As destination marketers, we have seen the emergence of different social media platforms over the years. Some gained traction and evolved and some have failed (think: Vine and Google+…and whatever happened to MySpace?!). TikTok is a platform that cannot be ignored, particularly to reach the up-and-coming Gen Zers, and marketers are learning how to incorporate this very different platform into their marketing strategies.
It’s time to take a critical look at the newest social giant and use it to garner heads in beds. Here are five questions our clients are asking about where to start.
- Why is TikTok relevant for my destination?
We are glad you asked. Here is what you need to know:
- At the end of 2021, TikTok had 1.2 billion monthly active users and expects to reach 1.5 billion by the end of 2022 (https://www.businessofapps.com/data/tik-tok-statistics/ )
- Due to TikTok’s algorithm, we see niche/luxury brands finding this hugely useful in targeting their audience
- The user demographic is 19-29 years old (https://sproutsocial.com/insights/what-is-tiktok/)
- TikTok is useful in engaging the younger demographic and building brand awareness at an early age (https://sproutsocial.com/insights/tiktok-for-business/)
2. What does my brand look like on TikTok?
As with every platform, TikTok requires targeting audiences in a specific way. Consider this:
- The overarching tone on TikTok is relatable, funny, and sometimes silly
- Go for quality over quantity. TikTokers don’t want posts for the sake of posts.
- Create a personality for your brand. This authentic voice creates relatability and your brand voice will shine through. For more on cultivating your unique brand voice, see our January blog post.
- User expectations for brands on social media channels:
- 53% of consumers want information about new products and services
- 52% want to stay up-to-date with the brand
- 38% want to be entertained
3. What types of content do I need to create to market my destination on TikTok:
Part of creating an effective content marketing strategy is having a solid understanding of your purpose before you create the video (or any other type of content). You want to make sure both the type of the video and the channel purpose (if you’re posting on social) fit the purpose of the video itself.
Here’s a breakdown of different types of videos you could make:
- Explainers can help educate people about your destination and can be used in conjunction with instructions, customer service activities, and a whole other range of applications.
- Interviews can help to encourage conversation between the brand and its users, or showcase a special guest or influencer.
- Reviews and demo videos can be created by brand ambassadors in exchange for free lodging and/or activities.
- Live video is the best chance to get up close and personal with your audience, and it works well on social channels in particular.
For more information on video marketing, check out this article.
- What are some specific examples of destination-related content?:
Here are some ideas for content that will strategically engage your audiences:
- Show off fulfilling work: Highlighting business owners who are doing what they love creates engaging content that appeals to a broader audience. The personal history of those with unique jobs (i.e. the winery owners, the boutique owners, the apple farm, etc.) creates stand-out and shareable content.
- Burnout is trending: Speak to the potential visitor who wants to prioritize themselves and self-care. The offerings in the destination speak to all the activities that the burned out worker is looking for: amazing eateries, hiking, relaxing time near bonfires, spas, etc
- Leverage educational side of TikTok: People love learning fun things, so show how things are made (i.e. cocktails, tacos, bikes, how to hike, how to surf, etc.) as a way to showcase your destination.
- Social issues that create deeper meaning: What social issues is the destination addressing? What affects the industries there? Diversity, food justice, sustainability, local foods, and food advocacy have performed extremely well and will continue to do well. Focusing on core issues creates relatability and adds a layer of social justice that appeals to a wide audience, especially the younger demographic.
- Show a diverse set of individuals on your feed. Make sure a whole host of different identities are being shared so individuals can see themselves there.
- What are some practical tips to know when creating videos?
Here are some best practices to keep in mind with all of your TikTok video content:
- Tell a story
- Make ‘em Laugh
- Script for 60 seconds
- Find an emotion to share
- Use music as pop culture reference
- Stay on brand
For more information, check out this article.
TikTok seems to be here to stay and is a platform that needs to be understood, observed, and embraced as it evolves. Because of the nature of video content, this platform requires more time for content development than other platforms so it is an investment. In order to ensure that you have a worthwhile return on your investment, there needs to be a mindful organic content strategy to guide you. As marketing partners, it is our job to help usher you into these new territories to continue to build up over the years.
If you want to talk to us about your social media or other marketing needs, reach out to Mary Verdin at [email protected]