After a judge’s recent ruling blocked the proposed ban on TikTok from going into effect on November 12, it’s starting to look more and more like TikTok is here to stay in the U.S. for good. If you’re thinking about creating a brand presence on the platform in the form of a TikTok channel, you’ll want to consider a few things before you get started.
Make sure you’ve got the right account type
Much like Instagram, TikTok’s default for a new user is a personal account. You’ll need to switch your account to a business account in order to access TikTok’s full suite of analytics and business features. Simply follow this handy step-by-step guide on how to switch your account.
Find the sweet spot between timely and evergreen content
Have you ever watched a TikTok and realized after checking the date that it’s several days (or weeks!) old? We all have.
While trends on TiikTok move at a breakneck pace, the app’s algorithm doesn’t show clips to users chronologically. This is especially true on the For You page where users are most likely to discover your content.
Lean too heavily into trends and you risk your content looking stale by the time users finally see it. Ignore trends complete and your content might seem unnatural on the platform. Check out all about the nitty-gritty of the TikTok algorithm.
Similar to your other social channels, you want to find that sweet spot between jumping on the trends and creating only evergreen content. Consider what’s trending at the time you start your next video, while keeping a topic in mind that is relevant to your followers and customers. It’ll take trial and error to find that sweet spot, but you can absolutely have your TikTok dance and infomercial, too.
Have fun with it
TikTok’s mission is “to inspire creativity and bring joy.” Content with a focus on entertaining users and encouraging them to interact is what feels most natural on the platform, so don’t be afraid to get a little silly and think outside the box.
Many TikTok creators have found engaging audiences willing to dare them to dye their hair or create duet videos with their funny stories and dance challenges.
Like any other social media platform, the only way to be successful on TikTok is to consistently post thoughtful, native content.
Before you post your first TikTok, make sure you’ve got a plan in place to publish regularly. Nothing’s worse than clicking on a brand’s page only to realize it’s totally abandoned the platform. You can’t build brand loyalty if you aren’t actively engaging your audience.
At the minimum, claim your name
If you don’t feel ready to dive in to TikTok yet, it might be worth it to ensure you can claim your brand’s username, so you’ll be ready to go once things calm down.
In the meantime, check out these brand TikTok accounts we love:
But first, find a social strategy partner
While it used to be thought that every brand needed to be on every social media platform, that’s not the case as we continue to see new platforms pop up every other week. Instead of hopping on any bandwagon, we recommend figuring out your brand’s overall social strategy.
As an agency with award-winning social strategy , DEG focuses on your customers and where they’re interacting with your brand. We harness cross-channel expertise to devise strategies for connecting your customer experiences across social media, as well as your other marketing channels. And we provide thoughtful business recommendations for whether or not your brand should hop on a trend.