With billions of users made up of celebrities, politicians, teenagers, seniors, and pretty much every major corporation, TikTok is impactful even in the business world. Having a company TikTok account can significantly boost sales, increase brand loyalty, and even foster new business relationships. But the high user count also means having to compete for attention with not just your direct competition but every content creator. Is your company’s TikTok account getting passed up for a competitor’s? Do you wonder why videos of babies eating breakfast have more engagement than you?
Here are some mistakes you may be making.
Not Being Personal Enough
Generic videos no longer cut it on Tiktok. Even for business accounts, your content needs to be personal and relatable in order to resonate with users. But how do you accomplish this without compromising business integrity? The easiest way is to use your employees. They are the face of your company, so put them in front of the camera to humanize your brand.
If you’re hard up for video ideas, consider your business model. If you’re a B2B company, you could do a series of educational videos highlighting your product or service. For example, if you sell software, you could do a “tip of the week” style video showing one way to use your product. If you’re a B2C company, you could do behind-the-scenes videos or product demonstrations.
Not Running Ads
Buying ads is like buying leads, it gives you an edge. Organic reach is great, but if you really want to give your TikTok account a boost, you need to run ads.
TikTok offers several different ad formats, so you have options for your goals and budget. For example, if you want to increase brand awareness, you could run a TopView ad. These are full-screen videos that play automatically when someone opens the app. Or, if you want to drive traffic to your website, you could run a Click-Through ad. These are video ads that include a call-to-action button that links to your website.
Not Analyzing Your Data
TikTok provides a wealth of data about your account and your videos and if you’re not taking the time to analyze this data, you’re missing out on valuable insights that could help you improve your content and grow your following.
So, what kind of data should you be looking at? Some of the most important metrics to track are views, engagements, and completion rate. Views will give you an idea of how many people are seeing your videos. Engagements will give you an idea of how much people are actually interacting with your videos. And completion rate will give you an idea of how many people are watching your videos all the way through.
By tracking these and more metrics, you can inform your future content strategy better.
These are just a few of the mistakes you might be making with your company’s TikTok account. But don’t worry, they’re all fixable! Just be sure to post relatable content, run ads, and analyze your data.
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