Our clients find video and TikTok marketing challenging for a couple of reasons:
- Nobody wants to be on video
- Videographers are expensive
The rise in popularity of platforms like TikTok and Instagram Reels means brands must embrace video or risk being left behind in the latest digital movement. Two years ago when TikTok rose in popularity during the pandemic, we all speculated about whether or not the platform would stick or fizzle out. As we bolt into 2022, it’s time to admit TikTok is here to stay.
Ignore what you think you know about video marketing and make this year the one where you embrace TikTok marketing. TikTok encourages the use of their templates and less-than-professionally-polished videos which eliminates #2 on our list above. Now if only you knew someone who liked to be on video . . .
Turns out, you don’t have to produce all those videos yourself. In fact, you don’t have to worry so much about your own TikTok following. Instead partner with TikTok creators who speak to your target audience to create content and ads that engage and wow your audience.
We’ll start with paid ads. In addition to creating ads with your own content, you can now create ads from the content of other creators. The Spark Ads Format allows you to use either your own organic posts or organic posts from other users in your ads.
Why would you want to use content from other users in your ads?
Let’s think about a TikTok user who has over a million followers, like say, an Olympic athlete. What if a brand paid this creator to publish a video using the brand’s product? That’s exactly what Little Ceasar’s Pizza did when it partnered with Gabby Douglas.
Not only did Gabby’s organic audience see the video, but Little Ceasar’s Pizza used the content for a Spark Ad.
Don’t know any Olympic athletes? No problem. Although a million followers is phenomenal, it’s not necessary. You can discover a creator in your industry or community with ten to twenty thousand followers and still create quite a stir.
Before and After Videos
You’re already taking before and after pictures for social media and your website. Take another minute and shoot a few seconds of video. That’s right. TikTok thrives on videos less than sixty seconds long. Want to make that project fill even more of your TikTok space? Create one or two short videos of your progress every day. If someone from your business wants to narrate the video or be on camera for a walk-through, even better, but it’s not necessary.
Maybe nobody from your company wants to be on video, but what about your customers? You could film the testimonial yourself or ask your customers on TikTok to share the testimonial on their own feed and tag you in the post. Up the ante a little by offering your customers a free gift or discount by sharing that testimonial. Isn’t that bribing? Yeah, a little bit. This is why anytime you compensate a customer for their video or testimonial you and your customer need to make sure to include a hashtag like #ad or #paidcontent in the post.
One of the most well-known challenges over on Facebook was the ice-bucket challenge years ago. While your challenge might not raise to that level, you can create your own challenge. Be creative and make it relate to your business or industry.
A Chipotle employee started what became one of the company’s most successful challenges the #ChipotleLidFlip Challenge. While it may have been created by an employee, the videos are all created by customers or creators not staff at Chipotle.
What kind of challenge can you create for your company?
When we launched Momentum Consulting way back in 2008 Facebook still had a babyface. We created profiles for businesses with individual logins because business profiles didn’t exist and the reach was incredible. Some businesses and traditional ad agencies steered clear of social media in those early days. Why? It was untested. They knew what they could get through traditional media.
TikTok and short-snackable video is the new movement in digital marketing. You can stay with what you know or start learning a new platform. It’s scary and time-consuming, we know. But if you want to stay relevant, it’s time to jump in.
Need help creating a TikTok strategy along with managing all your other digital media elements? We’re here to help.