Flow Communications

TikTok is a smart way to grow your brand, said the head of Flow Communications’ training and social media, Thrishni Subramoney, in a recent Flow Connect webinar.   

“It’s light, easy to use and entertaining; it allows brands to reach new customers and market to their existing ones; and, with a billion active users on the social media site, your brand has the potential for higher engagement.”

Have you been wondering whether your organisation should join TikTok? You’re not alone – many leaders are debating whether to start a TikTok business account.

And the verdict? If your business is interested in exposing its brand to a younger audience, you should strongly consider it.

TikTok is one of the fastest-growing social media channels in the world. It has more than a billion active users, and six million to nine million of those users are in South Africa.

The platform has experienced exponential growth, outshining all other social media platforms, and has become an important space for brands to reach new clients and retain existing ones.

In the webinar Thrishni gave insights on the ins and outs of TikTok for business. She elaborated on using influencer marketing to engage effectively with your audience, as well as creating content that speaks to your brand as a business.

Tik Tok account for Elegant Fuel was created by Flow Communications
Flow Communications recently launched a TikTok account for Elegant Fuel. (Image: Flow Communications)

So, why TikTok for business?

TikTok, as Thrishni explained, is a smart way to grow your brand.

“It’s light, easy to use and entertaining; it allows brands to reach new customers and market to their existing ones; and, with a billion active users on the social media site, your brand has the potential for higher engagement.”

But before venturing into creating fun, light-hearted content for their brands, business leaders should ask themselves:

  • Does your business have a good strategy to reach your audience?

  • Can you post consistently?

  • Does your business have a team that can run the account and engage with content?

  • Does your business have an idea of the type of content you want to generate on TikTok?

  • How can your business use TikTok to align with your business objectives?

Thrishni added: “A good strategy on TikTok has the following elements: it’s creative, goal-driven, light and entertaining; it can be measured, analysed and optimised; and it allows for the brand to partner with the right creators to elevate the brand.”

The platform has many “bells and whistles” that can be tempting for brands to buy into, but it is important that they keep their goals in mind when it comes to content creation, she explained.

“It’s all about understanding your goals and objectives on the platform. It’s easy to lose the essence of the brand when you ride every new trend and wave that comes along.”

But, Thrishni said, when you’re sure of your goals as an organisation, it’s easy to say no to content that won’t serve you and yes to content that aligns with your brand.

Three perceptions to rethink about TikTok
Thrishni explains three perceptions about TikTok to rethink.
(Image: Flow Communications)

Top TikTok tips shared during the session include:

  1. Don’t reinvent the wheel – use the creator tools to generate creative videos on TikTok

  2. Pay attention to the key elements of a TikTok video – the look and feel of your video, the sound, the details and the story you tell

  3. Play around with creative effects such as voice-overs, text and filters. Don’t go overboard, but take the time to see what’s available

  4. Keep up to date with new features and functionality. TikTok updates them regularly

  5. Keep an eye on your analytics – this will help you get an understanding of how your videos are being received. Apart from your account analytics, you can also measure views around a hashtag, which is very useful for campaigns!

“TikTok is an extraordinary marketing tool. Used effectively, it can grow your brand and business. If the question is ‘To TikTok or not to TikTok?’, the answer is ‘Yes!’” Thrishni said.

For more information about setting up your platform, developing a strategy, creating content or finding great creators to partner with, email info@flowsa.com.

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