Understand the landscape you are entering.Įvery successful content strategy, be it on TikTok or any other platform, starts with research. Whether you envision TikTok as a channel for a strong organic presence or a conversion-driven performance campaign, it’s important to define what you hope to achieve on the channel and how it aligns with your ultimate brand objectives.Īre you trying to achieve product-market fit? Increase brand awareness and recall? Build a community? Drive conversions? It’s important to align TikTok as an additional channel in your overall marketing strategy and how it works symbiotically with the rest of the channel mix to help you achieve measurable results. Set clear, measurable goals for your future strategy. Bonus: a hot take on going viral and how to repurpose TikTok videos for a multi-channel strategyġ.Without further ado, here’s NoGood’s tried and true framework for a sustainable, long-term growth strategy for TikTok. Whether you go down the in-house creator route, partner with an expert TikTok agency partner like NoGood, or collaborate with micro-influencers to source UGC content (check out our UGC guide for more information), there are many ways to dedicate the necessary resources to this channel to see promising results.īut enough on the introduction - let’s get to the actionable insights you are here for. Just like a social media manager would monitor a brand’s presence across social platforms, or a dedicated writer would author the newsletter or blog posts, the same way TikTok requires a dedicated content creator (or creators) who is a true storyteller at heart, passionate about the brand and its offerings, and working on a consistent output of a few videos a day. Of course, the content on TikTok will match in its execution to the unique needs and requirements of the platform - but the key here is to think of it more holistically as another element of a consistent marketing strategy.Īdditionally, it’s important to understand that, just like any other content channel, TikTok also requires appropriate resourcing in order to maintain consistency and quality of content. Do you have a newsletter? A presence on other social media platforms? A paid media strategy? Just as you’d ensure brand and messaging consistency across all these channels, so should you add TikTok as an additional touchpoint through which your audience can connect with you and gain value from the content you share. Instead, TikTok needs to be an extension of your existing content strategy, consistent with the brand’s values, key offerings, and other channels. TikTok should not be regarded as a standalone channel - or a “trendy” channel brands need to be on because it’s widely discussed at this moment in time. Here’s why it’s not a good idea to think about the video app through the lens of these questions. Oftentimes, these are the starting questions brands ask themselves when they consider TikTok as a channel. If you have been wondering about any of the questions above, you are not the only one. “Can we work with creators to grow on TikTok?”
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