08
Q2 • 2022
COVER STORY
TikTok ads, along with a hub of creative resources and success stories. One of the selling points of TikTok as a marketing tool is that the high-performing content on the platform doesn’t require much polishing or filtering. In fact, rawness is rewarded. For small and medium-sized businesses, that means getting real in an effort to build long-lasting connections with their community. The creative tools of the platform are designed to make it easy to hit the mark. Hernandez points to Bruce Graybill, Owner/ Woodcrafter of Sider’s Woodcrafting in Brewer Maine, as one example. Graybill used TikTok
as a orming r n fact, r wness d medium-sized
s getting real in an effor nections with their
ls of the platform hit the mark. l Owner
Brewer, ok
One of the selling points of TikTok as a marketing tool is that the high- performing content on the platform doesn’t require much polishing or filtering.
to share some of the work he had done making handmade cutting boards and chopping He started
ade cutting boards and chopping blocks ed his TikTok account se hen struck T video
and then
o went viral, ga than
garnering mor quickly shot
an three million views.. His followers quickly shot from 7000 to mor
om 7,000 to more than 80
share some of the work he had done makin handmade cutting boards and chopping blocks. He started his TikTok account several years ago and then struck TikTok gold when oneok gold when one video went viral, garnering more than three million views His ll
al years ago
than 80,000. Today, Graybill attributes 90 per ent
. Today
ybill attribute 90 percent
of his sales to TikTok, where he
of his sales to TikTok, where he
emphasizes the value of having fun with his team and connecting with his community. Finding marketing success on TikTok is all about getting eyeballs on your content. Some ways to do tha
e
and c Findi
about getti
ways to do that: create videos that respond to the questions a
to the questions and comments of your community; create ca
to be sure the audience is following what you post (even if they hav
ommunity; create captions for your videos to be sure the audience
post (even if they have the sound off); keep your videos raw a
w-famous woodcrafter from Maine; and be responsive in order to take advantage of TikTok t
personalizing.
your videos raw and authentic, like Bruce, the now-famous w be responsi
TikTok trends happening in real time, like using a vir
a viral voice-over track or video clip users are p
Finally, to use TikTok’s algorithm to your
advantage, it’s important to understand that users are shown content based on what they have liked, rather than just whom they follow. That’s called the “For You” feed, which serves up content based on the user’s interactions, video information, and device account settings. “This means that users are naturally and authentically discovering, engaging, and creating things that are interesting to them,” Hernandez explains. “For brands, this opens an entirely new window of opportunity to create content that speaks to people, to invite the community to join in the conversation, and to make TikToks.” Hernandez says that another drawing card
of TikTok is that anyone can be discovered. She emphasizes that TikTok creators are “just like you and me,” which means anyone on the platform has a chance to reach an audience without needing to be a celebrity or established creator. These creators know the community intimately, and Hernandez calls them the backbone of the platform because they produce relatable content that establishes trust with an audience. If your business is not overflowing with
creative types who can deliver the TikTok goods, or if you’ve just opened a company TikTok account, partnering up with an influencer or creator might be a good way to establish your brand on the platform. Most
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20
