most attention. Content that taps into “now” topics also does well.

Instagram Bio Best Practices

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Instagram limits what you can post, so it is important to make the most of the content in your bio. When people discover you on Instagram, there’s a good chance the first thing they will do is read the bio. Great bios share info about the brand, what it stands for, and the value they share on Instagram.

The right Instagram bio:

  • Tells your story
  • Shares your brand voice
  • Sets the stage for the content you post

What Should Your Instagram Bio Include?

Every Instagram profile should have the following:

  • Name – This is your business name, which will help your current and prospective customers easily find you.
  • Profile picture – Having your logo as your profile picture will help with brand recall and recognition.
  • Link – Link to your website or a link tree leading to various pages.
  • Description – Tell users what your brand is about in just a few words.
  • Call to action – Lead people to an action that supports your goals.

An Instagram bio can also have hashtags relevant to your brand or industry.

While there isn’t a single right way to write your Instagram bio, here are some successful approaches to consider:

Mission Focused

Share details of what you sell and what you stand for. In today’s world, consumers want brands that champion social responsibility and are transparent about their practices.

Offer Focused

Your Instagram bio can be used to highlight a product offer. Use the bio to share details and lead users to your website.

Fun and Casual

Social media is a place to engage and have fun with your audience. So, if you’re struggling to come up with a bio, stop overthinking and consider going the lighthearted and funny route.

Hashtag Heavy

Hashtags help Instagram users find you more easily. In addition to improving discoverability, hashtags help brands tell their story in a quick and succinct way.

Emoji Heavy

When used appropriately, emoji are eye-catching. Like any image, they can say a lot without word clutter. You can use several emojis to highlight multiple things or limit your use to one emoji that relates to your brand.

 

How to Be a Thought Leader with LinkedIn

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“Thought leader” is a term that gets thrown around a lot. You may not think of yourself as a thought leader, but as a small business owner or communicator you are. Who you are and what you do makes you a thought leader in your area of endeavor.

The thought leader concept can be a terrific way to establish your brand’s place in the market. What do you know best? What perspective do you bring? How do you look at your industry compared to others? These are all essential elements of your thought leadership.

LinkedIn is a key place where professionals can establish thought leadership. Since it is a place where people go to find professionals and check credentials, LinkedIn is built for establishing your professional identity.

Thought Leadership on LinkedIn

LinkedIn is a social connection platform focused on your business and your brand. Begin with your profile. Optimize it to showcase your industry and your expertise. Demonstrate your authority as part of your brand within the industry.

When someone visits your personal profile on LinkedIn, they should immediately be able to see what you do, who you help, and the value you provide. This starts with a strong headline on down through your description, featured links, published articles, activity, and content.

Keep your audience in mind. Make clear who you serve and how you serve them. Provide resources that support your expertise.

From your profile, create a LinkedIn company page. Be sure to complete all of the fields available. Once the profile is saved, make sure your current experience is linked to the company page.

Create Posts that Matter

Your next task is to share posts and articles that highlight and share your expertise. You can do this through original posts in your feed and as longer articles. You can also share expertise in comments on relevant posts created by other people.

Focus on content that is compelling, thought-provoking and makes contributions to your area of endeavor. Your content should align with your values and brand goals.

While you’ll want to diversify your content and try all sorts of different types, here are three kinds of content that right now are favored by both the algorithm and audiences.

  • Polls on LinkedIn are short multiple-choice quizzes that invite people to vote on a particular topic. Use a poll to ask for responses as well as comments.
  • Carousel posts allow you to upload and share a PDF file. Each page of the PDF becomes a slide on the carousel that the audience can swipe through.
  • Video on LinkedIn allows you to connect with your audience, which helps immediately build trust and authority. Short videos from 30 seconds to 3 minutes tend to perform better on LinkedIn than longer videos.