TikTok Marketing 101 with Lauren Pope from G2

Summary

Throwing in a curveball here.

Maybe you're already on TikTok but if not, it's a relatively new social platform that's growing like crazy - currently 800 million users worldwide.

The content is short video - music related, stunts, and general funny stuff. Most users are in the 16-24 year old demographic (more stats and info in this article).

So is it the next marketing channel? And how could you use it to build an audience for whatever you're selling?

Lauren Pope from G2 is a self proclaimed TikTok influencer and talks through the basics in this episode of Growth Marketing Today.

Lessons learned

  • Not just for teenagers: businesses and politicians are on TikTok growing their brands.
  • "My audience isn’t on TikTok" is not true: fastest growing app of 2019
  • Certain businesses lend themselves better to video content. For example:
  1. Anything visual like fashion or beauty
  2. Strange ones: Washington Post with weird off-the-wall content.
  3. Madeline Mann career advice coach is one woman show who’s crushing it by giving teenagers resume advice.
  4. Ecommerce
  • Anyone can find their place on TikTok as long as you have the right angle. What problem are you trying to solve for your audience? Then post content that solves that, even tech solutions.
  • TikTok is a music-based app, there’s a catalog of sounds and music and anyone can have access to them on their videos.
  • Being a talking head can work but jumping on trending sounds will get you in front of more people, faster.
  • Content doesn't have to be directly related to what you sell. The Washington Post isn’t doing breaking news stories, they’re leaning into office culture, talking about things that are relevant to everybody. It's building brand recognition.
  • A SaaS business example:  you could make content about what it’s like to work on a team of marketers all about the same age, how it feels like summer camp sometimes, and that could resonate with people who are job hunting and possibly inspire some collaborations
  • Ads - you can run in-feed ads that show up like native content, brand takeovers so you get their attention immediately, brand hashtags (app tells you what’s trending), types of lenses so you can create a branded lens that people can opt to use in their videos
  • Getting reach - consistency and post anything you think is cool. Lauren has some videos that took no time to create with 100K+ likes but others that took hours to produce and got a few hundred.
  • “If social media is a main pipeline for your ecommerce sales, I don’t think you can afford not to try it at this point”
  • “TikTok is just a different type of audience and an untapped resource that businesses are not taking advantage of”

Still trying to wrap your mind around the fast-paced world of TikTok? You’re not alone. Since its launch in 2018, TikTok has quickly become one of the hottest social media apps on the market. However, the concept for this type of app isn’t new. What makes TikTok unique is the speed at which it’s gaining popularity. In this episode, Lauren Pope, Content Manager at G2 and self-proclaimed TIkTok expert, explains how businesses can take advantage of TikTok’s popularity to grow their brand.

In episode 90, you'll learn:

  1. Why businesses should be on TikTok?
  2. How Lauren has created videos on TikTok with millions of views
  3. How Washington Post is killing it on TikTok

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