What Marketers Need to Know About TikTok: A #CMWorld Twitter Chat with Lauren Pope

You’ve likely heard of TikTok. Maybe you watched a few videos with the kids. You may have even downloaded it for yourself. But now that TikTok is receiving more attention – from marketers and government entities – you may be asking how the platform should fit into your content efforts.

Content marketer by day, TikTok creator by night, Lauren Pope brings a unique perspective to the table. That’s why we invited her to a recent #CMWorld Twitter chat. And did we mention Lauren grew an audience of 70,000 followers organically on the platform in under a year? She’s definitely one we wanted to talk to.

What follows is a brief look at our discussion.

What questions should you ask when deciding if a social media platform like TikTok fits into your content marketing strategy?

Q1: “Do I have the time to dedicate to building a following.”

I grew an organic following on 70,000 followers on TikTok in just under a year without spending a dime on the platform as one person. But that also meant making multiple videos every single day, no breaks. #CMWorld

— Lauren Pope (@LaurenxPope) September 8, 2020

A1: The first and most important question is “Is my audience on the platform?” That will determine whether or not to sit down and come up with a plan of action. #CMWorld

— Hannah Munoz (@hannah_derrose) September 8, 2020

A1. While I’m not on it, I’d recommend others to avoid TikTok. Working in marketing for a #cybersecurity company, my priority is safety and privacy for my audience, and #infosec pros categorize TikTok as “a data mining app masquerading as a social platform.” #CMWorld

— (((Emily L. Phelps))) (@SouthpawTales) September 8, 2020

What kind of content performs well on TikTok? Are there industries that better lend themselves to TikTok than others?

Q2: My best performing TikTok content does one of two things:

1. Educates the users
2. Makes them laugh

Personally, I’ve found that informative and educational content consistently performs the best. #CMWorld #TikTok pic.twitter.com/DEAgPn2yvf

— Lauren Pope (@LaurenxPope) September 8, 2020

Q2: HOWEVER, the most liked video I’ve ever created has over 660,000 likes and 2+ million video loops.

And it’s just a video of my cat 🐱

So, don’t be afraid to experiment outside your niche to see what performs well. #CMWorld

— Lauren Pope (@LaurenxPope) September 8, 2020

A2) I’ve seen a lot of how-to’s do well on TikTok (aside from whatever’s trending dance-wise).

Quick, 15-30 second tidbits work wonders on keeping an audience engaged. One of my faves was a nutrition specialist debunking myths & giving tips.#CMWorld pic.twitter.com/sZBCfx1L7T

— Jason Schemmel – Speaker & Podcaster #GSDChat🎙️🤯 (@JasonSchemmel) September 8, 2020

A2. The best content is a mix informative & entertaining. With Tik Tok, one has a 15 second video window to grab the attention of their audience.

I have seen digital marketers go viral, Red Bull has a great channel, travel & luxury industry also do well.#CMWorld

— RB (@TheEpiphanist) September 8, 2020

A2: I’ve seen great product demos and music too. I’d love to learn what industries are crushing the platform. #CMWorld

— Lisa Baer (@lbaer_lisa) September 8, 2020

A2: The cool thing about TikTok is that it’s so vast. From cheeseboards to harry potter, you’ll stumble upon exactly what you’re looking for. Once you find your niche, stick with it and you’re bound to find your people! #CMWorld

— mara (@mara_calv) September 8, 2020

Is it best for brands to start their own TikTok channels or should they first work with established influencers?

Q4: It depends on the time commitment your team can dedicate to maintaining the channel.

I’ve seen plenty of companies that have had their products go viral on TikTok and they don’t have a presence. They DO have influencer programs though. #CMWorld

— Lauren Pope (@LaurenxPope) September 8, 2020

Q4: You don’t need to create video content to make a splash on TikTok. If you have a robust enough influencer program, you can tap into people who have already done the leg work.

ECommerce and fashion brands are doing this more and more on TikTok. #CMWorld

— Lauren Pope (@LaurenxPope) September 8, 2020

A4: Can’t help but think that a brand using a vehicle (like TikTok) without its own presence there is building on rented land, to borrow a phrase. #CMWorld

— Mike Myers 🤠 (@mikemyers614) September 8, 2020

A4: Good question! I think both, have your own and work with established influencers so they have a place they can direct more traffic to if they want to see more from you #cmworld https://t.co/9Jc6YJsK7l

— Charlie Appel Agency (@ColfaxInsurance) September 8, 2020

Think you’re ready to dance with TikTok? Get going with a look at every tweet from this chat or check out “The What, Why, and How of TikTok for B2C Brands [Examples]” to get you going.

If you’re looking for a conference that will give you smart strategies and actionable tactics, then you won’t want to miss Content Marketing World. Use discount code SM100 for $100 off at checkout. There’s still time to register!