How businesses can go viral on TikTok

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Building a loyal follower on social media can help brands increase visibility – and sales. But how do they do it?

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Whether it’s trending dances, stunning glow-ups or making videos with your granny, the TikTok trend seems to come out of nowhere and before you know it, everyone is doing it.

But how do brands tap into trends and use them to bring more visibility – and new customers – to their doors?

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By some estimates, there are over 21 million TikTok users in the UK, the majority of whom fall in the Gen Z demographic – those born between mid-to-late night and 2010.

Jay Richards, co-founder and CEO of Imagine Insights, which works with brands to help target Gen Z consumers, told the audience at the Evening Standard. we are expo It was held on Thursday that more than half of Gen Z consumers spend more than an hour on TikTok every day, making it an ideal platform to raise brand awareness.

But how do businesses start?

create a community

“I saw a woman yesterday doing test exercises for a driving theory test [on TikTok] – You can’t be more slack, ”said Richards.

“But her community absolutely loves it. Why? Because she’s engaging with them both in the comments and when she’s doing live videos.”

Responding to people with personalized video comments — or even fulfilling specific requests, such as special new colors for a product — brings your community closer, he said.

Don’t be afraid to be in your niche

Richards pointed to a brand called Stitch, which only produces clothing with anime characters, and has a huge, albeit niche, on TikTok.

“I think sometimes as brands and companies we get a little intimidated that we need to do everything, but you can just do one thing and do it very well,” he said. .

“That’s what I love about this brand — they don’t care about anything else. They don’t care about appealing to the masses.”

He suggested that businesses should find a format of video, or a specific type of content, that works well and sticks to it.

don’t take yourself too seriously

Richards said, “I know you’re a small business, and you started it yourself and that’s very important to you, but the best people on TikTok can laugh at themselves.”

He pointed to a recent video that Ryanair did, suggesting that people who lost money in the recent crypto crash may still be at risk of flying it.

“If you can be a brand or company that isn’t afraid to market itself on TikTok, you will do better than someone who is trying to be serious,” he said.

He added that comedy content is the most popular type of video on social media platforms, followed by food and drink videos.

Know what happens behind the scenes

“What Gen Z really wants to see is to see how naughty you are, to see the little things that you care about,” Richards said. “They want to see that background material.”

Big companies are starting to do this, he said, including video of luxury brands taking factory visits or CEOs.

“TikTok is replacing TV,” he said. “If you’re going to spend your money anywhere, the best place to spend it is on TikTok.”

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